New Competitors Emerge in India's Short-Video Platform Scene After TikTok Ban, A Similar Trend Can Be Replicated In The US

India's restriction on TikTok in 2020 left a gap in the country's social media scene that has since been filled by domestic and international competitors. It was put in place after the government of India raised concerns over data privacy and security issues, citing the platform's Chinese rules.

While the move was observed as a significant blow to TikTok, it has opened the door for several participants in the industry to step in and fill the gap. According to recent data, the restriction has created a significant chance for remaining social media platforms to grow their consumer base and revenue.

It had over four hundred million installs in this country before the shutdown, proving it a social media force there. In contrast, TikTok only recently hit the same number of installs in the US over the same time frame.

One of the heftiest advantages of the TikTok ban has been observed by the Indian platform, Chingari. Came in 2018, it allows consumers to make, and share videos and clips from films, like the shorter content giant. Since the termination, the platform has experienced a massive increase in popularity among the local audience. The local breed was able to capitalize on the termination by offering a homegrown alternative to TikTok, which has resonated well with local consumers.

Other local platforms, such as Roposo and Mitron, have also gained popularity in the wake of TikTok's prohibition. Roposo, a comprised-video platform started eight years back, has observed a rush in installations. Similarly, Mitron, which came into existence at the time of COVID, has also gained much popularity.

 A study also demonstrates that in India, time spent on the top twenty-five live-streaming applications in 2021 significantly surpassed time spent on the whole social market. Usage of live streaming applications increased dramatically year over year by forty percent compared to just five percent for all social apps. This shows that live-streaming applications tend to be a key component of the social media landscape.

In addition to domestic players, international competitors such as Instagram, FB, and YT have also seen a climb in usage in India since TikTok's restriction. Reels updated by Instagram, which permits consumers to make precise videos, have become a popular alternative to TikTok, observing millions and millions of downloads locally.

YouTube, the world's largest video-sharing platform, has also seen an increase in usage in the country since TikTok's restriction. They have introduced a new feature called Shorts, which permits customers to make precise tapes. It has already gained significant popularity in India, with billions of daily reach in January 2021.

Another advantage of YT Shorts is its vast existing consumer base and infrastructure, which provides a solid foundation for its short-form video platform. Additionally, they permit users to easily repurpose existing YouTube videos into short-form content, giving creators more opportunities to showcase their content and reach a wider audience.

Looking at the recent TikTok turmoil in the US, Adam Blacker from Apptopia commented that, "I assume a ban (in the united states) would be a huge lift for Instagram". And if US is going follow the India's foot print, then chances are same social media trend will repeat in the country as well.