Josh – Fares higher on the NPS primarily on the back of best satisfaction (53%) among Tier 1 users, primarily emerging from the Hindi-belt of India Moj – Secures the highest satisfaction (46%) across the competition in Metro cities, and second best (45%) in Tier 2+ cities MX Takatak – Performs well in the vernacular region, leading to higher NPS (46%) in Tier 1 cities Roposo – While Roposo does reasonably well in Tier 2+ cities (garnering ~57% NPS), it’s Metro users’ satisfaction is at 21%

1. Entertainment &
Advertising | Riding
the Digital Wave

2. 2
Disclaimer
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with the use of this report.

3. 3
Agenda
Entertainment consumption patterns getting
assorted with evolving consumer behaviors
Creators are widening the user funnel in digital
Different shapes of monetization growth for
internet platforms
Consumer and creator experience – Indian Apps
have come a long way
1
2
3
4

4. 1.
Entertainment
consumption patterns
getting assorted with
evolving consumer
behaviors

5. 5
Content Consumption – New-age digital channels are disrupting the status quo
– Bound to leapfrog traditional channels for content consumption going forward
Content Consumption – Annual Active Users (Mn)
CY 21F
New Age/ Digital Channels
Traditional Channels
900 Mn
750 Mn
350 Mn
600 Mn
340 Mn 330 Mn
240 Mn
140 Mn
6%
Print
11%
3%
5%
3%
TV
8%
Radio
12%
Smartphone
8%
410 Mn
Messaging
360 Mn
Social Media News
Aggregators
14%
OTT Video OTT Audio
26%
Shortform
Reach (Mn)
CAGR 2019-21
Penetration (% of population)
Key:
67% 54% 25% 43% 29% 26% 24% 24% 17% 10%
Growth in Shortform
has been the highest
Reach of digital already
higher than reach of Print
Source : RedSeer IP, RedSeer Analysis

6. 6
Internet users have digitized their activities across board and still present a
significant opportunity; Digital Content is ~70% digitized
Time Allocation
Hrs per day, N = 1000
1.2 hrs
7.0 hrs
1.5 hrs
9.0 hrs
Total Time in a Day
8.0 hrs
1.3 hrs
1.6 hrs
Hobbies
(e.g. music)
1.4 hrs
Idle Time Allocation
Work
Sleep
Idle
Time/
Leisure
Networking/Socialising
100%
Content Consumption
Events/ Movies
Outdoor Activities
(e.g. Sports, Adventure)
24.0 hrs 7.0 hrs
25%
20%
50%
80%
70%
Outdoor Activities
(e.g. Sports, Adventure)
Digitised
100%
Content Consumption
Hobbies
(e.g. Music)
Events/ Movies
Networking/Socialising
Time Spent per day Digitisation of Activities
Digital
Acceleration
Note: Digitisation of activities refers to % of
respondents that use a digital service/ smartphone
in order to experience/ book a activity
Note: Digital acceleration refers to
growth in influence/ penetration
of digital in last 3 years
Indicative data
Source: Redseer IP, Customer Surveys, RedSeer Analysis

