Alibaba-group owned UC Browser plans to get into short content in India, similar to TikTok, ShareChat and others. This is a part of their strategy to gain users that has been seeing slow growth in the last few years.
"Based on our internal research, short-form content has already started evolving and reshaping the content space. UC has taken initiatives to capture the trend," the company told ET in an email.
"We are glad to see a rapid growth of short-video creators on UC platform. As for now, the short video has accounted for more than 40% of overall newsfeed consumption."
The web browser launched a separate short-content channel that aggregates memes, jokes, GIFs quotes, etc.
The Chinese browser launched in India in 2011. However, it is experiencing slowdown in user growth in India. According to app monitoring firm Sensor Tower, first-time downloads of UC Browser declined 34% year-over-year in the first quarter of 2019 to 30.2 million across both stores, down from 45.9 million in the year-ago quarter.
The company claims that it has 130 million monthly active users in India at present, just as it had 14 months ago.