Viewership of regional mobile video content rising in India: Vuclip

The Global Video Insights Survey conducted by Vuclip reveals strong preference for international videos in native languages

BestMediaInfo Bureau | Delhi | June 2, 2015

Vuclip, a leading premium mobile video on demand (VOD) service for emerging markets, has released its Global Video Insights (GVI) from a survey it conducted of more than 8,500 users spanning the emerging markets of India, the Middle East, South East Asia and Africa. The survey responses reveal a growing propensity among mobile video consumers to view and navigate videos in their native languages on a single over-the-top (OTT) mobile app that also enables them to consume international content at length.

Key insights of the Vuclip GVI survey relevant to India

Localised content takes centrestage

• Though movies and television shows account for around 80 per cent of the international content consumed on the Vuclip platform, 78 per cent of Vuclip viewers in India have shown preference to watching content in their native language.

• Hindi videos constitute over 40 per cent of viewership traffic in India. Videos in languages such as Tamil (8 per cent), Telugu (6 per cent), Bengali (4 per cent) and Marathi (4 per cent) are also seeing increased traction.

Preference for an 'All in One' mobile video app that speaks the viewer's language

• 80 per cent of survey respondents in India weighed in strongly that they preferred a single over-the-top (OTT) app for finding both regional and international video content.

• 79 per cent of survey respondents in India indicated their preference for mobile video apps to enable better video discovery through navigation in native languages.

Key insights relevant to other emerging markets

Thailand (88 per cent) and Indonesia (87 per cent) registered the highest preference for 'localised' mobile video content, while Malaysia (64 per cent) registered the lowest among the markets surveyed.

Navigation in native languages was considered most important in countries such as Indonesia (89 per cent), Egypt (87 per cent) and Thailand (86 per cent).

Respondents in Indonesia (91 per cent), Kenya (90 per cent) and Nigeria (90 per cent) considered an aggregated mobile video platform/ app important for accessing international and local content rather than downloading multiple apps.

Commenting on the survey insights, Arun Prakash, COO, Vuclip, said, “A diversified content catalogue, coupled with an unparalleled viewing experience is what the mobile video viewer wants and what Vuclip has been successfully delivering over the last seven years. The insights validate the importance of catering to the diverse entertainment needs of our subscribers from Asia to Africa. Creating a strong video library backed by gamut of content in regional languages would play a key role in broadening the subscriber base of VOD players.”

Top 5 mobile video searches by language

Hindi:

1. Katrina Kaif
2. Romantic Songs
3. Comedy Nights
4. Shah Rukh Khan
5. Movie trailers

Tamil:

1. Uttama Villian
2. Dulquer Salman
3. Trisha
4. Vai Raja Vai
5. Mental Manadhil

Telugu:

1. Pawan Kalyan
2. Ok Bangaram
3. Kick 2
4. Samantha
5. Bahubali

Bengali:

1. Swastika Mukherjee
2. Bengali Movies
3. Bikram Singha
4. Idiot
5. Kanamachi

Marathi:

1. Laxmikant Berde Comedy
2. Hi Porgi Sajuk Tupatali
3. Retiwala Navara Pahije
4. Dagadu Shantaram Purab
5. Mahalaxmichi Aarti

Malayalam:

1. Amala Paul
2. Chandrettan Evideya Dileep
3. Bhaskar The Rascal Mammooty
4. Ennum Epozhum
5. Mohanlal

Punjabi:

1. Yo Yo Honey Singh
2. Jatt and Juliet
3. Miss Pooja
4. Punjabi full movies
5. Punjabi pop songs

Kannada:

1. Ganesh
2. Shivrajkumar
3. Jaggi
4. Vajrakaya
5. Lucky

Methodology

The trend statistics in this report were gathered in April 2015 from more than 8,500 Vuclip users in Egypt, India, Indonesia, Kenya, Malaysia, Nigeria, Thailand, and United Arab Emirates. Users were provided with multiple-choice questions and had the option to opt out.

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