Mumbai, May 2
India's creators currently influence over $350 billion in consumer spending annually — a figure expected to surpass $1 trillion by 2030, the government said on Friday, citing an industry report.
The creator ecosystem’s direct revenues, estimated at $20–25 billion today, are projected to reach $100–125 billion by the end of the decade, according to the data.
India's digital landscape is undergoing a significant transformation driven by the rise of its creator economy.
The report by the Boston Consulting Group (BCG), titled "From Content to Commerce: Mapping India’s Creator Economy", is set to be launched at the mega ‘WAVES 2025’ event here on Saturday.
The report highlights that India is home to 2 to 2.5 million active digital creators, defined as individuals with over 1,000 followers.
Despite the scale, only 8–10 per cent of them currently monetise their content effectively, underscoring the untapped potential of this fast-growing sector.
Creators influence more than 30 per cent of consumer decisions, shaping $350–400 billion in spending today, according to the findings.
Moreover, the ecosystem is expanding beyond Gen Z and metropolitan centres, reaching varied age groups and city tiers.
Short-form video remains the dominant content format, with comedy, films, daily soaps, and fashion being the most consumed genres.
"Brand strategies are evolving, with increased emphasis on faster content production, greater creative freedom, diversified consumer targeting, and outcome-based testing," according to an I&B Ministry statement.
Revenue models are diversifying, with consumer-funded avenues such as virtual gifting, live commerce, and subscriptions gaining traction.
Brands are expected to scale up their investments in creator marketing by 1.5 to 3 times in the coming years, signalling a pivotal shift in marketing and commerce driven by the digital creator ecosystem, said the report.
— IANS
Reader Comments
This is amazing growth potential! 🇮🇳 But we need better regulations to protect small creators from exploitation by platforms. Many YouTubers work for months without proper payment. Govt should create standard contracts.
As a small creator from Jaipur, this gives me hope! 🎥 But most opportunities are still Mumbai/Delhi focused. Tier 2/3 cities need better infrastructure and mentorship programs. The 1 trillion figure seems ambitious but possible if we include regional language creators properly.
Good analysis but missing rural India perspective. My village in UP now has 20+ small creators making farming videos. They earn through YouTube and WhatsApp business. This silent revolution isn't captured in metro-centric reports.
The numbers look impressive but what about content quality? 🤔 Many creators just copy Western trends without adding Indian value. We need more original storytelling that reflects our diverse cultures, not just cheap meme content.
Finally recognizing creators as serious economic contributors! 👠The $1 trillion projection seems realistic considering how even my 50-year-old aunties now shop through Instagram live sellers. Digital India is happening at grassroots level.
Concerned about the mental health impact. Youngsters see quick fame/money and drop out of education. Need balance - maybe skill certification for creators? Also, most earnings go to top 1% creators. How will this wealth be distributed better?
We welcome thoughtful discussions from our readers. Please keep comments respectful and on-topic.