Government has announced a $1 billion fund, structured as a public-private partnership (PPP), in a landmark move to boost India’s growing digital creator economy. The announcement was made at high level session on World Audio-Visual and Entertainment Summit (WAVES) 2025, aimed at transforming India into a global content creation hub.
Key Highlights:
$1 Billion Creator Economy Fund (PPP Model)
- This fund is expected to fuel innovation and expansion in India’s content creator economy, with contributions from both the government and private players.
- Detailed information on fund allocation and private-sector involvement will be announced later.
Sanctioning of Rs 391 Crore for Indian Institute of Creative Technology (IICT)
- The government has allocated Rs 391 crore to establish the Indian Institute of Creative Technology (IICT), modeled on IITs and IIMs.
- Headquarters: Film City, Goregaon, Mumbai.
- Objective: To develop talent and foster expertise in creative and digital technologies, including content production, animation, and gaming.
India’s Creator Economy: A Rapidly Expanding Sector
- Valuation: India’s creator economy is currently valued at $30 billion and contributes 2.5% to India’s GDP.
- Employment: The sector provides livelihoods to 8% of the workforce, with over 200,000 full-time content creators.
- Influencer Marketing Sector: Valued at Rs 3,375 crore, it plays a key role in digital brand promotions and India’s soft power projection.
Understanding Creator Economy
The creator economy is a growing sector comprising artists, educators, gaming streamers, video creators, podcasters, and others who monetize their content on digital platforms like YouTube, Instagram, and TikTok.
Global Outlook:
- The global creator economy is projected to grow from $250 billion (2023) to $480 billion by 2027.
- It is part of the broader ‘Orange Economy’ or ‘Creative Economy’, which includes advertising, arts, music, film production, and more.
India’s Influence:
- Indian content creators are becoming integral to corporate marketing strategies through brand partnerships.
- Their influence is enhancing India’s global soft power, much like Hindi cinema (Bollywood) has done.
What is WAVES Bazaar?
In lead-up to WAVES 2025 Summit, the government has launched WAVES Bazaar, a global e-marketplace designed to connect India’s creative talent with international markets.
Features of WAVES Bazaar:
- Showcase Platform: Allows creators to display their content, pitch projects, and build global connections.
- B2B Interactions: Facilitates meaningful connections between creators, buyers, and collaborators across industries like film, TV, music, esports, animation, gaming, and comics.
- Support for Creators: Includes resources for brand collaborations, funding, distribution, and global outreach.
- Goal: To make India a net exporter of content by simplifying international business interactions for creators.
Significance of India’s Creator Economy:
Contribution to GDP:
- Example: YouTube’s ecosystem added ₹10,000 crore to India’s GDP in 2022.
- India’s orange economy was valued at $30 billion in 2024, contributing 2.5% of GDP.
Employment Generation:
- The creator economy supports millions of livelihoods, including influencers, brand collaborators, and knowledge professionals.
Enhancing India’s Soft Power:
- Indian content in areas like music, dance, and education has gained international popularity, contributing to foreign revenue and cultural influence.
Challenges Facing India’s Creator Economy:
Digital Infrastructure Gaps: Uneven internet access, slow BharatNet rollout, high data/device costs, and low digital literacy hinder rural creators.
Policy and Regulatory Challenges: Unclear taxation, compliance burdens under privacy laws, weak copyright enforcement, and platform policy changes create uncertainties.
Financial Constraints: Limited ad revenue, high international platform fees, and restricted access to capital challenge creators’ financial stability.
About WAVES 2025 Summit:
Dates: May 1 to May 4, 2025.
Location: Mumbai, India.
Objective: Provide digital content creators access to funding, skill development programs, and global market opportunities.
Participants: The summit is expected to attract participants from around 100 countries, including top professionals from the media, technology, and entertainment sectors.
Discussion Topics: Latest advancements in audiovisual technology, digital content creation, and industry trends.
Creator Challenge Program:
- The summit features a creator challenge program with over 25 lakh participants, of which 80,000 have submitted content.
- The top 1,000 creators will be selected and recognized for their contributions to India’s digital economy.