7. 7
Shifting audience structures – New internet cohorts emerged with smartphone
growth; Metro cohorts have less idle time than Tier2+ ones…
Consumer
Personas
Description
Source of entertainment
Short form,
Primary Use Case
Time spent on Smartphone
Short form,
Engagement Drivers
Time spent on Short Form/
Content apps
Demo
graphics
Aspiring
Bharat
Typically blue/ grey collar workers aspiring
to earn higher and struggle to meet
ends at wwreal time entertainment via
Smartphones.
Gen Z - Trend
followers
Typically, follow trending content &
influencers. Like to seek social validation by
keeping updated with latest trends and aspire
to be popular among peers.
Traditionalist
Adopters
Typically, home makers / 9-5 office
goers who have migrated from TV /
offline socialization to social media /
video consumption.
Early
Adopters
Typically, high income groups in Metro / Tier
1 cities with a shortage of time to consume
content. Typically look for celebrity trends,
fun or socializing options in an application.
Age 20-34
Smartphone is the only source of
casual entertainment
Casual entertainment, impulse
viewing
16-24
Smartphone / Desktop
are used for casual entertainment
Trend following, socializing, latest updates
from favourite Influencers
~ 4-6 hrs / day
(Chat ~50%, Fun ~50%)
Influencer presence, peer
recommendation, content relevance
30+
TV, offline networking,
Smartphones are widely used
Casual entertainment,
follow community posts
~3-4 hrs / day
(Chat ~40%, Fun ~60%)
Relevant content, peer recommendation
20-34
TV, Laptops, Smartphones are
widely used
Trend following, socializing, latest
updates from favourite Influencers
~3-5 hrs / day
(Work ~ 60%, Fun ~40%)
Social features, Casual, relevant
content mongers.
Profession Cook/Driver/
Gatekeeper
~2-4 hrs / day
(Fun ~80-100%)
Short format content – which give
them the desired dopamine rush
Typically student
Homemaker/Desk Job/
SME
White Collar/
Self Employed
HH Income 1-3 lacs
~1-2 hrs / day
3-10 lacs
~1-3 hrs / day
3-5 lacs Typically 15+ lacs
~ 1 hr / day
~1-2 hrs / day
Low High

8. 8
At an aggregate level, Shortform has been the biggest winner
It is set to become the second largest platform by time spent in one year (second only to Facebook, Google)
Note: 1. Time spent on Instagram Reels, and YouTube Shorts has been included in Shortform time spent
2. Total time spent on Shortform for CY21F is ~18% of total. Indian Shortform apps ~15% whereas Global Shortform apps (e.g. YT Shorts, IG Reels) take up remaining 3%
Source(s): RedSeer IP, RedSeer Analysis
Time Spent, split by platform In Tn Mins
In Tn Mins
58%
Shortform +44%
11%
7%
3%
10%
11%
4%
CY 2019
19%
9.3 Tn mins 54%
21%
20%
CY 2020
5%
10%
CY 2021F
18%
22%
4%
FB + IG + YT +10%
NewsAgg. +41%
OTT Video +19%
OTT Audio
13.0 Tn mins
14.1 Tn mins
CY 2022F
15.5 Tn mins
20%
46%
11%
47%
+40% CAGR CY 19- 22

9. 9
Indian Content users have evolved: Time spent on Shortform and OTT has
increased significantly and is expected to further continue increasing going forward
Source(s): RedSeer IP, RedSeer Analysis
Q. How is the time spent on the following apps expected to change for you in next 12 months?
N= 740
• Highest increase in Time
Spent expected across OTT
Audio & Video, Shortform and
Whatsapp
• Young metro user spends
more time on longform and
socializing compared to Tier2+
user who spends most of the
idle time on shortform
• Students and young working
population within age group
13-24; and low-to-middle
income households from Tier
1 and 2+ cities expect highest
increase in time spent on
shortform
25%
24%
22%
28%
20%
16%
20%
49%
51%
52%
43%
41%
38%
33%
Google-FB Ecosystem
(FB, IG, YT)
Whatsapp
OTT Video
Shortform
OTT Audio
NewsAggregators
Other Social Media
(Twitter, LinkedIn)
Increase Significantly Remain the same y
l
t
n
a
c
i
f
i
n
g
i
S
e
s
a
e
r
c
e
D
e
s
a
e
r
c
n
I Decrease

