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<ul><li><keyword id="164941" type="General" weightage="80" keywordseo="inmobi" source="Orion">InMobi</keyword> will be looking to invest more as <keyword id="12303277" type="General" weightage="100" keywordseo="appsumer" source="Orion">Appsumer</keyword>’s business grows further, InMobi’s growth platforms head <keyword id="11986152" type="General" weightage="20" keywordseo="navin-madhavan" source="Orion">Navin Madhavan</keyword> told Business Insider.</li><li>Appsumer offers extensives insights into the companies’ marketing spend across 100 channels.</li><li>Though Appsumer will continue to work as an independent entity under the InMobi banner, their team will join InMobi.</li></ul>Bengaluru-based mobile advertising and marketing platform InMobi has signed a definitive agreement to acquire UK-based performance insights platform Appsumer, which helps 8 Ball Pool’s maker Miniclip and editing platform <keyword id="3173404" type="General" weightage="20" keywordseo="picsart" source="Orion">Picsart</keyword> with their digital marketing campaigns. The two companies have not shared any financial or transactional details about this acquisition. InMobi will be looking to invest more as Appsumer’s business grows further, Navin Madhavan, vice president and general manager of growth platforms at InMobi, told Business Insider. Appsumer — which was founded in 2015 by Shumel Lais — offers extensives insights into the companies’ marketing spend across 100 channels. Appsumer claims that customers access the platform more than five times each week on an average, making it a central part of their performance marketing operations. It also counts communications platform Viber, dating app Lovoo, train ticketing platform Trainline, real-time casual gaming platform Huuuge Games as its clients. “The solution makes it easy to map all mobile performance media investment to business outcomes,” Abhay Singhal, cofounder of InMobi Group and CEO of InMobi Marketing Solutions, said. <cmsannotation type="cmsannotation" annotationid="InMobi aims to solve a different kind of problem" text="InMobi aims to solve a different kind of problem">InMobi aims to solve a different kind of problem</cmsannotation> Madhavan added that InMobi is already solving and offering solutions to biggest digital advertisers — which includes large ecommerce and digital-first players. Appsumer will provide a different sort of offering that can help companies get better and deeper insights into their marketing campaign. Hence, it is solving a different kind of problem, he added. InMobi, however, will be looking to experiment with predictive analytics through artificial intelligence (AI) to help Appsumer users make better marketing decisions. According to case studies <a href="https://www.appsumer.io/customers/">available</a> on Appsumer platform, its clients were able to reduce time spent on data aggregation and reporting as well as on strategy, optimisation and creativity. “The intel is we make it into an efficient workspace and a hub for marketers to track performance and make decisions faster,” Madhavan added. The mobile marketing company has raised $5 million to date from investors like Galvanise Capital, M&amp;C Saatchi Mobile’s James Hilton, Uptime App’s Jon Claydon and SyndicateRoom, among others. It was also named among the <a href="https://startups.co.uk/startups-100/2018/28-appsumer/">Top100 UK start-ups</a>. <cmsannotation type="cmsannotation" annotationid="InMobi to facilitate faster growth" text="InMobi to facilitate faster growth">InMobi to facilitate faster growth</cmsannotation> Though Appsumer will continue to work as an independent entity under the InMobi banner, their team will join InMobi to further develop their automation offering. InMobi will facilitate faster growth for Appsumer, Madhavan added. InMobi — which is India’s first digital company to be valued over a billion dollars — was founded by Naveen Tewari, Abhay Singhal, Piyush Shah, Mohit Saxena and Amit Gupta in 2007. It was the first Indian digital business to be valued over $1 billion. The company is now looking to go public in the US market by next year. Though the company’s current valuation is undisclosed, the company is expected to list on Nasdaq at a valuation of <a href="https://www.livemint.com/companies/start-ups/inmobi-india-s-1st-unicorn-plans-us-ipo-at-value-of-up-to-15-billion-11617186713969.html#:~:text=will%20benefit%20everybody'-,The%20offering%20size%20could%20be%20as%20large%20as%20%241%20billion,information%20technology%20and%20outsourcing%20services.">$12-15 billion</a> by the end of 2022. InMobi is also the parent company of personalised content provider Glance, which too is valued at over a billion dollars. Mukesh Ambani-led Reliance is reportedly planning to invest<a href="https://www.businessinsider.in/business/news/take-a-deeper-look-at-the-meteoric-rise-of-glance-that-may-have-caught-mukesh-ambanis-eye/articleshow/86579569.cms"> $300 million in this subsidiary</a>.

