Authenticity is the Indian creator’s superpower

New Delhi: The digital landscape in India has undergone a significant transformation, and one of the most prominent indicators of this shift is the evolution of the creator economy. What began as a space largely led by entertainers and trend-focused content has grown into a broader industry that includes individuals offering functional or educational value beyond entertainment. The widespread use of smartphones and affordable internet access has expanded the reach of social platforms, increasing the visibility of creators and attracting brand interest. Where follower counts and engagement rates once dominated, influence is now increasingly associated with subject-matter knowledge, audience trust, and outcomes.

A new category of creators is gaining prominence—individuals who are more practitioners than performers. These include chess coaches breaking down endgame strategies, startup mentors sharing operational insights, and gaming content creators explaining decision-making in real time. Their growing audience engagement appears to stem from experience-driven content rather than spectacle.

India now hosts one of the world’s largest creator ecosystems. A BCG report estimates over 2.5 million content creators in India have monetised their platforms, influencing nearly 30% of consumer spending decisions. However, within this large landscape, there is a discernible shift: creators gaining traction are often those focusing on specialised knowledge and practical relevance.

This trend is particularly noticeable in real money gaming, including fantasy sports and other emerging skill-based formats. While entertainment-centric content still exists, there has been increased visibility for creators focused on performance analytics, pitch conditions, weather data, and predictive modelling. Long-term participation and analysis have equipped these creators with domain knowledge that aligns with audience expectations for more strategic and skill-driven content.

Similar shifts are visible across other sectors. In fitness, some audiences are seeking trainers who contextualise workouts through scientific principles. In the automotive category, viewers follow reviewers focused on technical performance rather than lifestyle framing. Within entrepreneurship, creators who discuss failures, financial numbers, or operational frameworks tend to draw consistent interest. Across these spaces, a preference appears to be emerging for creators who focus on transparency and subject expertise.

What these creators often have in common is an emphasis on clarity. Their content is structured to inform and explain, and may serve as a reference point or practical tool for viewers. As audience expectations evolve, creators who maintain consistency and detail in their output tend to foster longer-term engagement.

Audiences have also become more critical of overproduced or overly curated narratives. Instead, there appears to be a growing demand for creators who can demonstrate alignment between what they present and how they operate. The resulting viewer-creator relationship is often based on specificity rather than mass appeal. These niche audiences, while smaller, may show higher rates of engagement and retention.

Some of these creators also distill years of learning into concise, accessible formats. In an era where information can be overwhelming, this ability to simplify without overselling may enhance their relevance. Notably, they do this without necessarily relying on high production value, exaggerated claims, or click-driven tactics. Rather, consistent and focused content development appears to play a key role in building and maintaining their following.

For platforms and brands, this shift reflects changes in how digital marketing and content collaboration are approached. Working with creators who are perceived as informed or credible may help ensure alignment with evolving consumer preferences. When audiences find utility in content, the engagement that follows is often voluntary and sustained. Whether viewers are seeking to improve their gameplay, develop fitness routines, or learn from entrepreneurial experiences, the outcome may be more meaningful than traditional promotional formats.

This emerging profile of the skilled creator, someone who combines professional or domain knowledge with communication skills, appears to be gaining traction in India’s growing digital content landscape. These creators tend to engage through subject familiarity and often build communities based on mutual interests rather than broad visibility.

As India’s digital economy continues to expand, and access to content becomes increasingly democratised, creators who focus on expertise and consistency may continue to gain relevance. In such a scenario, effectiveness in content creation may depend less on reach and more on relevance, accuracy, and the ability to communicate clearly to an invested audience.