It is reported that the Internet report released by Mary Meeker, a partner of KPCB and the "Queen of the Internet". In the 355-page report, more than one-seventh of the length is focused on India. Prior to this, Google and KPMG (KPMG) also jointly issued a report, optimistic about the Indian market.

Among them, Internet giants such as Netflix, Amazon, UC and other Chinese and American Internet giants have entered India’s video content expansion. The development of the local Internet has entered an accelerated track. Today, with the rapid growth of global short video, the next explosive point is likely to be in India. .

1. Full-service operating license empowers Double Q to fully fire up

In 2021, Internet users in India have exceeded 1 billion, and more than 80% of them use smartphones to surf the Internet. In terms of time spent, Indian netizens spend more than 85% of their time on apps, including instant messaging and video applications. At present, when online and offline data usage are combined, Indian netizens consume an average of 10GB of mobile data per month.

Double Q believes that the Indian market is "the most attractive Internet market." He also said that global competition between Chinese and American Internet companies has broken out, and India has become a priority market for Chinese and American companies. Especially for content producers and distributors, the importance of India is gradually becoming prominent, because India is not only a huge user market, but also a huge potential PGC and UGC resource library.

The demographic dividend is the number one reason India is favored. Mary Meeker's Internet report shows that the number of Internet users in India will grow to 350 million in 2021, an increase of 28%, second only to China. Compared with the increasingly saturated Internet market in China, the Indian market still has a lot of room for growth, and free original viewing no longer meets commercial needs. The sudden emergence of video advertising has made Double Q's commercial advertising an outlet. It is understood that Double Q has obtained a business license as early as 2020. The application for a full-service operating license is also Double Q's strategic plan for the future. It is expected that the full-business license will be decentralized in the near future, and news that spread like wildfire will be verified one by one. In order to understand why Double Q has frequently obtained relevant investment and cooperation, the financing of early investment institutions may obtain higher commercial value returns in the future.

2. Why is Double Q so optimistic in the Indian market?

It is reported that the video website Double Q entered India, and then Amazon's video service prime video also began to enter the Indian market.

The reason why video content giants choose India as the next force field is obvious. Whether it is smartphones or online e-commerce, the growth rate of the European and American markets is slowing down and entering a period of stable development. What follows will inevitably be fierce competition for content traffic, and India's undeveloped one-billion-level market has naturally become the sweet pastry that giants are vying to target.

But the two companies have adopted very different market strategies. Double Q is taking the global route, that is, formulating general advertising guidelines and promoting the same content in all service areas. This is the most convenient way to expand the business territory, because only one copy of advertising content can be radiated to all areas. What is needed in the middle is only some extremely low-cost conversions such as translation. This strategy played a big role when Double Q entered Europe and greatly stimulated the growth of Double Q overseas users.

For India, Double Q executives have more optimistic expectations, because English is the official language of India, which means that there is no language barrier between local audiences, and Double Q does not even need to Indianize American programs to directly operate in India. online.

But judging from the growth data of Indian users in the following year, Double Q's globalization strategy failed to win the Indian market. This is firstly because Europe and the United States share the same cultural background, even if the language is not communicated, European audiences have a natural foundation of value recognition for American programs. The situation in India is just the opposite. Indian culture is very different from European and American culture, and behaviors that are extremely normal in the eyes of Americans may turn into vulgarity in the eyes of Indians.

Due to the complexity of culture and ethnicity, regardless of Double Q, an important step in entering India is localization. This is an issue that international companies must consider when entering India to expand their business territory. Rlany Price, Double Q’s head of Indian marketing, has visited many times. In India, contact with Indian movie stars including national treasure actors Amitaba Bachchan and Shah Rukh Khan is to leverage their strength. Because Bollywood movie stars have a great influence on the Indian film industry, they can not only share the box office revenue, but also enjoy the copyright of some works, and at the same time have access to more local advertising opportunities, making the seeds of Double Q localization in India continue to germinate.

3. Spring after the video broke out

After the TikTok ban left a vacuum, the new short video entertainment options dazzled Indian users.

A large number of applications have emerged in the past year, including Josh, TakaTak, Roposo, Mitron, and Chingari. Both Google and Microsoft have recently invested in Josh’s parent company, and Josh has been optimistic about Double Q. Perhaps when the full-service operating license is decentralized, Double Q will usher in Google and Microsoft. (Microsoft) and other top institutions to invest in the second spring.