iWorld
Short video platforms rise with Bharat positioning
KOLKATA: The star of user-generated content was on the rise in India due to TikTok, only to be abruptly curtailed when the government banned the Chinese-origin app. Now, nearly a year after TikTok’s exit, a number of homegrown short form video platforms have emerged to plug the gap. It seems that these apps have been able to capture the space well, as a report from RedSeer says they have retained 65-70 per cent of TikTok users.
"Indian short form apps have been able to retain over 65-70 per cent of TikTok users, adding 30-35 per cent new users in the past year, essentially back to 97 per cent of the TikTok user base," the report said.
The newly acquired “30-35 per cent users” have been reeled in through aggressive customer acquisition and marketing push by Indian short form video apps. The new users getting onboarded have a higher share of tier-2+ users driven by stronger focus of platforms on vernacular content and ‘Bharat’ positioning.
A finding of the report that may give TikTok pause is that nearly 75 per cent of current short-form video users are likely to stick with these domestic apps and are unlikely to switch back to Chinese apps even if the ban was lifted.
The short form industry has seen strong recovery with respect to both traffic and engagement. It has differentiated itself from other global social media and content through a strong ‘Bharat’ positioning and moving from the middle of the internet funnel towards the top.
Time spent on short-form video has reached 55 per cent of June 2020, which indicates that Indian platforms are still maturing and there is a strong market opportunity, the report added. At present, daily active users spend close to 30 minutes on average on short-video apps.
55 per cent users mention availability of regional vernacular content as the key reason for using those apps. 45 per cent users would like more professionally generated content. Live commerce and online education are prominent features in the user wish-list. However, 60 per cent users mention data privacy as the main challenge, while 50 per cent complained about streaming quality and unregulated content.
Users and influencers are driving each other’s growth on the platforms. While influencer availability is the most important decision making factor for more than half of the users, large user base helps influencers to decide to choose the platform.
“Moj has been a strong gainer across consumer and business metrics, as compared to the last quarter. The growth has been driven by regional language markets, especially in the southern states. On the other hand, Roposo has shown strong performance in tier-1 cities compared to the smaller ones. MX TakaTak leads in the net promoter score (NPS) in the metro cities. The platform has held challenges and hashtag events similar to TikTok, to gain market share,” the report detailed.
Josh has fared higher on the NPS primarily on the back of increased satisfaction (47 per cent) of tier-2 users. On the other hand, Moj has performed well in the vernacular region, leading to best satisfaction (51 per cent) in tier-2+, and second best (38 per cent) in tier-1 cities.
In metro and tier-1+ cities, MX TakaTak and Roposo are leading the pack. The former has secured the highest satisfaction (38 per cent) across the competition in metro cities and Roposo has done reasonably well in tier-1+ cities.
iWorld
Sony LIV acquires worldwide digital rights for Marathi romance Toh Ti Ani Fuji
Film shot in Japan and India to stream exclusively on the platform from 10 April 2026.
MUMBAI: Love knows no language, but this Marathi romance is about to speak to audiences far beyond its roots and it’s doing so with a scenic detour through Japan. Sony Pictures Networks India has acquired the worldwide digital rights for the Marathi-language romance feature Toh Ti Ani Fuji (also known as Main, Woh Aur Fuji), with an exclusive direct-to-digital release on Sony Liv scheduled for 10 April 2026. Sony Pictures Networks India will retain exclusive worldwide theatrical and linear rights.
Filmed extensively in Japan and India, the film marks an unprecedented Marathi-language romance set on an international canvas. It explores how relationships evolve under the pressures of distance, time, and shifting emotional realities, using Japan not merely as a backdrop but as an emotional landscape that mirrors the characters’ inner journeys.
Written by Irawati Karnik and directed by Mohit Takalkar, the story follows a deeply passionate relationship that gradually turns toxic due to contrasting personalities, shifting priorities, and unfair emotional expectations. Seven years after their separation, the former couple unexpectedly reunite in Japan, reopening old wounds and unspoken desires while questioning whether love altered by time can ever find its way back.
Producer Shiladitya Bora said the partnership with Sony Pictures Networks India reflects the growing belief that “regional is the new mainstream.” He added that the film’s multi-language digital release on Sony LIV will help it connect with newer audiences across India and the world.
Director Mohit Takalkar described the film as an exploration of how love changes in today’s urban world, shaped by ambition, geography, and the pressure to evolve. “It began as a very personal exploration of relationships, and to see it reaching a wider audience feels deeply satisfying,” he noted.
Actors Lalit Prabhakar and Mrinmayee Godbole highlighted the film’s intimate yet universal take on love, separation, and rediscovery. Godbole particularly praised how filming in Japan added a global dimension while keeping the story deeply personal.
From a toxic romance that travels from India to Japan and back, Toh Ti Ani Fuji promises an emotionally layered story that feels both specific and universal. For Sony LIV viewers, this first-of-its-kind Marathi film offers a chance to experience love, loss, and second chances with a refreshing international flavour.
The film streams exclusively on Sony LIV from 10 April 2026.
