- In 2019, Indian Users of TikTok spent 5.5 billion hours on the application which is 6 times what Indians spent on TikTok in 2018 as per the report of App Annie.
The Indians clocked 5.5 billion hours on TikTok, the mobile app used to upload short videos in 15 seconds. According to data from Android users analyzed by mobile and data analytics firm App Annie, this is an improvement of over six times from the 900 million hours spent in 2018. In the key battleground market for global user domination, TikTok outstripped the growth of rival Facebook.
As of December 2019, the number of monthly active users (MAUs) on TikTok increased by 90 percent to 81 million compared to the same period in the previous year as India emerged as the largest market outside China’s home base. At the same time, Facebook saw a 15 percent increase in total hours spent on the platform to 25.5 billion hours, while its MAUs also increased by 15 percent to 224 million as of December. Facebook-owned photosharing site Instagram expanded its MAUs even faster at 40 percent to 137 million on Android as of December, which is the dominant operating system with over 90 percent market share in India.
Although TikTok — owned by ByteDance, the world’s most valuable company at $75 billion — remains behind global user-and time-spent competitor Twitter, it is catching up fast. TikTok was launched in India in September 2017, some 28 months ago, while since September 2006 Facebook, for which the country is the largest user market, has been open.
The TikTok app was also downloaded 323 million times in 2019 through both Apple’s App Store and Android devices in India— more than twice as many as 156 million times Facebook has been, according to data from Sensor Tower.
“The total time spent on Tiktok in India in December 2019 was more than the coming 11 countries combined. Not only are there more people engaging with TikTok, but there’s deeper engagement per user, “said Lexi Sydow, senior manager of business insights, App Annie. She added, what works for TikTok is that the line between a social network and entertainment is blurred.
TikTok’s India numbers outstripped its global growth estimates— where time spent on the app increased more than twice, while MAUs rose 70 percent to 717 million, with a large majority in China, according to Annie’s report. Facebook does not operate in China.
The figures come at a time when TikTok is steadily looking to monetize the country’s fast-growing user base as it has recruited a top management team. According to a study on Entrackr, TikTok is also expecting Rs 100 crore in revenue for the period July-September up from Rs 23-25 crore in the quarter of December.
TikTok’s ability to create stars early in the social network’s existence has drawn more users and content-creators on the site, giving it the “viral loop,” according to investors monitoring the room “Their full-screen display style is also very engaging because, unlike other channels where buffering takes time, you are on the next one with one tap. They have truly pushed boundaries in both their video streaming technology and the application of artificial intelligence, “said Pratik Poddar, director at a VC company, Nexus Venture Partners. “And they’re truly aggressive and don’t shy away from spending money.”