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<ul><li>The Indian government banned the popular Chinese video sharing platform <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> on Monday night. </li><li><keyword id="7536657" type="UNKNOWN" weightage="20" keywordseo="tiktok-in-india">TikTok in India</keyword> has several rivals like Chingari, Bolo Indya, Roposo, Khabri and even the very recently launched Mitron.</li><li>Indian entrepreneurs believe with this, ‘Made in India’ apps will get a boost as they won’t be fighting with Chinese companies.</li></ul>The Indian government banned the popular Chinese video-sharing platform TikTok on Monday night. While that would have hurt the many Tiktokers and influencers in India, Indian rivals of TikTok are rejoicing. As soon as the news of the ban came in, Chingari, one of TikTok’s India rivals, started getting massive hits. Sumit Ghosh, the founder of Chingari, told Business Insider that the app was getting 100,000 downloads per hour. “This step will take India one step ahead to be an atmanirbhar economy — free from the clutches of China," Ghosh said. But Chingari is not the only one. TikTok has several rivals in India like Bolo Indya, Roposo, Khabri, Trell and even the very recent Mitron (currently under scrutiny by Google Play Store). And these apps welcomed the move from the government and the subsequent traffic on their apps. The Indian founders called this the atmanirbhar moment for India’s entrepreneurs."This is the digital atmanirbhar moment that most Indians have been rooting for. Roposo is very well positioned to lead this movement. Roposo will continue to build on the trust and love that 55 million Indian users have placed in us,” said Naveen Tewari, founder and CEO of InMobi Group. The Indian government’s MyGovIndia platform had moved from TikTok to Roposo earlier this month. Meanwhile, lifestyle community-commerce platform Trell got 1 million downloads just after the ban on Chinese apps. The lifestyle vlogging platform allows users to create 5-minute videos in their native languages. Others too tried to cash in on the loss of TikTok as a platform for the hundreds of influencers on the app. “Bolo Indya users spent more than 39 minutes per day on it before the ban on Chinese apps, and now we invite all the Tiktok stars from India to be part of the fast-growing Bolo Indya community. We are pleased to have the opportunity to positively impact the lives of millions of Tiktok stars and provide them with the platform to build on their social capital and convert it to financial independence,” said Varun Saxena, Founder, Bolo Indya. This move could be a boon for India’s entrepreneurs to build their own empires like Chinese giants. Indian entrepreneurs believe with this, ‘Made in India’ apps will get a boost as they won’t be fighting with Chinese companies, who have the cash to spend and build a userbase. “The move can be hugely beneficial for Indian companies considering the potential Indian startups have in terms of creating our own TikTok, We Chat, Baidu. Many others are all poised to make it big with the scale our country provides and absence of Chinese competitors with deep pockets,” Sandeep Singh, founder and president, Khabri. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/tiktok-has-been-removed-from-the-google-play-store-and-the-apple-app-store/articleshow/76702533.cms">TikTok disappears from Play Store and App Store soon after India banned 59 Chinese apps</a> <a href="https://www.businessinsider.in/tech/apps/news/hacks-to-avoid-tiktok-ban-and-pubg-may-be-banned-in-india-soon/articleshow/76705632.cms">There are ways around the TikTok ban⁠⁠— while PUBG may be banned via another list from the Indian government</a>

