By Preranaa Khatri, Chief Business Officer, Only Much Louder
In the fast-paced world of Indian entertainment, one truth stands tall—change is constant. For creators and talent, adapting to this evolving landscape isn’t just a strategy; it’s a necessity. With audience demand for premium content on the rise, monetisation strategies have become more diverse, innovative, and creator-friendly than ever before.
Gone are the days when ad revenue from in-stream videos or social media views was the only game in town. Today, creators are tapping into a much wider spectrum of income sources. Consider this: India’s subscription-based video-on-demand (SVoD) market is projected to generate $2.30 billion in 2025, with expectations to reach $3.22 billion by 2029. That’s a growing pie—and creators are claiming a larger slice. Let’s dive into the key monetisation avenues powering this shift.
1. Subscription-Based Content: Loyalty Pays
From independent creators to legacy newspapers, everyone is turning to subscription models to deepen their relationship with their audience. Whether it’s exclusive newsletters, behind-the-scenes content, or private edit sessions, this approach offers fans special access—and generates steady revenue.
Global platforms like Patreon and Ko-fi are helping creators sustain this model, while YouTube, the dominant video platform in India (₹14,300 crore in 2024 revenue), is leading the SVoD boom domestically. With 125 million Indian subscribers today, expected to more than double by 2029, there’s significant appetite for paywalled, premium content.
2. Live Streaming & Brand Collaborations: Real-Time Engagement
The rise of live content and YouTube’s Channel Memberships has opened new doors. Through exclusive perks, super chats, product placements, and fan gifting, creators can now monetise not just content—but community.
Once creators meet the platform’s eligibility thresholds (like 500 subscribers and 3,000 public watch hours), they unlock monetisation features such as super stickers and product shelves. With growing integration of social commerce, creators can even turn their livestreams into shopping experiences, allowing fans to purchase merchandise and products in real-time.
3. Brand Consulting: Beyond Just Endorsements
Brand partnerships have evolved from simple influencer endorsements to deeper collaborations. More than ever, creators are being brought on board as consultants, advising on strategy, audience engagement, and creative direction.
This can include anything from campaign planning and content creation to insights into platform trends and cultural resonance. For brands, it’s a way to tap into a creator’s credibility and community. For creators, it’s a strategic extension of their personal brand.
4. Co-Branded & Original Merchandise: Fans Want to Wear It
Merchandising is no longer the domain of global celebrities—it’s a core income stream for Indian digital creators. Platforms like Merch Garage have partnered with names like Prajakta Koli, Saransh Goila, and CA Rachana Ranade, helping them sell branded apparel and lifestyle products.
Take CarryMinati (Ajey Nagar), who teamed up with Arctic Fox for a gaming backpack collection, or Vishnu Kaushal with his direct-to-consumer label Peach by Vishnu. These creator-first brands allow fans to express their loyalty while giving creators a tangible extension of their brand identity.
5. Sponsorships, Affiliate Marketing & Social Commerce: Diversifying Revenue
Whether you’re a filmmaker, stand-up comic, or lifestyle vlogger, platforms like YouTube, Instagram, and TikTok offer monetisation opportunities through sponsorships, affiliate programs, exclusive content tiers, and shoppable posts.
The best part? There are no gatekeepers anymore. Micro-creators with authentic voices and niche communities are just as valuable to brands as top-tier celebrities. If you can build trust and keep an audience engaged, there’s a monetisation model waiting for you.
6. Challenges and Opportunities: The Creator’s Balancing Act
With all this potential comes pressure. Today’s creators are expected to juggle multiple roles—marketer, strategist, editor, community manager, and business lead. Add to that ever-shifting algorithms and platform changes, and the hustle becomes real.
But with that hustle comes power. The creator economy has dismantled traditional barriers to entry, making it possible for an artist in Nigeria to reach fans in Japan or an Indian comedian to tour the U.S. Global audiences are within reach, and monetisation is no longer dictated by gatekeepers. Still, success demands authenticity, adaptability, and a solid strategy.
Final Thoughts: A New Era of Creative Independence
We’re living in an era where creators aren’t just content-makers—they’re entrepreneurs, brand builders, and community leaders. Whether through subscription models, brand partnerships, merch, or social commerce, the opportunities to monetise creative work have never been greater.
Yes, the landscape can be unpredictable. But for those willing to adapt, evolve, and stay rooted in authenticity, the rewards are limitless.
Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the official policy or position of the publication.