10. 10
Of the next 300Mn internet users to be added, 95%+ will come from Tier2+
towns and villages
India Internet Users
Mn, FY 21, FY26P
Note (s):
1. Fiscal year is April to March
2. City tier definitions:
3. Metro cities are Top eight cities by population: Ahmedabad, Bangalore, Chennai, Delhi-NCR, Hyderabad, Kolkata, Mumbai, and Pune
4. Tier 1 cities are non-metro cities with population of more than 1 million
5. Tier 2+ are cities, towns and villages with population of less than 1 million
Source: IAMAI, TRAI, SEC Classification, UIDAI Population Estimates, RedSeer Analysis
11%
(73)
9%
(62)
80%
(526)
2%
(6)
FY 21
3%
(9)
New Internet Users
(over next 5 years)
95%
(285)
8%
(78)
7%
(71)
84%
(811)
FY 26P
660 Mn
n
M
0
6
9
n
M
0
0
3
Tier 2+
Tier 1
Metro

11. 11
Asthispeerinfluencepassestotheupcoming300Mnsmartphoneusers,shortform
is expected to grow more than 2X by users to reach ~650Mn users by CY25
India Shortform MAU – Growth Forecasts
In Million, CY18-CY25E
Source: QuestMobile, RedSeer IP, RedSeer Analysis
125
150
215
CY20 F
5
2
Y
C
1
2
Y
C
9
1
Y
C
8
1
Y
C
~240
+2.4x
+2.8x
+3.0x
+24%
Conservative : ~575 Mn
~60% smartphonepenetration
Balanced : ~670 Mn
~70% smartphonepenetration
Aggressive : ~720 Mn
~75% smartphonepenetration
~25% ~30% ~35% ~40%
China (CY 20) Shortform MAU (725 MN) is
already at 75% smartphone penetration
60-75%
% of
Smartphone
users

12. 12
2.
Creators are
widening the user
funnel in digital

13. 13
The evolution of Influencer (1/3)
Internet has disrupted the gatekeepers of fame and influence; anyone can be influential
Source: Substack (Digital Native)
The Evolution of the Influencer
1940s: Norma Desmond,
silent film star, Sunset, Boulevard
2012: “traditional”
movie star Angelina Jolie on the
red carpet at the Oscars
2020: 16-year-old Charli
D’Amelio
has 87M TikTok followers

14. 14
The evolution of Influencer (2/3)
IndiaInternet has disrupted the gatekeepers of fame and influence; anyone can be influential
1940s: Prithviraj Kapoor
Silent Movie Actor
2005: Kareena Kapoor
Bolywood Actress
2020: Faisal Sheikh
26 year old influencer,
born in Dharavi Mumbai

15. 15
The evolution of Influencer (3/3)
Creator archetypes have been evolving, shifting from celebrity influencers to digital creators
N=20
Source(s): Expert Discussions, Creator In-depth Interviews, Primary Research
Archetypes
Demographics Age
Description
Monthly earning
potential
Creator
loyalty
Motivation to
create online
content
Focus segment
for apps
Motivation to
create online
content
Moj, MxTakatak Moj, MxTakatak, Roposo Top 4 players Josh, MxTakatak
· Aspirations for fame
· Passion to create
· Aspirations for fame
· Earning opportunities
· Earning opportunity
· Career progress
· Earning opportunity
· Career progress
Homegrown creators are
loyal to their app
Constantly keep evaluating
options
Usually, the platforms associate with these big influencers/celebrities
for limited projects
Earn primarily via app
contracts basis posts
Get paid a guaranteed minimum amount by the apps and earn from brand promotions as well. Promotion
earnings are ~5-20x higher than app earnings
18-22 years
· Part time influencers
· Focus to increase follower base
· Consistent creators
· Full time influencers
· Focus on posting relevant
and quality content for fans
· Seasoned influencers
· Focus on career growth
· Co- create with peer
influencers to raise reach
· Top most influencers
· Very selective in working
on projects with creators
· Focus to build reputation
~22-27 years ~22-27 years ~22-27 years
~INR 45 k – 1.5 lacs ~INR 1.5 lacs – 5 lacs INR 5 lacs
Aspiring Creator Matured Creator - Upcoming Matured Creator - Mega Matured Creator - Elite
Sakshi IG :
Sakku389
Mr Avi
IG : mr_avi_1
Kavy
IG: ImKavy
Faizal Sheikh
IG: mr_
faisu_07
~ INR 25 k – 45 k
Creator Archetypes – Short form applications

