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Content freshness, video quality important for Indian viewers: Vuclip

MUMBAI: When it comes to over-the-top (OTT) video service, freshness of content as well as variety in content catalogue is considered most important by Indian viewers.

Vuclip, a mobile video-on-demand (VOD) service for emerging markets, today released its Global Video Insights Report for the year 2015, which compares developing markets such as India with developed markets in terms of video consumption behaviour of users.

The insights are a result of a comprehensive online survey of 4,600 users across six developing (India, Malaysia, Thailand, Indonesia, UAE and Philippines) and four developed (USA, UK, Singapore and Australia) markets.

The survey insights fall under the four broad categories of OTT VOD service features that viewers consider important—device preference, types of video content and video consumption behaviour in terms of preference to stream or download.

OTT VoD service features that viewers consider important:

  • Freshness of content (65 per cent) as well as variety in content catalogue is considered most important by Indian viewers.
  • Indian viewers lay greater emphasis on video quality (30 per cent) as against those in developed nations (23 per cent).
  • 23 per cent of viewers in India view buffering as a key inhibitor to video consumption on smartphones. Hence, they have indicated their preference for OTT VoD services, which deliver on the promise of providing them an unbuffered viewing experience.
  • While the need to have a smooth user interface is important across all markets, Indian viewers have shown unique preferences for features that help them download videos (56 per cent) and that give them the autonomy to select video streaming quality (52 per cent).

Device preference for video consumption:

  • Smartphones are the most preferred device for personal video consumption in both the markets, while PC/ laptops are used more for video viewing with family and friends in India.
  • Viewers across markets are showing an increased preference to consume video content on smartphones with larger screen sizes. The majority of the mobile video viewing in developed markets takes place on smartphones in the five inches+ category, while in India, this happens on smaller devices, typically in the 4.6 -5 inches range.
  • The proportion of smartphone and PC/laptop owners watching videos on these devices (55 per cent for both) in India is slightly above that of developed markets (52 per cent and 50 per cent respectively).
  • Frequency of viewing television in India is significantly higher than in developed nations with 87 per cent respondents choosing the TV as a preferred device for entertainment with family members as against 72 per cent in developed markets.

Type of video content consumed across devices:

  • 91 per cent viewers who participated in the survey indicated that in addition to live broadcast, they preferred the television for long-form consumption such as films and videos with run time of more than ten minutes. Only 33 per cent of smartphone users in India use the device to view such content.
  • 85 per cent viewers in India consume short-form video content (run time of under 10 minutes) on smartphones as against 71 per cent on laptops. User generated content (UGC) is consumed more on smartphones (28%) than on laptops (20 per cent).
  • Comedy is a universal favourite across developed and developing markets with nearly 60% viewers showing their preference to consume videos in this genre.

Video consumption behaviour:

  • Unlike developed markets wherein usage of Wi-Fi and mobile networks for accessing mobile internet is proportionate (51 per cent and 49 per cent respectively), mobile network usage is significantly higher (65 per cent) in India. This can be attributed to a lesser number of free Wi-Fi zones. This is the reason why video consumption while travelling is considerably higher in India (56%) as compared to developed nations (46 per cent).
  • Conversely, propensity to stream videos is much higher in developed nations as compared to developing nations such as India owing to better network connectivity. In India, laptops are used both to stream (30 per cent) and download (70 per cent), while smartphones are largely preferred for streaming (65 per cent) only on account of limited storage space. Streaming over a Wi-Fi connection is, however, the most preferred due to a better viewing experience.
  • Downloads via torrent are dominant in India as compared to download through other subscription-based websites. Propensity to purchase videos is significantly higher in developed nations (52%) compared to India (23%).
  • One-third of the users in India remove the downloaded content the same day they view it, indicating the prevalence of ‘Pseudo streaming’ on account of limited storage space.

Vuclip COO Arun Prakash said, “With more than eight years of video consumption data, we at Vuclip have always used consumer insights such as these to convert data into viewer delight. It is real-time, data-backed insights that help us to know what our audience wants and enables us to be able to effectively exceed consumer expectations whether it be with content, service features or user experience. 2016 will see Vuclip introduce an exciting and innovative way India can consume entertainment.”