Only 23 per cent Indians have shown a desire to pay for video content, says a new study from VuClip.
Vuclip, which is a mobile video on demand (VOD) service, today released its Global Video Insights Report for the year 2015, where it has compared video consumption behaviour between developing markets such as India and other developed countries like US, UK.
VuClip surveyed 4600 users across six developing (India, Malaysia, Thailand, Indonesia, UAE and Philippines) and four developed (USA, UK, Singapore and Australia) markets.
According to the VuClip report, 56 per cent Indian viewers prefer features that help them download videos for off-line viewing and 52 percent considered freedom to choose their video-streaming quality as very important. Given that in India Internet speeds are often to slow to watch a video live, both of these observations make sense. Google’s YouTube for instance has an offline mode, keeping this mind.
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The report also notes that TV is still the preferred device for long form content consumption (87 per cent respondents in India prefer TV). In India, only 33% smartphone users view such content on their devices.
However the report notes, that video consumption while travelling is higher in India at 56 per cent as compared to developed nations (46 per cent). Most Indians, however prefer to stream over a WiFi connection given the spotty mobile network connectivity.
Other highlights from the study are:
1) Users in India value freshness of content as the most important feature (over 65 per cent).
2) Indian viewers lay greater emphasis on video quality (30 per cent) as against those in developed nations (23 per cent).
3) 23 per cent of viewers in India view buffering as a key inhibitor to video consumption on smartphones.
4) 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 and above category. In India, this happens on smaller devices, typically in the 4.6-5 inch screenn range.
5) 85 per cent viewers in India consume shorter video content (run time of under ten minutes).
6) Downloads via torrent are dominant in India as compared to download through other subscription based websites.
9) One third of the users in India remove the downloaded content the same day they view it.