TikTok Users Shifting to Alternative Platforms Yet to See Any Engagement: KalaGato Report
Chinese social media app TikTok lost almost half of its unique users to Indian competitors such as Mitron, Roposo, Sharechat, and Chingari within just 48 hours after the Indian government placed a blanket ban on 59 Chinese mobile apps. Yet, user-level engagement among Indian social media apps is yet to catch up with TikTok's engagement levels, according to data by research firm KalaGato Pte Ltd. Sharechat and Roposo gained the most number of unique installs within two days after the ban was announced on 29 June, showed user engagement data.
Chingari and Mitron app, two leading contenders in the video-blogging space, also witnessed a steady increase in unique users but trailed behind Roposo, and Sharechat. As of 4 July, Chingari had a little over 4% of the unique users among the five apps mentioned above, while the Mitro app commanded a 3% share of unique users. Among the five apps mentioned above, TikTok’s unique user base dropped drastically from 32.2% on July 29 to a paltry 10.5% as of July 1, according to KalaGato’s data. This significant drop in TikTok’s user base panned out in a matter of just 48 hours and only worsened ever since data showed. Comparatively, TikTok had a higher share of unique users of more than 40% in the month of May, among the five different apps mentioned above. But a blanket ban on the Chinese app by the Indian government has wiped off most of TikTok's 200 million strong user base in the country. Aman Kumar, Chief Business Officer, KalaGato said although many users shifted to emulated versions of TikTok, the user base is still a loyal one, and they may shift back to the Chinese app as soon as the ban is lifted.
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