![]() Unlike serving all the available content to its entire user base, SHAREit customises the delivery of content based on what type of content particular users want to watch. The executive also tells Gadgets 360 that SHAREit has initially signed an agreement with Airtel Wynk alongside having discussions with Airtel to partner for loyalty programme Airtel Thanks, as well as working on the gaming front. "I think we can work with telcos to drive their loyalty programmes and drive more stickiness to their users to help them distribute their content." "We're currently doing a lot of work with Airtel, we're getting the entire Wink platform, all the content on to SHAREit," specifies Malhotra. In addition to video streaming platforms, SHAREit is actively working with Indian telcos as well. These consumers are said to comprise about 80 percent of all digital content consumers in the country. ![]() "And it's just because the new India or the new mass-market India that's coming into digital phones happens to be speaking in vernacular."Ī report by advisory firm RedSeer supports what Malhotra says by noting that there are around 210 million "vernacular-preferring digital consumers in India who are also monetisable". "For people like SonyLiv and ZEE5 or for more vernacular platforms, there is a much larger growth ability than pure English,” Malhotra says. This is why the company thinks it can help video streaming platforms - especially the ones focussing on regional languages content - reach new users. Malhotra tells Gadgets 360 that a majority of SHAREit users in the country are non-English speakers, including 30 to 35 percent users who speak Hindi, while only around 15 percent of its users speak English. ![]() SHAREit says it has more than 400 million app installs in India, with over 100 million of them in tier-II and tier-III cities. "We are a very, very viral social platform and are good at distributing things." "We do what we're best at, which is distribution," underlines Malhotra. The India team of the company under the leadership of Malhotra has already started working closely with platforms such as ALTBalaji, Hungama, and Hotstar and is looking to bring new names on board in the coming future. Rather than directly stepping into the growing market of video streaming platforms, SHAREit is trying to operate as an aggregator. Currently, he's in charge of the idea to leverage the large user base of the SHAREit app and make them work with various OTT apps. ![]() Malhotra joined SHAREit in October last year after the company acquired FastFilmz, an over-the-top (OTT) media platform where he was a co-founder. "As our users are evolving, we have to evolve," Karam Malhotra, CEO, SHAREit India, tells Gadgets 360 in a telephonic conversation. The company behind the SHAREit app that entered the world of mobile apps back in 2013 is also bullish about becoming a catalyst for video streaming platforms in the Indian market. With mobile data costs in India the lowest in the world in a post-Jio world, SHAREit, the cross-platform app that gained popularity in the country thanks to its ability to users share large files without any data usage, is exploring new ways to not just retain its install base but also to bring new experiences to its users.
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