Microsoft-owned LinkedIn said on July 16 that it is extending its short-form video experience to India. With the move, the platform is set to join the likes of Instagram, YouTube, Snapchat, and Spotify which have already taken to short-form videos amidst the high consumption of such content in the country with a market value worth $5.5 billion.
The gig-searching platform started experimenting with the feature in March. Similar to the platform, the feature will focus on professional topics such as career development, industry growth, hiring trends, and workplace culture. Gyanda Sachdeva, LinkedIn vice-president of product management, said, “We don’t really care about any other subset of content such as fitness, parenting, fashion which is popular on other platforms.” She further added that LinkedIn would monetize the feature through advertisements and collaborations.
While LinkedIn has a global user count of more than 1 billion, with over 130 million users, India is the second largest market for India after the US. The company has stated that it has witnessed its highest growth in India with a 20% YoY increase in engagement and membership.
Ajay Dutta, Head of Product Management at LinkedIn India, said that LinkedIn’s video uploads have grown on a 60% YoY basis in India compared to 45% globally, with over 100 hours of learning content consumed, 6 people hired, and 1000 connections formed every minute. He further added, “To support this dynamic community, we’re experimenting with multiple formats—including newsletters, posts, collaborative articles, and videos—to make accessing knowledge easier and help professionals advance in their careers.”
Top entrepreneur creators for the platform include Jay Singh, business leader Namita Thapara and YouTuber Arun Prabhudesai.
The company’s revenue for FY23 was $15 billion. Earlier this year in May, the platform had launched the feature of three puzzle games available on its app and website- Pinpoint, Queens, and Crossclimb.
Technology consulting company Redseer Strategy Consultants has estimated that the Indian short-form video market could potentially grow to $8-$12 billion by 2030, led by Instagram and YouTube.
