Triller (app)

Last updated

Triller
Developer(s) Triller, Inc
Initial releaseJuly 23, 2015;9 years ago (2015-07-23)
Stable release
49.1 / May 4, 2023;16 months ago (2023-05-04)
Operating system Android, iOS
Size 173.1 MB (iOS) [1]
127 MB (Android) [2]
Type Video sharing
Website triller.co

Triller is an American video-sharing social networking service that was first released for iOS and Android in 2015. The service allows users to create and share short-form videos, including videos set to, or automatically synchronized to, music using artificial intelligence technology. It initially operated as a video editing app before adding social networking features.

Contents

Triller would gain prominence in 2020 as a competitor to the similar Chinese-owned app TikTok, mainly in the United States and India (after the service was banned in the latter country). The app's success would allow its parent company to expand into sports broadcasting and promotion; including the distribution of pay-per-view boxing events under the Triller Fight Club banner (such as Mike Tyson vs. Roy Jones Jr. and Jake Paul vs. Ben Askren) that incorporated live music performances and appearances by various celebrities and entertainment personalities.

History

Launch and Early years

Triller was launched in 2015 by co-founders David Leiberman and Sammy Rubin. The app was originally positioned as a video editor, using artificial intelligence to automatically edit distinct clips into music videos. [3] [4] They later launched Triller Famous, a page within the app that featured curated selections of user videos. [4]

In 2016, the app was purchased by Carnegie Technologies and converted into a social networking service by allowing users to follow each other and share their videos publicly. [4] In 2019, Ryan Kavanaugh's Proxima Media made a majority investment. [5] It is headquartered in Los Angeles, California, and is currently led by CEO Mahi de Silva. [5] [6]

Media exposure and controversies

On June 29, 2020, Government of India banned TikTok, among other apps stating that they were "prejudicial to [the] sovereignty and integrity" of India. [7] Triller, which had planned to enter into the Indian market by the end of 2020, saw a spike from less than 1 million users to over 30 million users in the country overnight. [8] [9]

In July 2020, Triller sued ByteDance, the Chinese parent company of TikTok, for infringing patents relating to video editing. [10] In response, TikTok and ByteDance filed a lawsuit against Triller, alleging the litigation initiated by Triller has "cast a cloud" over TikTok's reputation and business dealings. [11]

That Summer, U.S. president Donald Trump signed an executive order which threatened to ban TikTok from operating within the United States, citing threats to national security, unless it was sold by ByteDance. [12] The Trump administration stated that TikTok had until November 12, 2020, to assure the administration that the app did not pose any national security threats to the U.S. [12] Following this order and news of possible purchases of TikTok's American operations by companies such as Oracle, Triller jumped from number 198 to number one in the App Store in the U.S., [9] while TikTok dropped down to number three. [9] The discussions surrounding TikTok's potential ban in the United States caused popular TikTok stars, including Charli D’Amelio and her family, to join Triller. [13] Trump joined Triller himself and posted his first video on August 15, 2020. [14] The video received over a million views within hours. [15]

On August 12, 2020, Triller partnered with B2B music company 7digital, which will provide Triller with access to its catalogue of 80 million tracks and automatically report usage data to Sony Music, Warner Music Group, Universal Music Group and Merlin Network. [16]

The number of Triller's app installations came under scrutiny when third-party analytics firm Apptopia estimated only 52 million lifetime installations of the app by August 2020, while Triller claimed 250 million. Triller threatened to sue Apptopia for publishing the report. [17] By October 2020, Triller claimed to serve 100 million active monthly users, but this number was quickly disputed by six former employees interviewed by Business Insider . [18] Within a few weeks of Triller's claim, employees shared screenshots of the company's internal analytics that showed less than 2.5 million active monthly users. [19]

On October 2, 2020, Triller signed licensing deals with the rights societies PRS for Music, GEMA, STIM and IMRO, and the publishers Concord, Downtown and Peermusic. [20]

