According to the recent Global Video Insights survey conducted by mobile video-on-demand service, Vuclip, there is a rising preference for international content in native languages.
The survey of more than 8,500 users spanning the emerging markets of India, the Middle East, South East Asia and Africa has revealed a growing propensity among mobile video consumers to view and navigate content in their native languages on a single over-the-top mobile app.
78% of Vuclip users in India have shown preference for international videos being available in their native languages. Similar preference was shown in Thailand (88%) and Indonesia (87%).
80% of survey respondents in India weighed in strongly that they preferred a single over-the-top (OTT) app for both regional and international video content, a preference shared by respondents in Indonesia (91%), Kenya (90%) and Nigeria (90%) who considered an aggregated mobile video platform/ app important for accessing international and local content rather than downloading multiple apps.
Indonesia (89%), Egypt (87%), Thailand (86%) and India (79%) indicated interest in a mobile video app available in their native language for easier navigation.
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. 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.”
Hindi videos constitute over 40% of viewership traffic in India according to the survey. Videos in languages such as Tamil (8%) Telugu (6%) Bengali (4%) and Marathi (4%) are also seeing increased traction.