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78% Indian users prefer video content in local languages: Vuclip

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Mobile VOD company Vuclip conducted a survey in April this year on global video insights across 8,500 users in emerging markets of India, the Middle East, South East Asia and Africa. On the Vuclip platform, movies and TV shows account for 80% of the international content consumed. However, in India, 78% of its users prefer watching content in their native languages. Hindi videos account for over 40% of viewership traffic in India, followed by Tamil at 8%, Telugu at 6%, Bengali and Marathi at 4% each.

India specific stats:

  • 80% of the respondents voted for a single OTT app for finding regional and international video content.
  • 79% of Indian respondents said that they preferred mobile video apps for video discovery via navigation in local languages.
  • The top 5 mobile video searches for Hindi were Katrina Kaif, Romantic Songs, Comedy Nights, Shah Rukh Khan and movie trailers. Punjabi users preferred Yo Yo Honey Singh, followed by Jatt and Juliet, Miss Pooja, Punjabi full movies and Punjabi pop songs.
  • The top 5 mobile video searches in Bengali were Swastika Mukherjee, Bengali Movies, Bikram Singha, Idiot and Kanamachi; while for Marathi they were Laxmikant Berde Comedy, Hi Porgi Sajuk Tupatali, Retiwala Navara Pahije, Dagadu Shantaram Purab and Mahalaxmichi Aarti.
  • For Tamil, they were Uttama Villian, Dulquer Salman, Trisha, Vai Raja Vai and Mental Manadhil. For Telugu, users searched for Pawan Kalyan, Ok Bangaram, Kick 2, Samantha and Bahubali.
  • Malayalam users searched for Amala Paul, Chandrettan Evideya Dileep, Bhaskar The Rascal Mammooty, Ennum Epozhum and Mohanlal. Kannada users searched for Ganesh, Shivrajkumar, Jaggi, Vajrakaya and Lucky.

Respondents were selected from Egypt, India, Indonesia, Kenya, Malaysia, Nigeria, Thailand, and United Arab Emirates, given multiple choice questions and the option to opt out. Vuclip said that it collected anonymous information about searches, mobile handsets they were using and the country of origin for this survey.

Vuclip claims to have over 7 million subscribers every quarter across 6 countries. It has over 200 partnerships with studios, through which it provides Hollywood and regional movies, TV shows and music videos in 20 languages.

Mobile video streaming in India

We’d reported last month that Facebook was supposedly offering free ad credits to and making exclusive deals with video creators, actors and artists in India. Last week, after tying up with Sony Pictures and Warner Brothers earlier this year, Singapore telecom operator Singtel launched its video streaming service HOOQ in India. In March, online video streaming platform Spuul added content from Multi Screen Media which owns and operates the Sony network of television channels to stream their popular TV shows on the digital platform in India.

Our take:

Video consumption is already on the rise in India, however, that content is no more limited to international languages. With the rise of smartphone penetration in India, content creators and publishers will have to adapt to creating local language content as well as offer translation or dubbing of popular international content on mobile in order to draw users. Multiple international companies are flocking to India to set up their video platforms and we will continue to see a rise in consumption of video content on mobile.

Image Credit: Flickr user David Erickson

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