India’s Short-Form Video (SFV) Landscape: From Void to Vibrancy
India’s Short-Form Video Revolution – An Expansive Insight
Hey Streamers 👋,
A warm welcome to the 68th edition of the “Streaming in India” newsletter, your weekly news digest about streaming players, OTT trends, and analyses. If you are not already a subscriber, please sign up and join thousands of others who receive it directly in their inbox every Wednesday.
What makes a Coldplay concert so much more than just music? 👇🏻 👏🏻 ✊🏻
Last week in Abu Dhabi, I had the privilege of experiencing the magic of Coldplay's Music of the Spheres tour's first concert of 2025 —an event that wasn't just a concert but an extraordinary fusion of music, technology, sustainability, and impeccable logistics. As I watched the Zayed Sports City Stadium come alive with 50,000+ fans singing their hearts out, I couldn't help but reflect (some bit of speculation to gauge the up side :-)) on the staggering economics of an event like this.
💰 Let’s talk numbers:
> Ticket Sales: Being conservative, let’s assume an average ticket price of AED 750 (standing + seated blended) x 50,000 attendees. That’s a staggering $10 million in revenue for just one show.
> Merchandise: Coldplay’s iconic merch flew off the shelves (those AED 170 T-shirts!). Assuming 12,500 people spent AED 150 on merch on average, that’s another $0.5 million.
> F&B: With food prices at least 50% higher than restaurant norms, each person likely spent around AED 200 (average) on food and beverages. That adds up to $2.7 million more in revenue.
In total, you’re looking at over $12.5 million in gross revenues (probably minimum) from one concert. And this doesn’t even include VIP tickets, premium experiences, sponsorships, or other revenue streams. LiveNation and Abu Dhabi absolutely nailed it, showing the world what it takes to pull off a large-scale live event. Kudos to the local government, logistics teams, and organizers for ensuring seamless transportation, crowd control, and a world-class experience.
🌍 Sustainability takes center stage:
Coldplay isn’t just about entertainment—they’re raising the bar on sustainability. Their efforts to cut carbon emissions by 47% compared to their previous tours are inspiring. From solar installations to energy-efficient batteries and reducing waste, this is the future of live events.
🎨 Technology meets live entertainment:
The wristbands that synced with the music and AR glasses that added an immersive layer of visuals? Incredible. These weren’t gimmicks—they were tools to elevate the audience’s connection with the music and the message.
🎤 Live events are back, and they’re better than ever:
After years of disruptions, live concerts are making a roaring comeback—and technology is taking them to new heights. Whether it’s sustainability, fan engagement, or immersive experiences, the business of live events is more innovative than ever.
To all my friends in the events, media, and entertainment industries: what are your thoughts on how live events are evolving? Let’s discuss how technology, sustainability, and flawless execution can shape the future of in-person experiences. #eyeballeconomy Mehtta Ventures Dubai
Thank you, Coldplay, LiveNation, and Abu Dhabi for a night to remember. Here's to more music, more magic, and more innovation!
Agenda
Introduction: A Nation Embraces Its Digital Pulse
The Post-TikTok Surge
Who’s Watching? The Archetypes of SFV Users
The Content Play: India’s Winning Formula
Monetization: Turning Attention into Revenue
Bharat’s Path Forward: Strategic Opportunities for Growth
Global Lessons and the Road Ahead
And….Action!
India’s Short-Form Video Revolution – An Expansive Insight
Introduction: A Nation Embraces Its Digital Pulse
In the vast and diverse terrain of India, short-form video (SFV) platforms have emerged as the torchbearers of a new digital revolution. These platforms, powered by innovation and local adaptability, are more than just sources of entertainment—they are redefining commerce, content, and connectivity. With over 250 million users spending an average of 30 minutes daily, SFVs have become indispensable to the lives of millions.
This newsletter offers an evaluation of the SFV ecosystem, revealing its intricate dynamics, monetization pathways, and future potential. Let’s explore how SFVs have turned ‘likes’ into lasting value. [Source: Redseer]
India’s SFV Landscape: From Void to Vibrancy
The Post-TikTok Surge
When TikTok exited India in 2020, the digital landscape faced an identity crisis. Enter Josh, Moj, and Chingari—homegrown platforms that seized the moment, not just to replace but to redefine what short-form video means to India.
Growth by the Numbers:
3.6x increase in daily active users since TikTok’s ban.
Engagement levels surpass 250 million monthly users.
63% of users come from Tier II+ cities, marking Bharat’s growing digital footprint.