16. 16
Content creation has entered the stage wherein it is operating a flywheel to push
through next stage of growth
• ~40-45 Mn Unique creator base (Incl. UGC creators)
• ~1.5 Mn creators added every month
• ~10.5Mn Vernacular/ Tier 2 creator base
• ~4 Mn Posts added per day
• 10-15% higher than that of Tiktok
• 60% growth in UGC video creation over the last 6
months (Jan – June 21)
• ~30% increase in DAU over last 6 months (Jan – June 21)
• 31% increase in time spent on platforms over last six months (Jan – June 21)
Velocity of Unique Creators Velocity of Content Creation
Platform Engagement Success Stories
Source: RedSeer Benchmarks IP, RedSeer Analysis

17. 17
~20% users i.e. ~40-45 Mn create content on Shortform apps; ~14 Mn are
influencers (1K followers)
Short form Creators Influencers Funnel
CY 2021 Estimates
Source: RedSeer Benchmarks IP, RedSeer Analysis
Shortform MAU:
~240 MN
Content Creators
(UGC)
~40-45 Mn
Micro Influencers
(1K -10K followers)
Mini
(10K - 500K followers)
Mega
(500K - 1 Mn followers)
Super Mega
(1 - 10 Mn followers)
Elite
(10 Mn followers)
Super Elite
(15 Mn followers)
Most important part of the Creator
Funnel
Critical to win this Creator base
Ensure high engagement and create
monetisation opportunities
~14 Mn
1K

18. 18
Compared to TikTok, shortform creators are now ~2X; Most of Mega Creators
coming from metro and mini creators from Tier2+…
Number of creators -TikTok vs New Shortform Apps
In Million, June’20 - June’21
Top Short form Creators – Split by Tier
N = 200 creators per platform, As of June 25th 2021
Source(s): RedSeer IP, RedSeer Analysis
40-45 Mn
Jun-20
(Pre Tik-Tok Ban)
Jun-21
(Indian
Shortform
Apps)
20-25 Mn
Micro
Influencer
s
(1K -10K
followers)
Super
Elite
(15 Mn
followers)
40-50%
Elite
(10 - 15
Mn
followers)
Super
Mega
(1 - 10 Mn
followers)
Mini
(10K -
500K
followers)
Mega
(500K - 1
Mn
followers)
50-60%
Tier 2+
Metro Tier 1
~14 Mn
1000

19. 19
…. And creators across genres have increased their content creation frequency
Q. How many posts did you put in a week in 2019 vs now (2021)?
N = 290 (Influencers)
Source(s): Creator SurveysRedSeer Analysis
4
5
6
7
8
9
Beauty and
Fashion
Food and
Cooking
Health and
Fitness
Electronic
Gadgets
Funny/
Prank
Education Dance/
Music
t
c
u
d
o
r
P
t
n
e
m
n
i
a
t
r
e
t
n
E
Reviews
2021
2019
Content posting up by 10-15%in 2021
Compared to Tik-Tok days 2019

20. 20
Unique Shortform Userbase has risen by 20% after the Tiktok ban
Pre Tik-Tok Ban vs Post Tik-Tok Ban – Shortform User Base and Engagement Analysis
June 2020 Values Indexed to 1
Source(s): RedSeer IP, RedSeer Analysis
0
2
-
t
c
O
0
2
-
n
u
J
0
2
-
y
a
M Jul-20
0.0
Aug-20 0
2
-
c
e
D
0
2
-
v
o
N
0
2
-
r
a
M 1
2
-
b
e
F
1
2
-
n
a
J
0
2
-
p
e
S 1
2
-
r
a
M
0
2
-
b
e
F
1.0
0.8
1
2
-
n
u
J
1
2
-
y
a
M
1
2
-
r
p
A
0
2
-
r
p
A
0.4
1.2
0.2
1.4
0.6
MAU
DAU
1X
1.2X
Time Spent
0.4X
1X
n
a
B
o
e
d
i
V
k
c
a
n
S
n
a
B
k
o
T
-
k
i
T

