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<ul><li><keyword id="9555198" type="PERSON" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword>'s MY Home is an influencer collaborative space that will host India’s top <keyword id="2893283" type="PERSON" weightage="20" keywordseo="content-creators">content creators</keyword>.</li><li>This initiative will see 15 new influencers come together every week.</li></ul>Short video apps have paved the way for millions of young content creators to grow into digital superstars. With its vision of nurturing such budding talent, leading short format video app MX TakaTak not only aims at giving young creators a platform to showcase their talent, but is also empowering them to make better content with the launch of MX TakaTak My Home. This first of its kind initiative in India is a content creator collective that will see some of the country’s finest talent come together week on week, to collaborate and help each other amass more followers. Designed for productivity, My Home is a month-long activity that will see a fresh churn of content creation every day, with a dedicated team giving the KOLs all the professional support/assistance they require. Spread across entertainment hubs - Mumbai and Delhi, these 2 luxurious homes will host 15 audience favorites every week and these talented digital enthusiasts will be given the opportunity to innovate and create cool content. Elaborating on the same, Janhavi Parikh, Business Head, MX TakaTak said, “My Home has been devised to offer our content creators an equal opportunity for growth. The doors of this house will be open for those creators who are passionate about their craft, who are consistent with their videos and those who want to pioneer change in digital content consumption. This house is about creating a collaborative environment that encourages our digital enthusiasts to produce compelling content to entertain India.” Faizal Siddiqui, who has entered the Delhi MY HOME said, “The concept of creating an engaging environment for creators to join forces and make fun content is a great thought, opportunities like these give rise to the greatest digital stars." Influencer Rizwan also added saying, "The MX TakaTak team makes sure that we have everything we might need to create the best videos we can. The quality of content automatically improves and we’re able to put our best foot forward for our fans.” Wish Rathod, yet another creator on the platform said, “Creating a space like this is a very international concept and it’s great that MX TakaTak is doing so much to give creators like us a once in a lifetime chance such as this. You get to meet like-minded people, discuss ideas, ideologies and grow creatively, and that’s what I am looking forward to.” Oye Indori further added saying, “MX TakaTak is truly THE platform to be on – they put their creators first. As an influencer, I’d like my fellow peers to be a part of these collaborative initiatives, it is an opportunity to learn more about creating awesome videos and gives you a chance to understand this space better. ” Some of the influencers who are a part of My Home Delhi include Oye Indori, Sofia Ansari, Wish Rathod, Mahira Khan, Deepak Joshi, Vishal Bhatt and Mihir Gupta amongst others.

MX TakaTak launches a collaborative space for influencers to create content under one roof

