In the digital landscape of 2023, where trends evolved faster than ever, the Gen Z and millennials of India were not just spectators; they were the architects of trends and the curators of culture. Notably homegrown social media platforms served as digital canvases where young India expressed itself.
Emerging as dynamic trendsetters, Gen Z and millennials on ShareChat, constituted over 70% of monthly active users (MAUs). Videos led the way, with more than 80% of content consumption coming from the videos as compared to static posts. A total of 68 million minutes of video content was uploaded on ShareChat and 100 billion minutes were watched.
The platform’s cultural blend offered users a daily dose of entertainment, fostering interactions in regional languages and shaping distinctive trends. The most trending topics of conversation among Indian users were:
Festivals: The platform witnessed a massive engagement of over 100 million and around 2 billion views on Independence Day content and an engagement of over 60 million and around 0.9 billion views for Republic Day content. Diwali became the most celebrated festival on ShareChat with an engagement of over 108 million and around 1.8 billion views. Regional festivals such as Ganesh Chaturthi and Shivaji Jayanti also garnered significant attention with huge numbers of user-generated content including images, videos, gifs, carousels and texts being shared.
Movies and Songs: Shah Rukh Khan’s film ‘Jawan’ was the pick from the movies for the platform’s audience garnering around 71K engagements through user-generated content, while other highly anticipated movies such as ‘Pathaan’, ‘Jailer’ and ‘Vaa Vaathi’ also generated incredible buzz.
News and Events: Chandrayaan-3 dominated news consumption with 300 million views and 60K user-generated content (UGC) posts. The Karnataka election and the IPL also captured attention, while the ICC World Cup generated immense excitement with an engagement of over 25 million and around 1.2 billion views, reflecting the passion for cricket among India’s youth.
Celebrities: With more than 25 million views and an engagement of over 1.5 million, content around Virat Kohli’s birthday made him the most talked about celebrity on the platform.
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