Abstract

Because of the creator economy, digital entrepreneurship has changed and now a new group of entrepreneurs called creatorpreneurs creates content and brands on YouTube, Instagram and TikTok to make money. It examines the changes and influence of the creator economy in India as well as across the globe, looking specifically at how technology, ways to generate income and policies are shaping this expanding field. By using academic literature, reports from experts and consultants (SignalFire, Deloitte, RedSeer) and policy review, the study looks at how the creator economy in India differs from the rest of the world in terms of size, technological foundations and opportunities. Research shows that the creator economy worldwide is set to reach $528 billion in ten years, but India’s position could reach $20 billion by 2025. Although there is a good trend for Indian creators, many make less than ?10 lakh per year, mainly on the basis of endorsements and sponsorships. It also calls attention to problems like dependence on algorithms, unreliable ways of making money and unclear laws. New tools such as AI and blockchain are changing how content is made and who owns it, but they also bring worries about being able to tell what’s real and what is not when it comes to content. India’s large number of people, rising use of the internet and help from the government through the $1 billion creator fund make it ready for expansion.

Authors

B.N. Satya Praneeth, Tamizharasi
RV Institute of Management, India

Keywords

Creatorpreneur, Creator Economy, Digital Platform, Monetization Models, India