YouTube, owned by Google, is helping creators in India make money directly from their fans. The streaming giant is offering new tools for creators to earn money from their fandoms. Director of YouTube India, Ishan John Chatterjee, mentioned features like Super Chat, Super Stickers, and Channel Memberships that allow fans to financially support their favorite creators and strengthen their bond.
Chatterjee highlighted that a decade ago, the YouTube FanFest in Mumbai was a significant event in Indian pop culture, where fans showed the same enthusiasm for creators as they do for movie or sports stars. He mentioned, “Today, marking the 10th anniversary of YouTube Fanfest, fandoms has grown into a major influence on trends, communities, and the entertainment industry.”
Chatterjee Said, “A recent survey showed that 62% of Gen Z fans feel they are part of a fandom unique to them, indicating a wide range of fandoms for everyone.” Chatterjee explained that YouTube offers various creative formats, from 15-second short videos to 1.5-hour long podcasts and 15-hour livestreams, which makes it easier for fans to connect with their favorite creators.
He also mentioned that YouTube’s Partner Program provides a sustainable way for creators to grow their businesses and communities, with options like ads, subscriptions, and sponsored deals. The platform is dedicated to helping creators connect with their audience in meaningful ways through various posts and vertical live, multi-language audio, and Gen-AI dubbing formats and tools.