Indian spend almost an hour per day consuming videos on a smartphone. Still, there is much scope to grow further. India has about 640 million internet users, of which about 550 million are smartphone users.

There are two types of videos — short-form videos (SFVs) lasting between 15 seconds to 2 minutes in duration and long-form videos (LFVs) which are more than 2 minutes long. These videos are created by the users or professional creators. Either they are pre-recorded or live-streamed. Social media and local platforms both have entered into online video space.

TikTok triggered the SFV market, and it continues to expand even after TikTok made an exit.