India's creator economy to influence $1 trillion in consumer spending by 2030: BCG report
New Delhi: India’s burgeoning digital creator economy is poised to drive more than $1 trillion in annual consumer spending by 2030, according to a new report by the Boston Consulting Group (BCG). The study, titled "From Content to Commerce: Mapping India’s Creator Economy," was unveiled at the WAVES 2025 summit in Mumbai.
The report estimates that India’s digital creators currently influence consumer decisions worth $350–400 billion annually. Despite only 8% to 10% of the 2 to 2.5 million active creators effectively monetising their content, the sector already generates direct revenues between $20 billion and $25 billion. This figure is projected to rise fivefold to $100–125 billion by the end of the decade.
Significantly, the report notes a shift in audience demographics, with creators expanding their influence beyond urban Gen Z users to reach diverse age groups and consumers in Tier-2 and Tier-3 cities. Short-form video remains the dominant content format, with genres such as comedy, cinema, television serials, and fashion leading in popularity.
Monetisation opportunities are also evolving, with creator incomes expected to rise 1.5 to 3 times in the near future. The trend reflects a broader transformation in brand strategies, with digital creators becoming central to marketing, commerce, and distribution efforts.
The BCG report was launched during the ongoing WAVES 2025 summit, India’s first major international event dedicated to the audio-visual and entertainment sectors. Running from May 1 to May 4 in Mumbai, the summit features over 10,000 participants, including 1,000 creators, 300 companies, and 350 startups. It spans key industries such as film, OTT platforms, animation, gaming, virtual reality (AVGC-XR), comics, broadcasting, and artificial intelligence, highlighting the growing convergence of media and technology in India’s digital future.
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Two injuries, one DNF, a DQ as India end messy World Relays campaign
Gaborone (Botswana) (PTI): Amoj Jacob and Ragul Kumar got injured during the men's 4x400m and 4x100 races respectively as India ended their World Athletics Relays campaign in disappointment on the second day of competitions here on Sunday.
The Indian camp had high hopes of making the 2027 World Championships in the men's 4x400m relay but the team did not finish (DNF) the race as Jacob suffered cramps and pulled out of the race after taking the baton from the first leg runner Dharamveer Choudhary. Rajesh Ramesh and Vishal TK were to run in the third and fourth legs.
Those teams which could not qualify for the 2027 Beijing World Championships by reaching the final round of each of the six relay events on Saturday were given another chance in the second qualification round on Sunday.
The top two teams in each of the two heats (in all six relay events) booked the Beijing ticket on Sunday.
India will now have to try and qualify for the World Championships through the Top Lists of the World Athletics, which is a long and tedious process.
In the men's 4x100m race, third leg runner Ragul Kumar fell down the track after failing to hand over the baton inside the exchange zone to fourth leg runner Gurindervir Singh, which clearly showed the lack of coordination among the runners.
Harsh Santosh Raut and Animesh Kujur ran the first two legs.
The Indian quartet was disqualified and Kumar was seen being taken away from the Field of Play with the help of the volunteers.
It was a comedy of errors in the case of the women's 4x100m race, which saw the baton being dropped during an exchange between first leg runner Tamanna and second runner Nithya Gandhe, though the Indians finished the race in 53.09 seconds.
Gandhe started running quite a distance, but after realising that the baton was not in her hand, she turned and ran back to pick it up.
The only silver-lining for the Indian contingent was the national record time in the mixed 4x100m relay race, though the quartet of Ragul Kumar, Nithya Gandhe, Animesh Kujur and Sneha SS finished sixth in heat number two with a time of 41.35 seconds, bettering the previous national mark of 42.30 seconds set in March in Chandigarh.
The mixed 4x400m relay quartet of Theerthesh P Shetty, Kumari Saloni, Nihal William and Rashdeep Kaur ended at fifth in heat number one with a time of 3 minutes and 19.40 seconds.
On Saturday, all the five Indian relay teams had failed to make it to the respective final rounds and thus missed out on the 2027 World Championships berths.
