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.