Tiktok has many rivals in India and the government ban is a blessing for them

<ul><li>Indian short video apps are fighting tooth-and-nail to fill the void that TikTok has left behind since it got banned in India. </li><li>The top free apps in the Google Play Store are dominated by the likes of ShareChat's Moj, <keyword id="2368386" type="PERSON" weightage="20" keywordseo="Roposo">Roposo</keyword> and Trell. </li><li>Business Insider reviewed all three to weigh the pros and cons of the new short video platforms.</li></ul>Ever since TikTok was banned in India, people are rushing to local alternatives to fuel their need for short videos. In the Google Play Store, Indian apps are currently battling it out for the top spot. The only catch is they’re not exactly at the same level as TikTok when it comes to functionality and user interface. <div type="Article" hostid="261" msid="76696132" title="List of 59 Chinese apps banned in India by Indian government" mstype="2" mssubtype="0"></div> The likes of ShareChat's Moj, Roposo and Trell among the top five free apps on the Google Play Store. Likee Lite also makes an appearance, even though its parent app — Likee — was among the 59 apps banned in India. <div type="image" title="googleplaystore" msid="76869510" hostid="261" caption="&amp;lt;p&amp;gt;Top five free apps in the Google Play Store right now&amp;lt;/p&amp;gt;"></div> Review of ShareChat’s Moj short video app ShareChat’s Moj is currently ahead of the rest and it even has a 3.9 star rating on the Google Play Store. It made its debut on June 29 and amassed 10 million downloads within a week. Due to security measures, Moj doesn’t allow users to take screenshots. However, in our review of the app, the pixels in the top right corner seem out of order for every single video. <div type="image" title="moj" msid="76869469" hostid="261" caption="&amp;lt;p&amp;gt;The top right corner of Moj app is stretching pixels&amp;lt;/p&amp;gt;"></div> It also auto-pulled the one-time-password (OTP) without getting clearance from the user for access. Using your phone number is the only way to sign up. However, you can use the app to view content without logging in at all. Unlike TikTok, Moj also doesn’t allow for editing, music tracks or adding special effects to videos. Users report being unable to sign in or post videos from time-to-time. Many comment that there’s a dire need for more features like being able to post comments, create a user profile, save videos to your own gallery — and just make it more user friendly, overall. <div type="image" title="Moj review" msid="76869525" hostid="261" caption="&amp;lt;p&amp;gt;Reviews of Moj since its launch&amp;lt;/p&amp;gt;"></div> Developers do plan to introduce new features such as video editing, filters, stickers and ‘magical’ emoticons for selfies in the near future. Review of Roposo short video app Akin to Mojo, Roposo also auto-pulls the OTP without getting clearance from the user for access. On the plus side, the user interface is clean. When uploading videos, the app allows you to edit videos within the platform and even add filters and effects, much like TikTok. It also allows users to collaborate with other user’s videos. <div type="image" title="roposo" msid="76869576" hostid="261" caption="&amp;lt;p&amp;gt;Roposo includes TikTok-like filters and effects&amp;lt;/p&amp;gt;"></div> Roposo has over 50 million downloads. However, the app’s reviews on the Play Store reflect some users complaining about excessive data consumption, prolonged buffering time, and bugs while searching for other users’ profiles. <div type="image" title="Roposo reviews" msid="76869591" hostid="261" caption="&amp;lt;p&amp;gt;Roposo reviews since India banned TikTok&amp;lt;/p&amp;gt;"></div> The one big hurdle with Roposo is that signing up is a must — and your phone number is the only way to do it. Review of <keyword id="9543757" type="UNKNOWN" weightage="20" keywordseo="trell-short-video-app">Trell short video app</keyword> Install the app is a breeze, but when it actually comes to opening it up for the first time — it refuses to load. Once it finally opens the interface is very user friendly and it allows you to sign up using your phone number, Facebook, Google ID or WhatsApp. As compared to the other two apps, the explore interface is much better. You can switch between tabs — like Travel, Reaction Videos, Food and others — to choose the kind of content you want to see. <div type="image" title="trell" msid="76869762" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;&amp;lt;/sup&amp;gt;Trell interface is user friendly&amp;lt;/p&amp;gt;"></div> When uploading a video you can choose from pre-recorded clips on your device or shoot something new. What’s lacking is the fact that you can’t edit or add special effects to any of your videos within the app. And, I’m not sure if you can truly call it a ‘short video’ app if users can upload videos that are up to 5 minutes long. <div type="image" title="Trell reviews" msid="76869777" hostid="261" caption="&amp;lt;p&amp;gt;The ratio between negative and positive reviews for Trell is the lowest as compared to its peers&amp;lt;/p&amp;gt;"></div> With a rating of 4.6 stars, Trell has the lowest number of negative reviews as compared to its peers. SEE ALSO: <a href="https://www.businessinsider.in/tech/enterprise/news/russian-scammers-are-conning-senior-executives-into-giving-away-2-7-million-by-impersonating-real-ceos-and-lawyers/articleshow/76849870.cms">Russian scammers are conning senior executives into giving away $2.7 million by impersonating real CEOs and lawyers</a> <a href="https://www.businessinsider.in/tech/apps/news/tinder-bumble-and-ok-cupid-banned-by-indian-army-to-keep-soldiers-from-being-honey-trapped/articleshow/76866610.cms">What is a honey trap ⁠— the reason why the Indian Army banned Tinder, Bumble, and OK Cupid</a> <a href="https://www.businessinsider.in/tech/apps/news/checkout-the-list-of-89-apps-banned-for-indian-army-soldiers/articleshow/76865942.cms">List of 89 apps banned for Indian Army soldiers</a>

TikTok alternatives⁠— reviews of the top three short video apps on Google Play Store