21. 21
3.
Different shapes
of monetization
growth for internet
platforms

22. 22
Digital wallet share of advertisers likely to grow faster making India’s digital ad
market ~$10Bn by CY25, 50% share of total ad market…
India Ads Market
$ Bn, CY 16 – CY 25F
Source: GroupM Data; RedSeer Estimates
Indicative data
70-85%
$25-35 Bn
16% 33%
~$20-25 Bn
45-55%
$8-12Bn
~ $8 Bn
~ $9 Bn
~$40
CY 16 CY 25F
CY 20E CY 30F
~10x growth
+19%
+15%
China is currently ~76% digital
and exceeded 50% digital ads
penetration in CY16 - ~9 years
ahead of India
Growth Drivers
1. Growth in GDP/ capita
(globally strong correlation
between ad spend and
GDP/ capita)
2. Increasing digital
consumption - Shift in time
spent/ eye-balls
3. Rise of D2C/ challenger
brands
4. Digital penetration
in Tier2+/ Bharat
creating new market and
opportunities
Traditional
Digital

23. 23
Primarily due to time spent vs. the ad spend in India is up for correction..
Share of Time Spent vs Ad Spend – USA vs India
CY 2020 Estimates
In India, Newspapers take a disproportionate share of ad
revenue - we expect digital to gain at expense of Print
51% 54%
34%
35%
6%
12%
5%
TV
Ad Spent
3%
Time Spent
Digital
100%
Print
Radio
46%
33%
40%
42%
6%
22%
8%
TV
Digital
Time Spent
Print
3%
Ad Spent
Radio
100%
Source: RedSeer IP, Desk Research

24. 24
Media consumption vs. non media consumption needs to marry
Tier-wise Consumer Split
% of overall, CY 2015 – CY 2030F
100
86%
7%
7%
Tier 2+
Youtube +Insta Shortform Video India Population Internet
Transactors
(2020)
Internet
Transactors
(2030)
Metro
Tier 1
~350 Mn
35-40%
60-65%
20-25%
15-20%
50-55%
15-20%
25-30%
~70%
15-20%
15-20%
30-35%
35-40%
~215 Mn ~1.3 Bn ~275 Mn ~900 Mn
Media consumption (Digital and TV) will start looking
similar to transactor base
Source : RedSeer IP, RedSeer Analysis

25. 25
The path internet companies have taken to create ad businesses are very different
- Globally, it takes at least ~70Mn+ Daily Active Users to build a sizeable ~$1Bn+ Ad business?
$/DAU and DAU Journey – Last four years (CY 17 – CY 20) – Select apps
Source(s): SEC filings, Desk Research, Redseer Analysis
10 10
10
20
20
20
30
30
40
50
30
0 0
10
20
30
40
50
0
0 100 200 300
0
DAU
DAU
DAU
DAU
DAU
Note: Facebook Family of Apps Note: For Amazon (Global), the base is taken as
estimated annual customers (moderate confidence)
S/DAU
S/DAU
S/DAU
S/DAU
S/DAU
S/DAU
DAU
100 200 300
400
0
50
50 100 150 200 250 300 350
0
0 0
0
75 150 225 25 50 75
300
10
10
20
20
(CY17 - CY20)
Snap
(CY17 - CY20)
Pinterest
(CY18 - CY20)
ByteDance (Douyin)
(CY17 - CY20)
Facebook
(CY17 - CY20)
Amazon
(CY18 - CY20)
Kuaishou
1000 2000 3000