InMobi to acquire UK-based Appsumer, which helps Picsart, Miniclip with its digital marketing efforts

<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

<ul><li>The recent ban on TikTok has given Indian short video platforms a huge boost.</li><li><keyword id="2368386" type="COMPANY" weightage="20" keywordseo="Roposo">Roposo</keyword>, currently at 75 million downloads, expects to touch 100 million in the next few days, and is setting a plan to enter international markets soon, <keyword id="1478883" type="COMPANY" weightage="20" keywordseo="Mayank-Bhangadia">Mayank Bhangadia</keyword>, Co-founder-Roposo and VP – <keyword id="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword> tells us.</li></ul> It’s been about 10 days since the government of India banned 59 <keyword id="6022999" type="UNKNOWN" weightage="20" keywordseo="chinese-apps">Chinese apps</keyword> including short video platform TikTok citing security concerns. And since then, a lot of Indian players have been seeing a meteoric rise. TikTok which enjoyed immense popularity in the country had a dedicated audience as well as creator base. With the ban, people are now looking for alternatives and that’s where apps like Roposo, Chingari and Mitron come in. A lot of these apps have seen millions of downloads in the past week and are working tirelessly to strengthen their offering, to make their platforms more attractive to users who at this moment are open to experimentation. Founded by three IIT Delhi alumni, Mayank Bhangadia, Avinash Saxena and Kaushal Shubhank, Roposo was acquired by Glance in November last year. Currently the platform stands at 75 million downloads on Play Store and is still counting. Some of the other figures are impressive too, and growing everyday. Close to 4 million users are creating around 12 million videos on the platform every day. Moreover, there are close to 2 billion video views on Roposo per day. We recently caught up with Mayank Bhangadia, Co-founder-Roposo and VP – Glance to understand how things have changed for the platform in the last one week. Excerpts: Q) The Tiktok ban has been a blessing for Indian platforms like Roposo. What kind of growth have you seen in the past few weeks? Roposo has more than 75 million downloads on the Play Store. We have been the number 1 app in the Google Play Store across all categories for the longest period since the ban came into effect. However, Roposo had been growing strongly even before the ban took place. In fact, we were number #1 in the social app category on the Google Play Store for quite some time. And as you can see from the chart below, we were trending across categories from around mid-June. The ban has further boosted the momentum and made us the #1 app on the Play Store. <div type="image" title="Roposo chart" msid="76886481" hostid="261"></div> Q) TikTok had a dedicated audience set, both who used to create and consume content there. How are you wooing both creators as well as audiences onto your platform? The creator community is at the heart of a social video sharing app. Great content provides audiences to keep coming back to the platform, which in turn motivates creators to create even more engaging content. At the same time, consumer views need to be converted into real rewards for creators. Roposo has invested in building powerful camera capabilities and video-editing tools over the past few years. Roposo is also the only platform that has a Coin program that rewards creators on the platform. With this approach, we have been able to create a very strong virtuous cycle that is helping both creators and audiences to create and enjoy video content on the platform. Q) What is your revenue model right now? What is your model for monetizing content on your platform now? Our revenue model is brand integrations and media monetization. We are seeing