Content flows in from villages now but for not much in return

A clear divide has emerged in India’s booming digital creator economy, with non-metro areas accounting for 66% of the country’s 4.12 million creators as of 2025, though their content creation remains largely a low-cost entry into the labour market with most earning little from it, a study found.

Creators from non-metros who get repeat campaigns usually earn the local average monthly urban salaried wage of Rs 24,434 or less, the study by the Indian School of Business (ISB) and influencer marketing company HashFame found.