Indian content startups feel the heat as Helo, TikTok gain traction

Mumbai: Content startups, including social networks, news aggregators and video producers, have been getting a lot of attention from investors for some time now, but following the entry of deep-pocketed Chinese firms, early-stage investors have become cautious.

Both Indian and Chinese content startups were drawn to the Indian market because of its high growth potential. According to a report by auditing and consulting firm KPMG, the wide reach of smartphones and cheap internet plans led to an increase of 88% in online video consumption in 2018.