<ul><li>With the India-China border tensions escalating, the Indian government has banned 59 Chinese apps, including popular video sharing platform TikTok.</li><li>In such a scenario, we have compiled a list of similar video sharing apps.</li><li>If you are looking for other Chinese app alternatives, <a href="https://www.businessinsider.in/tech/apps/news/chinese-app-alternatives-here-are-the-alternatives-to-top-chinese-apps/tiktok-/slidelist/76463292.cms">check out our list here</a>.</li></ul>Popular video sharing platform TikTok has been banned by the Indian government along with 58 other Chinese apps. It was one of the most popular social media platforms in the country and had over 120 million monthly active users in the country. TikTok is already being <a href="https://www.businessinsider.in/tech/apps/news/tiktok-ban-now-being-enforced-as-it-stops-working-on-jio-and-airtel-4g/articleshow/76714280.cms">blocked by major telecom providers</a> like Jio and Airtel. It was <a href="https://www.businessinsider.in/tech/apps/news/tiktok-has-been-removed-from-the-google-play-store-and-the-apple-app-store/articleshow/76702533.cms">removed</a> from the Play Store and App Store search results soon after the ban was announced. If you were a TikTok user and are looking for alternative apps, do not worry as there are several apps to choose from. In this list, we will look at some of the top TikTok alternatives. <div type="Article" hostid="261" msid="76696132" title="List of 59 Chinese apps banned in India by Indian government" mstype="2" mssubtype="0"></div> Top TikTok alternatives Chingari Indian video sharing app Chingari has emerged as the top alternative for TikTok and has crossed over 1 million downloads on the Play Store. The app allows users to make and share videos, view news from across the world and play games. It is available in English, Hindi and regional languages like Telugu, Gujrati and Marathi. <a href="https://play.google.com/store/apps/details?id=io.chingari.app&amp;hl=en_IN">Download Chingari</a> from the Play Store. Triller Triller is an AI-powered wherein users can create a video and the auto-editing algorithm takes care of the editing. It comes with over 100 video filters, editing features, video drawings and more. In addition to sharing videos on the platform, the users can also share the videos on Facebook and Twitter. <a href="https://play.google.com/store/apps/details?id=co.triller.droid&amp;hl=en_IN">Download Triller</a> from the Play Store. ShareChat ShareChat is an Indian multilingual social networking app that offers content in as many as 15 Indian languages. The app allows users to make and share videos, share WhatsApp status, watch funny videos and more. It also has a chatroom feature that allows users to make a chatroom and meet new friends. <a href="https://play.google.com/store/apps/details?id=in.mohalla.sharechat&amp;hl=en_IN">Download ShareChat</a> from the Play Store. Roposo Roposo is an Indian short video sharing platform developed by InMobi and has crossed over 5 million downloads on the Play Store. It is available in multiple regional languages and allows users to create and share short videos, share WhatsApp status and more. <a href="https://play.google.com/store/apps/details?id=com.roposo.android&amp;hl=en_IN">Download Roposo</a> from the Play Store. Mitron The <keyword id="9295797" type="UNKNOWN" weightage="20" keywordseo="mitron-app">Mitron app</keyword> rose to fame soon after its launch and crossed 5 million downloads. The app has had its fair share of controversies and was even alleged to be a clone of a Pakistani app. The app is back again and reportedly has over 1.2 crore monthly active users. <a href="https://play.google.com/store/apps/details?id=com.mitron.tv&amp;hl=en_IN">Download Mitron</a> from the Play Store. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/chinese-uc-browser-app-alternatives-google-chrome-firefox-opera-edge-and-more/articleshow/76724409.cms">Top UC Browser alternatives from Google, Samsung, Opera and others</a> <a href="https://www.businessinsider.in/tech/apps/news/top-chinese-camscanner-app-alternatives-adobe-scan-microsoft-office-lens-google-drive-and-more/articleshow/76721925.cms">Top CamScanner alternatives for Android to help you scan documents on the go</a> <a href="https://www.businessinsider.in/tech/apps/news/twitter-is-flooded-with-memes-on-tiktok-pubg-mobile-and-popular-youtuber-carryminati/articleshow/76704537.cms">TikTok ban results in hilarious memes on Twitter but users wonder why PUBG Mobile escaped the ban</a>

