The business intelligence layer of India's creator economy.
Original reporting and data for the creators, founders, and brands who want to understand the business behind the content.
‘I always felt one day something would work’: Siddhant Haste on building a creator identity around Bollywood
Siddhant Haste shares his journey from Mumbai Foodie to building a personal audience through Bollywood content, viral videos and brand collaborations.
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‘Nobody knows we run this page’: the anonymous creators behind one of Instagram’s fastest-growing AI channels
An anonymous AI creator duo grew Chintu & Bubu to 36K+ followers and multiple brand…
Snapchat–Qoruz partnership gives brands a new way to find creators
Snapchat India has partnered with Qoruz, allowing brands to discover and assess Snapchat creators alongside…
Threads’ new analytics show where creator reach is coming from
Threads has redesigned Insights with AI summaries, audience data and follower-versus-non-follower reach, but link-click reporting…
Amazon brings 50,000 brands into new Creator Connections programme for creators
Amazon launches Creator Connections in India with campaigns from 50,000 brands, giving creators new ways…
HUL’s creator ecosystem reaches 30,000, but paid opportunities remain unclear
HUL expands its creator ecosystem to 30,000 as social-first marketing, AI and digital media take…
Four in 10 YouTube public views do not count as engaged views, Agentio data shows
Agentio data shows only 60% of YouTube’s new public views qualify as engaged views, widening…
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YouTube makes a bold move to keep creators from signing Netflix deals
YouTube is reportedly offering major financial incentives to retain top creators as Netflix expands its creator-led content strategy.
The Business of Creators, Decoded Daily.
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Creator Apoorva Makhija aka The Rebel Kid’s organic post drove 300% sales jump, says unfltrd founder
Unfltrd founder Ghazal Gupta says an organic post by Apoorva Makhija, aka The Rebel Kid, drove a 300% jump in sales and sustained growth for two weeks.
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Brand deals drive creator monetisation, but only 15% trust sponsored content: Study shows
Brand deals remain a key source of creator income, but inconsistent partnerships and growing audience…
Google adds new AI tools for content creators to improve campaign insights
Google has released a new update that provides more AI tools for content creators to…
YouTube monetisation just changed to find creators who can actually hold an audience
YouTube monetisation now rewards return viewers, not just views. From February 2027, new creators need…
‘Kids made fun of me for wanting to be a YouTuber’: the 21-year-old now teaches others how to grow
Prajakta Bangale turned 80 Instagram posts into 40,000 followers by 21, and is now teaching…
YouTube shuts down paid music licensing, shifts Creator Music to free and revenue-share tracks
YouTube is retiring paid creator music licences starting August 10, shifting the entire catalogue toward…
YouTube Partner Programme rules get stricter as YouTube reshapes creator monetisation
YouTube Partner Program Rules will become tougher starting 2027, with increased entry requirements for new…