NEW DELHI: In India, a country with a population of 1.4 billion, TikTok managed to attract an audience of 200 million users within a few years. It became the largest market for the app. However, on June 29, 2020, the Indian government made the decision to ban TikTok, along with 58 other Chinese apps, following escalating tensions between India and China at their border.
This move abruptly eliminated a popular form of entertainment that had not previously been a topic of political discussion. As debates unfold in Washington regarding a potential ban that could impact the 170 million Americans who use TikTok, India’s actions offer a glimpse into what the future may hold and how audiences and other social media companies catering to them might react.
TikTok, owned by ByteDance in Beijing, had established a strong presence in India early on, launching in 2017 in various local languages. The platform primarily featured short videos that were personal and focused on local themes. These videos, often created in small towns or rural areas and set to popular music, captivated users across India, taking advantage of the country’s affordable and rapidly expanding mobile data network. Similar to its success in the United States, TikTok in India became a platform for ambitious individuals to grow their businesses.
One such individual was Veer Sharma, who was 26 years old when TikTok was banned. With seven million followers, Sharma shared videos of himself and friends lip-syncing and joking to Hindi film songs. Hailing from a modest background in Indore, central India, and having limited formal education, Sharma took immense pride in his TikTok achievements. He expressed joy when people recognized him in public, often sharing stories of how his content provided laughter and joy to viewers.
His newfound stardom allowed Sharma to earn 100,000 rupees (about $1,200) per month, enabling him to purchase a Mercedes. Following the ban in 2020, he had little time to bid farewell to his fans with one last video, expressing uncertainty about when they would meet again. Overwhelmed with emotion, Sharma recounted shedding tears after creating his final TikTok video.
Even after TikTok was banned, short videos – including content saved from TikTok and uploaded on other platforms not affected by the ban – continued to attract Indian viewers. In response to TikTok’s absence, India’s online landscape quickly adapted. Meta’s Instagram introduced Reels, and Alphabet’s YouTube launched Shorts, both resembling TikTok features, and managed to capture a significant portion of TikTok’s former influencers and audience.
While these services gained popularity, experts noted a loss of the grassroots charm that was unique to Indian TikTok. Discoverability became increasingly challenging for small creators in the absence of TikTok’s localized algorithms, which differed from those of American tech giants.
Several Indian companies attempted to fill the gap left by Chinese apps’ absence, but American tech giants with broader reach and resources quickly dominated the market in India. The country now stands as the largest market for YouTube, boasting almost 500 million monthly users, and Instagram, with 362 million users, surpassing the user count in the United States.
India’s decision to cut off its population from TikTok was swift compared to the ongoing efforts in the United States, which began in 2020. The ban stemmed from similar motivations but was accentuated by heightened border tensions between India and China, culminating in a deadly clash in 2020. Following the skirmish that claimed the lives of 20 Indian soldiers and a confirmed number of Chinese troops, India promptly banned TikTok.
By switching off TikTok, removing it from app stores and blocking access to its website, India sent a clear message. Apart from TikTok, India has since banned a total of 509 Chinese apps, signaling a broader disconnection from Chinese digital services.
Prior to the ban, India’s internet environment had welcomed Chinese investments in tech startups and gaming platforms. However, concerns over Chinese-owned apps potentially threatening India’s sovereignty had surfaced after a 2017 border confrontation. These apprehensions were exacerbated by fears of Chinese messaging influence within India’s media landscape.
While the official order banning TikTok did not explicitly mention China or the border clash, it emphasized data security, privacy, and safeguarding Indian citizens from threats. Subsequently, the government has invoked similar reasons to regulate US tech companies and dictate terms to ensure the safety and sovereignty of India’s cyberspace.
Despite the ban, TikTok influencers received unexpected support from the ruling Bharatiya Janata Party (BJP). Influencers like Veer Sharma, who faced depression following the ban, were approached by BJP representatives. Sharma’s career regained momentum as he collaborated with BJP officials, aligning his content with the party’s political agenda.
Ulhas Kamathe, another TikTok influencer whose followers were abruptly cut off, managed to rebuild his audience on YouTube, Instagram, and Facebook. Despite the initial setback, Kamathe found success on alternative platforms, emphasizing his resilience in independently rebuilding his online presence over the past three years.
India’s ban on TikTok and other Chinese apps triggered a shift in the country’s digital landscape, prompting the rise of alternative platforms and ushering in a new era dominated by US tech giants. The repercussions of this decision continue to shape India’s online ecosystem, reflecting broader geopolitical tensions and concerns over data security and national sovereignty.
Source: The New York Times
