India’s creator economy is booming, with over 2 million influencers shaping how consumers shop, think, and engage online. However, despite this large and growing community, only about 8-10% of Indian content creators actually earn money from their content, according to a recent Boston Consulting Group (BCG) report shared at the 2025 Waves Summit.
The Reality for Indian Influencers
India is home to approximately 2 to 2.5 million influencers with at least 1,000 followers. Of these, nearly half are nano and micro-influencers, many of whom earn less than ₹18,000 per month. Still, these creators significantly impact buying behavior, influencing over 30% of Indian consumers and connecting with $350–400 billion in consumer spending. Their efforts generate an estimated $20–25 billion in economic value.
By 2030, the influencer-led economy is expected to drive over $1 trillion in consumer spending, creating revenue opportunities worth more than $100 billion for creators, brands, and platforms alike.
Types of Content Creators in India
Influencers who are able to earn money typically fall into six categories:
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Trust Ambassadors (10k–50k followers): The largest group with high engagement, promoting a wide range of products.
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Niche Creators: Experts in specific sectors, trusted by highly targeted audiences.
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Inquisitors: Spark meaningful conversations and raise awareness.
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Influencer Icons: Create buzz, especially useful for new product launches.
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Disseminators: Reach large audiences and introduce new ideas or brands.
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Trend Setters: Loyal brand ambassadors who build long-term trust.
Growing Brand Interest in Influencer Marketing
Brands are now allocating 10–20% of their marketing budgets to influencer marketing, and around 70% of companies plan to increase this spend by up to 3 times in the next 2–3 years. This shift reflects growing trust in the creator economy’s ability to drive both brand awareness and conversions.
Untapped Monetisation Models for Indian Creators
While brand deals remain a key income source, alternative monetisation strategies for Indian influencers are emerging:
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Virtual Gifting: Especially popular on Indian live-streaming platforms, this model lets fans send digital gifts during live shows using in-app currency. Entertainment, spirituality, and motivational content are top-performing categories for virtual gifts.
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Live Commerce: Still in early stages, this allows creators to sell products directly during live streams. It combines influencer trust with real-time sales.
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Subscription-Based Content: This model lets fans pay for exclusive content. While common globally, it’s underused in India but holds strong future potential.
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The Road Ahead for Content Creators
India’s influencer market is growing fast, but only a small percentage of creators are earning sustainable incomes. With more brands increasing their budgets and new revenue models gaining traction, now is the time for creators to diversify how they earn. Whether through brand partnerships, virtual gifting, live commerce, or paid subscriptions, the key to success lies in engagement, authenticity, and consistency.
