NEW DELHI: MX Player's TakaTak is making inroads into the short form UGC video business fatafat. From 26 million installs in July 2020, the month it was launched post the ban on market leader Chinese-origin TikTok, it shot to 120 million installs by the end of December – an impressive growth of 360 per cent.
MX TakaTak ran multiple app install programs, worked with partners and launched a massive marketing campaign to attract users to sample and join the platform. The brand has seen uptake of 150 per cent in active monthly users since its debut. It claims to have the highest daily active users among the short form video category that encompasses both local and global players like Instagram Reels, Chingari, Mitron and others.
The latest data from MX Taka Tak reveals that 44 per cent of its users are in the 15-24 age group. This group forms the majority on the platform and is ideal for brands across categories to connect with.
It is closely followed by the 25-34-year-old category that constitutes 34 per cent of its users.
Next set of users are between the age of 35-44 years and make up nearly 16 per cent of the user base. And finally, a minority of six per cent users are above the age of 45 years.
So, the data clearly points that any brand looking at a target audience in the 15-44 age group can consider MX Taka Tak for its media plan. Some of the popular advertisers that have used the platform effectively include Tinder, Dubai, smule, Upstox and Vodafone.
Interestingly, 64 per cent of the audiences on the platform are males and 36 per cent females.
While the audiences on the platform are present from all over the country, the top states include Delhi-NCR, Maharashtra, Gujarat, West Bengal, Karnataka, Telangana, Tamil Nadu, Rajasthan, MP and UP and the top cities include New Delhi, Pune, Ahmedabad, Mumbai, Bengaluru, Kolkata, Hyderabad, Chennai, Jaipur, and Lucknow.
The most popular categories on MX Player include dance, sports, motivational, comedy, news, tech, arts, and education.
It has over 15 million creators and some of the leading ones are– Jannat Zubair, Nisha Gugain, Gima Ashi and others.
The app launched its own viral show titled MX Taka Tak Fame House that garnered over nine billion views
The platform has established a fund of Rs 100 crore to support creators and help them generate fresh and attractive content for the audiences.
