By It’s been a year since the Indian government’s decision to ban Chinese apps, including TikTok, and the Indian digital landscape has witnessed a significant transformation. Let’s delve into how Indian alternatives have stepped up to fill the void left by TikTok and other banned apps.
Migration to Indian Platforms
With TikTok out of the picture, former creators like Vassundhara Pandita have found their new home on Indian platforms like Sharechat-owned Moj. Thousands of creators have migrated to various short video apps that emerged post the ban, aiming to continue entertaining millions of users and sustaining their income streams.
Indian Digital Businesses Taking Charge
Established digital players wasted no time in seizing the opportunity to dominate the Indian short video platform. Companies like Dailyhunt, MXPlayer, Gaana, and Zee5 swiftly launched their Made-In-India offerings. YouTube and Instagram also jumped into the fray, intensifying the competition in the market.
Monetization and Content Creation
Indian alternatives, much like TikTok, have introduced monetization practices for creators. They offer undisclosed payments based on followers and reach, allowing creators to engage in paid partnerships independently. However, challenges persist, including limited market reach compared to TikTok’s global presence and fragmented user experience across different platforms.
Instagram’s Emergence and Challenges
Instagram’s integration of Reels has addressed some issues but falls short in terms of creator payouts and content discoverability. Unlike TikTok’s robust AI algorithms, Instagram’s platform presents challenges in content virality and audience insights.
The PUBG Ban and Alternatives
The ban on Chinese apps also affected gaming, notably PUBG Mobile, leading to the rise of alternatives like ‘Fearless And United Guards’ (FAUG) by nCore Games. Despite PUBG’s impending return as ‘BattleGrounds Mobile India,’ concerns about data privacy remain.
Made-In-India Sentiment and Other Segments
The ban fueled the Made-In-India sentiment, boosting alternatives like Koo and Kaagaz Scanner. Koo, a microblogging app, gained traction amid government tensions with Twitter. Kaagaz Scanner emerged as an alternative to CamScanner, catering to document scanning and storage needs.
Looking Ahead
While Indian alternatives have gained ground, TikTok’s potential return could reshape the landscape. However, creators have embraced Indian platforms, highlighting the need for sustained innovation and improved user experiences to stay competitive in the evolving digital ecosystem.
