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In October 2020, Triller CEO Mike Lu stated that the app has 100 million monthly active users.<ref name=":03" /> Triller has attracted celebrity users like [[Chance the Rapper]], [[Justin Bieber]], Marshmello, [[The Weeknd]], [[Alicia Keys]], [[Cardi B]], [[Eminem]], [[Post Malone]] and [[Kevin Hart]].<ref name=":22" /> The app is also used by TikTok stars such as Charli D’Amelio, [[Josh Richards (internet personality)|Josh Richards]], Noah Beck, Griffin Johnson, and Dixie D’Amelio.<ref name=":1" />
In October 2020, Triller CEO Mike Lu stated that the app has 100 million monthly active users.<ref name=":03" /> Triller has attracted celebrity users like [[Chance the Rapper]], [[Justin Bieber]], Marshmello, [[The Weeknd]], [[Alicia Keys]], [[Cardi B]], [[Eminem]], [[Post Malone]] and [[Kevin Hart]].<ref name=":22" /> The app is also used by TikTok stars such as Charli D’Amelio, [[Josh Richards (internet personality)|Josh Richards]], Noah Beck, Griffin Johnson, and Dixie D’Amelio.<ref name=":1" />


With a total of 250 million app downloads worldwide<ref name=":22" />, Triller has users from all over the world. The app has been downloaded 23.8 million times in the U.S.<ref name=":22" /> A large number of downloads come from [[India]], where [[TikTok]] has been banned, as well as from various European and African countries.<ref name=":22" />
With a total of 250 million app downloads worldwide<ref name=":22" />, Triller has users from all over the world. 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.<ref name=":22" /><ref>{{cite news |title=TRILLER taps top streaming artists as it passes 26.5 million monthly average users |url=https://digitalweekday.com/2019/12/19/triller-taps-top-streaming-artists-as-it-passes-26-5-million-monthly-average-users/ |access-date=22 December 2020 |publisher=Digital Weekday}}</ref> A large number of downloads come from [[India]], where [[TikTok]] has been banned, as well as from various European and African countries.<ref name=":22" />


== Notable events ==
== Notable events ==

Revision as of 13:56, 22 December 2020

Triller
Developer(s)Triller LLC
Initial releaseJuly 23, 2015; 9 years ago (2015-07-23)
Stable release
11.1 / July 21, 2020; 4 years ago (2020-07-21)
Operating systemiOS, Android
Size118.6 MB (iOS) 50 MB (Android)[1]
TypeVideo sharing
Websitetriller.co

Triller is an American video-making and social-networking service owned by Proxima Media.[2] It allows users to automatically edit and synchronize their videos to background tracks using artificial intelligence (AI).[3] Triller was released for iOS and Android in 2015, and it is currently led by President and CEO Mike Lu.[4] The app features celebrity users, including the Weeknd and Justin Bieber.[5]

The company claims to have over 250 million downloads, though this figure is currently under review.[6] Triller has also been criticized for paying its content creators to move over from its rival app TikTok.[7] In July 2020, Triller sued TikTok’s parent company, ByteDance, for patent infringement.[8] To date, Triller has raised over $100 million from various investment banks, angel investors, and Hollywood studios.[9] In August 2020, Triller became the #1 downloaded app on the U.S. App Store amid threats of a TikTok ban from the Trump administration.[2]

History

Triller was launched in 2015 by co-founders David Leiberman and Sammy Rubin.[4] The app was originally a video-editing service, using artificial intelligence to automatically edit distinct clips into music videos.[10] They later launched Triller Famous, a page within the app that featured curated selections of user videos.[10] In 2016, the app was converted into a social-networking service by allowing users to follow each other and share their videos publicly.[10] The company is based in Los Angeles, California.[2]

Features

The Triller app allows users to create music videos, skits, and lip-syncing videos containing background music.[11] 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.[12] The separate video clips are created to the same background music, but users are able shoot multiple takes with different filters or edits each time.[11] Once the auto-editing tool stitches the individual clips together, users can rearrange and replace clips as desired.[11] Users can also customize videos by applying filters and text.[11]

