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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. (The writer is a media professional and a Research Associate with IIM, Shilong. Views personal.)

Selective Outrage

India’s left-liberal media has long prided itself on being the torchbearer of secularism, dissent and moral rectitude. In the aftermath of ‘Operation Sindoor,’ the precision military strike launched by the Modi government against Pakistan-based terror camps, it has revealed its not a principled commitment to peace or truth, but a disturbing penchant for ideological prejudice, performative sanctimony and selective outrage.


The operation itself was a textbook display of calibrated force and geopolitical prudence. Prime Minister Narendra Modi, often caricatured as ‘authoritarian’ by the ‘liberal’ English-language commentariat, chose patience over provocation. He consulted opposition leaders, held detailed discussions with defence chiefs and took key international stakeholders, notably the United States and Russia, into confidence before authorising limited military action. The symbolism of ‘Operation Sindoor’ was also carefully crafted: a pointed reminder that the attack’s real victims were Hindu women widowed by Pakistan-sponsored militants in Kashmir. The government’s briefings were also strategic and symbolic as two ranking female officers, one of them Muslim, were made the public face of the mission, underlining a new Indian confidence that blends military muscle with democratic pluralism.


But this was unacceptable for India’s entrenched ‘left-liberal’ press, steeped in academic jargon, Western validation and a knee-jerk hostility to anything remotely ‘Hindutva.’ That a Muslim officer briefed the nation on ‘Operation Sindoor’ was branded ‘tokenism’ by such commentators. Others crudely alleged that the April 22 Pahalgam massacre was the logical culmination of reported atrocities against Muslims since Modi came to power in 2014.


The semantic nitpicking over ‘Operation Sindoor’ was maddening. An editor of a prominent magazine dubbed the operation’s name as ‘patriarchal’ and coded in Hindutva tropes. In a bizarre case of moral inversion, sindoor was likened to symbols of ‘honour killings’ and gender oppression, ignoring both its cultural resonance and the cruel reality that these women had lost their husbands in cold blood. For years, India’s ‘secular’ commentariat nurtured a preordained binary: the Congress may be flawed but was at least ‘secular’ while the BJP was an inveterate ‘fascist.’ Thus, the 2002 Gujarat riots are always focused upon but the Congress-backed pogrom of the Sikhs in 1984 is either downplayed or rationalised. Terrorism in Kashmir is tragic, but state retaliation is ‘jingoism.’ A strong Muslim voice in government is ‘tokenism’ but its absence is ‘exclusion.’ Even journalistic rigour is selectively applied. When Pakistan claimed to have downed Indian jets, some Indian outlets rushed to amplify the story before verification, inadvertently echoing enemy propaganda.


Dissent is vital in any democracy. But when its becomes indistinguishable from disdain, when editorial choices are dictated by ideological conformity, then the press becomes a caricature of itself. Ironically, many of these journalists enjoy robust free speech and loudly lament India’s supposed slide into ‘fascism’ from the safety of their X handles. Yet they turn a blind eye to Putin’s repression, Erdogan’s purges or Xi Jinping’s camps. In their eyes, Modi remains the greatest threat to democracy even as they broadcast their outrage freely, without fear of censorship or reprisal. ‘Operation Sindoor’ was a statement of cultural self-confidence. That confidence has rattled those who have spent their careers gatekeeping Indian discourse. Today, their monopoly is over. The people are watching and they no longer believe that the emperor has clothes.

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