India’s creator economy is undergoing a significant transformation, with digital content creators emerging as influential players in shaping consumer behavior. According to a forthcoming report by the Boston Consulting Group (BCG), titled “From Content to Commerce: Mapping India’s Creator Economy,” the influence of digital creators on consumer spending is projected to surpass $1 trillion by 2030. This report is set to be officially unveiled at the WAVES 2025 summit in Mumbai on May 3, 2025.
India is home to an estimated 2 to 2.5 million active digital creators, defined as individuals with over 1,000 followers who regularly produce content across various platforms. Despite this substantial base, only about 8–10% of these creators currently monetize their content effectively, highlighting a vast untapped potential in the sector.
Presently, digital creators influence over $350 billion in consumer spending annually, accounting for more than 30% of consumer decisions. This influence is expected to grow exponentially, reaching over $1 trillion by the end of the decade.
The creator economy’s direct revenues are currently estimated at $20–25 billion. BCG projects this figure to increase fivefold, reaching $100–125 billion by 2030. This growth is anticipated to be driven by diversified revenue models, including brand partnerships, virtual gifting, live commerce, and subscription-based services.
Platforms like ShareChat and Moj have reported that a significant portion of their user base and creators hail from Tier 2 and Tier 3 cities, indicating a broadening of the creator ecosystem beyond metropolitan areas.
Short-form video content remains the dominant format, with genres such as comedy, films, daily soaps, and fashion being the most consumed. The creator ecosystem is expanding its reach beyond Gen Z and metropolitan centers, engaging diverse age groups and audiences in smaller towns and cities.
Consumers primarily engage with online content for entertainment and information, with 70% citing these as their main reasons for consumption. Other motivations include skill development and gaining technical knowledge.
Brands are increasingly recognizing the value of collaborating with digital creators. The report indicates that 70% of Indian brands plan to scale their influencer marketing budgets by up to three times in the next two to three years. This shift reflects a move towards more authentic, agile, and outcome-driven marketing strategies.
Companies like Hindustan Unilever have significantly expanded their influencer pools, indicating a broader industry trend towards embracing creator-led marketing initiatives.
The insights from the BCG report underscore the transformative potential of India’s creator economy. As digital creators continue to shape consumer behavior and drive significant economic impact, stakeholders across industries must adapt to this evolving landscape. By fostering supportive ecosystems and embracing innovative monetization models, India can fully harness the power of its burgeoning creator economy.
Key Highlights:
- India’s digital creators currently influence over $350 billion in consumer spending annually, with projections exceeding $1 trillion by 2030.
- The creator ecosystem comprises 2 to 2.5 million active creators, though only 8–10% effectively monetize their content.
- Revenue diversification through brand partnerships, virtual gifting, and subscriptions is driving growth.
- Brands are significantly increasing investments in influencer marketing, reflecting a shift towards creator-led strategies.