<ul><li>A recent report by <keyword id="3359665" type="General" weightage="20" keywordseo="redseer" source="Orion">RedSeer</keyword> has estimated that there are 240 million short-video users in India, a number that is predicted to grow even further to at least 575 million by 2025.</li><li>The last few years have democratised content creation and given rise to short-video influencers.</li><li>In an exclusive column, <keyword id="6887389" type="General" weightage="20" keywordseo="apaksh-gupta" source="Orion">Apaksh Gupta</keyword>, CEO &amp; Co-founder, One Impression tells us a few factors that have led to the immense growth of these short-video platforms and what the future holds.</li></ul>The world of social media and digital marketing is constantly evolving and finding new horizons to accommodate and monetise the massive growth in the <keyword id="10896897" type="General" weightage="20" keywordseo="creator-economy" source="Orion">creator economy</keyword>. The data revolution in India brought along with it a new space for people to consume, create and monetise content. With a population of over a billion,<a href="https://www.statista.com/statistics/262966/number-of-internet-users-in-selected-countries/"> India has the second-largest number of internet users in the world at 526mn</a>. With such strong figures, India has become the go-to-market for various social media apps. While Facebook and its owned platforms hold a major share of the pie, it is the new homegrown short-form video apps that are increasingly becoming popular with smartphone users. The phenomenal success that these apps have gathered in the country, forced other long term giant players to accommodate these changes within their apps. <a href="https://musically.com/2021/10/25/india-240m-users-short-video/">According to a recent report by RedSeer</a>, it is estimated that there are 240 million short-video users in India. This is around 40% of smartphone owners and it is predicted to grow even further to at least 575 million by 2025. While the short-form video app concept was introduced by Tiktok, it is the homegrown apps that are leading the way. <keyword id="6393600" type="General" weightage="20" keywordseo="Josh" source="Orion">Josh</keyword>, Moj, Takatak have now become household names in India. So what has fuelled this growth? It is often said that short-form video platforms are the most democratic way of creating content. This is because they have brought the content creator, residing within most of us, out in the open. Without having to spend on expensive setups and spending too much time, people started trying out these apps as an outlet to unleash their creative side to the world. Creators like <keyword id="9809441" type="General" weightage="20" keywordseo="yashraj-mukhate" source="Orion">Yashraj Mukhate</keyword>, <keyword id="12784332" type="General" weightage="20" keywordseo="saurabh-gadhge" source="Orion">Saurabh Gadhge</keyword>, Awez Darbar, <keyword id="8944292" type="General" weightage="20" keywordseo="saloni-gaur" source="Orion">Saloni Gaur</keyword> started off their influencer journeys with short-form videos and are now popular names associated with India’s creator economy. The audiences also accepted fun snackable content that psychologically did not use much of their time in their busy lives. While one can’t deny that the pandemic has accelerated video content consumption globally, it also locked people inside their houses. Before the pandemic, the Indian creator economy was majorly centred around YoutTube. However, creators quickly started to move to these short-form video apps, purely because they saved time, were easy to make, and had high engagement rates. The ease of usage is also another factor that has led to more and more people joining these platforms. Earlier, to make a quality content video for YouTube, creators used to either learn to edit or hire editors and cameramen for it. However, this was not the case with short-form videos, they offered a simple interface with all the editing options required and allowed the creator to make multiple videos in a day. Though all these reasons contributed to this growth, one of the most important aspects of the success of short-form videos is the realisation by brands and marketers of the potential these platforms had. A majority of the short-form video app users don’t come from the Tier-1 cities, which have always been easier for brands to penetrate, compared to Tier-2 &amp; 3 cities. Short-form video content has more acceptance in Tier-2 &amp; 3 cities and this gives brands a chance to make their way into the regional markets. With social media marketing through these apps, creators found a way to monetize their content, and brands got different ways to directly reach their potential customers. This realisation by brands brought in the big bucks and appreciation for these content creators for whom making content was not a full-time job. <a href="https://www.digitalinformationworld.com/2021/10/googles-desktop-search-result-pages.html">The impact that these short-form video platforms have created on the whole social media industry is so huge that even bigger players like YouTube and Google have built their own versions.</a> With such a huge impact in the digital space, one can easily say that short-form video platforms are the future of the creator economy and will pave the way for newer ways for brands to reach their target audience.