Top TikTok alternatives to make and share your videos

<ul><li>With the India-China border tensions escalating, the Indian government has banned 59 Chinese apps, including video sharing platform Helo.</li><li>In such a scenario, we have compiled a list of similar video sharing apps.</li><li>If you are looking for other <keyword id="9503674" type="UNKNOWN" weightage="20" keywordseo="chinese-app-alternatives">Chinese app alternatives</keyword>, <a href="https://www.businessinsider.in/tech/apps/news/chinese-app-alternatives-here-are-the-alternatives-to-top-chinese-apps/tiktok-/slidelist/76463292.cms">check out our list here</a>.</li></ul>Helo is a social media platform that allows users to share videos, jokes, WhatsApp status and more with their friends. It also allows users to chat with their friends in multiple regional languages. Helo is one of the <a href="https://www.businessinsider.in/tech/apps/news/checkout-the-name-of-the-chinese-banned-apps-in-india/articleshow/76696132.cms">59 Chinese apps banned</a> in India by the government. With TikTok already being <a href="https://www.businessinsider.in/tech/apps/news/tiktok-ban-now-being-enforced-as-it-stops-working-on-jio-and-airtel-4g/articleshow/76714280.cms">blocked by major telecom providers</a> like Jio and Airtel, it won’t be long before users are blocked from accessing these apps. It might be time to look for a Helo replacement if you already use the app. There are several <keyword id="9503676" type="UNKNOWN" weightage="20" keywordseo="helo-alternatives">Helo alternatives</keyword> that can be downloaded and used for free. In this list, we look at some of the top apps. Top Helo alternatives ShareChat ShareChat is an Indian multilingual social networking app that offers content in as many as 15 Indian languages. The app allows users to make and share videos, share WhatsApp status, watch funny videos and more. It also has a chatroom feature that allows users to make a room and meet new friends. <a href="https://play.google.com/store/apps/details?id=in.mohalla.sharechat&amp;hl=en_IN">Download ShareChat</a> from the Play Store. Roposo Roposo is an Indian short video sharing platform developed by InMobi and has crossed over 5 million downloads on the Play Store. It is available in multiple in multiple regional languages and allows users to create and share short videos, share WhatsApp status and more. <a href="https://play.google.com/store/apps/details?id=com.roposo.android&amp;hl=en_IN">Download Roposo</a> from the Play Store. Chingari Indian video sharing app Chingari has emerged as the top alternative for TikTok and has crossed over 1 million downloads on the Play Store. The app allows users to make and share videos, view news from across the world and play games. It is available in English, Hindi and regional languages like Telugu, Gujrati and Marathi. <a href="https://play.google.com/store/apps/details?id=io.chingari.app&amp;hl=en_IN">Download Chingari</a> from the Play Store. Mitron The Mitron app rose to fame soon after its launch and crossed 5 million downloads. The app has had its fair share of controversies and was even alleged to be a clone of a Pakistani app. The app is back again and reportedly has over 1.2 crore monthly active users. <a href="https://play.google.com/store/apps/details?id=com.mitron.tv&amp;hl=en_IN">Download Mitron</a> from the Play Store. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/chinese-uc-browser-app-alternatives-google-chrome-firefox-opera-edge-and-more/articleshow/76724409.cms">Top UC Browser alternatives from Google, Samsung, Opera and others</a> <a href="https://www.businessinsider.in/tech/apps/news/top-chinese-camscanner-app-alternatives-adobe-scan-microsoft-office-lens-google-drive-and-more/articleshow/76721925.cms">Top CamScanner alternatives for Android to help you scan documents on the go</a> <a href="https://www.businessinsider.in/tech/apps/news/chinese-app-tiktok-alternative-in-indian-market-like-chingari-triller-sharechat-roposo-mitron/articleshow/76725779.cms">Top TikTok alternatives to make and share your videos</a>

Homegrown social media apps turn restless for big leap

<ul><li>Glance will now have access to Roposo’s regional content creators and 42 million users</li><li>Roposo, founded by three IIT Delhi alumni, offers a TV-like interface that allows users to watch videos in 10 languages and across 24 channels that are powered by a pan-India network of regional influencers. </li><li>Glance has more than 60 million daily active users (DAUs) as of November 2019, up from 50 million DAUs in September 2019. </li></ul>Glance has acquired Roposo, a Tiger Global and Bertelsmann backed short-video platform to access its extensive network of professionals, regional content creators and more than 42 million users. The acquisition also gives Glance ownership of Roposo’s video technology, platform and brand. Roposo, founded by three IIT Delhi alumni, offers a TV-like interface that allows users to watch videos in 10 languages and across 24 channels that are powered by a pan-India network of regional influencers. The acquisition of the platform will enable Glance to tap into Roposo’s regional influencers and create professional vernacular, video content in line with Glance’s editorial guidelines for the lock screen. Nearly 60% of Glance users in India belong to Tier 2 and Tier 3 cities, and spend an average of 22 minutes per day consuming content in a language of their choice. Glance currently provides content in 4 languages that include Hindi, Tamil and Telugu, besides English. “Most of India wants high quality video content in vernacular since only 10% of India speaks English,” said Naveen Tewari, Founder and CEO at InMobi Group. “Glance’s focus on 3Vs - video content across a variety of topics in vernacular - has already made it India’s fastest growing content platform. This acquisition will enable Glance to bring to the fore content created by Roposo’s large vernacular influencer community.” Glance, which had announced an investment of $45 million from Mithril Capital in September 2019, has been growing rapidly since its first shipment in Q2 2018. It is integrated with the native user experience on most Android smartphones from India’s leading mobile brands. Glance has more than 60 million daily active users (DAUs) as of November 2019, up from 50 million DAUs in September 2019. The parent company – InMobi – founded in 2007, is one of the leaders in the adtech space and was India’s first unicorn, which is valued at over $1 billion

Glance to boost its regional content after acquiring Roposo, a short-video platform

New Delhi, June 29 (IANS) After the Indian government banned 59 Chinese apps over national security concerns, desi app developers on Monday hailed the move, saying this will help the Indian app ecosystem prosper. The Indian government banned popular Chinese apps like TikTok, WeChat, UC Browser and Xiaomi's Mi Community and more to safeguard the interests of crores of Indian mobile users. "This is a welcome move from the government against platforms that have had serious privacy, cyber security and national security risks. We expect the government to continue their support for the Indian startup ecosystem," Berges Malu, Director, Public Policy, ShareChat, told IANS. ShareChat is an Indian video creation app similar to short-video making app Tiktok. The app allows users to communicate and interact with other users on the platform. ShareChat currently serves more than 60 million monthly active users in 15 different Indian languages. Most of its active users hail from tier-2 and tier-3 cities (like TikTok), with the majority of them relying on 2G networks. Naveen Tewari, Founder and CEO, InMobi Group said that this is the digital 'Aatma Nirbhar' moment that most Indians have been rooting for. "As the number one top video app on the Google Play Store, Roposo is very well positioned to lead this movement. Roposo will continue to build on the trust and love that 55 million Indian users have placed in us," said Tewari. The government banned the Chinese apps after it received complaints from various sources including several reports about misuse of some mobile apps available on Android and iOS platforms for stealing and surreptitiously transmitting users' data in an unauthorised manner to servers which have locations outside India. "Banning Chinese apps is a great initiative to ensure privacy of the Indian users' data and to protect the country against the potential threat these apps pose to our national security," said Piyush, CEO &amp; Founder, Rooter. "The Indian technology ecosystem has come a long way in the last 5-6 years and is at par with the capabilities of any other startup ecosystem in the world," he added. Other Chinese apps in the banned list are Club Factory, SHAREit, Likee, Mi Video Call (Xiaomi), Weibo, Baidu, Bigo Live and more. --IANS na/vd

