- A report by
Kantarstated that following the ban on Chinese apps, Average Time/Day on Sharechatwitnessed a 2.5X increase in time spent on its platform. YouTubesaw a 25% increase in time-spent.
As a result of the Government of India banning 59 popular Chinese Apps, data, insights and consulting company Kantar’s Web Audience Measurement (WAM) panel has revealed that there has been a significant increase in time spent by audiences on platforms like Facebook, YouTube, Instagram and Sharechat.
Summarizing the learnings,
Some of the key learnings from the report are:
Impact on Engagement
The app-ban impacted platforms with a sizeable following. Given that users were spending hours every week across these platforms, one would have expected to see a dip in the overall time spent online once these platforms were no longer accessible. However, the average time-spent dropped only marginally (-6%), indicating that consumers were switching over to rival platforms much faster than anticipated.
Big wins for rival platforms
Instagram and Facebook saw an immediate increase in engagement.
Average Time/Day on Instagram more than doubled (2.3X), and Facebook too saw a significant 35% jump in time-spent on the platform with the bulk of this additional engagement being driven by smaller town consumers.
Among the youth audience aged below 24 yrs., Avg. Time/Day on Instagram grew by 35%
Sharechat, India’s very own video sharing platform which focuses content around regional languages also witnessed a 2.5X increase in time spent.
This has primarily been driven by the younger faction of internet audience (aged below 24 yrs.). They have more than tripled (3.4X) their Avg. Time/Day on Sharechat since the ban came into effect.
YouTube is still KING
The most impressive gain was seen on YouTube. Already the most popular digital video platform in the country, it saw a further 25% increase in time-spent!
OTT also gets a boost
Other players also enjoyed their fair share of rise in engagement levels. Hotstar, India’s leading Video OTT player saw their daily time spent grow by over 25%. Time spent in the video OTT space grew by 40% overall once the ban was imposed.