Short-form videos, long reach: The new creator economy playground

<ul><li>Latest data from Bain &amp; Company predicts India’s short form video market to reach 650 million users by 2025.</li><li>Short form videos became popular last year with TikTok and in 2020 alone, more than 200 million Indians watched SFVs at least once.</li><li>At present, there are more than 200 million SFV users in India.</li></ul>Short form videos are everywhere. From Instagram to YouTube and Facebook, the explosion is no secret and it’s very likely to grow even more in coming years. Popularised by TikTok, the short form videos gave birth to many similar platforms and even got added as a feature on almost every popular social media app, in fact, <a href="https://www.businessinsider.in/tech/apps/news/instagram-on-its-way-to-becoming-a-video-and-entertainment-platform-adam-mosseri/articleshow/84017343.cms">Instagram is on its way to becoming a video and entertainment platform</a> with Reels - its version of short video - in focus. The biggest players including Google and Facebook are banking on short form videos in India. The market is predicted to grow to 650 million users by 2025, according to a new report by Bain &amp; Company. In the report titled “India Online Videos - The Long and Short of It”, Bain &amp; Company analysed the growth of short form videos in India, who are the key players and what does the future look like. Short form videos or SFV are categorised as videos with a duration of 15 seconds to 2 minutes. It’s safe to say that the pandemic has increased content consumption and SFV is one of the most successful byproducts of it. In India, the SFV user base grew 3.5 times and 12 times in total time spent by all users over the past two years. In 2020 alone, more than 200 million Indians watched SFVs at least once. And active users spent up to 45 minutes a day only on SFV platforms. There was a 60% increase in consumption of SFV during the lockdown period (April-June) as compared to January-March the same year. At present, there are more than 200 million SFV users in India. India’s SFV user base has mostly been men (70%-75%) from tier 2 cities and smaller towns while women take up 25%-30%. In terms of age group, most of the users are below 25 years of age with 20%-25% between 25 and 35 years of age. <div type="image" title="demographics" msid="86793580" hostid="261" caption="&amp;lt;p&amp;gt;Demographics of SFV users in India.&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="The key SFV players" comment="subhead" text="The key SFV players">The key SFV players</cmsannotation> TikTok is attributed as the leader in SFV in India with 200 million users and 20 million content creators posting at least one video a month. The ban led to multiple clones and now there are more than 50 million users who have created and posted at least one video. The top five players in the market are <a href="https://www.businessinsider.in/tech/apps/news/mx-takatak-instagram-josh-moj-and-snapchat-are-most-downloaded-social-and-entertainment-apps-in-india-as-per-app-annie/articleshow/86003516.cms" data-type="tilCustomLink">Moj</a>, <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Roposo and Zili, contributing 85% of the total user base in SFV. <div type="image" title="top five players" msid="86793368" hostid="261" caption="&amp;lt;p&amp;gt;Growth of top five SFV players in India.&amp;lt;/p&amp;gt;"></div> <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> is leading with the highest daily active users among the Indian SFV players. Bain also highlighted that other than having a large engaged user base these companies are also well-funded. ShareChat’s Moj for example has raised $1,203 million in funding and its key investors are China’s Tencent, Twitter, Tiger, Temasek and Snap. It has over 150 million downloads, 10-15 million creators, 17 minutes of average daily usage. Tencent is a key investor for MX TakaTak as well along with Times Group. This app has over 200 million downloads with 9-12 million creators and 17 average daily minutes. Dailyhunt’s Josh and Glance’s Roposo have over 150 million and 100 million downloads, respectively, and investors like Google, Microsoft and InMobi. An interesting player here is Xiaomi’s Zili that comes pre-installed on Xiaomi smartphones. It has over 100 million downloads. <cmsannotation type="cmsannotation" annotationid="Micro influencers and aspiring creators" comment="subhead" text="Micro influencers and aspiring creators">Micro influencers and aspiring creators</cmsannotation> The SFV platforms are giving rise to micro-influencers and aspiring creators coming from metros to tier 3 cities. This group of creators with followers between 10,000 and 100,000, take up 75% to 80% of the total creator base in SFV platforms. Creators are also not engaged in only one platform but have their presence on multiple platforms. Recently, Instagram <a href="https://www.businessinsider.in/tech/news/instagram-launches-education-programme-for-creators-in-india-to-learn-earn-and-build-communities/articleshow/86642903.cms">announced</a> its largest creator education and enablement programme in India. The programme will be free for all, and it will provide access to live masterclasses from experts in the field, the latest product updates and trends, and options to unlock monetary opportunities. There are at least three SFV apps installed per user with one go-to app for most content. Over 100 videos are scrolled by a user and out of which 1 in 3 videos are watched in full. The average user spends 4-5 minutes per visit which is 4-5 visits a day. And 1 in 2 videos watched is either in Hindi or Tamil. <cmsannotation type="cmsannotation" annotationid="There’s still room for growth" comment="subhead" text="There’s still room for growth">There’s still room for growth</cmsannotation> India is said to have the potential to beat the frontrunner China. With cheap internet data, easy-to-use platforms and vernacular language, the SFV market is only set to boost in India. Bain &amp; Company predicts that by 2025 three in four internet users or 600 million to 650 million Indians will consume such videos with an average user spending 55 to 60 minutes per day on these platforms. The total time spent on short videos is also predicted to reach 80-90 billion hours from 12 billion hours. Despite a booming market, Bain &amp; Company says the SFV market in India is still in a nascent stage. Highlighting five major trends curated content and social-led engagement, monetisation, innovations to onboard the next wave of users, emergence of a robust creator ecosystem, and niche platforms within larger SFV ecosystems. India is also expected to follow the footsteps of one of the top SFV markets - China or the US. China has two top SFV players - Douyin and Kuaishou, and multiple small platforms. The US on the other hand has its SFV market spread across multiple platforms like social media, long form video (YouTube) and TikTok (standalone SFV). SEE ALSO: <a href="https://www.businessinsider.in/tech/news/realme-pad-review-delivers-what-it-promises/articleshow/86783511.cms" data-type="tilCustomLink">Realme Pad Review: Delivers what it promises</a> <a href="https://www.businessinsider.in/tech/news/asus-vivobook-k15-review-well-rounded-impressive-for-the-price/articleshow/86756292.cms" data-type="tilCustomLink">Asus VivoBook K15 review: Well rounded, impressive for the price</a>

Analysts predict India’s short form video market to have 650 million users by 2025

