78% of viewers on mobile video on demand service Vuclip say they prefer to watch content in their native language

Media brief

Mumbai, June 1, 2015

A survey conducted by mobile video on demand (VOD) service Vuclip has revealed that though movies and television shows account for around 80% of the international content consumed on the Vuclip platform, 78% of Vuclip viewers in India have shown preference to watch content in their native language.

The Global Video Insights (GVI) survey conducted in April 2015 among more than 8,500 users of Vuclip spanning the emerging markets of India, the Middle East, South East Asia and Africa also found that Hindi videos constitute over 40% of viewership traffic in India. Videos in languages such as Tamil (8%) Telugu (6%) Bengali (4%) and Marathi (4%) are also seeing increased traction.

About 80% of survey respondents in India said they preferred a single over-the-top (OTT) app for finding both regional and international video content. Also, 79% of survey respondents in India indicated their preference for mobile video apps to enable better video discovery through navigation in native languages.

Commenting on the survey insights, Arun Prakash, COO, Vuclip, said, “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.”

According to the survey findings, the top five mobile video searches by Hindi language users on Vuclip were Katrina Kaif, Romantic Songs, Comedy Nights, Shah Rukh Khan and Movie Trailers, in that order.