“Earlier, we would get about 5,000 daily organic users; now it is above 10,000,” says Lal Chand Bisu, co-founder and CEO of Kuku FM, an Indian vernacular podcast app. While other businesses have been hit hard by the Covid-19 pandemic and the ensuing pan-India lockdown, regional social media apps like Kuku FM have seen a surge in users as locked down Indians binge on content to pass the time.
“We get 20,000-25,000 answers a day now, and more than 20 million monthly active users (MAUs),” says Aprameya Radhakrishna*, the founder of voice-based, peer-to-peer knowledge-sharing app Vokal. “About a month-and-a-half ago, we would get close to 7,000 answers [a day].”
The increase in usage is a happy uptick in fortunes for these platforms because, while they mushroomed in 2017-18, following a precipitous fall in the price of data, life hasn’t been easy for them.