More than 200 million Indians watched short-form videos at least once in 2020, with daily active users spending up to 45 minutes a day on these platforms, according to the report by management consulting firm Bain & Company. India has more than 50 million users who have created and posted at least one short video.
Before the ban, TikTok became the first scale SFV platform in India, with more than 200 million users and 20 million content creators posting at least one video a month.
"Brands are increasingly using short video platforms to reach their target customers. New monetisation models, such as video commerce, livestreaming, and in-app purchases, will become increasingly commonplace in the coming years," Bain & Company partner and onsumer products, retail, strategy and digital practices in India leader Shyam Unnikrishnan said.
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