Picture looks bright for TikTok in India despite competition heating up



                           Picture looks bright for TikTok in India despite competition heating up

The video sharing app TikTok saw fall in global user downloads for the first time since its launch two years back and the question now being raised in whether the show is short lived for TikTok? The answer is probably no, at least in India.

In fact, experts say that in India, TikTok is here to stay.

And why is that?

According to Sahil Shah, EVP, Media and Operations, WATConsult, TikTok is growing more than the market average in India.

And this could be because people in India care more about entertainment than privacy and data related issues. While they could be a major problem in US, the same is not the case in India, believes Shah.

Apaksh Gupta, Founder, One Impression, an influencer marketing and branded content solutions company, thinks the reason behind “TikTok having lower downloads could be the fact that there is less potential user base left for the company to address as opposed to what it was a year ago when it was a rage and there was no competition.”

Nonetheless, TikTok is growing in India, he believes.

“It (TikTok) is not slowing. Its monthly active users are higher than what Instagram has so that is a clear sign of higher engagement. Plus, a year back their (TikTok’s) majority audience was very young, like 21-22 or less than that, but that has grown to 28 to 30 years age now. I think that a more mature audience is coming on the platform, and also more regional audience is coming like they are focusing on Gujarati and southern languages,” said Gupta.

"Currently, TikTok has over 200 million downloads in India and 145 million users that are active on a monthly basis," said Shah.

TikTok’s global has 500 million users across 150 countries. Of this, India has a 39 percent share.

On the other hand, Data by Statista suggests that there are as many as 69 million Instagram users in India as of August 2019.

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