Regional online video consumption goes mainstream

New research suggests 67% of mobile users globally consider it to be their primary entertainment platform
Mobile phones are becomin the primary medium for viewing online video content
Mobile phones are becomin the primary medium for viewing online video content


A leading premium mobile video on demand service for emerging markets has released the results of a global survey in which 67% of 12,000 global survey respondents said they prefer mobile as their primary method for watching their favourite movies, music videos, and TV shows.

Vuclip said that of those surveyed, 81% of them were from the emerging markets of India, the Middle East, and Southeast Asia, suggesting that mobile video popularity in these markets has moved beyond just a few early adopters and is fast becoming mainstream.

The report by Vuclip also suggests that a majority of mobile users are prepared to pay premium prices for a higher quality viewing experience without buffering of content, and what the payments themselves to be convenient and available directly through their mobile carrier.

Findings specific to the Middle East showed a greater willingness to use other forms of payments such as credit card and store payments than the emerging market average. But 55% of men and 43% of women still prefer to pay through their mobile carrier to purchase mobile videos.

Middle East viewers watched the popular first season of Your Face Sounds Familiar, Ramadan-inspired as well as football content in July, Turkish dramas dubbed in Arabic, and Arabic music videos.

"Mobile is fast becoming the medium of choice for consumers in emerging markets to watch their favourite music, movies and TV shows," said Arun Prakash, COO of Vuclip. "It is only natural for consumers to expect an un-buffered viewing experience in their primary method of consumption, with relevant and high-definition content, and simplicity of payment methods.”

“This expectation and need continues to inspire us as an industry leader to innovate in these areas,” he added. “We see a strong and fast-growing mobile video economy in emerging markets where the entire ecosystem will come out a winner.”

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