Monetisation avenues open up for Indian short video apps, ad revenues triple in 6 months

Asia's Tech News Daily

#Instagram, #monetisation, #short video platform, #TikTok, #tiktok ban

Representative Image

Indian short video apps are seeing monetisation opportunities with ad revenues tripling in the last six months, and live commerce and virtual gifting picking up as time spent on these platforms increase, according to a report.

The report, Indian Short Form Video: Ready to leapfrog towards monetisation, by consulting platform RedSeer, revealed that the time spent on short video platforms, which was popularised by Tiktok, continues to increase in India accounting for about 9 percent of the overall time spent on content consumption.

While Facebook and Instagram continue to dominate in the top 50 cities, its Indian counterparts like Josh and Moj have a significant user base in the tier-2 and tier-3 cities, according to the report.

This is resulting in improved monetisation opportunities for the platforms and also their creators. Ujjwal Chaudhry, the associate partner at RedSeer, said, “If I look at the growth in the last six months, ad monetisation across these platforms has grown 3x. So that route is happening very quickly. And soon there will be a lot more opportunities that the influencers will be able to make.” These opportunities include live commerce and gifting, which has recently picked up.

According to the report, currently, eight percent of the short video users have gifted their favourite influencers. “This trend is expected to shift as much as 38 percent of users willing to gift to influencers in the future,” the report revealed.

While live commerce is nascent in India with gross merchandise value at $100 million, it is expected to grow to $4 billion by 2025 and over $25 billion in 2030 led by short-form video platforms. “Over 8 percent of the total e-tailing in India could be driven by video commerce by 2030,” the report revealed.

However, the Indian platforms are yet to see the success of Tiktok or its rival Instagram when it comes to monetising content.

Since the TikTok ban last year, close to half a dozen Indian short video platforms like Josh, Moj, and MX Takatak stepped up to fill in the void. After the initial spike these platforms saw, Indian players struggled to monetise content.

While the short video platforms contribute to seven percent of the overall time spent on content, it only contributes one percent in terms of ad revenue.

Nikhil Joshi, senior research analyst, RedSeer explained both Instagram and TikTok have been in the ecosystem for some time to create a quality reach that helped them monetise. However, the Indian short video platforms have been in the system only for the last 13-14 months.

Within a short time, these platforms have had tremendous growth, which will help them monetise. “We are already seeing early signs. Brands are coming forward to collaborate for influencer marketing. These platforms offer localised reach for advertisers in smaller cities,” Joshi added.

Internet Explorer Channel Network
Asia's Tech News Daily
News Related

OTHER NEWS

Destination Mars trailer

Destination Mars trailer. Video / Supplied Read more »

Joven se rapa el cabello para darle ánimos a su madre en su tratamiento contra el cáncer

© Redes Sociales Joven se rapa el cabello para darle ánimos a su madre en su tratamiento contra el cáncer Las redes sociales se han convertido en una de las ... Read more »

Border trade forecast upgraded

The government expects cross-border trade to grow by as much as 8-9% this year, propelled by the global economic recovery, baht weakness, and ongoing efforts by the Commerce Ministry to ... Read more »

7 datos para recordar a Antônio Carlos Jobim, el padre de la bossa nova

© Cortesía: Wikimedia Antônio Carlos Jobim datos Antônio Carlos Jobim, el padre de la bossa nova, cautiva con sus melodías aunque haya muerto hace 27 años. Jobim, junto con Vinicius ... Read more »

Holmes ends defense in Theranos fraud trial

Elizabeth Holmes parried cross-examination, saying she “believed” misstatements at the time she made them. Read more »

Executives urge pricier loans for used cars, bikes

People browse deals for used cars at an auto fair held at Bitec. (Photo: Somchai Poomlard) The Joint Standing Committee on Commerce, Industry, and Banking (JSCCIB) has asked the government ... Read more »

More incentives for foreign film shoots

Mr Danucha says a possible new incentive includes a 30% cash rebate for foreign filmmakers who spend between 50 and 100 million baht on their production in Thailand. The government ... Read more »