On February 5, 2021, Universal Music Group (UMG) pulled its library from Triller, citing unpaid music royalties. [21] They alleged that Triller "shamefully withheld payments owed to our artists" and refused to negotiate future music licensing. Triller responded with the assertion that "relevant artists" were already partnered with Triller, so a deal with UMG was unnecessary. The two companies reached an expanded licensing agreement in May 2021. [22]

On March 24, 2021, Triller signed a licensing agreement with the National Music Publishers' Association. [23]

Features

The Triller app allows users to create music videos, skits, and lip-sync videos containing background music. [24] The app's spotlight feature is its special auto-editing tool, which uses artificial intelligence to automatically stitch separate video clips together without the user having to do it themselves. [25] The separate video clips are created to the same background music, but users are able to shoot multiple takes with different filters or edits each time. [24] Once the auto-editing tool stitches the individual clips together, users can rearrange and replace clips as desired. [24] Users can also customize videos by applying filters and text. [24]

When creating a video, users can choose to make a "music video" or a "social video". [26] A "music video" allows users to add music and trim the audio to personal preference. [26] Unlike the music video option, a "social video" does not require the user to add music in the background. [26] The app's auto-editing tool is only used when making music videos, as it uses the background track to help arrange and synchronize the clips. [24] Users can also link their accounts with Apple Music or Spotify to integrate their playlists. [27] [28]

Incomplete videos that are yet to be shared appear in a user's "Projects" folder. [24] Once finalized, a video can be shared with other users of the app or through social media platforms such as Facebook, Instagram, Twitter, WhatsApp, and YouTube. [29] Any video on Triller can also be downloaded or shared through links, text messages, or direct messaging to other users within the app. [27]

The app is divided into three video feeds, consisting of videos from creators that the user follows, the "Social" feed (which showcases trending videos and those by verified users), and the "Music" feed (which exclusively features music videos). [27]

Triller accounts can be made either public or private. [27] When the account is public, any user can view the videos on that account. [27] When the account is private, only approved users can view the videos on that account. [27] Users with private accounts can change the privacy settings of individual videos on their accounts from private to public, making the selected videos viewable to anyone on the app. [27] In accordance with online child privacy laws in the United States, children under the age of 13 must receive parental consent in order to create an account on Triller. [30]

User characteristics and behavior

In August 2020, Triller reported that it had been downloaded over 250 million times worldwide. [31] Mobile analytics firm Apptopia disputed the numbers and claimed they were inflated, suggesting that the app had only been downloaded 52 million times since it first launched in 2015. [31] Apptopia pulled the report after Triller threatened to sue the company. [31] [32]

The app has been downloaded 23.8 million times in the U.S., with users spending an average of more than 20 minutes per day. [32] A large number of downloads come from India, where TikTok has been banned, as well as from various European and African countries. [32]

In October 2020, Triller CEO Mike Lu stated that the app has 100 million monthly active users (MAU). [33] In February 2021, Billboard reported that Triller had "reported higher numbers of monthly active users to the public than it reports to [music] rights holders." CEO Lu argued that "there is no legal definition" of monthly and daily active users, and that "if someone is trying to compare TikTok's MAU/DAU to ours—which means they are saying we have the same definition of MAU/DAU—there is an inherent misunderstanding about Triller's business and business model. It’s like trying to compare a fish and a bicycle." In a public statement, Lu denied that the company had inflated its user metrics. [34]

Triller has attracted celebrity users like Chance the Rapper, LIl Tecca, Lil Mosey, Justin Bieber, Marshmello, The Weeknd, Alicia Keys, Cardi B, Eminem, Post Malone and Kevin Hart. [32] The app is also used by TikTok stars such as Charli D’Amelio, Josh Richards, Noah Beck, Griffin Johnson, and Dixie D’Amelio. [13] Triller has offered large sums of money, company equity, and advisory roles to encourage prominent TikTok users to move to Triller, such as The Sway Boys. [35] Sway House member Josh Richards became the Chief Strategy Officer of Triller after concerns regarding user data motivated him to find a "safe place" for himself and his followers. [36]

