India’s digital revolution is entering a new era—powered not just by technology, but by its vibrant creator economy. At WAVES 2025, taking place in Mumbai, a groundbreaking report by the Boston Consulting Group (BCG) titled "From Content to Commerce: Mapping India’s Creator Economy" will be officially released on 3rd May 2025.
Key Findings: A Digital Powerhouse in the Making
- $350+ Billion: India’s digital creators currently influence more than $350 billion in annual consumer spending, projected to cross $1 trillion by 2030.
- 2–2.5 Million Creators: India hosts a massive base of digital creators (defined as individuals with over 1,000 followers), yet only 8–10% are effectively monetizing their content.
- $100–125 Billion Revenue Potential: From today's estimated $20–25 billion, the ecosystem’s direct revenue is expected to grow fivefold by the end of the decade.
The Evolving Landscape
The report sheds light on how India’s creator economy is no longer limited to Gen Z or metropolitan cities. It’s spreading rapidly across age groups and Tier 2–3 cities, reshaping how content is consumed and commerce is driven.
Dominant Trends in Content & Consumption
- Short-form video reigns supreme, with genres like comedy, films, daily soaps, and fashion leading the way.
- Consumer-funded models—virtual gifting, live commerce, and subscriptions—are gaining momentum alongside brand sponsorships.
Shifting Brand Strategies
Brands are evolving their marketing playbooks, emphasizing:
Faster content cycles- Greater creative freedom
- Audience-specific campaigns
- Outcome-based testing
- As a result, investments in creator marketing are expected to grow by 1.5 to 3 times in the coming years.
WAVES 2025: Where India’s Digital Future Takes Center Stage
The ongoing discussions at WAVES 2025 around AI, social media, AVGC (Animation, Visual Effects, Gaming, and Comics), and film innovation reflect India’s rising influence in the global digital media ecosystem.