Bytedance to close Vigo in India, merges with TikTok
By MYBRANDBOOK
Bytedance has decided to shut down its short video entertainment app Vigo India. The app in a notification to its users said, “We want to thank you for the time you’ve spent with Vigo. It’s you who made us who we are today. We regret to inform you that we’ll discontinue our service after 31st October 2020.”
Vigo is allowing users to transfer all their videos to TikTok. Users of the app can also transfer their remaining diamonds to TikTok manually. The merger of two different properties in India has come at a time when businesses have been cutting cost by abandoning cash guzzling verticals, downscaling ops and laying off employees.
TikTok has over 200 million users and more than 600 million downloads from India while Vigo boasts of 120 million active users worldwide with a significant user base from India. It was introduced in 2017 as ‘Hipster’ but later renamed as Vigo.
At present, Bytedance has three products in India – TikTok, Vigo and Helo. While TikTok and Vigo have witnessed very little competition in India, Twitter-backed ShareChat is an arch-nemesis to Helo in vernacular social network space. On the other hand, Bigo Live and Likee are direct competition to Vigo.
With the shutting down of Vigo, the short video entertainment space will be dominated by TikTok.
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