India is giving a big boost to its creator economy. At the first World Audio Visual and Entertainment Summit (WAVES 2025) in Mumbai, Prime Minister Narendra Modi said creators are driving India’s “Orange Economy” and helping build the nation’s global soft power.
To support this, the government has announced a US$1 billion fund to help creators improve skills, upgrade production quality, and reach global markets. It is also building the Indian Institute of Creative Technology (IICT) with ₹391 crore to train talent in digital and creative fields.
India’s creator economy is growing fast. A BCG report says that creators already influence over US$350 billion in yearly spending. This number could cross US$1 trillion by 2030. Right now, the sector earns US$20–25 billion directly, which may rise to US$100–125 billion by decade’s end.
There are around 2 to 2.5 million active creators in India with over 1,000 followers, but only about 8–10% earn money consistently. Most are in short-form content like YouTube Shorts, Instagram Reels, and Moj, focusing on topics like comedy, beauty, and fashion.
Brands are investing more in creators. Influencer marketing is expected to grow 25% in 2024, reaching ₹2,344 crore, and up to ₹3,375 crore by 2026. Many brands now prefer nano and micro influencers (with 100–100,000 followers) because they are affordable and effective.
Platforms like WAVES Bazaar, a new global e-marketplace, are also being launched to connect Indian creators with international buyers.
Even with rapid growth, 73% of creators work less than 10 hours a week on content. Only 30% make enough from brand deals to work full-time.
India’s creator economy is no longer just a hobby space. With government backing and global ambition, it is being shaped into a powerful industry — one that could play a key role in India’s economic and cultural rise.
Read more on: NSE Launches Nifty Waves Index to Track Media and Entertainment Sector
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Published on: May 5, 2025, 9:53 AM IST
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