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Short-video apps like Moj, Josh, Chingari and Roposo have been growing rapidly in India, aided by TikTok’s ban there as well as some heavy spending on marketing. However, with competition growing from global players YouTube (with Shorts) and Instagram (with Reels), news site Rest of World has suggested that the homegrown apps may be on borrowed time.

“Indian short video apps … have to pay every celebrity and top content creator to come onto their platform. And that’s not sustainable,” said Viraj Sheth, co-founder of influencer marketing company Monk-E, in the piece. “The moment the influencers stop getting the checks, they will stop posting content on Indian apps.”

Another influencer-marketing boss, Zefmo Media’s Shudeep Majumdar, was equally dismissive. “The brands themselves are not very comfortable working with these apps,” he said. “The quality of content on these apps is questionable, some may even call that cringe content.”

Food for thought for music rightsholders, who’ve been pressuring the Indian apps to strike licensing deals.

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Stuart Dredge

Music Ally's Head of Insight

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