From Clicks to Cash: Navigating the Monetization Potential of India’s Short-Form Video Market

Indian Short Form Video (SFV) platforms are no longer just sources of entertainment—they are transforming into influential contributors within the country’s digital landscape. With Indian users now spending an average of 30 minutes per day on these platforms, and more than 60% of users coming from middle- to high-income households, SFVs are part of our daily lives. This deepening engagement positions SFVs to play a significant role as they mature and diversify their revenue models.?

The shift began in the wake of the TikTok ban, when platforms like Josh, Moj, and Chingari quickly stepped in to fill the gap, attracting millions of users with culturally relevant, regional language content. Leveraging the accessibility of affordable smartphones, these platforms have experienced a surge in active users, particularly from Tier-2 and smaller cities, creating a thriving, uniquely Indian content ecosystem.