Bharat’s Digital Awakening
India’s Tier II and smaller towns are the heart of this revolution. Affordable smartphones and regional language content have democratized access, bringing millions into the fold of digital consumption. Platforms like Josh and Moj understood early that Bharat’s preferences—local language, cultural relevance, and relatability—are the keys to success.
Who’s Watching? The Archetypes of SFV Users
India’s SFV ecosystem thrives on diversity, encompassing four key user groups [Source: Redseer]:
Value Seekers: Budget-conscious users looking for free, engaging content.
Digital Innovators: Trend-savvy individuals exploring the latest influencers and ideas.
Household Stewards: Homemakers incorporating SFVs into daily routines.
Career Mavens: Young professionals seeking self-help, career advice, and productivity hacks.
Monetization Goldmine
Over 50% of users come from middle- to high-income households, making them prime candidates for monetization.
This user base overlaps significantly with e-commerce and OTT platforms, indicating a strong propensity for digital transactions.
The Content Play: India’s Winning Formula
Localization as the Cornerstone
Content on Indian SFV platforms thrives on its hyperlocal focus. Regional language videos in genres like music, motivation, and fitness dominate, offering something for everyone.
Originality Matters: A staggering 99% of content on these platforms is original.
Cultural Relevance: Less than 0.6% of content is flagged as inflammatory, ensuring these platforms remain safe and trusted spaces.
AI-Powered Personalization
Advanced recommendation engines fine-tune content delivery, ensuring users stay engaged. Platforms have achieved Net Promoter Scores (NPS) exceeding 60 in Tier II+ regions—a testament to their ability to create personalized and meaningful experiences.
Monetization: Turning Attention into Revenue
India’s SFVs are capitalizing on their massive engagement by diversifying revenue streams. Four key pillars define their monetization journey:
1. Advertising:
India’s digital advertising market is projected to nearly double to $16-17 billion by FY29.
Despite SFVs commanding 15-20% of digital screen time, they contribute just 1-2% of ad spend, indicating untapped potential.
Platforms must build performance marketing capabilities to attract advertisers seeking measurable ROI.
2. Influencer Marketing:
Set to grow 5x to $3-$4 billion by FY29, this sector is a cornerstone of SFV monetization.
Micro and Nano Influencers, who represent 80% of creators, deliver exceptional ROI by connecting with niche, highly engaged audiences.
3. Virtual Tipping:
Virtual tipping is projected to reach $700-$800 million by FY29, with 4% of users actively supporting their favorite creators.
Interactive live-streaming sessions are driving this behavior, fostering a culture of direct engagement and fan loyalty.
4. Video Commerce:
Currently valued at $0.5 billion, video commerce is expected to reach $5 billion by FY29.
Live shopping events and seamless e-commerce integrations are redefining how India shops online.
Bharat’s Path Forward: Strategic Opportunities for Growth
As SFVs mature, their growth hinges on strategic innovation. Key opportunities include:
Optimizing Advertising Infrastructure
Platforms need robust tools for ad performance tracking and analytics.
Tailoring campaigns for Bharat’s unique audience preferences will drive conversions.
Enhancing User-Influencer Engagement
Premium interactions like workshops, Q&A sessions, and co-branded content can deepen user relationships.
Enabling influencers to create hyperlocal, personalized campaigns will unlock further revenue.
Expanding into Tier II+ Markets
These regions remain ripe for growth, with increasing digital literacy and discretionary spending.
Payment innovations like UPI tipping and subscription models tailored for Bharat can unlock this potential.
Global Lessons and the Road Ahead
India’s SFV platforms can draw inspiration from global markets like China, where virtual tipping and gifting have become $30 billion industries. The rapid ascent of Indian creators—who achieve 1 million followers twice as fast as their global peers—underscores the country’s potential to lead the next wave of digital engagement.
Conclusion: A New Digital Dawn
Indian SFVs are rewriting the rules of engagement, commerce, and creativity. By combining cultural nuance with global best practices, these platforms are shaping Bharat’s digital destiny. As they continue to innovate and expand, SFVs will play a defining role in transforming India into a global digital powerhouse.
Flying cars, insane action and a mouth watering star cast - in case you missed Singham Again in theaters, here is your chance to catch the blockbuster on Amazon Prime Video for a lazy weekend afternoon watch (& also the ability to skip the song & dance in case that bores you!). I quite enjoyed this action drama with a decent dose of comedy and cameos thrown in. This is Bollywood at it’s best.
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