See also

Related Research Articles

<span class="mw-page-title-main">Instagram</span> Social media platform owned by Meta Platforms

Instagram is a photo and video sharing social networking service owned by Meta Platforms. It allows users to upload media that can be edited with filters, be organized by hashtags, and be associated with a location via geographical tagging. Posts can be shared publicly or with preapproved followers. Users can browse other users' content by tags and locations, view trending content, like photos, and follow other users to add their content to a personal feed. A Meta-operated image-centric social media platform, it is available on iOS, Android, Windows 10, and the web. Users can take photos and edit them using built-in filters and other tools, then share them on other social media platforms like Facebook. It supports 32 languages including English, Hindi, Spanish, French, Korean, and Japanese.

WeChat or Weixin in Chinese ; lit. 'micro-message') is a Chinese instant messaging, social media, and mobile payment app developed by Tencent. First released in 2011, it became the world's largest standalone mobile app in 2018 with over 1 billion monthly active users. WeChat has been described as China's "app for everything" and a super-app because of its wide range of functions. WeChat provides text messaging, hold-to-talk voice messaging, broadcast (one-to-many) messaging, video conferencing, video games, mobile payment, sharing of photographs and videos and location sharing.

<span class="mw-page-title-main">Musical.ly</span> Chinese social media service, now TikTok

Musical.ly was a social media service headquartered in Shanghai with an American office in Santa Monica, California, on which platform users created and shared short lip-sync videos. The first prototype was released in April 2014, and then after that, the official version was launched in August 2014. Through the app, users could create 15-second to 1-minute lip-syncing music videos and choose sound tracks to accompany, use different speed options and add pre-set filters and effects. The app also allowed users to browse popular "musers", content, trending songs, sounds and hashtags, and uniquely interact with their fans.

<span class="mw-page-title-main">ByteDance</span> Chinese internet technology company

ByteDance Ltd. is a Chinese internet technology company headquartered in Haidian, Beijing and incorporated in the Cayman Islands.

<span class="mw-page-title-main">TikTok</span> Video-focused social media platform

TikTok, whose mainland Chinese counterpart is Douyin, is a short-form video hosting service owned by Chinese internet company ByteDance. It hosts user-submitted videos, which can range in duration from three seconds to 60 minutes. It can be accessed with a smart phone app.

<span class="mw-page-title-main">Likee</span> Social media short-video app

Likee is a short-video creation and sharing app, available for iOS and Android operating systems. It is owned by Singaporean tech firm Likeme Pte. Ltd., whose parent company is JOYY Inc. The founder of Likee is Jason Hu, entrepreneur from Singapore, who previously worked for JOYY.

<span class="mw-page-title-main">Kuaishou</span> Chinese video application company

Kuaishou Technology is a Chinese publicly traded partly state-owned holding company based in Haidian District, Beijing, that was founded in 2011 by Hua Su (宿华) and Cheng Yixiao (程一笑). The company is known for developing a mobile app for sharing users' short videos, a social network, and video special effects editor.

Bigo Live is a global social live streaming platform owned by BIGO Technology based in Singapore, which was founded in 2014 by David Li and Jason Hu. As of 2019, Bigo Technology is owned by JOYY.

<span class="mw-page-title-main">Charli D'Amelio</span> American social media personality (born 2004)

Charli Grace D'Amelio is an American social media personality. She was a competitive dancer for over a decade before starting her social media career in 2019, when she began posting dance videos on the video-sharing platform TikTok. She quickly amassed a large following and subsequently became the most-followed creator on the platform in March 2020 until she was surpassed by Khaby Lame in June 2022. With over 155 million followers, she is the second most-followed person on TikTok, as of 2024.

