With India's creator economy continuing to transform the digital world, it has the potential to create between $100 billion to $125 billion in direct revenue over the next five years, as per a report that was released on Saturday.
The Boston Consulting Group (BCG) report, which was delivered at the high-profile 'WAVES 2025' event, emphasizes that Indian creators already impact more than $350 billion of consumer spend annually, a number which is set to jump to over $1 trillion by the year 2030.
At the same time, direct revenues from the creator economy are predicted to increase enormously, from $20-25 billion currently to a projected $100-125 billion by the year 2030.
"India's creator economy has tremendous potential to propel consumer expenditure, with creator-driven spending poised to contribute 25-30% of India's overall consumer spending by 2030," said Vipin Gupta, Managing Director and Partner at BCG.
Gupta also added, "What began as a trend within Gen Z and city dwellers is now picking up steam across different age groups and smaller cities, creating new avenues for participation and influence. Industries such as fashion, beauty, and entertainment are paving the way, with new monetization opportunities like live-commerce and virtual gifting redefining how creators and brands work together to generate value."
The report further came out to say that short-form video content owns the consumption landscape, with comedy, movies, daily soaps, and fashion being the top genres.
It called on brands to embrace quicker content creation, give more creative autonomy, concentrate on varied targeting, and repeatedly test results. Moreover, niche teams are now central to winning in the creator-driven space.
Monetization channels are shifting, with consumer-supported revenue models like virtual gifting, live-commerce, and subscription-based models being increasingly popular.
Creator marketing is emerging as a vital part of brand plans, with budgets dedicated to creator-led marketing set to increase by 1.5 to 3 times in the next 2-3 years.
To unlock this potential, brands need to have faith in creator-driven outcomes, simplify decision-making, adopt agile content approaches, and invest in long-term creator collaborations," Gupta concluded.
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