TikTok exploring strategies for monetising India business

New Delhi: Having amassed a significant user base in India, which accounted for almost half its global downloads in the first half of last year as per some estimates, short-format video-sharing app TikTok is looking at new ways of monetising its business in the country.

The global monetisation team of TikTok’s Chinese parent, ByteDance, had flown down last month for meetings with key Indian creators and influencers on the app, as well as digital agencies and marketers, people familiar with the matter said. During the meetings, the executives sought information on payment mechanisms for influencers here, and what brands need from the app and their concerns, they said.