The sachetisation of video watching: Tech companies snap up market

Papavassilopoulos reckons that from $900 million in 2020, advertisers are expected to spend $2 billion in 2025 on video-on-demand in India

Parvati Nair debuted in the 2012 Malayalam film Poppins. The 28-year-old has gone on to work in almost two dozen films in various South Indian languages and done a host of modelling assignments. During the lockdown last year, Nair signed onto Dailyhunt’s short-video application (app) Josh “to put out things that reflect me, to reach out to fans”. She reached 3.5 million or under 10 per cent of Josh’s claimed 40 million daily active users.

As some of India’s largest technology (tech) and media firms pour millions of dollars into short-video apps, it is a great time for anyone wanting