The Chinse application TikTok was a very popular short-video app that was banned by India in 2020. Many switched to Josh which has 20 million followers. Verse Innovation owns DailyHunt and Josh. Short-videos help many artists to get work. Josh appeared in India in 2020 August. Then the content was curated. These days there is user-generated content. It seeks engagement and scale.

India has remained a video-first market. Increasingly, it is a short-form-video-first market. Reels is the video application of Facebook. It has 300 million monthly active users. Short video is becoming the YouTube of the internet. Much transformation that the new apps of short video go through are what YouTube experienced after it appeared in 2008. YouTube, in fact, remained, the default entry point of anyone who wanted to experience the internet for the first time.