Social media platform ShareChat’s parent Mohalla Tech (which also operates Moj) has entered into a strategic partnership with Times Internet-owned short video app MX TakaTak, operated by MX Media. The plan is to build India’s largest short video platform — controlled by ShareChat.
Industry experts believe that more than features and functionalities, the deal is about user base consolidation which will eventually attract top content creators, in turn bringing top advertisers.
Sanchit Vir Gogia, Chief Analyst and CEO of Greyhound Research, told BusinessLine, “Moj has about 160 monthly active users (MAUs) and MX TakaTak has about 150 MAUs. On combining these, they would have about 300 million users. Their local competitor Josh has about 115 million. It’s all about volumes and engagement. In the short videos segment, you also have Instagram Reels and YouTube Shorts. And Shorts is doing very well. These apps would need to attract advertising dollars which will be based on the ability of these platforms to attract top content creators.”
The powerful content creators will only go where the number of users are very high. Ultimately, this is going to all about social commerce.
Gogia added, “Moj and MX TakaTak are more relevant in Tier 2 and Tier 3 towns where Instagram Reels and YouTube Shorts are not doing that well. The short video industry is now seeing a crunch. For instance, Chingari started as a short video platform and is now looking into crypto. Mitron TV too was suffering and had to lay off employees.”Hindu Business Line
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