Why short-video platforms are gaining traction in India's smaller cities

Why short-video platforms are gaining traction in India's smaller cities
01 May 2024

Short-video platforms, including ShareChat, Chingari, and Instagram Reels, are experiencing a popularity boom in India's smaller towns and non-metropolitan cities.

A recent FICCI EY report reveals that about 68% of the user base for these platforms hails from tier-two cities such as Bhubaneswar, Kota, Jaipur, Kanpur, and Patna.

The study also indicates a rise in daily viewing time from 33 minutes in 2022, to 37 minutes in 2023.

User preferences and content consumption trends
Viewing habits

Young users primarily favor content related to travel and entertainment, with over 70% of the videos consumed being less than half a minute long.

Sumit Ghosh, CEO and co-founder of Chingari, has noticed an increased demand for content that is relatable and culturally diverse.

He highlights that creators are using regional languages and local traditions, to craft content that directly appeals to these audiences.

Regional humor and traditions shape content genres
Local appeal

Content genres that resonate with audiences from smaller towns include comedy skits showing regional humor and dialects, dance performances showcasing folk and traditional forms, and vlogs about everyday life.

A Meta spokesperson emphasized that creators from smaller cities share unique perspectives on fashion and food, which resonate with their local audience.

On Roposo, Bollywood-inspired shopping trends and hip-hop styles have seen significant engagement.

The art of capturing viewers' attention quickly
Engaging content

GBS Bindra, Chief Business Officer at Hipi, underscored the importance of concise storytelling within short time frames to quickly capture viewers' attention.

He mentioned that many creators use strong hooks at the start of their videos, such as captivating visuals or compelling opening lines to engage viewers.

Meanwhile, Niyati Merchant, co-founder and Chief Operating Officer at Arre, noted that audiences in India's smaller towns are highly aspirational, and seek content that aids in self-development.

Diverse content preferences in smaller towns
Aspirational audiences

Merchant pointed out that audiences from smaller towns create and consume a wide range of content, from poetry and music to jokes, mental health discussions, relationships, dating, and travel.

Shashank Shekhar, senior director of content strategy and operations at Moj, observed that light-hearted content tends to capture the attention of these audiences.

He also encouraged creators to use Moj lenses to improve the visual quality of their videos.