great interest from brands who want to connect with consumers on Roposo. Some of the largest digital agencies in the country are in discussions with us to execute these campaigns. We monetize content on Roposo through brand integrations. Roposo is also the only platform that rewards creators on the platform transparently. In fact, one of our creators earned Rs 1.37 lakh rupees in the month of June through her content. With this approach, we have been able to create a robust virtuous cycle that is helping both creators and audiences to create and enjoy video content on the platform. <a name="_GoBack"></a>Q) There are quite a few other homegrown platforms too that are doing well as a direct result of TikTok's ban. How are you trying to differentiate yourself? Roposo is the largest <keyword id="3758" type="ENTERTAINMENT" weightage="20" keywordseo="Made-in-India">Made in India</keyword> social video app in the country with more than 75 million downloads. This itself is a big differentiator as it is very complex to deliver a data-intensive service at this scale. Most platforms have what we call uni-stream or a single feed of content. While there could be a recommendation engine behind the feed, it is still a single feed of content that could create an echo-chamber. By contrast, Roposo has three kinds of feed – a personalized feed based on recommendation, a feed based on creators that a user follows, and finally a channel-based feed. Channels on Roposo are theme-based contents just like on TV. Some of these channels on Roposo include Haha TV, Filmistaan, Sports TV, Bhakti and Daily Wishes. This channel-based feed is unique to Roposo and lets users tune into specific channels and content that they love. It is not easy to offer such a wide variety of content without a vibrant creator community. At Roposo, creators are key to our success. As a platform that has been around for more than five years, we have invested heavily in building powerful camera capabilities and video-editing tools over the past few years. This is also one of the most complex features to develop. Most of the homegrown apps do not have any content creation features. It is surprising how platforms without content creation capability are able to offer content on their platform. Roposo is about responsible entertainment. Content on Roposo goes through multiple rounds - both AI-based and human-based – curation process to ensure that the content on the platform is clean in line with the culture and ethos of the country. Q) Do you anticipate this surge in numbers will continue over the next few days/weeks? In case the ban is lifted in the future, how do you ensure that these creators and the audience stays back on your platform? Roposo was growing massively even before the ban came into existence. Even prior to the ban, we were getting installs of 700K per day and were the number 1 social app in the Play Store. We expect the momentum and growth to continue even if the ban were reversed. The quality of content on Roposo, coupled with a strong content creator community that is embracing the platform in large numbers, and strong monetization,will ensure that the audience will stay back on the platform. Q) What is your vision for Roposo? Where do you want to see it in the next year? What do you want the platform to stand for? We are building Roposo for the world, not just India. Roposo, with more than 75 million downloads, is already the largest Made in India social video app in the country. We are confident that we will cross the 100 million download mark in the coming days. We plan to take Roposo to markets outside India in the coming months. It's time for India to control its own digital playbook and live the 'Aatma Nirbhar' moment. Our vision for Roposo is to be India's largest social platform that provides responsible entertainment.

