From Content to Commerce: Mapping India’s Creator Economy

From Content to Commerce: Mapping India’s Creator Economy is a first-of-its-kind BCG report that quantifies the scale, influence, and economic potential of India’s burgeoning creator economy. With over 2–2.5 million monetized content creators influencing more than $350–400 billion in consumer spending, the ecosystem is projected to drive $1 trillion+ in creator-influenced consumption by 2030. The report offers a comprehensive analysis of the ecosystem’s stakeholders—creators, brands, and platforms—highlighting key levers for monetization, shifting consumer demographics, emerging monetization avenues like virtual gifting, subscriptions, and live commerce, and the transformative impact of generative AI. Backed by insights from 1,900+ consumers and 60+ brands, the study also outlines actionable strategies to overcome challenges like fake engagement, ROI measurement gaps, and brand safety. The report serves as a blueprint for stakeholders looking to navigate and lead in India’s rapidly evolving digital and creator-driven commerce landscape.