Thanks to the rise of the gig economy, what was once just a form of entertainment has grown into a fully viable profession. The so-called “creative economy” continues to grow around the world, including in India. With this in mind, YouTube claims to have developed more monetization options for creators in addition to the traditional ad-based income sharing model.
The video streaming service began as an ad-supported platform, but now has at least eight other revenue streams. According to the platform, the number of channels earning more than Rs 1 lakh in revenue has grown by over 60% annually till June 2021. In addition to increased funding, many of these creators have seen their customer base grow. According to the platform, as of June 2021, more than 140 channels in India had crossed 10 million subscribers, while over 4,000 channels had crossed one million subscribers.
The way people consume content on the site has also changed especially in the last year. People who wish to study or enhance their abilities make up 85 percent of the current YouTube video audience.
YouTube released the shorts in September, a few months after TikTok was banned in India (June 29, 2020).
It should come as no surprise that music has been a major driver of shorts consumption. In addition, cooking, makeup tutorials, skin care tips, haircut looks and comedy content are popular on the network. Unsurprisingly, the short video arm of YouTube is seeing a surge of shorts makers tackling socially relevant topics.
Md Stars aka Hoga Toga is one such example an Indian Tech YouTuber who grew from nothing to over 5 million on his Hoga Toga channel. She also has two other YouTube channels. The first is Hogatoga Play, which has 900k subscribers and uploads gaming videos, and the second is Hogatoga Unbox, which has 30k followers and uploads tech unboxing videos.
Initially, after struggling to face the camera, he made his way up and his videos can now speak for themselves. His biggest inspiration is his elder brother and audience. Now Hoga Toga is a team of about 5 people.
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