With the continued multiple waves of the pandemic, video consumption has soared to new heights in the last two years. With everyone locked in their homes, brands have moved to leverage online platforms like never before. As people sit inside sipping tea, video content consumption has become the main source of entertainment for most of us. Post Tiktok ban in India in June 2020, home grown short video apps such as Moj, MX TakaTak, Roposo and Josh filled the void and have come a long way in the past one and a half years. However, Instagram Reels continues to enjoy the larger pie while YouTube has also put the foot forward in the short video war chest. The short video industry in India is set to hit 500 million users from the current 250 million by 2025.