It is digital 'Aatma Nirbhar' moment: Indian app makers

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><keyword id="8322765" type="UNKNOWN" weightage="20" keywordseo="instagram-reels">Instagram Reels</keyword> is currently being tested in India. </li><li><keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword> had recently shut down its TikTok clone app Lasso and was concentrating on ‘Reels’ to capture markets.</li><li><keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> Reels lets users record 15-second videos with music and audio clips.</li></ul>Just days after the <keyword id="7319188" type="UNKNOWN" weightage="20" keywordseo="TikTok-ban">TikTok ban</keyword> and speculation over the possible launch of Instagram Reels in India to take on the opportunity – it has happened. Instagram Reels is currently being tested in India, sources told Business Insider. Instagram Reels lets users record 15-second videos with music and audio clips and add them to their stories. The feature seems eerily similar to TikTok, although more details on Reels is awaited. Interestingly, Facebook and Instagram had recently partnered with Indian music label Saregama to give users access to Saregama’s library for Instagram music. Sources confirmed that certain users have started receiving the update from Instagram which includes Reels. "We're planning to start testing an updated version of Reels in more countries. Reels is a fun, creative way for people to both express themselves and be entertained. We're excited to bring this new version to more of our global community. No further plans to share on launch date or countries for now,” a Facebook spokesperson told Business Insider. Facebook had recently shut down its TikTok clone app Lasso and was concentrating on ‘Reels’ to capture markets. Reels had earlier launched in France and Germany and was reportedly being tested in Brazil as well. The Indian government had recently banned TikTok along with 58 other Chinese apps. The ban on TikTok left a huge market opportunity for Indian apps to fill up the space for the thousands of content creators. Indian apps like Chingari, Roposo, Khabri, Bolo Indya have taken over the space and are witnessing a huge surge in traffic. The launch of Instagram Reels to the already existing millions of users of Instagram in India could be a threat to the rising users of the Indian apps. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/chingari-app-is-in-talks-with-a-global-vc-firm-after-the-tiktok-rival-gets-lit-with-over-10-million-downloads/articleshow/76749594.cms">EXCLUSIVE: Chingari app is in talks with a global VC firm after the TikTok rival gets lit with over 10 million downloads⁠</a> <a href="https://www.businessinsider.in/tech/apps/news/facebooks-tiktok-clone-lasso-is-shutting-down-as-zuckerberg-gears-up-to-launch-instagram-reels/articleshow/76745585.cms">Facebook’s TikTok-clone Lasso is shutting down as Zuckerberg gears up to launch Instagram Reels</a> <a href="https://www.businessinsider.in/business/news/reliance-jio-gets-investment-from-intel-capital/articleshow/76761995.cms">Reliance Jio gets ₹1894.5 crore from Intel Capital – the 12th investment in 11 weeks</a>

EXCLUSIVE: Instagram Reels is being quietly tested in India just days after the TikTok ban