When creating a video, users can choose to make a “music video” or a “social video”.[13] A “music video” allows users to add music and trim the audio to personal preference.[13] Unlike the music video option, a “social video” does not require the user to add music in the background.[13] 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.[11]

Incomplete videos that are yet to be shared appear in a user’s “Projects” folder.[11] Once finalized, a video can be shared with other users of the app or through social media platforms such as Instagram, Twitter, WhatsApp, Facebook, and Youtube.[14] Any video on Triller can also be downloaded or shared through links, text messages, or direct messaging within the app.[15] The direct messages are divided into messages received by people that a user is “Following” and “Others”.[11]

The “Trills” page functions similarly to Instagram’s “Reels” page or TikTok’s “For You” page. It shows famous content creators and their videos, including creators such as Charli D’Amelio, Dixie D’Amelio, Marshmello, Major Lazer, and more.[11] This page also displays trending videos from other users.[11] The “Following” page displays only videos posted by people that the user follows.[11] The “Trending/Top Videos” page features different challenges or trends that are going viral on the app, along with the most-viewed and most-liked videos.[11] The “Activity” page displays new followers and recent likes, comments, or replies on a user’s videos.[11] The Triller app contains a "Discovery" page where users can choose their music from trending charts but users could alternatively connect their Apple Music account or import their own music from their device.[15]

Triller accounts can be made either public or private.[15] When the account is public, any user can view the videos on that account.[15] When the account is private, only approved users can view the videos on that account.[15] 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.[15] 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.[16]

User statistics

In October 2020, Triller CEO Mike Lu stated that the app has 100 million monthly active users.[9] Triller has attracted celebrity users like Chance the Rapper, Justin Bieber, Marshmello, The Weeknd, Alicia Keys, Cardi B, Eminem, Post Malone and Kevin Hart.[5] The app is also used by TikTok stars such as Charli D’Amelio, Josh Richards, Noah Beck, Griffin Johnson, and Dixie D’Amelio.[17]

With a total of 250 million app downloads worldwide[5], Triller has users from all over the world. 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.[5][18] A large number of downloads come from India, where TikTok has been banned, as well as from various European and African countries.[5]

Notable events

TikTok bans and Triller

On June 29, 2020, the Indian government banned TikTok due to data and privacy concerns.[19] Triller, which had planned to tap 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.[19] Following TikTok’s ban in India, Triller jumped to the #1 spot on the “Photo and Video” section of the Indian App Store.[20]

In August 2020, 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 its Chinese parent company ByteDance.[21] The Trump administration has stated that TikTok has until November 12, 2020 to assure the administration that the app does not pose any national security threats to the U.S.[21] Following this order and news of possible purchases of TikTok’s American operations by companies such as Oracle, Triller jumped from #198 to #1 in the United States App Store.[20] Meanwhile, TikTok dropped to #3 on the U.S. App Store.[20] The discussions surrounding TikTok’s potential ban in the United States has caused popular TikTok stars, including Charli D’Amelio and her family, to join Triller.[17]

Donald Trump on Triller

Soon after Trump threatened to ban TikTok in the US, Trump joined Triller himself and posted his first video on August 15, 2020.[22] In his first video he claims he is a "professional at technology",[23] the video got over a million views within hours.[24] A couple weeks later the video got a sudden surge in views bringing the view count to 100 million, it was later found the views were fake and had been added using a python internet bot.[25] A YouTuber going by the alias realjamesh described the process in a video, the views have since been removed from the video, although other internet users have began to use the same technique from James' video.[25]

Patent infringement claims

In July 2020, Triller sued ByteDance, the company behind TikTok, for copying their patented video-editing technology.[8] The company is seeking damages and requesting an injunction against TikTok’s parent company, ByteDance, in order to prevent further patent violations.[8] The official complaint was filed in the United States District Court for the Western District of Texas on July 29, 2020.[8]

