India’s creator economy set to influence over $1 trillion in consumer spending by 2030

According to the report, India’s creators are currently influencing over $350 billion in consumer spending each year — a figure that is expected to more than triple, crossing the $1 trillion mark by 2030.

The rise of India’s creator economy — fuelled by content, community, and commerce — represents not just a shift in how Indians consume, but how they connect, communicate, and contribute to the broader economy.

What was once considered an alternative career path for a few has now become a powerful industry in its own right, reshaping everything from brand strategy and digital marketing to e-commerce and employment.

Power of influence

At the heart of this transformation are the creators themselves — a diverse group that includes influencers, educators, gamers, artists, vloggers, podcasters, and many more.

They are no longer just entertainers or storytellers. Today’s Indian creators are trusted voices in fashion, finance, health, food, travel, and technology.

Their opinions shape choices across sectors, guiding millions of followers in their buying behaviour and lifestyle decisions.

From a Gen Z college student sharing skincare reviews on Instagram to a rural farmer broadcasting innovative techniques on YouTube, the influence of these digital pioneers is both widespread and deeply personal.

Their reach extends well beyond metro cities, seeping into Tier II, III, and IV towns — democratising information, amplifying voices, and bridging the urban-rural divide.

A digital renaissance

India’s unique digital ecosystem has laid fertile ground for the rise of this creator-led economic shift.

With over 850 million internet users, falling data costs, and an increasingly smartphone-savvy population, the country has witnessed an unprecedented digital explosion.

The proliferation of regional content, short-form video platforms, and vernacular apps has ensured inclusivity and diversity within the creator community.

Platforms such as YouTube, Instagram, Moj, Josh, and ShareChat, among others, have provided creators with both exposure and monetisation tools.

More recently, the entry of e-commerce giants and fintech platforms into the creator economy has further accelerated their financial growth and brand-building opportunities.

The BCG report points out that creators influence consumer decision-making at multiple stages — from discovery to consideration to purchase — making them indispensable allies for brands in an increasingly digital-first economy.

Empowering entrepreneurship

One of the most remarkable aspects of India’s creator economy is its power to turn ordinary individuals into entrepreneurs.

With minimal capital and no gatekeepers, creators are building careers on passion, talent, and digital savvy.

They’re monetising through sponsorships, affiliate marketing, subscriptions, merchandise, live events, and their own D2C (direct-to-consumer) brands.

This entrepreneurial spirit is not only boosting incomes but also generating employment.

Creators are forming small teams comprising editors, graphic designers, managers, and data analysts, thus creating a ripple effect of economic activity.

Moreover, many creators are now leveraging their platforms for social good — promoting financial literacy, health awareness, environmental consciousness, and skill development.

Their authentic connection with audiences gives these messages greater traction and credibility.

Brands go creator-first

For Indian brands — both legacy and startups — the creator economy presents an unmatched opportunity to engage with audiences in real, relatable ways.

The BCG report highlights that brands working with creators see higher returns on engagement and better conversion rates compared to traditional advertising.

This has led to a strategic shift in marketing budgets, with influencer and creator collaborations forming a core pillar of brand outreach.

Creators bring more than just visibility — they offer trust, cultural relevance, and a human face to corporate storytelling.

Notably, this trust is deeply rooted in the creator-fan relationship, which is often nurtured over years of consistent content and interaction.

Unlike celebrity endorsements, which are aspirational, creators offer relatability — and in today’s India, relatability sells.

Driving innovation and inclusion

India’s creator economy is also a hotbed of innovation.

From livestream commerce and NFTs to AI-powered content tools and platform-specific micro-enterprises, creators are constantly experimenting with new formats and technologies to enhance their offerings.

These experiments not only entertain but also educate and inspire millions to explore new ideas and adopt digital habits.

Additionally, the ecosystem has proven to be an inclusive force — welcoming voices from every linguistic, regional, and cultural corner of India.

Creators from small towns are breaking stereotypes and gaining national and international recognition, enriching the digital narrative with authenticity and diversity.

Women, in particular, are using content creation to build financial independence and personal empowerment, often challenging societal norms along the way.

Creators from marginalised communities are reclaiming space and telling their own stories on their own terms.

Future: $1 trillion and beyond

The journey from $350 billion to $1 trillion in consumer spending by 2030 is not just an economic forecast — it is a testament to the power of digital inclusion, creativity, and community.

As the lines between content and commerce continue to blur, India is poised to lead the global creator economy, setting new benchmarks in innovation, impact, and influence.

The government, too, is taking note, with initiatives like Digital India and the Creator Economy Task Force aiming to provide infrastructure, training, and regulatory support to this burgeoning sector.

With investments pouring in, new platforms emerging, and audiences expanding rapidly, the horizon for India’s creators has never looked brighter.

As millions of Indians find their voice — and their audience — online, they are not just entertaining; they are building a new economy, one post, one reel, and one story at a time.