Creators on the rise: India’s digital talent taking centre Stage on OTT and TV

New Delhi: Indian content creators are increasingly finding themselves in the spotlight, transitioning from digital platforms to mainstream media like OTT and TV channels.

For example, Prasar Bharati’s recently launched OTT platform, Waves, offered its platform to content creators like Kamiya Jani, RJ Raunac, Shraddha Sharma of Your Story, and Tech Guru Gaurav Chaudhary. These National Creators Awards winners will now be able to showcase their content on the pubcaster’s OTT platform. 

The Government of India has taken a proactive approach to promoting content creators who highlight Indian culture, heritage, and values in their work. 

Information and Broadcasting Minister Ashwini Vaishnaw recently emphasised this focus, stating, "We in India at this point in time are very much focused on developing content creators' economy...showcasing the rich heritage of India, its cuisines, culture, and gems of Indian language and literature."

Vaishnaw highlighted India's burgeoning creative economy, which has grown into a $30 billion industry, contributing approximately 2.5% of the GDP and employing 8% of the workforce. He also pointed out the vibrant influencer marketing sector, valued at Rs 3,375 crore, and noted that the country boasts over 200,000 full-time content creators, underscoring the industry’s significant role in India’s economic and cultural narrative.

OTT platforms like Amazon Prime Video, Netflix, and Disney+ Hotstar are producing original content starring creators. For example, Bhuvan Bam’s "Taaza Khabar" (Disney+ Hotstar) and Prajakta Koli’s "Mismatched" (Netflix), both of which garnered significant viewership.

Digital influencers such as Kusha Kapila, Dolly Singh, and Tanmay Bhat frequently appear in OTT specials, showcasing their talent in acting, writing, or hosting.

Reality shows like Bigg Boss and Comedy Nights have integrated content creators as contestants and panellists, bridging the divide between traditional television. 

In Bigg Boss 18, several content creators have joined the mix, such as Hema Sharma, a viral dance video creator, and Rajat Dalal, a social media influencer and weightlifter. 

Other content creators who made it to Bigg Boss have been Chandrika Gera, known for selling vada pav on the streets of Delhi, and Shivani Kumar, a social media influencer who appeared in the OTT edition. Arman Malik and his two wives, Payal and Kritika Malik, have also gained attention in the show.

Similarly, Jannat Zubair Rahmani, a popular content creator, made an appearance on Laughter Chefs, a Colors show.

These integrations highlight how the traditional TV industry is embracing the growing influence of digital content creators, turning them into key figures in the entertainment world.

Even creators such as Ashish Chanchlani and CarryMinati have been featured on TV, discussing their digital journey and engaging with broader audiences.

In India, QYOU Media launched ‘The Q India’, a television and OTT platform designed to cater to younger audiences with content created by local creators. This platform taps into the diverse creator ecosystem, offering shows and videos from both well-known influencers and virtual creators.

As OTT platforms expand and regional content surges, more creators will likely become integral to India’s entertainment ecosystem, blurring the lines between digital influencers and mainstream stars.