Confident of crossing 100M downloads soon, we plan to launch internationally in coming months: Mayank Bhangadia, Roposo

<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><keyword id="184851" type="General" weightage="20" keywordseo="glance" source="Orion">Glance</keyword> is not an app, rather it’s a built-in feature of Android phones that pushes personalised content on lock screen.</li><li>Glance is a brainchild of InMobi, India’s first digital company to be valued over a billion dollars.</li><li>Glance has over 140 million daily active users already due to its strong presence in sub-$250 smartphones in India.</li></ul><keyword id="10926" type="General" weightage="20" keywordseo="reliance" source="Orion">Reliance</keyword> has penetrated almost every aspect of our lives — whether it's through their telecom and internet services, ecommerce and retail network, oil and gas business or its bundle of digital services. The Mukesh Ambani-led company has now reportedly set its eyes on tapping into a wide array of Android phones as well, with a<a href="https://www.livemint.com/companies/news/reliance-industries-in-talks-to-buy-stake-in-google-backed-glance-inmobi-report-11632745302124.html"> $300 million</a> investment in Glance. This may be an interesting development, especially when Reliance plans to launch its own Android smartphone <keyword id="11900973" type="General" weightage="20" keywordseo="jiophone-next" source="Orion">JioPhone Next</keyword>. Glance is not an app, rather it’s a built-in feature of Android phones. When users that have Glance enabled on their phones, wake their Android smartphone up, they must have noticed a catchy image with a news headline. Well, that’s the first and most basic glimpse of what Glance does. Once they swipe right, they can watch Lives as well as short video content, see photo stories and play games. It provides personalised content on the lockscreen, across categories like news, entertainment, tech, sports, fashion and travel. The said content is driven by artificial intelligence (AI) and is available in different languages — English, Hindi, Tamil, Telugu, Marathi, Bengali and more. Glance has a strong presence in the Android ecosystem Glance claims to have over 150 million daily active users. The reason for this massive growth has been its strong presence in the sub-$250 smartphone market, which makes up 80% of sales in India, says a Counterpoint Research <a href="https://www.counterpointresearch.com/glance-active-user-base-india/">report </a>published in September this year. About 79% of Glance users in India use phones priced below the $250 mark. Over 45% of Glance’s traffic comes from users using smartphones ranging between $150-250 and 12% are from users using phones below $100 price point. Users using phones priced between $100-$150 and above $250 make up another 21% each of the company’s user base. <div type="image" title="Take a deeper look at the meteoric rise of Glance that may have caught Mukesh Ambani’s eye" msid="86579557" hostid="261"></div> The research also revealed that 70% of newly-launched smartphones in India, in the sub-$250 segment now, come pre-installed with the platform. According to a previous press note issued by the company in December 2020, it had over 115 million daily active users who spent 25 minutes per day consuming content on Glance. Monetisation is still underworks Besides organic growth and strong alliance with Google, Glance has also relied on mergers and acquisitions (M&amp;A) to build on its growth with more users and offerings. Over the last two year, it has acquired Indian short-video <a href="https://www.businessinsider.in/advertising/ad-tech/news/inmobis-glance-to-boost-its-regional-content-after-acquiring-roposo/articleshow/72220702.cms">content platform Roposo in 2019</a> and e-commerce platform Shop101 in 2021. Global expansion and monetisation of Glance has been on the agenda for InMobi this year. “The course to monetisation is important. In 2021, we will spend a lot of time trying to figure out the right experiences in monetisation,” founder and chief executive (CEO) Naveen Tewari previously <a href="https://economictimes.indiatimes.com/tech/technology/inmobi-to-test-monetisation-for-content-platform-glance-this-year/articleshow/80390045.cms">told</a> Economic Times in January 2021. The company was also considering leveraging 3 million creators on Roposo to monitise the short video app, either by connecting them to brands or setting up social commerce on the platform. Glance provides distribution and scale for its content business and Roposo provides it with fresh user-generated content, Tewari had emphasised. Reliance set to launch its Android phone next month Ambani has stressed that the <keyword id="4792220" type="General" weightage="20" keywordseo="jiophone" source="Orion">JioPhone</keyword> Next will be amongst the most affordable smartphones in India and globally. The <a href="https://www.businessinsider.in/tech/mobile/news/jiophone-next-smartphone-announced-check-out-features-launch-date/articleshow/83806398.cms">JioPhone Next will be available</a> for purchase from October 15, delayed from the previous deadline of September 10. The price of the smartphone has not been revealed yet, but it is expected to cost ₹3,499. Reliance has plans to take it beyond India once it is rolled out in India. Glance is a brainchild of InMobi, India’s first digital company to be valued over a billion dollars. Glance, on a standalone basis, too is valued at over a billion dollars and is backed by global tech giant Google. While InMobi was founded by Naveen Tewari, Mohit Saxena, Amit Gupta and Abhay Singhal in 2007, Glance was introduced to the world in 2019. SEE ALSO <a href="https://www.businessinsider.in/business/startups/news/pine-labs-is-betting-on-these-two-segments-to-make-it-worth-6-billion-dollars/articleshow/86559235.cms" data-type="tilCustomLink" style="">Nearly as old as Google, Pine Labs is betting on these two segments to make it worth $6 billion</a> <a href="https://www.businessinsider.in/business/news/tesla-boss-elon-musk-becomes-the-richest-man-in-the-world-yet-again/slidelist/86552402.cms" style="">Tesla boss Elon Musk becomes the richest man in the world, yet again</a> <a href="https://www.businessinsider.in/business/startups/news/ofbusiness-was-the-only-woman-led-startup-that-entered-the-unicorn-club-this-year/articleshow/86511076.cms">OfBusiness was the only woman led startup that entered the unicorn club this year</a>

Take a deeper look at the meteoric rise of Glance that may have caught Mukesh Ambani’s eye

