Indian short form apps have retained about 67% of the TikTok user base, and added 30-35% new users in the past year according to a report by Redseer Consulting. The report, Short-form video- The Rise of Made in India digital content, said that the daily active users (DAUs) increased up to 97% as of June 2020 as a result of aggressive marketing and user acquisition by platforms. The time spent on the other hand has gradually increased, reaching 55% as of June 2020. <\/p>\n
The new users who are on-boarded are largely from tier 2 cities, driven by a push on regional language content by these platforms. Overall, 60- 62% of the short-form users are from Tier 2+ cities. <\/p>\n
The study shows that 75% current short-form video users will likely stick to these domestic apps and are unlikely to switch back to Chinese apps even if the ban was lifted. <\/p>\n
The study covered major Indian shortform apps including Josh, Moj, MX Takatak and Roposo. \u201cIn less than one year post Tik Tok ban, Indian platforms have shown a strong V-shaped recovery, bouncing back to 100% 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 last few years,” said Ujjwal Chadhury, associate partner, RedSeer Consulting. <\/p>\n
Among the apps surveyed, MX Takatak leads in the net promoter score in the metro cities, while Josh leads in the Tier 2+ cities. Moj has been a strong gainer across consumer and business metrics, when compared to the last quarter, driving by regional language markets while Roposo has shown strong performance in Tier-1 cities compared to the smaller ones. \u201cThe job is far from done. The players still have to reach the global and cross sector benchmarks on engagement and retention- which will further grow the monetization potential for the entire ecosystem,\u201d said Chadhury. <\/p>\n
This growth is also bringing about better monetisation potential. Elite influencers with more than 10 million followers have a monthly earning of around $20,000-40,000. Influencers with 1 million followers can earn upto $1000-2.500 while budding creators with less than 1 million followers can earn $40-200, said the report.<\/p>\n","protected":false},"excerpt":{"rendered":"
Indian short form apps have retained about 67% of the TikTok user base, and added 30-35% new users in the past year according to a report by Redseer Consulting. The report, Short-form video- The Rise of Made in India digital content, said that the daily active users (DAUs) increased up to 97% as of June 2020 as a result of aggressive marketing and user acquisition by platforms. The time spent on the other hand has gradually increased, reaching 55% as of June 2020. The new users who are on-boarded are largely from tier 2 cities, driven by a push on […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-798344","post","type-post","status-publish","format-standard","hentry","category-telecom"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/798344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=798344"}],"version-history":[{"count":0,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/798344\/revisions"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=798344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=798344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=798344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}