Chinese app downloads fall amid border dispute

Popular Chinese apps TikTok, Helo, Bigo Live, Likee and PubG have seen downloads fall in India, one of their largest markets globally, as the border standoff between both the nations has amplified calls for boycotting Chinese products. According to sector experts, brands will remain cautious about advertising on these Chinese apps as they risk upsetting Indian customers. However, the apps are expected to bounce back once border tensions ease, likely bringing back brands back onto the platforms, they said.

“For now, downloading Chinese apps may seem like a grave thing to do but remember that public sentiment is fickle. Social media addiction is like cocaine. You may give it up in anger but then the itch comes back,” said Santosh Pai, Partner at Link Legal, which advises Chinese clients on investments in India. Downloads of live streaming app Bigo Live, short-video app Likee, and gaming app PubG fell in June, while ByteDance-owned TikTok and Helo saw downloads decline from April, according to the data shared by industry tracker SensorTower.