Short-video apps bounce back with new monetisation strategies

Domestic short video platforms are seeing a revival after the post-pandemic slump, driven by innovative monetisation strategies and hyper-local content.

- SHANTHI

Platforms such as Moj, Josh and Chingari, which emerged after TikTok was banned in 2020, are showing signs of renewed growth.

According to a Redseer report, the sector has crossed $200 million in revenue, with significant headroom for expansion.

The platforms faced a slowdown as they struggled to scale advertising revenues and compete with global giants such as YouTube, Shorts and Instagram. However, analysts now see them differentiating themselves through targeted strategies that tap into tier 3 and 4 cities and the Indian diaspora.

"Platforms like Instagram and YouTube Shorts cater to urban, globalised audiences, leaving a sizable untapped market in smaller cities. Domestic platforms are also innovating with unique monetisation models," said Anirudh A Damani, managing partner at Artha Venture Fund.