Aid schemes top Thai Google searches

Three of the top 10 Google searches in the country this year were linked to Covid-19 assistance schemes. (Reuters photo) Thais have paid attention to the government's Covid-19 assistance schemes ... Read more »

The Unique Twist Used By AppHarvest (APPH) to Attract Wall Street Investors

Historically, Wall Street investors have rarely been interested in investing in companies that seek to address climate change. A farm in Central Appalachia or Kentucky that used groundbreaking technology and ... Read more »

Woman reveals ‘hickey hack' for keeping creeps away at the gym

After receiving unsolicited advice from men at the gym, one woman crafted her own hack to keep them at bay. One woman found the ultimate man-repellant for the gym: fake ... Read more »

Local tourists prepare for weekend Survey predicts B5.72bn in spending

Passengers queue for check-in for domestic flights at Suvarnabhumi airport. (Photo: Wichan Charoenkiatpakul) Thai travellers are shrugging off concerns about the Covid-19 Omicron variant, with a recent survey indicating local tourists ... Read more »

New COVID-19 antibody drug OK'd to protect most vulnerable

The Associated PressThis image provided by AstraZeneca in December 2021 shows packaging and vials for the company’s Evusheld medication. On Wednesday, Dec. 8, 2021, U.S. health officials authorized the new ... Read more »

Stocks making the biggest moves after hours: GameStop, Lucid Group, RH & more

A man looks at GameStop at 6th Avenue on February 25, 2021 in New York.John Smith | Corbis News | Getty Images Check out the companies making headlines in after-hours ... Read more »

Decarbonising Hong Kong is a moral imperative in climate change fight

We live in an age of crises. We are beset by health crises, energy crises and supply chain crises. Above all, we are in the midst of a climate change ... Read more »

IT spending set to hit B871bn in 2022

Thailand's IT spending is expected to grow 6.4% year-on-year to 871 billion baht in 2022 with strong growth in enterprise software, driven by continued hybrid work and remote services, according ... Read more »

5 Digital Marketing Tips for Your Growing Insurance Agency

Image Credit Growing your brand and generating leads is a big deal for emerging insurance companies. This is because you need to capitalize on existing trusts to expand your brand. ... Read more »

Instagram boss Adam Mosseri grilled at Congressional hearing over safety

Instagram boss Adam Mosseri got grilled by Congress over claims that the app harms the mental health of young people. Drew Angerer/Getty Images Instagram boss Adam Mosseri took the hot ... Read more »

Crypto execs head to Capitol as Congress mulls regulations

NEW YORK — Cryptocurrency executives went to Capitol Hill Wednesday to say their fast-growing industry understands more regulation is likely coming, but they don’t want it to squelch the next ... Read more »

Central harbourfront site: Henderson's US$6.5 billion bid 37 per cent higher than next best offer

Henderson Land Development paid an eye-watering HK$13.7 billion (US$1.75 billion), or 37 per cent more than the next best bid, for a harbourfront plot in Central last month. Pacific Gate ... Read more »

5 Benefits of Pet Insurance You Haven't Thought of

Most pet owners consider their pets as members of their family; they eat with them, sleep with them, and love them just like they would for their other loved ones. ... Read more »

Covid cases more than doubled in South Africa last week as omicron variant spreads, WHO says

A health worker fills up a syringe with a vaccines dose against COVID-19 as people queue at the Kya Sands informal settlement to be vaccinated by the Witkoppen clinic in ... Read more »

Forbes 2021: Rihanna, Beyoncé y Taylor Swift son las mujeres más poderosas de la música

© Getty Images (De izquierda a derecha) Taylor Swift, Beyonce y Rihanna Las artistas Rihanna, Beyoncé y Taylor Swift se encuentran entre la lista de las 100 mujeres más poderosas ... Read more »

KFC's Fried Chicken-Scented Fire Log Is Back, So the Holidays Must Be Near

Kentucky Fried Chicken (KFC) has created some interesting products over the years — hello, Crocs! Among them is the 11 Herbs & Spices Firelog that the fast food chain has ... Read more »

Kohl's CEO Michelle Gass says company is working to understand proposal from activist group