26. 26
India is in early stage from ad monetization perspective
Shortform players are the best positioned to cross that DAU threshold
Time Spent vs DAU – Indian Global Players
CY20 , Mn
Size Represents
Ad Revenue / DAU for CY20
Note(s): 1. Facebook Group India estimates would vary depending on whether WhatsApp DAU is included in denominator
Source: Redseer Analysis; Corporate Reports
Indicative data
At-least 100 MN
DAU required in
India to build
meaningful
digital ad
business?
0
10
20
30
40
50
60
70
80
90
100
0
0
3
0
0
2
0
0
1
0
Player 1
DAU
Facebook Group - India
Time Spent per Day
Player 2
Player 3

27. 27
Shortform can potentially take 20% of the Digital Ad Pie
China Digital Ad Revenues India Digital Ad Revenues Forecasts
Indicative data
0%
25%
50%
75%
100%
Others
CY20
CY19 CY25F
CY21F
Google
Ecosystem
CY30F
FB
ecosystem
Product
eCommerce
OTT
Shortform
0%
25%
50%
75%
100%
CY 18
CY 17
Other
Digital
Platforms
CY 19 CY 20
Shortform
Douyin+
Kuaishou
100 100
Source: RedSeer IP, RedSeer Analysis, Desk Research, Corporate Reports

28. 28
There are three clear monetization opportunities as shown by China market
Ads revenues, live stream gifting and livestream and commerceIndia is showing early signs of adoption
Revenue Mix over time- Top Chinese Shortform Apps (Douyin + Kuaishou)
CY18-21F
Source- Corporate Reports and Desk Research
INDICATIVE
60%
28%
12%
0%
25%
50%
75%
100%
CY18
CY17 CY19 CY20
100
Ads
Livestream Gifts
Livestream eCom

29. 29
4.
Consumer and
creator experience
– Indian Apps have
come a long way

30. 30
Indian players have come a long way
Source : Deep App Testing(76,000+ Videos analysed on 50 Devices), RedSeer Analysis
0
20
40
60
80
100
April’21 July’21
0
20
40
60
80
100
65%
90%
60%
90% 86%
60%
~4.3
~5.6
April’21 July’21
0
20
40
60
80
100
April’21 July’21
0
2
4
6
May’21 July’21
+30% +26%
+31%
+25%
0
20
40
60
80
100
April’21 July’21
0
20
40
60
80
100
65%
90%
60%
90% 86%
60%
~4.3
~5.6
April’21 July’21
0
20
40
60
80
100
April’21 July’21
0
2
4
6
May’21 July’21
+30% +26%
+31%
+25%
Aggregate Score of Real Time Feed Change across platforms
In %age
Aggregate Score of Feed by Search across platforms
In %age
Aggregate Score of Feed by Language across platforms
In %age
Average Followers of Top 100 Influencers across 3 platforms
In Mn
Real Time Feed Change
Feed by Search
Feed by Language
Follower Base

31. 31
96% content changes after
refreshing
90% content changes after
refreshing
85% content changes after
refreshing
60% content changes after
refreshing
Deep App Testing (1/4) – Indian players have come a long way
Real Time Feed Change – Players have improved ~30-50% in the last 6 months
Source : Deep App Testing(76,000+ Videos analysed on 50 Devices), RedSeer Analysis
Real Time Feed Change – Post Refresh
As of July 22nd 2021
Player 1 Player 3
Player 2 Player 4
Refresh 1
Start
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Refresh 1
Start
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Refresh 1
Start
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Refresh 1
Start
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3
Start Refresh 1
Refresh 2 Refresh 3