<ul><li>Google has invested in two short-video platforms in India on the same day – Glance which owns Roposo as well as DailyHunt’s parent company VerSe Innovations which runs Josh.</li><li>Interestingly, both Roposo and Josh offer content in local languages and are looking to cater to India’s Bharat users. </li><li>The investments come in from Google’s $10 billion fund – the same fund from which it has backed Reliance Jio.</li></ul>It looks like global tech giant Google is looking to take over the space left behind by the ban of Bytedance’s TikTok in India. Google has invested in two short-video platforms in India on the same day – Glance which owns Roposo as well as DailyHunt’s parent company VerSe Innovations which runs Josh. Interestingly, both Roposo and Josh offer content in local languages and are looking to cater to India’s Bharat users. During the Google for India event, the global tech giant announced a $10 billion investment plan for India, from which it had also announced a $4.5 billion funding in Reliance Jio. The company’s CEO Sundar Pichai had then said that one of the four areas where they will invest is in companies “enabling affordable access and information for every Indian in their own language, whether it’s Hindi, Tamil, Punjabi or any other”. “Still too many Indians have trouble finding content to read or services they can use confidently, in their own language. And this significantly limits the value of the internet for them, particularly at a time like this when the internet is the lifeline of so many people. This investment underlines our strong belief in working with India’s innovative startups towards the shared goal of building a truly inclusive digital economy that will benefit everyone,” said Caesar Sengupta, VP, Google in a statement. According to reports, Google was also in talks with another content and short-video platform Sharechat for a<a href="https://www.businessinsider.in/business/startups/news/google-is-reportedly-in-talks-to-acquire-twitter-backed-indian-social-media-startup-sharechat/articleshow/79381248.cms"> billion dollar buyout.</a> Roposo in numbers <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Monthly Active Users </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Daily Active Users </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">115 million (for Glance) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">33 million </td></tr></tbody></table> Roposo is owned by Glance, which is a subsidiary of Indian unicorn InMobi. Glance has raised $145 Million from Google as well as its existing investor Mithril Capital. With the latest investment, the company aims to deepen its AI capability across Glance and Roposo, expand its technology team, launch services on the platform, and drive expansion in global markets Josh in numbers <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Monthly Active Users </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Daily Active Users </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">77 million </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">36 million </td></tr></tbody></table> The other investment from Google has come through for DailyHunt’s take on TikTok – the short video platform Josh. The news aggregator platform had launched Josh after the ban on TikTok in India, in 12 local Indian languages to capture the “Bharat” users, the term used for the next 200 million internet users in India. With this, DailyHunt’s parent company VerSe Innovation has crossed a valuation of over a billion dollars, making it the latest unicorn in India. DailyHunt has raised the funding from Google along with Microsoft and AlphaWave, a Falcon Edge Capital unit. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/google-microsoft-invest-in-dailyhunt-for-its-short-video-platform-josh-making-it-the-latest-unicorn-in-india/articleshow/79850804.cms">Google, Microsoft invest in DailyHunt for its short video platform Josh – making it the latest unicorn in India</a> <a href="https://www.businessinsider.in/stock-market/news/cryptocurrency-exchange-coindcx-raises-13-9-million-funding/articleshow/79850829.cms">Cryptocurrency exchange CoinDCX has raised $20 million since the pandemic broke out⁠ — the founder says he is hiring aggressively as volumes have tripled</a> <a href="https://www.businessinsider.in/india/news/this-man-spent-almost-50-lakh-let-go-of-his-3bhk-dream-to-run-a-rice-atm-for-the-needy-in-hyderabad/articleshow/79851856.cms">This man spent almost ₹50 lakh, let go of his 3BHK dream to run a ‘Rice ATM’ for the needy in Hyderabad</a>

Google invests in two Indian short-video apps on the same day – both of which offer content in local languages

<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>

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InMobi to acquire UK-based Appsumer, which helps Picsart, Miniclip with its digital marketing efforts

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

BI India Partner

Confident of crossing 100M downloads soon, we plan to launch internationally in coming months: Mayank Bhangadia, Roposo

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

BI India Partner

Take a deeper look at the meteoric rise of Glance that may have caught Mukesh Ambani’s eye

Kritti Bhalla

Google invests in two Indian short-video apps on the same day – both of which offer content in local languages

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

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