Tiki Announces Shutdown of its Short-Video App in India, Leaving a Gap in the Market

On June 11, 2023, Tiki, a short-video app, revealed its decision to shut down its operations in India by June 27, 2023. The app, which entered the Indian market in 2020, had amassed approximately 35 million monthly active users.

In a brief statement, Tiki cited a need to “focus on other priorities” as the reason behind its closure, without providing further details regarding those priorities.

The Indian short-video market has been witnessing intensifying competition, with the rise in popularity of various other short-video apps such as MX TakaTak, Moj, and Roposo in recent months.

The implications of Tiki’s exit on the Indian short-video market remain uncertain. However, it is probable that other apps will benefit from Tiki’s departure, as will attract more users and advertisers.

Here are a few possible reasons behind Tiki’s shutdown:

  1. Competition: Tiki faced an increasingly competitive landscape in the Indian short-video market, making it challenging to sustain its position.
  2. User engagement: Tiki may have struggled to keep users actively engaged. Sensor Tower’s recent report revealed a 50% decline in Tiki’s daily active users over the past year.
  3. Funding: Tiki may have encountered financial difficulties, as the company has not secured any new funding since 2020.
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Regardless of the specific reasons behind Tiki’s closure, it represents a setback for the Indian short-video market. The app boasted a substantial user base and was one of the few domestically developed short-video apps in India. With Tiki’s departure, Foreign-owned app will dominat the market

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It remains to be seen how the Indian short-video market will adapt and evolve following Tiki’s exit. As users and advertisers seek alternative platforms, other short-video apps have the opportunity to fill the gap left by Tiki, fueling further competition and innovation in the sector.

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