Over 250 million Indians are spending an average of 1.2 hours a day scrolling through short-form videos on Indian homegrown apps such as DailyHunt, Josh, Moj, Roposo and more, according to a recent report by Redseer. The survey found that 65-75% of these users are from Tier 2+ cities, indicating that these platforms have a significant user base in rural and less urbanized areas.
The growth of these homegrown platforms can be attributed to the ban of TikTok, which led to an increase in usage of short-form videos by 58% of survey respondents in the past six months. The report also highlights that over 100 million users of these platforms are engaged in online transactions.
One of the factors keeping users hooked on these platforms is the high-quality creator base and the availability of localized, regional content. These platforms have also launched creator programs, collaborated with celebrities, and attracted local talent to keep their content fresh and engaging.
In addition to original content, these platforms use algorithms to suggest the most relevant videos to users, employing robust recommendation engines and utilizing machine learning and natural language processing algorithms to ensure accurate genre tagging. Content relevance across India’s short-form video platforms typically falls within the 80% range, demonstrating their ability to bring a wide variety of content to users’ screens.
With an avalanche of original content hitting these platforms and algorithms working to keep users engaged, short-form videos have become a popular form of entertainment for millions of Indian users across the country.
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