Short video content ecosystem grew by 100x in last two years: TikTok's Nikhil Gandhi

TikTok boasts of about 200 mn users in India

Nikhil Gandhi

MUMBAI: Streaming services started democratising content creation a couple of years ago but TikTok has made easier for the mass also to express and create. Bytedance’s most popular app has taken young Indians by a storm along with boosting vertical video growth. TikTok India head Nikhil Gandhi said that they have been now on the forefront of creating a new economy.

Gandhi got the mandate to lead  ByteDance’s most aspiring product in India last year. In a fireside chat with Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari at the Content Hub 2020, the TikTok India head shared the growth of short-format video, how TikTok is helping a new breed of creators, how they maintain a self-moderated standard of content. He said that the app actually promotes and inspires creativity. Moreover, it has given wings to young creators to fly , to showcase their creativity and bring out their art form.

As he comes from a rich broadcasting background, it’s a new learning phase for Gandhi as well. He mentions the suit of four products from ByteDance that operate in India. Along with TikTok, helo, and Vigo Video, the latest addition is a music streaming app Resso. Hence, he pointed out that the suite of apps that they have reach out to all ends of the spectrum. He added that it has been a fascinating journey for TikTok. “We've taken off on a great start. And in the last two years, we've seen massive, massive growth as far as the user base is concerned in India,” Gandhi said. Although he did not reveal the exact number, reports say it boasts of 200 million users in India.

“The average consumer in India spends a little less than three hours a day on TV. But he spends about three and a half hours a day being online. And out of that, he spends about two hours plus just watching video content. So I think it's a very, very encouraging trend for content creators who are in the digital space. And I think this is going to continue,” he commented.

Not only video viewing is growing, the bite size, short video content ecosystem also grew by 100 X in the last two years. Gandhi shared the total consumption of short video was about 530 million per month in January 2018. Exactly after two years, about 5.3 billion minutes of short video is being consumed.

“From our analysis, about 70 odd percent of people tend to continue to watch the entire short video which is a full length of one to three minutes. However, the moment you have a video, which is about 20 minutes, almost 24 per cent only consumed the entire content,” he said.

While content creation has already become a career for many youngsters, Gandhi added that if a creator’s video is good, brands will also follow them. According to him, as long as the creator has the ability to promote themselves and bring out the art form, the app lends a lot of support. Many TikTok influencers are now working with brands, getting featured on TV shows, collaborating with B-Town faces. Even established creators are gradually coming on the platform. He said that the platform hosts right from popular creators to unique talent, which is unlikely on other platforms. He added that the discoverability is huge.

But along with more native creators, the risk of unsolicited content also increases. Gandhi noted that TikTok has got a very comprehensive set of community guidelines to create awareness about trust and safety. They keep updating community guidelines every year.

“We do a lot of social awareness campaigns for creators to make them conscious to promote the fact that they should be posting responsibly and sensitive issues that are related to India and overall trust and safety. And anybody who violates our community guidelines is not welcome on the app. So we take those content off the app,” he pointed out.

“We have a very strong tested safety moderation system, which is a huge factory of about a huge number of people who are just constantly moderating content and the numbers of the total uploads as is huge on a daily basis is in India. So it's a very, very big push for us,” he added. 

Latest Reads

FICCI - Cyril Amarchand Mangaldas releases FICCI Frames ‘Entertainment Law Book 2020’ Report

Federation of Indian Chambers of Commerce and Industry (FICCI) and Cyril Amarchand Mangaldas, today released ‘Entertainment Law Book 2020’ report. The report highlights regulatory developments in the field of TV broadcasting and distribution, music, radio, filmed entertainment, and other segments...

Specials Event Coverage Ficci Frames
Research is important while creating content: Nepa India

MUMBAI: Research is a key ingredient before the launch of any product or brand. And creating content is nothing without appropriate research about the audience and their choices, explains Nepa India managing director Esha Nagar while giving a presentation at the fourth edition of The Content Hub...

Specials Event Coverage Content Hub
Spontaneity, gut feeling are fundamentals of my direction: Badhaai Ho director Amit Sharma

MUMBAI: The director is like the manager of a film who brings talent under one roof and extracts it to create good content, said film director and producer Amit Sharma while addressing fellow and budding content creators at the fourth edition of The Content Hub 2020 organised by indiantelevision....

Specials Event Coverage Content Hub
Supernatural genre gives writers most creative liberty

Writers of the popular TV show Naagin, Mukta Dhond and  Mrinal Jha, explored the scope of the supernatural genre at The Content Hub 2020 organised by indiantelevision.com. Dhond said that the most exciting thing about fantasy is that it gives creative liberty to writers. As they say, anything is...

Specials Event Coverage Content Hub
Applause Entertainment’s Sameer Nair on digital content creation, self-regulation and creative freedom

Creativity, freedom of expression, self-regulation and content quality are some of the factors that come into play for digital platforms. These topics were addressed in a fireside chat between House of Cheer founder and CEO Raj Nayak and Applause Entertainment CEO Sameer Nair, at Indiantelevision....

Specials Event Coverage Content Hub
It's the golden age of content: Sooni Taraporevala

MUMBAI: Sooni Taraporevala, an Indian screenwriter, photographer and filmmaker best known for her work in Mississippi Masala, spoke on ‘The Golden Age of Content’ at The Content Hub 2020 organised by indiantelevision.com.

Specials Event Coverage Content Hub
Writers are the key to great content

At The Content Hub 2020 organised by indiantelevision.com, Tulsea talent manager Radhika Gopal and Matter Advisors founder and managing partner Caleb Franklin discussed the importance of creating an ecosystem and a platform for writers.

Specials Event Coverage Content Hub
Visuals go hand-in-hand with storytelling for compelling content

It takes massive effort, time and investment but delivers great result for producing high-quality content in terms of visuals, said Travelxp’s creative director Kamakhya Narayana Singh while sharing the advantages of 4K and 8K format during the fourth edition of The Content Hub 2020 hosted by...

Specials Event Coverage Content Hub
More localised stories is the way forward to connect with larger regional audiences

Regional GEC is the new focus area after Hindi GEC for broadcasters, OTT platforms and production houses as well. South market is the biggest market in the regional space; it has grown by 45 per cent with OTT platforms investing in regional content.

Specials Event Coverage Content Hub

Sign up for our Newsletter

subscribe for latest stories

* indicates required