<ul><li><keyword id="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword>'s latest campaign is aimed at communicating the possibilities of content delivered on locked screen.</li><li>The campaign features several well-known names from the world of entertainment and sports including <keyword id="1946388" type="PERSON" weightage="20" keywordseo="Rajkummar-Rao">Rajkummar Rao</keyword>, <keyword id="6354903" type="PERSON" weightage="20" keywordseo="Hardik-Pandya">Hardik Pandya</keyword>, <keyword id="486750" type="PERSON" weightage="20" keywordseo="Ali-Fazal">Ali Fazal</keyword>, <keyword id="13161" type="PERSON" weightage="20" keywordseo="Trisha">Trisha</keyword> and <keyword id="84792" type="PERSON" weightage="20" keywordseo="Rana-Daggubati">Rana Daggubati</keyword>, among others.</li><li>The campaign has been crafted by DDB Mudra.</li></ul>Glance, a screen zero platform which provides digital content on the lock screens of smartphones, has launched its multi-media advertising campaign 'Ye Glance Hai'. Crafted by DDB Mudra to communicate the exciting possibilities of content delivered on locked screen, the campaign is brought alive with vibrance, which is intrinsic to the brand, by several well-known names in the world of entertainment and sports. The light-hearted campaign co-relates ‘Glance’ with familiar words and their quirky representations, in a way that India can relate. The tagline “Bar Bar Dekho” is to signify how as users we keep discovering more and more on our phones which get further amplified by the lock screen of smartphones, as in this case. The faces of the campaign have been carefully chosen from different segments such as fitness, sports and entertainment. They include Telegu superstar Rana Daggubati; one of the biggest hitters of IPL Hardik Pandya; versatile Bollywood actor Rajkummar Rao; popular television actress Hina Khan; globally acclaimed Indian comedian Vir Das; Tamil model and actress Trisha, and Ali Fazal, popular actor and model from Lucknow. Their characters mostly depict their real and reel-life personalities, making it even more exciting for consumers watching. The ad campaign has been launched across channels which includes television, digital platforms and various OTT platforms to capture the minds of the new age audience. “We wanted to keep it pithy. We wanted to entertain. And most importantly, we wanted to leave the name ‘Glance’ in the mind of consumers. We realised that a product as rich and varied as this (Glance) needed to be experienced. So, we decided to a simple, running gag that entertains every time and just leaves enough intrigue on the table for you to check out the product,” said <keyword id="1449228" type="PERSON" weightage="20" keywordseo="Vishnu-Srivatsav">Vishnu Srivatsav</keyword>, Creative Director - DDB Mudra Group. <keyword id="247934" type="COMPANY" weightage="20" keywordseo="Bikash-Chowdhury">Bikash Chowdhury</keyword>, Chief of Marketing, Glance said, “Just within two years of its launch, Glance has already positioned itself as the leading platform for content delivery with millions of happy users who are following favourite content almost every seconds and minutes. We wanted to further amplify this, by telling them how Glance can take them to their exciting worlds of content preferences through simple and crisp stories told by their favourable stars, truly living up to “Ye Glance Hai.” Glance delivers AI-driven personalized content in multiple languages including English, Hindi, Tamil, Telugu and Bahasa on the lock screen of Android smartphones. With more than 115 million daily active users that spend 25 minutes per day, Glance is one of the largest digital consumer platforms in the world. As a subsidiary of <keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword> Group and owner of the fast-growing video-sharing social media platform Roposo, Glance also has access to 33 million monthly active users who spend 20 minutes daily consuming content across multiple genres in more than 10 languages. The Roposo app has been downloaded more than 100 million times on the Google Play Store. Glance delivers trending content across entertainment, sports, fashion, news, and other content categories in a rich, visual format that is easy to consume with just a tap on the lock screen. It leverages its strategic partnership with world’s leading Android smartphone brands to deliver this native user experience to consumers. Watch the films here <keyword id="83395" type="PERSON" weightage="20" keywordseo="Hina-Khan">Hina Khan</keyword> <div type="Youtube" id="YKB7uNzI5K0" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/YKB7uNzI5K0/mqdefault.jpg"></div> Hardik Pandya <div type="Youtube" id="pnSUnvZW2dQ" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/pnSUnvZW2dQ/mqdefault.jpg"></div> Rajkummar Rao <div type="Youtube" id="SnDMxTrRRV4" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/SnDMxTrRRV4/mqdefault.jpg"></div> Rana Daggubati <div type="Youtube" id="zcMb0Luvizg" title="Glance - చూడండి, చూస్తూనే ఉండండి." thumbUrl="https://i.ytimg.com/vi/zcMb0Luvizg/mqdefault.jpg"></div> Trisha <div type="Youtube" id="waW2AHZPklE" title="Glance - கொஞ்சம் இங்க பாருங்க" thumbUrl="https://i.ytimg.com/vi/waW2AHZPklE/mqdefault.jpg"></div> Vir Das <div type="Youtube" id="q0pJRRdentk" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/q0pJRRdentk/mqdefault.jpg"></div> Ali Fazal <div type="Youtube" id="kN1XNYmf2DI" title="Glance - Baar Baar Dekho" thumbUrl="https://i.ytimg.com/vi/kN1XNYmf2DI/mqdefault.jpg"></div>

Rajkummar Rao, Hardik Pandya and Rana Daggubati feature in Glance's multi-media campaign

