Moj homegrown short video platform, has surpassed 500 million downloads on the Google Play Store, marking a notable milestone in its operational expansion across India. The homegrown platform currently holds the fourth position in the social media category on the Play Store, reflecting steady adoption amid a competitive digital entertainment and social media landscape.
Launched in 2020, Moj was developed to cater to India’s multilingual audience by emphasizing regional content and localized cultural trends. Over the past four years, the platform has scaled its creator base to more than 3 million individuals, allowing users to consume and produce content in several Indian regional languages.
Surge in Engagement and Format Diversification
A key driver of Moj’s recent user retention has been the integration of ad-supported, episodic micro-dramas introduced last year. Following the rollout of this format, daily time spent per user on the app more than doubled.
Key operational metrics reported by the platform include:
- Total Downloads: Exceeding 500 million on Google Play.
- Daily Video Consumption: Over 1 billion video plays daily.
- Time Spent: Approximately 50 minutes per day per user, totaling nearly 300 minutes per month—a metric that surpasses the monthly average of several mainstream over-the-top (OTT) streaming platforms operating in India.
- Creator Earnings: A cumulative distribution approaching INR 100 crore annually to platform creators.
Monetization and Advertiser Integration
The growth in episodic content consumption has shifted the platform’s monetization profile. Advertisers have increasingly utilized Moj’s micro-drama ad inventory, which incorporates branded serialized content and native commerce integrations. Mohalla Tech reported that these commercial ad offerings contributed to a 100% year-over-year revenue increase over the preceding 12 months.
With short-form and micro-episodic video remaining a primary format for mobile entertainment discovery in India, Moj continues to position its infrastructure around vernacular-first audiences and regional creator networks.
Regarding the milestone, Ankush Sachdeva, CEO & Co-Founder, Mohalla Tech Pvt Ltd, said:
Crossing 500 million downloads is an important milestone for Moj and reflects the trust and engagement of our users across the country.
Our focus has always been on building a platform that brings people closer to stories, creators and trends that resonate with them in their own languages and cultural contexts. As we continue to grow, we remain committed to strengthening this ecosystem and creating more opportunities for users and creators to connect through content. The sustained support from our user community has enabled newer opportunities for brands to connect with audiences in innovative ways through immersive storytelling.