Individual creators are the new content gold for India’s streamers

Mumbai: A shift is underway in the way the content pipeline is being created in India’s streaming platforms industry. Rising uncertainty over securing audiences for fresh shows, and copious content across platforms have increased the importance of content intellectual properties (IPs) that have built-in audiences for streamers.

In this context, individual creators whose shows are being increasingly aired on streaming platforms are not just considered as ‘talent’ but Intellectual Properties (IPs) by streaming platforms, streamers, talent management agencies, industry veterans and influencer marketing companies said.