How creator economy and digital video consumption is shaping up in India

Celebrating its 15th year of existence in India, YouTube India has listed down trends that showcase how the digital video landscape and creator economy is shaping up in India.

Creation has become frictionless

According to Google’s survey done in May 2023 in India, 69% of Gen Z agree that they like when their favourite creators are creating content in different formats.

The array of available video tools has exploded, enabling users to easily clip or remix video and audio, add filters and effects, or even turn into virtual avatars. In a world where creation is made simpler and fun, that it can be a form of entertainment in itself, participation in pop culture and the creator economy is easier than ever before.

More creative tools also mean more formats, which in turn mean more fans, stories, scale, and impact. This is helping breathe new life into popular, well-established genres such as gaming, tech, comedy or cooking. This creative expansion is also reviving interest in many niche topics and cultures (case in point: the growing community of Shayari and poetry) and fuelling the emergence of new genres.

Consumption is boundless and seamless

As per the same survey mentioned above, 71% of people responded that they watch videos about a specific topic in different formats.

Viewers increasingly expect personalised experiences and use different formats to meet different needs — viewing long-form, short-form, live, and pre-recorded content across mobile and connected TV screens.

Moreover, features like closed captions and multi-language audio tracks allow audiences to tailor their viewing experience while letting creators add new layers to their storytelling and reach new audiences beyond cultural, geographic, or language barriers.

Fandoms have become multi-layered

The survey also revealed that 48% of Gen Z have watched videos made by fans of specific content, artists or public figures over the past 12 months.

As the digital environment evolves, fandom is becoming more stratified, with new levels of participation growing in the space between the casual fan and the super fan — thanks to both new technology and an expansion of formats.

Casual fans might have a feed that helps them passively consume more content relating to their fandom, from lore to behind-the-scenes content. A more active fan might use Shorts to create memes or interact with a brand’s campaign by remixing or riffing on its content. At a level higher, some fans may create content for other fans, while professional fans use their expertise to create for a general audience.

Pop Culture is what fans make of it

49% of people surveyed responded that they have participated in a meme in the past 12 months.

Back when moments such as Kolaveri Di or Dhoni’s iconic six captured people’s hearts and minds, these ‘viral’ trends represented a monolithic pop culture, where everyone experienced digital culture in the same way. Now, virality is defined by individuality and pop culture is all about personal expression.

With the explosion of video formats, easy-to-use tools and special effects features, we’re all amateur editors and artists, generating riffs on popular videos peppered with personal expression and unique perspectives. The result? A world where the biggest trends are defined by how fans make them their own.

A parallel, new world of creative entrepreneurs is thriving

According to the Oxford Economic Impact Report 2022, 80% of creators who earn money from YouTube, agree that the platform provides an opportunity to create content and earn money that they wouldn’t get from traditional media.

Artists and creators have been able to use YouTube as a springboard to building successful online and offline businesses - from launching next-gen media companies to pursuing creative careers or creating successful lines of products and merchandise. As more sophisticated creation tools continue to democratise creativity, we’re seeing the creator economy take a new shape.

The next-gen of creators are coming from all corners of the country. Subcultures are becoming mainstream. The intersection of creativity and fan-fuelled discovery and commerce will drive the next wave of success.