<span class="mw-page-title-main">Dixie D'Amelio</span> American social media personality (born 2001)

Dixie Jane D'Amelio is an American singer and social media personality known for her videos on TikTok. She is the elder sister of Charli D'Amelio. As of November 2022, she has over 57.5 million followers and 3.3 billion likes on TikTok, 24.2 million followers on Instagram, and 7.04 million subscribers and 619.12 million views on YouTube, where she also hosts a talk show called The Early Late Night Show.

<span class="mw-page-title-main">Larray</span> American social media personality/ YouTuber (born 1998)

Larri Merritt, professionally known as Larray, is an American YouTuber and social media influencer. He produces comedic video content on his YouTube channel, and was part of the collaborative TikTok collective known as The Hype House. After initially gaining prominence on Vine, he started uploading videos onto YouTube after the former became defunct.

Joshua Kenneth Richards is a Canadian social media personality and businessman. He has a following on a number of social media platforms and serves as the CEO of CrossCheck Studios.

<i>U.S. WeChat Users Alliance v. Trump</i> Lawsuit between U.S. WeChat Users Alliance and President Donald J. Trump

U.S. WeChat Users Alliance (USWUA) v. Trump was a court case pending before the United States District Court for the Northern District of California. The plaintiffs won a preliminary injunction on September 20, 2020, blocking the Trump administration's ban order against WeChat based on concerns raised about harm to First Amendment rights and the hardships imposed on a minority community using the app as a primary means of communication. The lawsuit was dismissed in July 2021, following the Biden Administration's rescission of the executive order.

<span class="mw-page-title-main">Censorship of TikTok</span> Restriction of access to TikTok by governments and organizations

Many countries have imposed past or ongoing restrictions on the video sharing social network TikTok. Bans from government devices usually stem from national security concerns over potential access of data by the Chinese government. Other bans have cited children's well-being and offensive content such as pornography.

There are reports of TikTok censoring political content related to China and other countries as well as content from minority creators. TikTok says that its initial content moderation policies, many of which are no longer applicable, were aimed at reducing divisiveness and were not politically motivated.

In 2020, the United States government announced that it was considering banning the Chinese social media platform TikTok upon a request from then-president Donald Trump, who viewed the app as a national security threat. The result was that TikTok owner ByteDance—which initially planned on selling a small portion of TikTok to an American company—agreed to divest TikTok to prevent a ban in the United States and in other countries where restrictions are also being considered due to privacy concerns, which themselves are mostly related to its ownership by a firm based in China.

Josh is a video-sharing social networking service, owned by VerSe Innovation – an Indian technology company based in Bangalore, India. Josh is an Indian short video app that was launched in immediately after the Indian Government banned TikTok and other Chinese apps in June 2020. The founders of the platform have promoted the app as the “Instagram for Bharat” referring to their focus on the Indian audience that speaks its own regional and state languages. Josh was among the top 10 most downloaded apps social and entertainment apps in India of 2021 and had 150 million monthly active users as per April 2022.

<span class="mw-page-title-main">YouTube Shorts</span> Reel sharing platform within Youtube

YouTube Shorts is the short-form section of the American online video-sharing platform YouTube. Shorts focuses on vertical videos that are less than 60 seconds of duration and various features for user interaction. As of May 2024, Shorts have collectively earned over 5 trillion views since the platform was made available to the public on July 13, 2021, which include video views that pre-date the YouTube Shorts feature. Creators earn money based on the amount of views they receive, or through ad revenue. The increased popularity of YouTube Shorts has led to concerns about addiction for teenagers.

TikTok has sparked concerns over potential user data collection and influence operations by the Chinese government, leading to restrictions and bans in the United States.