Indian short-video making apps like <keyword id="6393600" type="PERSON" weightage="20" keywordseo="Josh">Josh</keyword>, <keyword id="8678883" type="UNKNOWN" weightage="20" keywordseo="moj">Moj</keyword>, <keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX Takatak</keyword> and <keyword id="2368386" type="COMPANY" weightage="20" keywordseo="Roposo">Roposo</keyword> have brought back 97 per cent of TikTok user base in the country onto their platforms, largely from small cities and towns, a new report showed on Thursday. Indian short-form apps have also successfully retained 67 per cent of the TikTok era users and have onboarded around 30-35 per cent new users over the past year. This has been a result of increased supplier push and aggressive marketing by platforms, according to the latest report by Bengaluru-based RedSeer Consulting. "Daily active users (DAUs) increased upto 97 per cent of June 2020 levels as a result of aggressive marketing and user acquisition by platforms. However, the time spent on the other hand has gradually increased, reaching 55 per cent of June 2020 levels," the report mentioned. Josh leads both on influencer and user-end driven by strong performance in the Hindi belt and Tier-2+ cities. Moj, has been a strong gainer across consumer and business metrics, when compared to the last quarter. "On the other hand, Roposo has shown strong performance in Tier-1 cities compared to the smaller ones," said the report. MX <keyword id="7638068" type="COMPANY" weightage="20" keywordseo="Takatak">Takatak</keyword> lead in the net promoter score (NPS) in the metro cities. The platform has held challenges and hashtag events similar to TikTok, to gain market share. Overall, 60-62 per cent of the shortform users are from tier 2+ cities. While Indian platforms have come a long way in the last few months, they have more scope to improve their content quality and product experience. The study shows that 75 per cent 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. "In less than one year post-Tik Tok ban, Indian platforms have shown a strong V-shaped recovery, bouncing back to 100 per cent of pre ban daily user base," said Ujjwal Chadhury, associate partner at RedSeer Consulting. But the 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 monetisation potential for the entire ecosystem," Chadhury added. With strong network effects, the user base is growing fast, fuelling ecosystem growth, leading to a large monetisation potential for both influencers and platforms. 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," the report said. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/revolut-appoints-former-flipkart-exec-paroma-chatterjee-as-its-india-ceo/articleshow/82181199.cms">Revolut starts India operations, appoints former Lendingkart, Flipkart executive Paroma Chatterjee as CEO</a> <a href="https://www.businessinsider.in/tech/apps/news/whatsapp-and-facebook-get-snubbed-by-the-delhi-high-court-that-allowed-indias-competition-regulator-to-probe-mark-zuckerbergs-companies/articleshow/82193239.cms">WhatsApp and Facebook get snubbed by the Delhi High Court that allowed India’s competition regulator to probe Mark Zuckerberg’s companies</a>

Josh, Moj, Roposo and other short video apps lap up 97% of TikTok's user base in India

<ul><li>As <keyword id="10411622" type="UNKNOWN" weightage="20" keywordseo="ott-consumption">OTT consumption</keyword> sees an uptick, <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword> cuts down video streaming <keyword id="1588632" type="PERSON" weightage="20" keywordseo="Data-consumption">data consumption</keyword> by half. </li><li>MX Player upgrades to video encoding and compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half.</li></ul>Online video consumption in India has grown exponentially, accounting for 80% of consumer internet traffic. But the user experience continues to remain highly dependent on data usage and network speed. MX Player, India's entertainment super-app with over 200 million Monthly Active Users has become the world’s first OTT platform to upgrade its video encoding &amp; compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half. MX Player as well as MX TakaTak users will be the first in the world to experience the benefits of H.266, enabling them to consume higher quality HD video streams with significantly less data consumption. With H.266, MX Player users will be able to stream more content with less data and network bandwidth - video streams will load faster and buffer less since they require only half (or less) the data it would need otherwise. H.266/VVC is the world’s most advanced video codec designed to succeed H.264/AVC and H.265/HEVC used by most of the streaming video services worldwide today. Unlike its competitors, the H.266 upgrade makes MX Player the first OTT platform in the world to deploy this technology. <div type="image" title="image" msid="83537290" hostid="261"></div> <keyword id="1005666" type="PERSON" weightage="20" keywordseo="Karan-Bedi">Karan Bedi</keyword>, CEO, MX Player and MX TakaTak said, “Video consumption dominates internet usage wherever you go across India, but the quality of experience deteriorates in areas with inconsistent data networks. The new standard is an opportunity for MX Player to give millions of users, regardless of where they are, an exceptional streaming experience that allows them to consume content the way content creators intended: faster loading, buffering-free, and true-to-life HD quality.” Sidd Mantri, SVP Product, MX Player further added, “At MX Player, the future is now. We relentlessly focus on raising the customer experience bar for Indian users. We were amongst the 1st few OTTs to deploy AV1 that reduced data consumption by 20-30% compared to H.265. With H.266, we are taking it to the next level. H.266 offers the most advanced video compression standard available in the world and reduces data usage by more than 50%. Many users in India live on daily data consumption caps, so with H.266 they can watch more as well as watch better on MX Player.”

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MX TakaTak launches a collaborative space for influencers to create content under one roof

BI India Partner

Short-form videos, long reach: The new creator economy playground

Guest Author

Analysts predict India’s short form video market to have 650 million users by 2025

Marcia Sekhose

Josh, Moj, Roposo and other short video apps lap up 97% of TikTok's user base in India

IANS

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

BI India Partner

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