Short video consumption to reach 650 mn users in India by 2025

Short-form video consumption is rising in India with every passing day, with a surge in both users and usage bolstered by prolonged lockdown periods, especially during the pandemic. The country’s online video base has scaled to more than 350 million people, growing 24 percent over 2018 to 2020, nearly twice as fast as markets such as Indonesia and China. India has more than 50 million users who have created and posted at least one short video. The Indian short-form video market is now occupied by a mix of specialist apps like Josh, Moj, MX Takatak, Zili, Josh, Roposo and global social media giants like Instagram Reels, Facebook Reels, and Youtube Shorts. Among the specialist short video platforms, five apps - the previously mentioned Moj, MX Takatak, Josh, Roposo, and Zili - have more than 100 million downloads each.