International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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YouTube and the Creator Economy in India: A Data-Driven Analysis

Author(s) Dr. Veena Ghuriani, Dr. Jyotsna Talreja Wassan, Ms. E Harshitha, Ms. Palak Pahwa, Ms. Sneha Srivastava, Ms. Janhvi Sharma
Country India
Abstract The creator economy refers to a thriving ecosystem of content creators, influencers, and digital entrepreneurs who leverage social media platforms to build their brands and engage with their audiences. The study examines YouTube’s contribution to India's creator economy using curated datasets from 2020 to 2023. Using time series analysis and regression modelling, the study investigates platform usage patterns, preferences for various categories of videos watched and audience engagement factors like views, likes, dislikes, etc were investigated. It was found that “Arts and entertainment” videos are the most-watched category of videos. The popularity of short videos was highlighted, signaling a shift towards small-duration content formats. It was also observed that homegrown channels are gaining popularity, which reflects the democratization of content creation. A steady increase in the popularity of YouTube and its revenue-generating potential through content creation, advertising, brand collaboration was noticed. Further, expanding technology and creative innovation have fueled the consumption of content on YouTube. The study indicates a significant role of YouTube in India’s creator economy by generating sustainable income.
Keywords Creator Economy, YouTube, Revenue Generation, Indian Economy
Field Computer
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-07
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.62858
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E-ISSN 2582-2160
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