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Home Gadgets Indian video apps see usage surge, peak investor interest

Indian video apps see usage surge, peak investor interest


BENGALURU: Homegrown video apps corresponding to Trell, Bolo Indya and Roposo have seen customers enhance in addition to spend extra time on their platforms on the again of a bunch of beneficial components, together with larger enterprise capital curiosity, a surge in video consumption through the lockdown and rising anti-China sentiment.

Live buying app Bulbul has additionally doubled down on non-shopping content material to drive consumer engagement on its platform as buying was stalled through the lockdown, posing a danger issue for consumer drop-offs.

To make sure, traders had began betting on Indian social video apps a lot earlier than the lockdown and Prime Minister Narendra Modi’s name to make use of native merchandise.

The phase raised about $534 million within the final 18 months, in keeping with knowledge shared by Tracxn Technologies. This is anticipated to develop additional within the coming six months, trade gamers stated.

“Through the lockdown, there is an uptrend in video apps. Entertainment is core to video, but it is getting extended to utility. If monetisation is proven, the content economy would have another wave,” stated Deepak Gupta, founding accomplice at WEH Ventures, which has invested in Trell.

Last month, Trell had eight million month-to-month energetic customers (MAU), doubling from January, whereas Bolo Indya had 480,000 MAUs, up from 170,000 in January.

Roposo, in the meantime, noticed MAUs leap 25% from February to four million in May.

The competitors within the video apps house is intense, with market leaders like TikTookay and YouTube flush with money and superior know-how smart.

So, apps like Trell, Bolo Indya and Roposo don’t solely rely upon promoting {dollars} however financial institution on content material to drive commerce on their platforms.

“Monetisation should increase engagement for both parties. Ads don’t drive engagement; they disturb the experience. Because of Covid-19, content consumption has gone up. Consumers want entertainment or to learn something different,” stated Prashant Pansare, co-founder at Eagle10 Ventures, an investor in Bolo Indya.

Trell is a platform for video blogs round life-style and journey, whereas Bolo Indya is a platform of consultants sharing ideas, recommendation and expertise. Roposo is much like TikTookay however claims to have stricter moderation requirements.

“Investors are finding the short video space very exciting. Companies need a different value proposition to compete with TikTok, you can’t be a replica of TikTok. You won’t get money,” stated Varun Saxena, co-founder and CEO of Bolo Indya.

Bolo Indya customers should purchase the providers of consultants for customized classes and the app prices a price on each transaction.

Trell permits commerce on the app, which implies customers can instantly purchase the manufacturers that an influencer is likely to be speaking about on the app.

“We are testing ads but are focussed on content commerce,” stated Pulkit Agrawal, co-founder of Trell. “We want to grow the user base by two times by the end of the year.”

Roposo, which was acquired by promoting know-how agency InMobi final yr, is attempting to distinguish itself from TikTookay by way of “quality” content material.

TikTookay, a Chinese video app, with over 200 million Indian customers, has confronted flak for alleged lax moderation of sleazy and hateful content material.

“Roposo is creating a content community. There is a need for an Indian app. We are highly sensitive to what is good content. Have taken strong measures against the growth of the platform to keep it clean. There is a strong moderation layer,” stated Avinash Saxena, founding father of Roposo.

Live buying app BulBul stated content material that educates a shopper with out overtly pushing gross sales, drives engagement and brings again prospects.

“During lockdown, we escalated producing generic content as we could not ship products to host to shoot. It is not entertainment content, it is fitness, cleanliness, grooming. It makes commerce discoverable and easy to monetise,” stated Sachin Bhatia, co-founder and CEO of Bulbul.

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