32. 32
89% of videos are language
relevant
84% of videos are language
relevant
85% of videos are language
relevant
77% of videos are language
relevant
Deep App Testing (2/4) – Indian players have come a long way Feed
Change by Language – Players have improved ~20-30% in the last 6 months
Source : Deep App Testing(76,000+ Videos analysed on 50 Devices), RedSeer Analysis
Feed Change by Language
As of July 22nd 2021
Player 1 Player 3
Player 2 Player 4
Hindi Bengali
Telugu Tamil
Hindi Bengali
Telugu Tamil
Hindi Tamil
Bengali Marathi
Tamil Bengali
Hindi Telugu
Hindi Bengali
Telugu Tamil
Hindi Bengali
Telugu Tamil
Hindi Tamil
Bengali Marathi
Tamil Bengali
Hindi Telugu
Hindi Bengali
Telugu Tamil
Hindi Bengali
Telugu Tamil
Hindi Tamil
Bengali Marathi
Tamil Bengali
Hindi Telugu
Hindi Bengali
Telugu Tamil
Hindi Bengali
Telugu Tamil
Hindi Tamil
Bengali Marathi
Tamil Bengali
Hindi Telugu

33. 33
89% of video are relevant
on making search
~89% of video are relevant
on making search
~88% video are relevant on
making search
~90% of video are relevant
on making search
Deep App Testing (3/4) – Indian players have come a long way
Feed Change by Search – Players have improved ~25-30% in the last 6 months
Source : Deep App Testing(76,000+ Videos analysed on 50 Devices), RedSeer Analysis
Feed Change by Search
As of July 22nd 2021
Player 1 Player 3
Player 2 Player 4

34. 34
Deep App Testing (4/4) Growth in Followers: Consequently, follower base has
grown for influencers across the board
Average Followers Count on Indian Shortform Apps
Mn, May 2021 vs July 2021
Source : App Tracking, RedSeer IP, RedSeer Analysis
Note: average follower count of top influencers on the leading 3 Indian Shortform apps (Josh, Moj and MxTakatak) are taken into consideration above
6.1 Mn
4.2 Mn
3.1 Mn
7.8 Mn
5.5 Mn
4.1 Mn
Top 30 Influencers Next 30
(31-60)
Next 30
(61-90)
+28%
+32%
+32%
May-21
Jul-21

35. 35
Josh retains its leadership on satisfaction metrics, although, the gap has reduced
in last quarter – UserNPSimprovedforalltheplayersthisquarter;howeverCreator
NPS saw some fall across players other than Moj
NPS: User and Creator – Indian Shortform Apps
JFM 21 vs AMJ 21
Source : Creator Surveys (N = 290), Customer Surveys (N = 750), RedSeer IP, RedSeer Analysis
Note: Cohort-wise weights with respect to Tier and Income have been assigned to the NPS
Weights are primarily skewed towards Tier 1+ users coming from the Lower Income groups
Roposo – While Roposo does reasonably well in Tier 2+
cities (garnering ~57% NPS), it’s Metro users’ satisfaction
is at 21%
Moj – Secures the highest satisfaction (46%) across the
competition in Metro cities, and second best (45%) in
Tier 2+ cities
MX Takatak – Performs well in the vernacular region,
leading to higher NPS (46%) in Tier 1 cities
Josh – Fares higher on the NPS primarily on the back
of best satisfaction (53%) among Tier 1 users, primarily
emerging from the Hindi-belt of India
0
25
50
75
5
7
0
5
5
2
0
User NPS
Creator
NPS
Moj
MxTakatak
JFM
21
AMJ
21
Josh
Roposo

36. 36
Thishascoincidedwithsignificantimprovementinqualityandoriginalityofcontent
across platforms
Non-original has reduced by ~5% within three months
Source : Deep App Testing (76,000+ Videos analysed on 50 Devices), RedSeer Analysis
Content Originality
N = 76000, July 22nd 2021
Content Originality
Note : Others include downloaded videos and other shortform platforms such as Chingari, Likee, etc.
Examples of copied content on platforms
% of content from other apps
Platforms July 22nd
5%
Player 1 7-8%
Player 2 9-10%
Player 3 ~11%
Player 4 ~12%
Content from Other
Apps
Downloaded Content
Content from Tik Tok

