19 May,2026 08:51 PM IST | Mumbai | mid-day online correspondent
Representational image. File pic
India's fast-expanding creator economy is witnessing a shift as digital creators increasingly prioritise platforms that offer sustained monetisation and authentic audience engagement over short-lived viral success.
According to a report by the Boston Consulting Group (BCG), India currently has between 2 million and 2.5 million monetised creators who influence over 30 per cent of consumer purchase decisions. The report also highlighted that consumers are spending an estimated USD 350 billion to USD 400 billion. As the sector matures, creators and brands are moving beyond one-off collaborations toward long-term partnerships and reliable income models.
This transition is being driven in part by India's 377 million Gen Z consumers, who are increasingly drawn to content that feels personal, relatable and less polished than traditional social media posts.
Against this backdrop, digital media platform Snapchat is emerging as a preferred platform for many Indian creators seeking stable monetisation opportunities. The platform, which has over 250 million users in India, is particularly popular among younger audiences who favour visual, spontaneous and day-to-day storytelling formats.
Several Indian creators say the platform's emphasis on authenticity has helped them build meaningful audience connections while generating sustainable revenue.
Creator Vriddhi Patwa, while expressing her views, said, "I've always loved creating and sharing content, which started with making short videos for friends on Snapchat. Over time, I began experimenting and developing my own style, and that's when things really changed."
Similarly, Snap Star Gurkirat Randhawa described Snapchat as his most stable source of income over the last decade, crediting audience trust and natural content creation for enabling brand partnerships.
Another Snapchat creator, Amulya Rattan, noted that creators are increasingly seeking platforms that reward consistency and genuine engagement rather than vanity metrics such as likes or follower spikes.
Industry observers say this reflects a broader trend in India's creator ecosystem, where long-term sustainability is beginning to take precedence over fleeting online virality.
As platforms compete for creator loyalty, those that offer structured monetisation while enabling direct audience relationships are expected to play a defining role in the next phase of India's digital content economy. Snapchat's growing traction among creators suggests it is carving out a distinct position in that evolving landscape.
