Why creators and investors are fleeing a $120 billion industry that grows faster than India's GDP
· Business · Financial Times, LiveMint
The creator economy generated $120 billion in revenue in 2023, expanding at a compound annual rate of 12.5%—outpacing India's GDP growth and signalling a global shift in content monetisation. Social media platforms and brands poured record funding into the sector, but analysts warn unsustainable valuation multiples and saturated ad markets are pressuring valuations. A recent wave of layoffs at major creator platforms has intensified scrutiny over business models that rely heavily on volatile brand spend. The Financial Times investigation highlights how the boom is confronting the reality of profitability in a crowded digital attention economy.
Why it matters
The sector's rapid growth makes it a critical barometer for digital ad spending and gig economy jobs, directly affecting Indian content creators, marketers, and investors tracking the sector's next phase.
Read the original report — Financial Times
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