India’s Creator Economy and Consumer Spending

• India’s Creator Economy is projected to drive over USD 1 trillion in consumer spending by 2030, according to a recent report.
• As per the Boston Consulting Group (BCG) report, 2–2.5 million creators in India currently influence more than 30% of consumers.
• This creator influence already accounts for USD 350–400 billion in consumer spending, highlighting its growing economic impact.

Rising Creator-Influenced Spending in India: Key Report Highlights

• One major enabler is supporting digital infrastructure, which has strengthened content consumption in India.
• Digital content watch time increased from 6.6 hours per week in FY 2020 to 10.9 hours per week in FY 2024.
• During the same period, internet users in India rose from approximately 740 million in FY 2020 to around 950 million in FY 2024.
• The creator ecosystem has seen demographic expansion, moving beyond Gen Z and metropolitan centres to diverse age groups and smaller city tiers.
• Short-form video continues to dominate as the leading content format due to its high engagement and accessibility.
  • The most consumed content genres include comedy, films, daily soaps, and fashion, reflecting mass-appeal preferences.
• On the demand side, 70% of brands expect to increase their creator-related budgets by 1.5 to 3 times over the next 2–3 years.
• This trend signals a decisive shift in marketing strategies toward the digital creator ecosystem.

About the Creator (or Orange) Economy

• The Creator Economy, also known as the Orange Economy, refers to an ecosystem involving creators, digital platforms, brands, and third-party intermediaries.
• These stakeholders collaborate to generate revenue through content-driven models such as advertising, sponsorships, subscriptions, and commerce.
• Creators produce digital content like videos and posts to engage audiences while offering authenticity, relatability, and niche expertise.

Significance of the Creator Economy

• In terms of economic growth, YouTube reported that its creative ecosystem contributed over ₹16,000 crore to India’s GDP in 2024.
• The ecosystem also promotes jobs and innovation by providing livelihoods to influencers, editors, IT professionals, and support staff.
• Monetization opportunities are primarily enabled through platforms such as YouTube, Instagram, and similar digital networks.

Key Challenges Facing the Creator Economy

• One major challenge is inconsistent monetization opportunities, which create income uncertainty for creators.
• Stringent platform algorithms affect content visibility and revenue stability.
• Intellectual property protection remains a concern due to unauthorized content reuse.
• Issues of trust and authenticity, including fake followers and engagement manipulation, undermine ecosystem credibility.