Over the past decade, various social media platforms like YouTube, Instagram, and Facebook have seen tremendous growth in India. As of 2021, India has the second highest number of Facebook and YouTube users in the world. This growth of social media platforms has catalyzed the rise of digital content creation and allowed many Indians to build audiences and businesses online. Creators have found new avenues to showcase their talents and monetize their skills through platforms like YouTube, Instagram Reels, and Facebook Videos.
Social media and video platforms have lowered the barriers of entry for anyone to become a content creator. Creators can film videos using their smartphones and easily share content online without needing expensive production gear or distribution deals. Platforms also provide various monetization tools like subscriptions, ads, sponsorships, and affiliateing which allow creators to earn incomes from their online audiences. This has attracted many aspiring entrepreneurs and talented individuals to become full-time digital content creators.
Demand for New Forms of India Creator Economy
As internet and smartphone penetration increases across India, people are spending more time consuming online content and entertainment on their devices. Traditional forms of entertainment like films and television are now being supplemented with content from digital creators. India Creator Economy are experimenting with various formats like comedy sketches, vlogs, tutorials, podcasts, and live streams. They are addressing the demand for personalized and niche content catering to different interests and regional languages.
YouTube and Instagram have become significant sources of entertainment for India’s youth. Creators producing content in Indian languages have found large followings as regional language internet users grow rapidly. Creators are also experimenting with interactive formats like Clubhouse audio chat rooms which have found popularity. New forms of digital content are becoming mainstream entertainment options preferred by millennials and Gen Z over traditional media. This rising demand for online content is driving many talented individuals to explore content creation as full-time careers.
Expansion of the Creator Economy
As the audiences and monetization opportunities for content creators increase, it has led to the emergence of a thriving ‘creator economy’ in India. Various reports estimate that India’s digital creator is growing over 30% annually and will be worth $16 billion by 2025. Beyond just YouTube stars, there is a growing number of creators producing content across platforms as solopreneurs or small production teams.
Several creator-focused startups are also coming up to support the Companies are launching tools for areas like creator commerce, online courses, events, podcasts, and creator places. Many startup incubators are also coming forward to guide new creators and help them monetize their skills. Traditional industries are also embracing digital content and collaborating with influencers for brand promotions. As audiences accept various new forms of online creators, it is accelerating the expansion of the diverse creator economy in India.
Implications and Future Prospects
The rise of influencers and content creators is having widespread impacts on India’s media landscape, culture as well as its economy. Millions of young Indians are pursuing careers or side hustles as digital creators. It has become a promising sector providing flexible self-employment opportunities for creative talents across various genres. The economic value being generated is giving rise to new startups and allied industries as well.
As content consumption and time spent online increases over the next decade, the potential for creators to reach massive audiences is highly scalable. Technologies like virtual reality and augmented reality will transform the forms and consumption of digital content. The creator economy is also likely to attract bigger investments from funds, e-commerce giants and traditional media houses. This will help established as well as emerging creators significantly expand their businesses.
India’s rapidly growing user base of internet and smartphone users will continue to drive the audience size and potential value of the creator economy going forward. With its diverse cultures and languages, India presents a plethora of opportunities for various types of digital creators to showcase their talents. If supported by advancing technologies and infrastructure, the scope of India’s digital creator is immense and is set to transform the media and entertainment landscape for times to come.
*Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
About Author – Ravina Pandya
Ravina Pandya,a content writer, has a strong foothold in the market research industry. She specializes in writing well-researched articles from different industries, including food and beverages, information and technology, healthcare, chemicals and materials, etc. With an MBA in E-commerce, she has expertise in SEO-optimized content that resonates with industry professionals. LinkedIn Profile