New Delhi:Short-form content has grown 1.37x in terms of the monthly active user (MAU) and 1.1x in terms of daily active users from June 2020, when Chinese app TikTok was banned in India, a report by RedSeer Consulting said.
"Despite the TikTok ban, domestic apps have significantly grown in the past one year and short-form video continues its growth journey, as it shows a continuous increase in the engagement outside top-50 cities and currently accounts for 9 per cent of time spent on overall content consumption," the report said.
Although global social media dominates in the top 50 cities, Indian social media platforms and short-form video platforms garner a major chunk of share in the return on investment, it added.
The overall time spent growth in social media has been organic at about 8 per cent, and non-social media (short-form video) time has grown at 57 per cent, indicating a shift from social media consumption to short form video, the report said.
While traffic has increased, content creation velocity has grown 4.4x in the last 2 quarters due to improvement in filter tools leading to users becoming creators at a higher pace; access to a studio and high-quality content creation facilities for large influencers; and growing mainstream-ing of the space for advertisers leading to higher monetisation for creators, it added.