Shortform content grows 1.37x in terms of monthly active users since June 2020, says report

Shortform 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 shortform video platforms garner a major chunk of share in the return on investment, it added.