Consumers Seek Single OTT Apps As Localized Content Demand Increases


There is a shift in consumer demand for accessibility in a single app versus relying on a plethora of separate mobile apps. A recent survey by Vuclip, a mobile video on demand (VOD) service on emerging markets showed that a high number of consumers (82 per cent) in the Middle East, specifically UAE preferred a single over-the-top (OTT) app for finding both regional and international video content.

The report, Global Video Insights, was conducted in the Middle East along with other emerging markets including India and South East Asia. The survey responses reveal 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 that also enables them to consume international content at length.

Around 75 per cent of the respondents in the UAE indicated their preference for mobile video apps to enable better video discovery through navigation in native languages.

With localized content taking centre stage, 75 per cent of Vuclip viewers in UAE have shown preference to watching content in their native language with 71% showing a clear preference for availability of Arabic language content.

“A diversified content catalogue coupled with an unparalleled viewing experience is what the mobile video viewer wants and what Vuclip has been successfully delivering over the last 7 years. The insights validate the importance of catering to the diverse entertainment needs of our subscribers from Asia to Africa. 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,” commented Arun Prakash, COO, Vuclip.

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