The launch of Chinese video content platform Tiktok in 2017 changed the social media landscape forever. The short video format became all the rage. Despite TikTok being banned in 2020, the format stayed and a range of Indian short-video apps came up.
Content creators from small towns and cities joined such platforms and for many it became a dependable source of income. Some were making as much as Rs 1 lakh a month.
But now, with advertisers slashing their budgets, platforms such as Moj and Josh are ending their exclusive deals with content-creators.
What seemed like a viable career option for thousands across the country is no longer the same.