References

  1. ↑ "Triller: Social Video Platform". App Store. Archived from the original on April 17, 2021. Retrieved December 2, 2021.
  2. ↑ "Triller: Social Video Platform". Google Play. Archived from the original on July 17, 2021. Retrieved December 2, 2021.
  3. ↑ Viner, Josh (April 1, 2020). "Triller vs. TikTok: Differences, Similarities, Instagram Reels and Why You Need to Know About Both". The Dopamine Effect. Archived from the original on November 5, 2020. Retrieved October 27, 2020.
  4. 1 2 3 Ha, Anthony (August 13, 2016). "Music video app Triller becomes a social network". TechCrunch. Archived from the original on November 8, 2020. Retrieved October 29, 2020.
  5. 1 2 Lee, Wendy; Faughnder, Ryan (August 9, 2020). "This L.A.-based app aims to be the new TikTok. How it's thriving amid Trump's attempted ban" . Los Angeles Times. Archived from the original on May 3, 2021. Retrieved October 27, 2020.
  6. ↑ Hayes, Dade (April 14, 2021). "Triller parent acquires Fite and Amplify.ai, installs Mahi de Silva as new CEO". Deadline Hollywood . Archived from the original on April 19, 2021. Retrieved December 14, 2021.
  7. ↑ "India bans TikTok and dozens more Chinese apps". BBC News. June 29, 2020. Archived from the original on August 11, 2020. Retrieved August 11, 2020.
  8. ↑ Mansukhani, Hiren (July 27, 2020). "Eminem-backed Triller is cashing in on India's TikTok ban". Quartz India. Archived from the original on December 15, 2020. Retrieved October 29, 2020.
  9. 1 2 3 Bossi, Andrea (August 3, 2020). "Triller Overtakes TikTok, Jumps To No. 1 In App Store As Drama Continues". Forbes. Archived from the original on April 16, 2021. Retrieved October 29, 2020.
  10. ↑ Leskin, Rachel E. Greenspan, Paige (July 30, 2020). "Short-form video app Triller sues TikTok for patent infringement, alleging the platform is copying its editing feature". Business Insider. Archived from the original on January 11, 2021. Retrieved October 27, 2020.{{cite web}}: CS1 maint: multiple names: authors list (link)
  11. ↑ Shead, Sam (October 29, 2020). "TikTok and parent company ByteDance have sued rival app Triller". CNBC . Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  12. 1 2 Swanson, Ana; McCabe, David; Nicas, Jack (September 18, 2020). "Trump Administration to Ban TikTok and WeChat From U.S. App Stores" . The New York Times. ISSN   0362-4331. Archived from the original on May 13, 2021. Retrieved October 29, 2020.
  13. 1 2 Lee, Wendy (September 16, 2020). "As Trump TikTok ban nears, the app's star Charli D'Amelio joins rival Triller" . Los Angeles Times. Archived from the original on April 24, 2021. Retrieved October 29, 2020.
  14. ↑ Clayton, James (August 17, 2020). "Donald Trump joins TikTok rival Triller". BBC News. Archived from the original on April 16, 2021. Retrieved October 31, 2020.
  15. ↑ Tyko, Kelly (August 16, 2020). "Trump campaign joins TikTok competitor Triller and its first video has nearly 1.2 million views". USA Today. Archived from the original on April 23, 2021. Retrieved October 31, 2020.
  16. ↑ Stassen, Murray (August 12, 2020). "TikTok rival Triller inks deal with B2B music company 7Digital for access to global catalog of 80m tracks". Music Business Worldwide. Archived from the original on January 21, 2021. Retrieved April 14, 2021.
  17. ↑ Perez, Sarah (August 21, 2020). "Triller threatened to sue over report suggesting it inflated its downloads". TechCrunch . Archived from the original on January 2, 2021. Retrieved December 12, 2021.
