MUMBAI: Mobile video consumers in emerging markets want a mixture of localised and global content that they can access via a single OTT app according to a new survey.

Vuclip, a mobile video on demand (VOD) service, polled more than 8,500 of its users across India, the Middle East, South East Asia and Africa and found 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.

While movies and television shows accounted for around 80% of the international content consumed on the Vuclip platform, 78% of viewers in India showed a preference for watching that content in their native language.

Hindi videos constituted over 40% of viewership traffic in India, while those in regional languages – Tamil (8%) Telugu (6%) Bengali (4%) and Marathi (4%) – were also seeing increased traction.

Among the other countries surveyed, Thailand (88%) and Indonesia (87%) registered the highest preference for 'localised' mobile video content, with Malaysia (64%) registering the lowest.

The survey also observed an understandable reluctance among consumers to download multiple apps to view content.

An aggregated mobile video platform/app was seen as important for accessing both international and local content in Indonesia (91%), Kenya (90%) and Nigeria (90%); India was slightly lower at 80%.

And 79% of Indian respondents also wanted to be able to discover video via navigation facilities in their own language.

Commenting on the survey insights, Arun Prakash, COO, Vuclip said they showed how "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".

Separately, Exchange4Media noted that a growing number of younger Indians were turning to online TV shows and that many producers had progressed from short comedy spoofs to longer-form drama with higher production values and often with brands integrated into the story.

But observers suggested that more needed to be done in terms of production quality and storytelling and that higher bandwidth was also needed for online TV to take off.

Data sourced from Business Wire, Exchange4Media; additional content by Warc staff