Michelle GassChris Ratcliffe | Bloomberg | Getty Images Kohl's CEO Michelle Gass said the retailer is doing due diligence after it received a letter from activist group Engine Capital urging ... Read more »

US stocks march higher for third day

Traders work on the floor of the New York Stock Exchange, on Dec 8, 2021. NEW YORK (AFP) – Wall Street closed higher on Wednesday (Dec 8) for the third ... Read more »

A quarter of professors are now women, which is disappointing from an international perspective

Never before have there been so many female professors in the Netherlands: one in four professors is now a woman. This is evident from the latest Monitor Female Professors, which ... Read more »

Apple shines on Wall Street after postponement of App Store adjustment

Tech company Apple was one of the stars on Wall Street on Wednesday. The iPhone maker has already been in the spotlight as the company approaches a market cap of ... Read more »

PagerDuty, Raytheon rise; Stitch Fix, Vera Bradley fall

Stocks that traded heavily or had substantial price changes Wednesday: Raytheon Technologies Corp., up $1.49 to $86.50. The aerospace and defense company’s board of directors approved a $6 billion stock ... Read more »

A grandmother's ‘pinstriped' pants had a very unexpected phrase printed on them

© Photo courtesy of @chels_bb/TikTok FotoJet (25).jpg A grandmother believed that her pants had a cute pinstripe pattern on them – but she was in for a surprise once she ... Read more »

GameStop shares fall as video game retailer reports widening losses in third quarter

A person wearing a protective mask exits from a GameStop Corp. store at a mall in San Diego, California, on Thursday, April 22, 2021.Bing Guan | Bloomberg | Getty Images ... Read more »

AT&T comienza el despliegue de su red 5G en México —la empresa estrena Laboratorio de Innovación con esta tecnología

La red de quinta generación (5G) de la telefónica estadounidense AT&T en México ya comenzó a desplegarse en la capital del país. Desde este miércoles, 50 dispositivos ya tienen este ... Read more »

EBOS to buy LifeHealthcare for A$1.17b in debt and share deal

EBOS Group said it had entered into a deal to buy medical device distributor LifeHealthcare from funds advised by private equity firm Pacific Equity Partners and other minority holders. The ... Read more »

BusinessNZ refuses to be part of Government's FPA scheme

BusinessNZ refuses to be part of Government’s FPA scheme. Video / BusinessNZ Read more »

Apple does not have to make changes to App Store yet

Photo: ANP Apple doesn’t have to allow developers to direct their users to cheaper plans outside of the App Store, after all. The tech group was granted a stay by ... Read more »

Putin says modern world doesn't allow for long-term technology monopolies

It is necessary to be open and work with everyone, but simultaneously to step up scientific sovereignty, Russian President said Read more »

How to say no to alcohol this holiday season: five expert tips to keep you on the wagon or limit your drinking

For people trying to stay sober, or limit their intake of alcohol, the holiday season can be a difficult time. Benjamin Miller, a clinical psychologist and president of Oakland, California-based ... Read more »

The Best Gifts For Parents Who Already Have Everything

© Brightland Parents are notoriously hard to shop for. What could possibly compare to the gift of life that they gave to you? They may say there’s nothing else they ... Read more »

WHO says omicron Covid variant could change the course of the pandemic

An employee at a testing station in the city centre takes a swab from a woman. In Lower Saxony, stricter Corona rules apply in many areas.Hauke-Christian Dittrich | picture alliance ... Read more »

Concerns about Schiphol permit due to nitrogen regulations: ‘Possibly fewer flights'

Quite a lot needs to be done before Schiphol receives a valid nature permit for the precipitation of nitrogen. That can lead to major problems. That is what those involved ... Read more »

Jennifer Aniston, Kevin Hart And More Share Awesome Behind-The-Scenes Pics From Live Diff'rent Strokes And Facts Of Life Special

© Provided by CinemaBlend Damon Wayans and Kevin Hart on ABC’s Live in Front of a Studio Audience After a two-year absence, ABC’s Live in Front of a Studio Audience ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic