"In India, younger consumers living in metro and small cities use TikTok, which gives marketers a platform to reach users who are not easy to tap otherwise. The short video ad spending will reach $6.5 billion in 2020 – from $2.1 billion in 2018, growing at a compound annual growth rate (CAGR) of 25.5% in that period. Competition among the short video apps for new users will also increase. TikTok has 700 million users globally, out of which nearly 200 million are in India. "We don't expect short video ad revenue to be totally incremental, as it will cannibalize advertising on social media platforms like Instagram," said the analyst.

Source: Mint July 04, 2019 09:45 UTC