26 May 2024 09:30

Mobile & Digital

Mobile Videos Becoming Mainstream Among Mobile Internet Users in Emerging Markets

67% of Survey Respondents Globally Consider Mobile Their Primary Entertainment Viewing Platform

Vuclip, the leading premium mobile video on demand service for emerging markets, today announced that 67% of 12,000 global survey respondents prefer mobile as their primary method for watching their favorite movies, music videos, and TV shows. Overall, 81% of survey respondents were from emerging markets of India, the Middle East, and Southeast Asia. This illustrates that mobile video popularity, in the emerging markets has moved beyond just a few early adopters and is fast becoming mainstream.

Survey respondents in emerging markets showed an increased desire to pay for a better video experience, such as HD and unbuffered video content, and for payment to be through their mobile carriers.

The overall global study results found that:

·         70% of men and 56% of women prefer to watch their favorite videos, TV shows, and movies on mobile; compared to 20% of men and 29% of women who still prefer their televisions

·         85% of men and 75% of women said they will increase the amount of time they watch videos on mobile in the future

·         73% of men and 61% of women said it is important that the video not buffer while they are watching it; with 54% of men and 49% of women saying they would pay to download videos just to avoid buffering

·         65% of men and 54% of women prefer to pay through their mobile carrier to purchase mobile videos; followed by credit/store payment and net banking payment, respectively

Here are more survey results broken out by region:


·         The appetite to watch mobile videos in India (74%) is higher than the global average of 67%  with77% of men and 66% of women watching their favorite videos, TV shows, and movies on mobile. 85% of men and 77% of women said they will furtherincrease the amount of time they watch videos on mobile in the future.

·         Buffering of videos is a major constraintfor consumers in India with over 55% of them willing to pay for a more seamless experience.

·         For 66% of respondents, paying through their mobile carriers is a preferred way to pay for the videos

South East Asia

·         In Southeast Asia, carrier affinity is stronger than the emerging market average with 70% of men and 59% of women preferringthe convenience ofpaying through their mobile carrier to purchase mobile videos.

Middle East

·         Middle East region consumers 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.

“Mobile is fast becoming the medium of choice for consumers in emerging markets to watch their favorite music, movies and TV shows,” said Arun Prakash, COO of Vuclip.“It is only natural for consumers to expect an unbuffered 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. We see a strong and fast-growing mobile video economy in emerging markets where the entire ecosystem will come out a winner.”

Popular Regional Content in Q3

Users in India explored content across a lot of diverse interests from horror movie trailers, Bollywood, the prime minister’s speech, a tiger attack at the Delhi Zoo, and devotional content inspired by all the festivals being celebrated across the country this quarter. 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.Southeast Asia saw a school holiday increase the viewership for comedy videos on school themes, a concert in Singapore by the winner of Indonesian Idol 2012 increase views of videos by that artist, as well as searches for videos from celebrities such as Kim Kardashian, Miley Cyrus, Shahrukh Khan, and Justin Bieber.

Most Common Search Terms

While the most popular genres provide insight into the broad topic areas in which users have shown interest, the most common search terms provide a snapshot of what was on the minds of viewers this quarter. The most common searches for the quarter show that timely top news stories and important sports events are mixed in with beloved celebrities:


All of the statistics in this report were gathered via a global survey of more than 12,000 people predominantly from India, Southeast Asia and the Middle East conducted in October 2014. Users were provided with multiple-choice questions and had the option to opt out. No incentives were provided for responding. The information for the top searches is a result of our ability to collect anonymous information about what users are searching for and what country they’re in. When we aggregate that data, it makes for a compelling snapshot of trends in the mobile world

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