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.
This story is from the December 12, 2024 edition of Financial Express Delhi.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 12, 2024 edition of Financial Express Delhi.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Pushpa 2 hits ₹1,000-crore milestone at global BO
ALLU ARJUN'S PUSHPA 2: The Rule has hit the milestone of ₹1,000 crore at the global box office in just six days, making it the fastest Indian film to register the feat.
US hotels welcome Indian tourists with chai, samosa
POST-COVID BOOM
Why international stars are pulling out of Hockey India League en masse
IN OCTOBER, WHEN the Hockey India League (HIL) player auctions were held, 96 international stars were snapped up by eight men and four women franchises. Now, with a fortnight left for the competition to begin, more than one-fourth of them have pulled out.
EY case puts spotlight on white-collar labour laws
● Decades-old laws largely focused on blue-collar workers
Rupee gains 2p to settle at 84.83
THE RUPEE GAINED 2 paise to close at 84.83 against the US dollar on Wednesday, a tad above its all-time low level, amid rising expectations of a shift in the Reserve Bank's monetary policy stance following the appointment of Sanjay Malhotra as the new governor.
Equirus Wealth crosses ₹10K cr in assets under management
Equirus Wealth on Wednesday said it has surpassed ₹10,000 crore in assets under management (AUM).
MFs, pension funds must be active in corp bond market: Setty
STATE BANK OF India (SBI) chairman C S Setty on Wednesday called for active participation of mutual funds and pension funds in the corporate bond market.
Sebi notifies tighter insider trading rules
WIDENING THE NET
Prioritising inclusion in social networking
Famm Connect acts as a LinkedIn for the LGBTQ+ community
Making digital work for women
● UPI's ease of use allows them to expand business
