Indian short video apps have filled the TikTok void: RedSeer report
Indian short form or short video apps have successfully retained
67 per cent of the TikTok-era users, with daily unique active users at 97 per
cent of the total number in June 2020, when TikTok was banned in
India, a new report by research firm RedSeer Consulting
has found.
Indian short video apps have on-boarded 30-35 per cent new users
in the past year as a result of increased supplier push and aggressive
marketing by platforms, the report, titled ‘Short-form video - The Rise of Made
in India digital content’ has found. The study focused on major Indian short
video apps, including Josh, Moj, MX Takatak and Roposo, which had a
comparatively high level of awareness among the user sets.
“In less than one year since the Tik Tok ban, Indian platforms
have shown a strong V-shaped recovery, bouncing back to 100 per cent of pre-ban
daily user base. This shows how platforms were able to design the product,
execute their plans and market it aggressively in a very short period of time.
This is a strong indicator of how the Indian digital ecosystem has matured in
the past few years. But the job is far from done. The players still have to
reach the global scale and cross-sector benchmarks on engagement and retention
which will further grow the monetisation potential for the entire
ecosystem," said Ujjwal Chaudhry, associate partner at RedSeer Consulting.
The report further found that the time spent on the short video
apps gradually increased, reaching 55 per cent of that in June 2020, but these
apps had more scope to improve their content quality and product experience.
However, RedSeer also found
that 75 per cent of the current short-form video users would likely stick to
these domestic apps and were unlikely to switch back to Chinese apps even if
the ban was lifted.
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