India's Creator Economy to Drive $1 Trillion Consumer Spending by 2030

According to a new report by the Boston Consulting Group (BCG), India's creator economy is rapidly transforming the digital and consumer landscape, with creators now influencing over $350 billion in annual spending, which is expected to exceed $1 trillion by 2030.

The report, titled 'From Content to Commerce: Mapping India's Creator Economy,' also predicts that direct revenues from the creator ecosystem will increase fivefold, from $20-25 billion today to $100-125 billion by the end of the decade.

India now has an estimated 2 to 2.5 million active digital creators (those with 1,000 or more followers), making it one of the world's fastest-growing creator markets. However, only 8-10% of these creators are currently able to effectively monetize their content, highlighting the untapped potential of the space.

According to Vipin Gupta, managing director and partner at BCG, India's creator economy is poised to play a critical role in shaping consumer behaviour, with creator-driven spending expected to account for 25-30% of total consumer spending by 2030.

"What began as a Gen Z and metro-focused phenomenon is now resonating across age groups and smaller cities, unlocking new avenues of influence and engagement," he said."Fashion, beauty, and entertainment are leading the way, while emerging monetisation models such as live commerce and virtual gifting are reshaping how creators and brands collaborate to drive value.

Gupta also stated that creator marketing is becoming more central to brand strategy, with budgets for such initiatives expected to increase by 1.5-to-3 times over the next two to three years.

"To fully realize this potential, brands must trust creator-led outcomes, streamline decision-making, adopt agile content strategies, and invest in long-term creator partnerships," he said.

The report identifies short-form video as the most popular content format, with platforms such as YouTube Shorts, Instagram Reels, and Moj leading the way. Popular genres include comedy, films, daily soap operas, and fashion, reflecting the diverse tastes of India's digital audience.

To succeed in this changing landscape, brands must speed up their content creation processes, allow for more creative freedom, pursue targeted engagement strategies, and invest in dedicated teams to manage creator collaborations, according to the report.