The report, Understanding the Canvas of India’s Creator Financial system, discovered that India’s creator base has expanded greater than fourfold over the previous 5 years—from about 0.96 million in 2020 to 4.12 million in 2025.
Non-metro creators now account for 66% of the overall creator pool, up from lower than half 5 years in the past, with their numbers rising 6.4 instances in contrast with 2.6 instances in metro markets.
Nonetheless, monetisation has did not maintain tempo with participation. Though the variety of non-metro creators collaborating in model campaigns rose from round 38,000 in 2020 to greater than 408,000 in 2025, the report discovered that the majority creators nonetheless full solely a single paid marketing campaign every year.
The economics stay modest. A nano creator with 1,000-10,000 followers who completes two paid campaigns earns roughly 29% of the typical rural salaried wage and about 20% of the typical city salaried wage.
Solely a micro creator with 10,000-100,000 followers endeavor 5 campaigns yearly comes near matching full-time salaried earnings benchmarks, underscoring the necessity for repeat model partnerships.
“India’s creator financial system is now not outlined by whether or not individuals can grow to be creators. That transition is already underway,” stated Madhu Viswanathan, affiliate professor of promoting and govt director, Srini Raju Centre for IT and the Networked Financial system (SRITNE) at ISB. “The extra necessary problem now’s enabling creators to construct sustainable companies.”The report additionally discovered that viewers engagement has strengthened regardless of the fast enlargement in creator numbers. Common engagement charges, measured because the ratio of median likes plus median feedback to followers throughout the final 30 posts per creator, climbed from 1.8% in 2020 to 7.2% in 2025, whereas annual model campaigns tripled from round 14,000 to 42,000 and common marketing campaign spending elevated 3.6-fold, indicating rising confidence amongst entrepreneurs in creator-led promoting.
Hindi creators account for 42% of India’s creator base, however creators producing content material in Telugu, Tamil, Kannada, Marathi, Bengali, Malayalam, Gujarati, Bhojpuri and different regional languages collectively outnumber them. The report recognized a number of regional language ecosystems the place creator participation has outpaced model spending, signalling untapped alternatives for advertisers.
“Companies more and more must assume past one-off influencer campaigns and construct long-term partnerships with creators who’ve earned belief inside their communities,” stated Anirudh Sridharan, co-founder of HashFame, including that the chance now lies in serving to creators construct sustainable companies moderately than merely increasing the creator base.
Uttar Pradesh and Maharashtra collectively account for almost 1 / 4 of India’s creators, whereas Tamil Nadu, Karnataka and Gujarat produce disproportionately excessive numbers relative to their inhabitants, reflecting the widening geographic unfold of the ecosystem.
The report is predicated on major information from the Qoruz Creator Intelligence Platform protecting creator and model marketing campaign exercise between 2020 and 2025, supplemented by secondary information from the Centre for Monitoring Indian Financial system’s Client Pyramids Family Survey (Might-June 2025), the Periodic Labour Pressure Survey (2023-24 This fall), BSNL 4G district protection information and the Census of India.
