The Future of the Content-over-content (CoC) Wave in Bharat
Content-over-content (CoC) captured the imagination of ‘Bharat’ in 2018. Millions and millions of first-time internet users took to Chinese apps such as TikTok, Vigo and Musically, promoting a new world of content, creators and communities. A world of vernacular, content layered on original content and short videos. What are the similarities between China and Bharat in terms of culture and their digital economies that is driving this? What are the characteristic traits of Bharat that are expediting this phenomenon? How will CoC shape the future for consumers, brands and Bharat as a whole?