Malaysian consumers consider a smooth user interface (61 per cent), buffer-free experience (58 per cent), high definition video quality (56 per cent), and the latest/fresh videos (54 per cent) as the must-haves in an OTT content player, according to a survey by Vuclip.
The survey respondents highlighted an additional three factors as important: autonomy in selecting streaming quality (47 per cent), video download feature (46 per cent) and ability to download multiple videos at the same time (45 per cent).
“Our survey shows that consumers consistently want a smooth and fuss-free entertainment experience. One factor that stood out is the need for the latest and freshest videos. With hundreds of hours of video content uploaded online every minute, to a multitude of video sites, consumers want to be entertained by the newest and best videos. OTT providers need to be able to provide the most relevant and best content for their viewers,” said Arun Prakash, Vuclip’s Chief Operating Officer.
Laptops/PCs are preferred when viewing video content (45 per cent), followed by smartphones (23 per cent), televisions (23 per cent) and tablets (9 per cent), with half of all respondents stating that they view videos on laptops/PCs and smartphones daily.
Mobile devices are preferred when viewing short form content with a run time of less than 10 minutes (84 per cent, as compared with 70 per cent for laptops/PCs and 17 per cent for television). Television and laptops/PCs lead for long form content (93 per cent and 71 per cent respectively), such as films and videos with a run time of more than 10 minutes.
The survey highlighted that 82 per cent of respondents indicate they download videos, with free videos from websites preferred (62 per cent), followed by torrents (44 per cent); only 15 per cent purchased videos online. These videos are likely comedies, the top genre at about 60 per cent, followed by action and sports for males, and romance and drama for females.
The results also show that Malaysian consumers use Wi-Fi to access the internet on mobile devices (43 per cent), as compared to 3G (32 per cent) and 4G (22 per cent) connections. Viewing of videos on smartphones is primarily done at home (80 per cent), or where there is free WiFi (50 per cent). At the same time, the survey highlights slow download speeds or buffering (56 per cent), high data consumption (56 per cent) and battery drainage (47 per cent) as key concerns around smartphone video consumption in Malaysia.
“The modern video consumer in Malaysia wants early access to their favourite quality videos. We see that Malaysians tend to get around network constraints by viewing content at free WiFi locations or downloading videos. These are likely reasons why longer form content is viewed at home rather than on the go,” Mr Prakash noted.
Vuclip’s projections indicate that smartphone subscription penetration in Malaysia is expected to grow by more than 100 per cent by 2018. In the Southeast Asia and Oceania region, it is projected that the amount of data used monthly by each active smartphone will increase from an average of 1.2GB in 2015 to approximately 9GB by 2021.
“Statistics indicate that Malaysian mobile video consumption is rapidly increasing, reflecting the growth of global IP traffic, which will triple from 2014 to 2019. The years ahead are shaping up to be an exciting time for the digital content industry, especially in mobile video,” Mr Prakash added.