Over 250 million Indians subscribe to short-form videos across Indian home-grown apps like DailyHunt, Josh, Moj, Roposo and more, excluding international platforms like Instagram Reels and Youtube Shorts. A recent report Redseer revealed that an average user spends 1.2 hours a day scrolling through short-form videos.
What’s interesting is that 65-75% of the users of these UGC platforms come from Tier 2+ cities, indicating a strong presence in rural areas. The banning of TikTok triggered the growth of these homegrown apps in India, leading to increased satisfaction among users. Over 100 million users of these platforms transact online, showing their influence in the digital realm.
High-quality creator bases and localized and regional content, along with original content across genres and languages, have contributed to the popularity of these platforms. The platforms have also launched creator programs, collaborated with celebrities, and attracted local talent. Redseer’s analysis of real-time feed data revealed an increase in original content on the platforms.
The algorithms used these platforms keep users engaged suggesting relevant content based on their preferences. The platforms utilize recommendation engines and machine learning to ensure a consistent stream of fresh content with each feed refresh. This has resulted in a content relevance range of approximately 80% across India’s short-form video platforms.
In conclusion, the use of advanced algorithms and the availability of diverse, original content are driving the steady growth and success of India’s homegrown short-form video platforms.