37. 37
Creator User Experience: Significant improvement on tech personalisation;
IG Reels sets benchmarks for other apps; Indian apps are tightly matched in terms
of Personalisation
Note – Players arranged in descending order of their DAU
Source : Deep App Analysis (76000 videos), 800+ Users Surveys ( Metro (30%), T1 (40%), T2(30%) ), 290 Creator Surveys, RedSeer Analysis
Parameters Components
- NA
Laggards Leaders
App Positioning Most Premium Sec B- and below, Tier 2+ skew
Profile of Users
Relatively premium skew (Tier 1+
cities)
Sec B- and below, Tier 2+ skew Sec B- and below
Urban Mass (Bharat)
Content Positioning Middle India Mix (Urban + Bharat) Mix (Urban + Bharat)
Velocity of Content
No of Posts created per day
Hashtag challenges – Traction
Depth of Content
Quality of Content
Originality of Content
Breadth of Content
Content Compliance
Creator Experience
Creator Satisfaction
Creator Support by Platform
Creator Opportunities
Monetisation Abilities –
Brand tie-up opportunities, etc
Content
Creation
Personalization
Real Time Feed
Cold Feed
Feed by Language
Feed by Search
User Experience
User Satisfaction
Content Quality, Freshness
UI/UX
Engagement across channels
Social media engagement
App Ratings
Content
Consumption

38. 38
Most of the homegrown apps have been well positioned to cater to the Bharat
audience
Components
Creator
Positioning
User
Positioning
Global, Premium platform
with focus on good quality
content for middle/
uppermiddle class users
App is moving towards
more democratized content
accelerated by the TikTok
ban in India
High representation from
Metro and Tier 1 cities with
growing focus on Tier 2+
markets
Users are typically SEC B and
above
Positioning itself for Bharat
users
Quality of Top creators is key
differentiator
Platform has higher focus
towards moderate – high
income cohort users
Users are typically Tier 2+
(Urban dominant) with
relatively higher overlap
with Instagram ad Dailyhunt
Typically, home makers /
9-5 office goers who have
migrated from TV / offline
socialization to social media /
video consumption.
Moj creators are “Aspiring
Creators” with relatively
lower experience with
Instagram and other Social
media
Distinct userbase consisting
of existing Share Chat
userbase and new acquisition
of SEC B- users
Platform has high focus on
Tier 2+ (Rural dominant)
users
MxTakatak positions itself as a
strong TikTok equivalent with
a mixed focus between Urban
and Rural populations
Captured big celebrities
(Virat Kohli) events (IPL)
enabling smaller creators to
leverage fresh eyeballs
Roposo positions itself as the
go-to application for aspiring
creators and casual content
consumers
Capturing “Upcoming
Creators” to retain them by
meeting career aspirations
Distinct userbase consisting
a mix of Times internet users
and new acquisition of SEC
B- users
Platform has high focus on
Tier 2+ (Rural dominant)
users
Platform leverages the
existing Glance userbase (mid
– low income group users)
Focus is high on Tier 2+ (Rural
dominant) users

39. 39
Deep App Testing – Over 500hrs of shortform app testing
Methodology – Deep App Testing
5 5
Videos
Apps hrs/ day
~75 mins/ app
x 6 weeks
76,000
• Frequency of verified content creators/ profiles on
the platform
• Quality of recommendations and feed over
the period of use. (all users actively liked and
commented on videos to gauge the quality of
recommendations thereafter)
• Coverage of different types of genres on platform
• Share of original content on platform
• Inflammatory content: Polarizing (e.g. Religious,
political) and/ or adult content
• Ease of navigation and use within the app and app
performance on low bandwidth
• Tends in challenges and general traction of various
promoted trends, and UGC on the challenges
Creators assesment
Personalized Feed
Content Quality
App Robustness and UI
Activity level
1.
4.
2.
5.
3.
Source(s): RedSeer Benchmarks IP, Deep App Testing – Primary Research

40. Thank You
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