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Likee: The App of Choice for Short Video Consumption

Thanks to the ‘Jio Effect’, today an Indian consumes about 9.8 GB (avg.) of internet data via smartphone monthly making India the highest data per user/subscriber in the world. Breaking the inertia in the Indian telecom sector, Reliance Jio launched ultra-cheap mobile data packages back in 2016. This also opened up a world of opportunities for many OTT players and video-on-demand players barraged in large numbers to capture the market. The high demand for short video content and UGC catapulted the world to embrace a new category of short video creating mobile apps such as Likee, and more.

Launched in 2017, Likee app by BIGO Technology is a global short video creation platform, and it has emerged as one of the most popular apps in India. The platform’s intuitive design and simple-to-use video making and editing tools have encouraged Likee’s ascent to the top position. Many talented youths and professional content creators have embraced Likee to showcase their unique talent and entertain the local as well as a global audience. Resultantly, a large number of online users, from the metro as well as tier 2, 3 cities, are flocking to the platform to get their daily dose of entertainment and also to connect with their favourite influencer.

Recently, a report on the world’s app economy in 2019 by Sensor Tower revealed that Likee is one of the top 10 most downloaded apps in 2019. Likee became the 6th most popular app across the globe with more than 330 million downloads, with India driving more than half of downloads. The platform experienced a whopping 173% YoY growth due to becoming extremely popular in India.

The regional twist

From the era of globally popular silent films and series (Charlie Chaplin, Tom and Jerry, etc.) to consuming content in regional languages, we have come a long way in revolutionising the content consumption patterns. Today, the growth of digital content consumption is driven by local content. With 65% of video consumption recorded to have come from the rural and remote areas in India, despite having only 40% connectivity, the push for regional content is on the rise. With Likee’s renewed approach towards content offering post, the rebranding exercise in June 2019 and a sharp focus on local collaborations has further propelled its growth in the country.

In India, Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. People across the country prefer to consume content in regional languages on Likee, which is readily and widely available on Likee. Further, Likee’s collaboration with Indus App Bazaar and others have led to a quick expansion of the platform in the regional markets within the country. Indus App Bazaar is India’s Largest Indigenous App Store with more than 60 million active users from the metro as well as smaller cities and villages in India.

Moreover, Likee has been successful in striking the right chord with the Indian youths by launching online campaigns which went viral instantly. Campaigns such as No matter where I am, #IAMINDIAN, #Likeedreams, #KillTheChill, #HudHudDabanggChallenge and more gained quick success clocking millions of views from Indians. Most remarkably, Likee won the Guinness World Record for creating the ‘Largest online video album of people waving a flag in India’ during its ‘No matter where I am, #IAMINDIAN’ campaign. The campaign saw more than 1 lac Indians participating in celebrating India’s 73rd Independence Day.

Likee is continuously working its content offering and also on its extensive list of AR-based filters to capture the imagination of Indian youth. Therefore, it will be interesting to see more engaging campaigns from the platform in the upcoming years.

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