August 11, 2023
2 mins read

‘YouTube to fuel next-gen creator economy’

The creator economy will continue to thrive as creation becomes frictionless, consumption becomes boundless and fandoms expands, he added….reports Asian Lite News

The next generation of creators are coming from all corners of India and the creator economy will continue to thrive as creation becomes frictionless, consumption becomes boundless and fandoms expands, Google-owned YouTube said here on Wednesday.

Commemorating its 15 years since its localised version launched in India, YouTube said that driven by an expansion of creation tools and increasing preference for personalised viewing, India’s creative entrepreneurs have explored and conquered new frontiers of creative expression.

“As more sophisticated creation tools continue to democratize creativity, we’re seeing the creator economy take a new shape in the country. The next-gen of creators are coming from all corners of the country. Subcultures are becoming mainstream. And, the intersection of creativity and fan-fuelled discovery and commerce will drive the next wave of success,” Ishan John Chatterjee, Director, India, YouTube, told IANS.

The creator economy will continue to thrive as creation becomes frictionless, consumption becomes boundless and fandoms expands, he added.

Around 69 per cent of Gen Z in India like when their favourite creators are creating in different formats (short form, long form, podcasts, live streams).

This creative expansion is helping breathe new life into popular, well-established genres such as gaming, tech, comedy or cooking, reviving interest in many niche topics and cultures and fuelling the emergence of new genres like science, facts or motivation, according to YouTube.

The platform has over 80 million premium users across the world. According to third-party estimates, YouTube users in India grew from 122 million in 2017 to around 567 million last year.

With 71 per cent of people watching videos about a specific topic that they are into in multiple different formats, consumption has become boundless and seamless in the country.

“We introduced our localized version of YouTube in India in 2008, offering not only a bigger window into pop culture but also allowed the viewers to imprint their own voice and culture. Since then, Indian creators have pushed the boundaries of their creative expression and triumphed in doing so. And, YouTube started evolving into a platform for entertainment, education, and enrichment,” Chatterjee informed.

A latest survey by Oxford Economics showed that in 2022, 80 per cent of creators in India, who earn money from YouTube, agree that YouTube provides an opportunity to create content and earn money that they wouldn’t get from traditional media.

“Audiences want personalized experiences, in different formats, to meet different needs. And, these evolving preferences are redefining entertainment and making consumption more participative,” said Pawan Agarwal, Director, Music Partnerships, India, YouTube.

ALSO READ: Funding spring soon?

Previous Story

‘Lose even to Kenya but not to Pakistan’

Next Story

BGMI maker Krafton bets big on India

Latest from Economy

RBI Policy Spurs Reform Momentum

The Reserve Bank of India’s latest monetary policy statement is being hailed as a landmark move that goes beyond conventional rate decisions to usher in broad market-oriented reforms. C.S. Setty, Chairman of

GST Reforms Bolster Economy

The GST Council’s meeting on September 3, 2025, set in motion a series of major reforms designed to strike a balance between simplifying tax processes and ensuring fair administration The landmark Goods

Nothing’s CMF Goes Indian with $100M JV

Company has announced a $100 million joint venture with Indian electronics manufacturer Optiemus Infracom Limited….reports Asian Lite News Smartphone maker Nothing has spun off its budget sub-brand CMF into an independent subsidiary,

Sharif presses IMF to factor floods into review

PM Shehbaz Sharif urges IMF to factor Pakistan’s flood losses into economic review as agriculture reels, while securing World Bank backing and preparing for talks with Donald Trump….reports Asian Lite News Pakistan

Islamabad’s Costly CPEC Gamble

Pakistan owes over $7.5B for power plants and nearly $2B in unpaid bills to Chinese energy firms, the article notes. The China-Pakistan Economic Corridor (CPEC), once hailed by Islamabad as a game-changing
Go toTop

Don't Miss

YouTube removes 1.7 mn videos in India for violating norms  

YouTube removed over 5 million channels in Q3 2022 for

YouTube bans Sky News Australia for a week

YouTube did not disclose which videos were spreading misinformation, but