UC Browser pivots to short-form content

UC Browser, an internet browser developed with the aid of China’s Alibaba Group-owned cellular net enterprise UCWeb. Has jumped on to the short-content material bandwagon. As part of a strategy to deal with the slowing boom of its user base in India.

Earlier this 12 months, UC Browser released a brief-content material channel at the application. Aggregating memes, jokes, GIFs, motivational quotes, humorous posts, and images.

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“Based on our internal research, quick-form content material has already commenced evolving and reshaping the content area. UC has taken initiatives to capture the trend,” the organization instructed ET in an email. “We are glad to see a speedy increase of brief-video creators on UC platform. As for now, the fast video has accounted for greater than 40% of standard newsfeed consumption.”

Technology content systems are having a bet on “snackable content”. That can be fed on by using users in 15-forty five seconds. TikTok, owned by means of Alibaba’s competitor ByteDance. Has visible incredible success across the world with non-stop glide of 15-second videos. Bigo Technology’s Like and Facebook’s Lasso fall inside the identical category.

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“Short-video content material has seen a surge in 2018, with over 3.6 crore brief movies aggregated on UC Browser. Short-shape content, together with brief videos and snackable content material, is UC’s pinnacle content priority for 2019,” the organization said.

UC Browser, which become launched in India in 2011, has visible a slowdown in person growth in India. First-time downloads of UC Browser declined 34% yr-over-12 months in the first area of 2019 to 30.2 million across both stores, down from forty five.9 million in the yr-ago sector, in step with app tracking firm Sensor Tower. However, it was nonetheless a few of the 10 most downloaded programs in India at some point of the period.

The company claims that it has one hundred thirty million monthly energetic customers in India at present, simply as it had 14 months in the past.

“Now, UC is now not limited to be a device-primarily based product. We have seen modifications inside the wishes of nearby customers and feature taken a strategic shift to content material, mainly quick content material,” it said.

The quick-content channel on software is populated with films of movie stars, pranks, babies, animals, photo news and plethora of clickbait movies with red circles or arrows pointing to injuries, fights and abnormal experiments.

Apart from a committed channel for short films, the mobile application’s domestic web page has greater than 30 tabs displaying content material, including cricket, enjoyment, information, generation, jobs, training, devices, style and relationships.

UC Browser began the news feed carrier in 2016. And has so far partnered with greater than 500 media agencies in India for content supply. The enterprise said records suggests that users spend 20 mins on common on day by day reading and looking contents. Furnished through its information feed carrier.

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