Funding and IPO plans

As of October 2020, Triller has raised $100 million at a $1.25 billion valuation.[9] They have received notable investments from Proxima Media (majority investor) and Pegasus Tech Ventures.[5] The platform has also drawn angel investments from famous artists such as Marshmello, The Weeknd, Snoop Dogg, and Lil Wayne.[5] The company is currently in talks to raise an additional $250 million through private fundraising.[9] According to reports, Triller is also considering a potential merger and IPO with Farvahar Partners LLC, an investment bank.[9]

Partnerships

In April 2020, Triller partnered with musicians Migos, Marshmello, and others to perform in a digital music festival.[26][27]

In August 2020, Triller partnered with B2B music company 7digital, which will provide Triller with access to its catalogue of 80 million tracks and automatically report music-usage data to Sony Music, Warner Music Group, Universal Music Group and Merlin Network.[28]

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.[29]

Boxing

Main article: Mike Tyson vs. Roy Jones Jr.

In November 2020, Triller hosted a press conference then a subsequent boxing match with the most notable pairs being Mike Tyson vs. Roy Jones Jr and Jake Paul vs. Nate Robinson.[30][31]

Controversies

Paying for talent

In order to attract talent to their platform and poach content creators from rival social-media platform TikTok, Triller has been criticized for providing their creators with large sums of money and equity in the company.[7] Triller has made a deal with TikTok stars The Sway Boys to post more on Triller than TikTok and encourage their fans to move to Triller in exchange for equity in the company and company advisor titles.[7] 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.[32]

Inflating download statistics

As of August 2020, Triller claimed to have around 250 million downloads globally.[33] Mobile data and analytics firm Apptopia has argued that this number is inflated, suggesting that the app has only been downloaded 52 million times since it first launched in 2015.[33] In response, Triller threatened to sue Apptopia for disseminating false information. Apptopia decided to retract its report following a series of discussions with Triller.[33]

