India banned TikTok without any notice, almost 200 million customers were affected.
For millions of Americans glued to their phones and scrolling through TikTok, the recent US House bill proposing a nationwide ban has sparked worry and uncertainty. But across the globe, a nation of over 1.4 billion people offers a valuable case study in adapting to a world without TikTok.
In June 2020, following a border clash with China, India abruptly banned TikTok along with several other Chinese apps. This decision, initially met with shock by the app’s 200 million strong user base in the country, has since paved the way for a fascinating experiment in digital adaptation.
Nikhil Pahwa, founder of Indian tech website MediaNama, points out a crucial detail: the US itself endorsed India’s ban. This endorsement highlights the underlying geopolitical tensions that fueled the decision. But for Indian users, the ban meant finding alternatives. This sudden void created a multi-billion dollar opportunity, as Pahwa aptly states. American tech giants were swift to seize this moment.
The ban wasn’t without its challenges. Disoriented and even heartbroken users, accustomed to the app’s ability to transform them into overnight stars, grappled with the change. Saptarshi Ray, head of product at Indian influencer marketing platform Viralo, highlights the app’s role in fulfilling Bollywood dreams for many.
However, the ingenuity of the market shone through. A fierce competition emerged between established US players and homegrown startups, all vying to fill the void left by TikTok. Meta was at the forefront of this race, launching its TikTok clone, Instagram Reels, within a week of the ban. Google too entered the arena with YouTube Shorts.
Local players like MX Taka Tak and Moj also saw a surge in popularity, attracting investments and users. While these homegrown alternatives initially flourished, they were ultimately unable to compete with the global reach and financial muscle of American firms. Google, citing a consulting firm’s report, claims that YouTube’s creative ecosystem contributed a substantial $2 billion to the Indian economy in 2022.
Indian creators, known for their hustle, quickly adapted. They migrated their content to the new platforms, some even uploading multiple Reels a day and amassing millions of subscribers within a year, as Ray observes.
The transition wasn’t entirely smooth. Not all users were able to replicate their TikTok success on these new platforms. Clyde Fernandes, from influencer marketing firm Opraahfx, acknowledges that some users haven’t been able to recover their lost reach and engagement. The unique way TikTok fostered audience growth remains unmatched by current alternatives.
The US government’s primary concern regarding TikTok is the potential for Chinese government access to American user data. Cybersecurity experts in India, however, point out that the security risks surrounding TikTok remain largely theoretical. Vivan Sharan, partner at Indian tech policy firm Koan Advisory Group, argues that a broader user awareness campaign is needed to address cybersecurity threats, regardless of the presence or absence of any specific app.
Similarly, fears of the app being used for propaganda or misinformation dissemination haven’t materialized in India’s post-TikTok landscape. Deepfakes and other disinformation campaigns continue to pose a challenge, with or without TikTok, as Sharan emphasizes. The removal of a single app hasn’t significantly altered the overall risk landscape.
The Indian experience offers valuable insights for the US as it contemplates a potential TikTok ban. While the American situation has its unique aspects, India’s story demonstrates that a user base can adapt and find alternative platforms. The ban has also highlighted the dominance of American tech giants in the short-form video space. The question of data security, a major concern driving the proposed ban, remains an issue that needs to be addressed through comprehensive solutions, not app-specific restrictions.