<ul><li>The Chinese short video streaming app <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword> was banned in India in June — the app’s largest international market. </li><li>Despite losing over 200 million of its users, TikTok continues to be the highest-grossing app worldwide, according to Sensor Tower’s monthly report. </li><li>This is partly due to more people using apps during the coronavirus pandemic and also because 89% of the app’s revenue comes from China. </li></ul>Despite losing its biggest overseas market, the Chinese short video sharing app TikTok continues to be the top-grossing non-game app in the world in July. <a href="https://sensortower.com/blog/top-grossing-apps-worldwide-july-2020">Sensor Tower’s</a> monthly report shows that TikTok hit $102.5 million in revenue — an 8.6 times increase in revenue over the same time last year. <div type="image" title="snapshot-1596616947742" msid="77369129" hostid="261" caption="&amp;lt;p&amp;gt;TikTok&amp;#39;s revenue over the last five months&amp;lt;/p&amp;gt;"></div> Even compared to a month ago, TikTok’s revenue has increased by $11.8 million. This was the first month of TikTok operating without its Indian user base since the government banned the app locally amidst border tensions with China along the Line of Actual Control (LAC). Before the ban, the Chinese app had around 200 million users in India. Despite India accounting for nearly one-third of TikTok’s downloads, more than even China, the ban did not dent the app’s online earnings. This may be because nearly 89% of the company’s revenue still comes from its home base in China. Indians can be a boost to any app’s user base but historically they haven’t known to be the biggest spenders. Another factor that may have surged TikTok's revenue is the overall online app market seeing a boost due to the coronavirus pandemic as more people stay at home. In the first half of 2020, Sensor Tower recorded a 23% jump in global app revenue as compared to last year — crossing $50 billion. TikTok was third on the list, following Tinder and YouTube, having generated $421 million across the Google Play Store and App Store. One app’s loss in another app’s gain After TikTok was banned in India, a slew of <keyword id="9499766" type="UNKNOWN" weightage="20" keywordseo="TikTOk-alternatives">TikTok alternatives</keyword> raced to the frontier in order to take its place. <div type="image" title="snapshot-1596616939950" msid="77369155" hostid="261" caption="&amp;lt;p&amp;gt;First time installs for TikTok alternatives in India&amp;lt;/p&amp;gt;"></div> <a href="https://sensortower.com/blog/tiktok-alternatives-growth-india">Sensor Tower</a>’s estimates reveal that the top three contenders are Roposo, Zili and Dubsmash. They collectively saw a 155% jump in first-time installs in the three weeks following TikTok’s ban. <div type="image" title="snapshot-1596616930985" msid="77369171" hostid="261" caption="&amp;lt;p&amp;gt;Lifetime downloads of TikTok alternatives in India at the end of July&amp;lt;/p&amp;gt;"></div> This is not the first time that TikTok’s run into trouble with the law in India. Last year, it was also banned by the Madras High Court after being accused of ‘<a href="https://www.businessinsider.in/tiktok-ban-in-india-for-hosting-porn/articleshow/68720430.cms">encouraging pornography</a>’. At the time, the company’s court filing said that it was losing $500,000 a day. TikTok may also be on the brink of losing another one of its international markets. US President Donald Trump declared that the Chinese app will be banned if it’s not sold off to an American buyer by September 15. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/trump-wants-the-treasury-to-get-a-substantial-cut-of-any-tiktok-acquisition-chinas-state-media-says-that-would-be-open-robbery-/articleshow/77349625.cms">Trump wants the Treasury to get a substantial cut of any TikTok acquisition. China's state media says that would be 'open robbery.'</a> <a href="https://www.businessinsider.in/stock-market/news/microsoft-adds-77-billion-in-market-value-after-confirming-plans-to-buy-tiktok-in-the-us/articleshow/77334071.cms">Microsoft adds $77 billion in market value after confirming talks to buy TikTok in the US</a>

TikTok made more money than any other app in July despite losing its largest overseas market

