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Indian short video apps lose users as Reels and Shorts steal the spotlight
Technology
Published on 24 April 2026
Pandemic boom turned into a brutal retention drop
India’s homegrown short video apps surged during the pandemic and after TikTok’s exit, but many are now struggling to retain users. Subscriber numbers are declining even as Instagram Reels and YouTube Shorts keep expanding their reach. The report points to where Indian apps are lagging as audience habits shift toward bigger platforms and tighter algorithms.
- Homegrown short video apps are struggling with user retention
- Subscribers are falling after earlier pandemic-fueled growth
- Instagram Reels and YouTube Shorts continue gaining traction
- Shifts in audience habits expose gaps in Indian apps
Read the full story at The Economic Times
This summarization was done by Beige for a story published on 
The Economic Times