The Indian government banned short video making app along with other apps in June this year. Following the ban on TikTok, a huge gap was created and nearly 170 million TikTok users were left searching for options to entertain themselves at low cost. Many apps makers took the advantage of this opportunity. Homegrown short-video making apps led by Josh have captured 40 per cent market share of their Chinese rival TikTok.
Indian content players like Dailyhunt (that owns Josh which is currently the leading domestic platform) launched apps like MX TakaTak, Roposo, Chingari, Moj Mitron, Trell and others to fill the huge void. Even Facebook (Reels) and YouTube (Shorts) also started to offer short-videos in-app, considering the growth of the short-form video content.
According to data of Bengaluru-based market consulting firm RedSeer, the Indian platforms have captured 40 per cent market share of TikTok and Josh is leading the race owing to the quality of content, extensive content library and being able to decode user preferences to deliver right content. Before the ban, TikTok which had nearly 85 million users in India in June 2018, surged to reach over 167 million users by June 2020.
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