See also

References

  1. ^ "Triller: Social Video Platform". App Store. Retrieved 24 July 2020.
  2. ^ a b c Lee, Wendy; Faughnder, Ryan (2020-08-09). "This L.A.-based app aims to be the new TikTok. How it's thriving amid Trump's attempted ban". Los Angeles Times. Retrieved 2020-10-27.{{cite web}}: CS1 maint: url-status (link)
  3. ^ Viner, Josh (2020-04-01). "Triller vs. TikTok: Differences, Similarities, and Why You Need to Know About Both". Medium. Retrieved 2020-10-27.
  4. ^ a b "Triller - Crunchbase Company Profile & Funding". Crunchbase. Retrieved 2020-10-27.
  5. ^ a b c d e f g Liao, Rita. "Hollywood's Triller sets its own rhythm even as it gains from TikTok troubles". TechCrunch. Retrieved 2020-10-27.{{cite web}}: CS1 maint: url-status (link)
  6. ^ Perez, Sarah. "Triller threatened to sue over report suggesting it inflated its downloads". TechCrunch. Retrieved 2020-10-27.{{cite web}}: CS1 maint: url-status (link)
  7. ^ a b c Lorenz, Taylor (2020-10-08). "Fancy Cars, Fine Dining, Creator Mansions, Cash: Triller Is Shelling Out for Talent". The New York Times. ISSN 0362-4331. Retrieved 2020-10-27.
  8. ^ a b c d Leskin, Rachel E. Greenspan, Paige. "Short-form video app Triller sues TikTok for patent infringement, alleging the platform is copying its editing feature". Business Insider. Retrieved 2020-10-27.{{cite web}}: CS1 maint: multiple names: authors list (link)
  9. ^ a b c d e Hamilton, Isobel Asher. "TikTok challenger Triller is reportedly exploring an IPO as questions swirl over its user numbers". Business Insider. Retrieved 2020-10-22.
  10. ^ a b c Ha, Anthony. "Music video app Triller becomes a social network". TechCrunch. Retrieved 2020-10-29.{{cite web}}: CS1 maint: url-status (link)
  11. ^ a b c d e f g h i j k l "What Is Triller? Here's the Triller Guide You've Been Waiting For". Influencer Marketing Hub. 2020-09-08. Retrieved 2020-10-29.
  12. ^ "Triller previews groundbreaking AI technology for new track featuring Tana, Unknown T, Aitch, JB Scofield and M1llionz". www.prnewswire.com. Retrieved 2020-10-29.{{cite web}}: CS1 maint: url-status (link)
  13. ^ a b c Saad, Syeda Khaula; Mercado, Mia. "Your Guide To Making Music Videos On Triller". Bustle. Retrieved 2020-10-29.{{cite web}}: CS1 maint: url-status (link)
  14. ^ Temidayo, Emmanuel Moses (2020-04-22). "How to Use Triller to Create and Edit Videos". Dignited. Retrieved 2020-10-29.
  15. ^ a b c d e f Sung, Morgan. "How to use Triller, in case TikTok actually gets banned". Mashable. Retrieved 2020-10-29.
  16. ^ Scipioni, Jade (2020-08-07). "Triller on being TikTok's rival: We see 'ourselves as the adult version'". CNBC. Retrieved 2020-10-29.
  17. ^ a b Lee, Wendy (2020-09-16). "As Trump TikTok ban nears, the app's star Charli D'Amelio joins rival Triller". Los Angeles Times. Retrieved 2020-10-29.{{cite web}}: CS1 maint: url-status (link)
  18. ^ "TRILLER taps top streaming artists as it passes 26.5 million monthly average users". Digital Weekday. Retrieved 22 December 2020.
  19. ^ a b Mansukhani, Hiren. "Eminem-backed Triller is cashing in on India's TikTok ban". Quartz India. Retrieved 2020-10-29.
  20. ^ a b c Bossi, Andrea. "Triller Overtakes TikTok, Jumps To No. 1 In App Store As Drama Continues". Forbes. Retrieved 2020-10-29.
  21. ^ a b Swanson, Ana; McCabe, David; Nicas, Jack (2020-09-18). "Trump Administration to Ban TikTok and WeChat From U.S. App Stores". The New York Times. ISSN 0362-4331. Retrieved 2020-10-29.
  22. ^ "Donald Trump joins TikTok rival Triller". BBC News. 2020-08-17. Retrieved 2020-10-31.
  23. ^ "Trump joins TikTok rival and boasts he's 'a professional at technology'". The Independent. 2020-08-17. Retrieved 2020-10-31.
  24. ^ Tyko, Kelly. "Trump campaign joins TikTok competitor Triller and its first video has nearly 1.2 million views". USA TODAY. Retrieved 2020-10-31.
  25. ^ a b Catherine (2020-08-24). "YouTuber realjamesh view bots Donald Trump 100 million views on Triller". News Anyway. Archived from the original on November 10, 2020. Retrieved 2020-10-31 – via News Anyway.
  26. ^ Bossi, Andrea. "Migos, Marshmello And Others To Perform For Triller's Upcoming Digital Music Festival". Forbes. Retrieved 2020-07-11.
  27. ^ "Triller Becomes Cultural Phenomenon with Trillerfest". www.businesswire.com. 2020-04-15. Retrieved 2020-07-11.
  28. ^ 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.{{cite web}}: CS1 maint: url-status (link)
  29. ^ Smith, Dylan (2020-10-02). "Triller Inks Licensing Deals with PRS for Music, GEMA, Others in ICE". Digital Music News. Retrieved 2020-10-31.
  30. ^ "What is Triller? How to live stream Mike Tyson vs. Roy Jones Jr. fight on the social media app". www.sportingnews.com. Retrieved 2020-11-30.
  31. ^ Draper, Kevin (2020-11-29). "How Mike Tyson and Roy Jones Jr. Fought to a Draw (in 2020)". The New York Times. ISSN 0362-4331. Archived from the original on November 30, 2020. Retrieved 2020-11-30.
  32. ^ Brown, Abram. "TikTok Star Josh Richards' New Fame Says A Lot About The App—And Who Is Making Millions From It". Forbes. Retrieved 2020-10-30.
  33. ^ a b c Perez, Sarah. "Triller threatened to sue over report suggesting it inflated its downloads". TechCrunch. Retrieved 2020-10-29.{{cite web}}: CS1 maint: url-status (link)
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