How Bytedance is trying to consolidate TikTok’s user base in India

Beijing Bytedance is consolidating its position in India by shutting down short video app Vigo—one of the company’s alternatives to its own hugely popular TikTok app.

India is TikTok’s largest market. According to data analytics firm App Annie, the viral app had 81 million monthly active users (MAU) in India last year, who spent a total of 5.5 billion hours inside the app. By comparison, TikTok had 30 million MAU in the U.S. Vigo, which Bytedance launched under the Hypstar name in 2017, has 4 million MAU in India.

On Monday, Bytedance announced it would discontinue Vigo, sending a notification

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