India has fast become a crucial market for social app TikTok: it has built an audience of 200 million users there. However, its India boss Nikhil Gandhi expects that growth to continue.

Referring to his hopes for 2020, he told the Financial Times that “I can safely say it will grow by at least 50 per cent: we’ve seen the projection. We’ve seen the number of organic users we get. We’ve seen the kind of engagement levels. We’ve seen retention rates going up.”

One question is whether Gandhi was referring to ‘active’ users, or just registered users. In June 2019, TikTok said that it had 200 million users in India, of which 120 million were active every month. However, app analytics firm App Annie claimed early this year that TikTok ended 2019 with only 81 million monthly active users in India. Meanwhile, rival analytics firm SensorTower reckons that TikTok was installed 323m times in India in 2019 alone.

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