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Indian short-video app MX TakaTak is doing 1bn+ daily views

We’ve been writing about the jockeying for position in the Indian short-video apps market in the wake of TikTok’s ban there. Now another of the contenders has been talking (to the Economic Times) about its growth.

MX TakaTak says it has more than 10 million daily active users and 45 million monthly active users, with its app generating more than 1bn video views a day. And this, only a month after the app launched.

That growth hasn’t come without challenges: MX TakaTak is one of the apps that has been sent copyright violation notices by Indian film-music company T-Series, as we reported yesterday.

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T-Series takes on Indian short-video apps over music usage

It’s not just the US where the rapid growth of short-video apps are sparking unrest from music rightsholders about licensing deals. India, where a continuing ban on TikTok has led to a spike in downloads of its rivals, is also seeing some tensions around this. One of the biggest music companies, T-Series, isn’t just grumbling publicly, though: it’s taking legal action.

The Deccan Chronicle has the story, reporting that T-Series has filed a lawsuit against Roposo, while sending copyright violation notices to ‘many social video platforms, including Bolo Indya, Mitron, MX Player’s Takatak, Triller and Josh’. According to the article, T-Series is asking each of the latter group of apps for 3.5 crore rupees in damages – around $476.5k.

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Indian labels hit short-video apps with infringement notices

It’s not just the US where short-video apps are facing pressure from music rightsholders over their licensing deals (or lack of). It’s happening in India too, where a number of these apps have been spiking in popularity since TikTok was banned there in June. 

Livemint reported that four music labels – including India’s biggest, T-Series – have been sending copyright infringement notices to short video apps.

“Many content sharing mobile applications such as Roposo, Triller, Takatak, Josh, Mitron, Snack Video etc are taking advantage of TikTok’s ban in India and to gain immediate success are using popular music, most of which belongs to T- Series without our permission,” said T-Series president Neeraj Kalyan.