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By:

Nilanjana Das

13 December 2025 at 2:23:37 pm

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information...

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information seamlessly and often unconsciously across platforms. We cannot escape the reality that social media has the power to make or break an issue. Much of our daily lives is increasingly shaped by the content we consume online, influencing everything from public opinion and purchasing decisions to cultural trends and political discourse. India's creator economy is experiencing unprecedented growth, evolving from a niche community of YouTubers and bloggers into a multi-billion-dollar ecosystem spanning sectors such as finance, gaming, beauty, food, fitness, travel, and entertainment. Driven by a young, digitally connected population and widespread access to affordable internet, creators have emerged as influential voices that shape consumer behaviour, often rivalling—or even surpassing—the impact of traditional advertising channels. Consequently, influencer partnerships have evolved from experimental marketing initiatives into a core pillar of brand strategy, delivering measurable business outcomes, stronger audience engagement, and impressive returns on investment. In today's highly competitive attention economy, content has emerged as one of the most valuable digital assets. Audiences are increasingly gravitating towards short-form, engaging videos that deliver information, entertainment, and opinions within seconds, prompting social media platforms to continuously evolve and adapt their offerings. Creators who can capture attention instantly and retain audience engagement hold immense value for brands seeking to connect with highly targeted audiences at scale. As consumers spend more time on digital platforms, authentic and relatable creator-led content often generates greater trust and engagement than conventional advertising. This transformation has positioned creator-led influence as one of the most impactful and effective forces shaping marketing strategies, consumer behaviour, and purchasing decisions in India today. The market for content creators is booming in India, with around 60 per cent of creators coming from Tier-2, Tier-3, and Tier-4 cities, highlighting the growing importance of regional and vernacular content. India's creator economy has evolved into a vast digital ecosystem with over 100 million creators, including approximately 2.5–4.4 million active digital creators who have more than 1,000 followers. Although it is a multi-billion-dollar industry, earnings remain concentrated among a small percentage of creators, making monetisation highly unequal. Creators can broadly be divided into three categories: active creators, nano creators, and micro creators. However, only 8–10 per cent of active creators earn a sustainable living from content creation. Most nano and micro creators earn about Rs 15,000–18,000 per month, often treating content creation as a side income. Macro creators can earn anywhere between Rs 50,000 and Rs 5 lakh or more per sponsored post, mainly through brand partnerships. Many creators are also moving beyond brand deals by registering businesses and launching their own products, reducing their dependence on sponsorships. The recent incident in which a content creator revealed her gold collection online eventually led to a theft at her residence. Madhya Pradesh YouTuber Rachna Gurjar was robbed of gold, silver, and cash worth Rs 8–10 lakh after frequently showcasing her jewellery on social media. Burglars reportedly used her videos to study the layout of the house before carrying out the crime. They disabled the CCTV cameras, locked the family in a room, and executed the heist. Social media is not always a safe space, and information shared online can easily be exploited by criminals. As the creator economy continues to grow, creators must exercise greater restraint in what they share, while consumers must apply critical thinking rather than scroll mindlessly.

Omar welcomes Indus Water Treaty suspension, calls it “most unfair document” for J&K



SRINAGAR: Jammu and Kashmir Chief Minister Omar Abdullah on Friday welcomed the Central government’s decision to suspend the 1960 Indus Waters Treaty (IWT) with Pakistan following the deadly Pahalgam attack that claimed 26 lives. He also referred to the treaty as the “most unfair document” for the people of J&K.


“The Government of India has taken some steps. As far as Jammu and Kashmir is concerned, let’s be honest. We have never been in favour of the Indus Waters Treaty. We have always believed it to be the most unfair document to people of J&K,” Abdullah told reporters in Srinagar after meeting representatives from the tourism, trade, and industry sectors. However, he noted that the long-term impact of this move is still uncertain.


The IWT suspension is part of India’s response to the brutal attack. Other actions include expelling Pakistani military attaches and shutting down the Attari land-transit point immediately.


When questioned about the impact of the April 22 attack on the region’s tourism industry, Abdullah dismissed concerns about monetary losses. “At this juncture, we are not counting rupees or paisa. Not one of the businessmen or stakeholders in the tourism industry who attended the meeting lamented the loss of business. Not one of them expressed any concern about what would happen to them.”


“Right now, our priority is to express solidarity with the bereaved,” he said, adding, “At some point in future, we may sit down to discuss the financial implications (of the attack) on J&K’s economy. But not a single stakeholder present in the meeting raised a demand for monetary relief for the losses they are suffering.”


Omar described the tourist exodus from J&K after the massacre as “heartbreaking”. The future of the Valley’s tourism sector remains uncertain, with widespread trip cancellations following the attack.

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