Delhi, India: Indian viewers spent 53 billion minutes watching vertical short videos on mobile phones in January. Two years ago, viewers needed 53 minutes to watch videos of this format, which has now grown 100 times. The main reason for the surge in viewership is the popular video-sharing app TickTalk. This app belongs to the Chinese internet technology company ByteDance. Nikhil Gandhi, head of Tikkok India, said: “There has been a huge surge in short-form video content in India. We have never seen such content and access.
The largest player, Gandhi, reported that vertical short videos accounted for less than 1% of total video consumption in 2018, which has now increased to around 10%. Vertical short videos are usually 15 to 60 seconds long videos that are played in succession. The largest player in this video content format is TicketLock, while Instagram (Stories), Snapchat and Facebook also have such offers. According to experts, Tiktak is way ahead of others due to its ease of use and ease of use for large populations in Tier 2 and Tier 3 cities.
“Strong combination of manufacturer and user economy”
Ashish Ferwani, Media & Entertainment Partner – partner and leader of EY India, says: “Ticketcock’s secret of success is its ease of use.” There is no interruption between the two videos and the user can move quickly. This increases app engagement. From the Creator’s point of view, there was also a platform for aspiring young people to speak in the country. It is a strong combination of manufacturer and user economy.
Most non-gaming apps have been downloaded
Gandhi refused to share the TickTalk user base and other information in India. According to Sensor Tower, a company that provides market information and global space for the app economy, TikTok was the most downloaded non-gaming app worldwide in January. It was installed 10.47 million times in January, and India tops the list with 34.4% downloads. A digital agency’s top manager said that TickTock caused such a shift in the market that media agencies now have to form separate teams to develop a short video strategy for customers.
“Facebook and YouTube managers sleepless”
On condition of anonymity, he said: “TickTock has given Facebook and YouTube executives sleepless nights. People spend around 40 to 45 minutes a day with this app, and daily active users have exceeded 100 million. In terms of monthly active Active User (MAU), TikTok is very close to YouTube with more than 25 million MAUs.Tittock’s enormous growth has caused an earthquake in this area.