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<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

New Delhi, Nov 25 () Glance - a part of Softbank-backed InMobi - on Monday said it has acquired short-video platform Roposo for an undisclosed amount, a move that will provide it access to Roposo's network of professional, vernacular content creators and over 42 million users. 
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, a statement said. 
"The acquisition also gives Glance ownership of Roposo's video technology, platform and brand. As a result of this acquisition, Glance will get access to Roposo's extensive network of ...more than 42 million users," it added.
As part of the deal, about 60 people from Roposo will join Glance.
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. 
Nearly 60 per cent of Glance users in India belong to tier II and III cities, and spend an average of 22 minutes per day consuming content in languages including Hindi, Tamil, Telugu and English.
Most of India wants high-quality video content in vernacular since only 10 per cent of India speaks English, InMobi Group founder and CEO Naveen Tewari said.
"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," he added.
Glance had received an investment of USD 45 million from Mithril Capital in September this year and has been growing rapidly. It has more than 60 million daily active users (DAUs) as of November, up from 50 million DAUs in September this year. SR MKJ

InMobi's Glance acquires Roposo

<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><keyword id="164941" type="COMPANY" weightage="20" keywordseo="inMobi">InMobi</keyword>’s latest offering – <keyword id="184851" type="ORGANIZATION" weightage="20" keywordseo="glance">Glance</keyword> – raised $45 million from <keyword id="8083508" type="UNKNOWN" weightage="20" keywordseo="Mithril-Capital">Mithril Capital</keyword>, which was found by <keyword id="380555" type="PERSON" weightage="20" keywordseo="Peter-Thiel">Peter Thiel</keyword> and Ajay Royan.</li><li>InMobi’s Glance claims to be India’s first ‘screen zero’ platform through which it shows content to users on the lock screen of their smartphones. </li><li>It has 50 million daily active users currently.</li></ul>Indian unicorn InMobi’s AI-powered content platform Glance raised $45 million from Mithril Capital – the investment firm founded by legendary investor Peter Thiel and Ajay Royan. Glance boasts of being India’s first ‘screen zero’ platform through which it shows content to users on the lock screen of their smartphones. The platform claims to have more than 50 million active users daily, who spend 22 minutes per day on it. “Glance is changing the landscape of content consumption to address the demands of the ‘attention economy’ we currently live in,” said Naveen Tewari, Founder &amp; CEO, InMobi Group. Tewari further said that the investment from Mithril will help them expand to new geographies and bring in innovation in content-format, personalization and content discovery. Glance is currently available in English, Hindi, Tamil and Telugu in India, and Bahasa in Indonesia. However, this first investment round of Glance is part of a bigger financing round. InMobi, which was 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.

Peter Thiel’s investment firm backs Indian unicorn InMobi’s AI content platform

<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>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners. Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.” Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team. “Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.” Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.” Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.” Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.” Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are: Grand Prix: Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>The Ruby: The most creative, innovative and data-driven work with demonstrable business results <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>Media Innovation: Brilliant media planning that drove business results <ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul>Best Multi-Video Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul>Best Long Form Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul>6-Second Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul>Best Collaboration: The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.

YouTube announces Winners of first India edition of YouTube Works Awards

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

BI India Partner

InMobi's Glance acquires Roposo

PTI

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

BI India Partner

Peter Thiel’s investment firm backs Indian unicorn InMobi’s AI content platform

Sanchita Dash

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

Kritti Bhalla

YouTube announces Winners of first India edition of YouTube Works Awards

BI India Partner

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

Marcia Sekhose

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