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Contribution of Creators Economy to Indian Economy
YouTube creators contributed over ₹10,000 crore to India’s GDP in 2021 a
nd supported over 7,50,000 full-time equivalent jobs, according to a study by Oxford Economics. As per reports, YouTube creators in 2020 contributed ₹6,800 crore to the country’s GDP and supported the equivalent of 6,83,900 jobs. (
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✅ Scope of YouTube Channels in India
YouTube platform hosts around 40,000 Indian channels with over 1 lakh subscribers and the number of channels earning revenues in excess of Rs 1 lakh jumped by 60 per cent year-on-year in June 2021.
The cost of setting up a YT channel is negligible. The big influencers end up hiring teams, setting up studios with fancy equipment and exploring alternative marketing and revenue generation options as well.
Instagram: It is another platform for big influencers. It has a user-base of 180 million-plus. Plus, there’s Spotify, podcasters, and gamers, as well as smaller communities on Twitch.
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Potential of India’s Creator Economy
The country’s creative economy has the potential to become a soft power that can impact job creation, economic growth, and even cultural influence. India’s creators and artists will continue to have an impact on the country’s economy as they build the next generation of media companies that interact with a global audience.
Role of Social Media for small and medium-sized businesses?
For small and medium-sized businesses, YouTube/Facebook/Instagram has turned out to be a significant tool. Businesses have successfully grown sales and connected with customers through their own channel, targeted advertisements, or simply from watching YouTube, Instagram Reels content.
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What are the few challenges faced by the creator economy?
Indian Smartphone Mobile Users: Only about half of India’s mobile users have smartphones
Internet Connectivity: Most of India lives with pathetic 4G speeds, which is a big barrier. In contrast, some 90 countries already have commercial 5G, while India hasn’t even auctioned spectrum.
It c
an be described as a “hyper-pareto” market: – In these markets 95-99% of the revenue is being cornered by 1-5% of players. It is in contrast to a normal Pareto system, in which 80% of the revenue is accrued by 20% of the players in the system.
The practical barriers for a digital creator are mostly policy-related: TikTok is banned; creators pay 18% GST and fill in lots of intimidating paperwork on revenues.
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What can be done? More attention is required at removing policy barriers and red tape would help creators to maximise their potential.
If 5G rolls out, and smartphone penetration improves, growth rates in this digital creator economy could be turbocharged, despite the already large base of users.
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