#GURUS OF TECH MCGURU VIDEO SHORTS ANDROID#
TikTok’s biggest achievement was its deep penetration into the uncharted hinterland, serving eager and underserved consumers content in their own dialects, relatable humour in familiar languages, on inexpensive Android phones, which worked even with a patchy internet connection. In 2019, the platform clocked 70 billion monthly video views in India, with users spending on average 29 minutes on the app daily, a metric most content companies can only envy. India accounted for 611 million of the 2 billion app installs of TikTok globally.
But getting the user experience right by building a solid and reliable technology layer is still a significant challenge for homegrown entities that are eyeing a space that is already swamped by fake profiles, click farms, clueless creators and extremely flaky user allegiance.īefore it was banned, TikTok was a baffling rage in India, with about 170 million month ly active users (MAU), upstaging even Instagram, which had 120 million MAUs last year. The money is enough for now to keep the creators happy and churning out content. But many mid- and entry-level creators, who were satisfied with just the number of views their work attracted on TikTok, are now making money too, upwards of ₹50,000 a month, thanks to contracts with Indian short-video app platforms. With both content creators and consumers scattered across multiple platforms, the market for short entertainment apps has become fragmented.Īkshay Kakkar, a dancer and creator, says that he misses the virality and global reach that came with being famous on TikTok. With TikTok gone, creators are now scattered across various platforms, taking their audiences with them. Inside this year-long disruption, mounted by a rainbow of upstarts, lies many lessons-about India’s startup ecosystem, about user loyalty, and the clout of the average Indian influencer. Others include Roposo, Mitron, Chingari, Tiki and Trell. At least a dozen wannabes including MX Takatak, backed by video streaming platform MXPlayer Josh, owned by the content aggregator Dailyhunt and Moj, launched by social media network ShareChat, are among them. The short-video space in India, more or less introduced and owned by TikTok, has experienced a massive ripple effect since it was banned in India towards the end of June 2020. That kind of a fanbase can earn an entertainer anywhere between ₹15-30 lakh a month through contracts with the video sharing apps. Vats now has 10 million followers on the short video app MX Takatak. Vats needs to be at the top of his game for the kind of money he makes.
Except that he has to work harder wake up at dawn to get that perfect 15-second slow-motion dance video on the banks of the Yamuna with the Taj Mahal in the backdrop while there is not another soul in sight.
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