  18. ↑ Whateley, Dan (October 2, 2020). "Insiders say TikTok rival Triller reported monthly active users that were 5 times higher than what some internal metrics showed" . Business Insider . Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  19. ↑ Stephen, Bijan (October 2, 2020). "TikTok competitor Triller found allegedly inflating its user numbers". The Verge . Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  20. ↑ Smith, Dylan (October 2, 2020). "Triller Inks Licensing Deals with PRS for Music, GEMA, Others in ICE". Digital Music News. Archived from the original on November 24, 2020. Retrieved October 31, 2020.
  21. ↑ Cirisano, Tatiana (March 2, 2021). "Universal Music Pulls Catalog From Triller, Saying App 'Shamefully Withheld' Artist Payments" . Billboard. Archived from the original on April 23, 2021. Retrieved April 15, 2021.
  22. ↑ Lee, Wendy (May 20, 2021). "Triller, UMG reach deal, ending fight over payments to artists". Los Angeles Times . Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  23. ↑ Aswad, Jem (March 24, 2021). "Triller Finally Forges Licensing Agreement With Music Publishers". Variety. Archived from the original on April 28, 2021. Retrieved May 14, 2021.
  24. 1 2 3 4 5 6 "What Is Triller? Here's the Triller Guide You've Been Waiting For". Influencer Marketing Hub. September 8, 2020. Archived from the original on February 26, 2021. Retrieved October 29, 2020.
  25. ↑ Goldberg, Michael (July 8, 2020). "Triller previews groundbreaking AI technology for new track featuring Tana, Unknown T, Aitch, JB Scofield and M1llionz". PR Newswire. Archived from the original on February 13, 2021. Retrieved October 29, 2020.
  26. 1 2 3 Saad, Syeda Khaula; Mercado, Mia (August 13, 2020). "Your Guide To Making Music Videos On Triller". Bustle. Archived from the original on February 23, 2021. Retrieved October 29, 2020.
  27. 1 2 3 4 5 6 7 Sung, Morgan (September 19, 2020). "How to use Triller, in case TikTok actually gets banned". Mashable. Archived from the original on April 12, 2021. Retrieved October 29, 2020.
  28. ↑ Hein, Kenneth (October 21, 2020). "Triller is pitching its wares to brands. Can it grow into a TikTok killer?". The Drum. Archived from the original on April 19, 2021. Retrieved April 16, 2021.
  29. ↑ Temidayo, Emmanuel Moses (April 22, 2020). "How to Use Triller to Create and Edit Videos". Dignited. Archived from the original on January 18, 2021. Retrieved October 9, 2020.
  30. ↑ Scipioni, Jade (August 7, 2020). "Triller on being TikTok's rival: We see 'ourselves as the adult version'". CNBC. Archived from the original on May 9, 2021. Retrieved October 29, 2020.
  31. 1 2 3 Perez, Sarah (August 21, 2020). "Triller threatened to sue over a report suggesting it inflated it's downloads". TechCrunch. Archived from the original on January 2, 2021. Retrieved October 29, 2020.
  32. 1 2 3 4 Liao, Rita (August 5, 2020). "Hollywood's Triller sets its own rhythm even as it gains from TikTok troubles". TechCrunch. Archived from the original on October 25, 2020. Retrieved October 27, 2020.
  33. ↑ Hamilton, Isobel Asher. "TikTok challenger Triller is reportedly exploring an IPO as questions swirl over its user numbers". Business Insider. Archived from the original on November 1, 2020. Retrieved October 22, 2020.
  34. ↑ Singleton, Micah (February 16, 2021). "Triller Has Been Inflating Public User Figures, Doesn't Deny It: Exclusive" . Billboard. Archived from the original on April 16, 2021. Retrieved April 16, 2021.
  35. ↑ Lorenz, Taylor (October 8, 2020). "Fancy Cars, Fine Dining, Creator Mansions, Cash: Triller Is Shelling Out for Talent" . The New York Times. ISSN   0362-4331. Archived from the original on April 21, 2021. Retrieved October 27, 2020.
  36. ↑ Brown, Abram (August 14, 2020). "TikTok Star Josh Richards' New Fame Says A Lot About The App—And Who Is Making Millions From It". Forbes. Archived from the original on February 2, 2021. Retrieved October 30, 2020.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.