Why Most Indian Influencers Are Still Broke? BCG Report Reveals the Harsh Truth

India is witnessing a digital revolution. Millions chase fame and money through platforms like YouTube, Instagram, Moj, and ShareChat. A detailed Boston Consulting Group (BCG) report, released at the 2025 Waves Summit, has shattered the fantasy. It reveals that only 8-10% of content creators in India are earning money, while the rest are either underpaid or not earning at all.

This article breaks down the full story, from influencer categories, income gaps, and brand strategies, to future growth models and regional trends. Let’s explore why most Indian influencers are struggling, despite driving massive consumer spending.

Summary

Only 8–10% of Creators Are Monetising.

India has around 20–25 lakh active creators with over 1,000 followers. Yet only a small fraction, about 8 to 10 per cent, earn a steady income from content creation. The rest are left chasing views with little to no money in hand.

According to the BCG report “From Content to Commerce: Mapping India’s Creator Economy,” the reason is clear: oversupply. Millions of creators are trying to build an audience, but only a handful succeed in turning their passion into profit.

Also read: Social Panga launches The Viral Union for Influencer Marketing

Income Reality: A Harsh Gap

The income gap between top creators and the rest is huge.

• Most creators earn less than INR 18,000 monthly (about INR 2.1 lakh annually).
• Smaller YouTubers average INR 3.8 lakh annually.
• In contrast, those with over 1 million subscribers, brand deals, and strong engagement can earn over INR 50,000 per month.
• Ad revenue per 1,000 views in India is only INR 50–200, depending on niche and viewer location.

So even if a creator gets 1 lakh views, they may earn just INR 5,000-20,000 from that video.

Six Types of Influencers Identified

The BCG report divides India’s creators into six broad categories, based on their engagement style and follower base:

1. Trust Ambassadors (1.4–1.7 million creators): Nano influencers with 10k–50k followers, high engagement, and multi-category promotions.
2. Niche Creators (4–6 lakh): Deep knowledge in one subject like tech, beauty, or finance. Great for conversions.
3. Inquisitors (75,000–1 lakh): They ask bold questions, spark dialogue, and raise awareness.
4. Influencer Icons (60,000–80,000): They generate buzz, especially for new launches or short-term campaigns.
5. Disseminators (10,000–15,000): Focused on spreading large-scale awareness across audiences.
6. Trend Setters (2,000–4,000): Elite group with long-term brand collaborations and consistent influence.

Consumer Spending: Big Influence, Small Earnings

Even though only a few influencers earn, creators influence over $350–400 billion of India’s annual consumer spending, nearly 30% of all purchases. This number is expected to grow to $1 trillion (INR 84.5 lakh crore) by 2030.

Yet, direct creator revenue currently stands at only $20–25 billion (INR 1.6–2.1 lakh crore), and this gap shows just how undervalued Indian creators are. However, this revenue is expected to grow fivefold to $100–125 billion (INR 8.4–10.5 lakh crore) by the decade’s end.

Where Are These Creators From?

• About 65% of creators are from urban centres.
• However, Tier 2 and 3 cities are catching up fast, especially due to platforms like Moj and ShareChat, which report that 75% of their users and 80% of their creators are from smaller towns.
• Regional creativity and local languages are helping diversify both the creator and consumer base.

Brands Are Taking Notice

• 70% of Indian brands plan to increase their influencer marketing budget by 1.5 to 3 times in the next 2 to 3 years.
• Today, 10–20% of a brand’s marketing budget goes to creator collaborations.
• Brands like Hindustan Unilever (HUL) have recently expanded their influencer network 11 times to penetrate the market more deeply.

New Ways To Make Money: The Future of Monetisation

The BCG report indicates that depending only on ad revenue and brand sponsorships is insufficient. Creators need to explore new earning methods:

1. Virtual Gifting:

• Viewers send digital gifts using in-app currency during live streams.
• Popular in entertainment, gaming, spirituality, and motivation.
• Gifts range from INR 10 to 100.
• Local platforms like Moj and ShareChat are doing well in this space.

2. Live Commerce:

• Influencers sell products in real time during livestreams.
• Though early in India, this model has grown steadily since 2020.

3. Subscriptions:

• Fans pay a monthly fee to access exclusive content.
• Still underused in India, but holds high future potential.

4. Affiliate Marketing:

• Creators share product links and earn a commission on every sale.
• Works well in niches like tech, fashion, finance, and education.

What Audiences Want From Content

• 70% of people watch content for entertainment and information.
• Other reasons include learning new skills or gaining technical knowledge.
• Not all social media users are ready to spend, many just scroll for fun.

What It Takes To Succeed?

India’s creator economy may look like a goldmine, but it’s not easy money. The BCG report clarifies that only loyal, engaged communities lead to consistent income. Creators who focus only on going viral or chasing views may struggle. The way forward is to build trust, explore new monetisation models, and create value beyond ads.