Good morning! This is the tech news you need to know this Monday.<ol><li><a href="https://www.businessinsider.com/uber-to-acquire-postmates-in-26-billion-deal-reports-2020-7">Uber will acquire food delivery startup Postmates in $2.6 billion all-stock deal, reports say</a>. Sources told Bloomberg and The New York Times that the all-stock deal could be announced as soon as Monday.</li><li><a href="https://www.businessinsider.com/google-backed-groups-criticize-apples-new-warnings-on-user-tracking-2020-7?r=US&amp;IR=TIR=T">A group of European digital advertising groups on Friday criticized Apple's plans to require apps to seek additional permission from users before tracking them across other apps and websites</a>. Apple last week disclosed features in its forthcoming operating system for iPhones and iPads that will require apps to show a pop-up screen before they enable a form of tracking commonly needed to show personalized ads.</li><li><a href="https://www.ft.com/content/b43bbfcc-ba3c-4c4d-8e40-798061b6f2fd">Indian food delivery startup Zomato is unable to access some $100 million in funding it raised from Chinese backer Ant Financial thanks to rising tensions between the two countries</a>. The Financial Times reported the block was due to India's foreign investment laws.</li><li><a href="https://www.businessinsider.com/classifying-video-game-loot-boxes-as-gambling-2020-7?r=US&amp;IR=TIR=T">The UK is debating whether to reclassify a popular game mechanic, loot boxes, as gambling</a>. Loot boxes are a mechanic where a player pays either with in-game currency or real money for a randomized in-game item. These items can sometimes be traded amongst players for real money as well.</li><li><a href="https://www.businessinsider.com/elon-musk-denies-knowing-ghislaine-maxwell-2014-image-surfaces-questions-2020-7?r=US&amp;IR=TIR=T">Tesla CEO Elon Musk over the weekend denied knowing Ghislaine Maxwell, the British socialite and associate of Jeffrey Epstein who was arrested last Thursday</a>. Musk denied <a href="https://www.businessinsider.com/elon-musk-denies-that-jeffrey-epstein-toured-spacex-facilities-2020-7?r=US&amp;IR=TIR=T">giving Maxwell and Epstein a tour of Space X's headquarters</a>, and explained that he didn't know Maxwell despite being photographed with her.</li><li><a href="https://www.bloomberg.com/news/articles/2020-07-05/u-k-prepares-to-start-huawei-5g-phase-out-as-soon-as-this-year">The UK may phase Huawei out from its 5G networks as soon as this year, according to Bloomberg</a>. The UK had planned to allow Huawei kit in some of its networks, but may u-turn after pressure from lawmakers.</li><li><a href="https://www.businessinsider.com/amazon-making-fallout-tv-series-with-the-creators-of-westworld-2020-7?r=US&amp;IR=TIR=T">Amazon and the creators of "Westworld" are making a TV series based on "Fallout", the hit video-game series</a>. Amazon Studios tweeted a short teaser for the series on Thursday, July 2, which shows an old TV set and the words "please stand by."</li><li><a href="https://www.reuters.com/article/us-china-india-tech-idUSKBN24416D">Homegrown video apps are surging in popularity in India after Chinese-owned TikTok was banned</a>. One rival video app, Roposo, said it had added 22 million users in 48 hours. </li><li><a href="https://www.businessinsider.com/botsandus-robot-automation-startup-raises-2-5-million-2020-7?r=US&amp;IR=TIR=T">UK-based robot startup BotsAndUs has raised £2 million ($2.5 million) from VC investors Kindred Capital and Capnamic Ventures</a>. The company's robots can offer 24/7 customer service and can help businesses to do on-site data collection and analytics. </li><li><a href="https://www.reuters.com/article/us-tesla-shorts/tesla-mocks-shortsellers-with-sale-of-red-satin-shorts-idUSKBN2470FZ">Tesla is mocking its those shorting its stock by selling red satin shorts</a>. CEO Elon Musk has previously mocked short sellers, once sending short seller David Einhorn a box of shorts.</li></ol>Have an Amazon Alexa device? Now you can hear <keyword id="9070519" type="UNKNOWN" weightage="60" keywordseo="10-things-in-tech">10 Things in Tech</keyword> each morning. Just search for "Business Insider" in your Alexa's flash briefing settings.You can also <a href="https://newsletter.businessinsider.com/join/free">subscribe to this newsletter</a> here — just tick "10 Things in Tech You Need to Know.

10 things in tech you need to know today

<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

<ul><li>An average user spends as much as 1.2 hours a day scrolling through <keyword id="13284157" type="General" weightage="20" keywordseo="short-form-videos" source="Orion">short form videos</keyword>.</li><li>As many as 65-75% users of home grown short format video users are from Tier 2+ cities.</li><li>Users are also happy with these platforms as 58% surveyed say that they increased SFV usage in the last six months.</li><li>Content relevance across India's SFV platforms typically falls within the 80% range. </li></ul>Over 250 million Indians subscribe to short-form videos across Indian home-grown apps like <keyword id="2995316" type="General" weightage="20" keywordseo="dailyhunt" source="Orion">DailyHunt</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Josh, <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword>, <keyword id="2368386" type="General" weightage="20" keywordseo="roposo" source="Orion">Roposo</keyword> and more. This does not include popular international platforms like Instagram Reels or <keyword id="8993383" type="General" weightage="50" keywordseo="youtube-shorts" source="Orion">Youtube Shorts</keyword>. An average user spends as much as 1.2 hours a day scrolling through short-form videos, says a recent report by Redseer. Interestingly, as much as 65-75% of the users that are hooked onto these primarily user generated content (UGC) platforms, are from Tier 2+ cities. “A sizable user base of these (home grown) platforms reside in Tier 2+ and rural regions and over 100 million users of these platforms transact online,” Redseer said. The trigger for the growth of home grown apps in India, is the banning of TikTok that made them grow. “Over 58% of the survey respondents reported an increase in their SFV usage over the past six months, indicating significant user satisfaction with these platforms,” the report added. What’s keeping Bharat hooked on them? High-quality creator base, localised and regional content the report says adding that platforms too launched creator programs, fostered collaborations with celebrities, and attracted and onboarded local talent. There’s an avalanche of original content across genres, languages and more hitting these platforms. An analysis of real-time feed data (around 1,20,000 videos per year) indicates that the original content percentage has increased significantly with over 99% original content on every refresh during Jan-Aug 2023 compared to 92% original content in 2022, Redseer says. We know what Short you’ll like That’s only one part of the story. The other part is that algorithms are at play to keep people hooked on these platforms by suggesting the right kind of Short or Reel to the user that’s most keen on it. Content is fresh, not repetitive but the platform also knows which type of cat video to suggest, or the right joke that will land on the right person’s phone. “These platforms employ robust recommendation engines, ensuring a consistent stream of fresh content with each feed refresh,” the report adds. They tag the creators in, and use in-house machine learning (ML) and natural language processing (NLP) algorithms to ensure accurate genre tagging. Content relevance across India's SFV platforms typically falls within the 80% range. It means if there is a video that’s being made in any corner of the world – your app will bring it to the screens.

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