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Powai, Mumbai, Maharashtra, India: Homegrown Moj tops market after China’s TikTok ban Aniket Bhattacharya/Flickr
Prasid Banerjee, 29 June 2021
Homegrown Moj is topping the market one year after Chinese short video platform TikTok was banned in India.
According to MAU data from digital intelligence platform SimilarWeb, sourced from the industry by Mint, the platform, owned by Sharechat, had 47.78 million monthly active users (MAUs), followed by Times Internet’s MX TakaTak at 23.95 million, Dailyhunt’s Josh at 14 million, and InMobi’s Roposo at 5.51 million.
Because of discrepancies in reporting metrics and access to user data, data from platforms like SimilarWeb frequently differs from official numbers given by platforms. Industry experts, on the other hand, believe they are an accurate depiction of market trends.
Moj had 14.34 million daily active users (DAUs), while MX TakaTak, Josh, and Roposo had 6.27 million, 2.60 million, and 1.65 million, respectively, according to the report.
MAUs for Moj, MX TakaTak, and Josh are 120 million, 150 million, and 105 million, respectively, according to Moj, MX TakaTak, and Josh. A request for comment from Roposo went unanswered.
However, the data also suggests that the hole created by TikTok’s ban in India has yet to be filled a year later. TikTok announced in June of last year that it had crossed 200 million users in India and had 120 million monthly active users (MAUs). By the end of the year, the short video platform was predicted to have surpassed 300 million users in the country.
Smaller influencers who had quit their day jobs to make money on TikTok full time, according to Gautam Madhavan, founder of influencer marketing agency Mad Influence, have either started hunting for work or are already working elsewhere.
According to Shudeep Majumdar, co-founder and CEO of Zefmo, another influencer marketing agency, YouTube and Instagram have carved out a niche for themselves in the hole left by TikTok in terms of marketing money from brands.
“Those who used to generate a particular amount of money from three brand campaigns are now conducting four or five brand campaigns with lower budgets,” Majumdar remarked. “In the last year, we haven’t pushed any of these new platforms, and we haven’t received any clear requests from any of the businesses we’ve worked with (either),” he said.
The short video sector, like any other in social media, is recognized for requiring a significant amount of capital. Before attempting to monetize, platforms must first develop their user base to a specific level. TikTok, too, began monetizing its site shortly before it was banned in India.
“We’ll be adding new monetization levers in the coming months, such as streaming virtual gifts. One of our brand collaborations with Fanta turned out to be a huge success, with creators profiting as well,” stated Moj CEO and co-founder Ankush Sachdeva.
The original version of this article appeared on livemint.com.
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