YouTube is adding another revenue stream for Indian creators. The platform has officially launched YouTube Gifts in India, allowing viewers to purchase virtual Gifts during vertical live streams. The feature introduces a new fan-funding model that combines real-time engagement with creator monetisation. The rollout reflects YouTube’s continued investment in India’s fast-growing creator economy, where more creators are turning livestreaming into a full-time business.
How YouTube Gifts work
The feature revolves around two virtual currencies.
Viewers purchase Jewels, which they can exchange for animated Gifts during eligible live streams.
When a Gift is sent, creators receive Rubies, representing their earnings from that interaction.
The animated Gifts appear directly on-screen, making fan support more visible and interactive during broadcasts.
Eligible creators can activate the feature through the Earn section in YouTube Studio after accepting the new Virtual Items Module.
Once enabled, Gifts automatically become available on their vertical live streams.
India gets its own virtual Gifts
To localise the experience, YouTube has introduced several India-exclusive animated Gifts.
Fans can send virtual items inspired by Indian culture, including Vada Pav, Pani Puri and Chai Toast.
The platform has also added expressions such as Badhai Ho, Kem Cho, Macha and All Izz Well, giving fans culturally familiar ways to interact with creators.
YouTube says more seasonal Gifts will arrive over time.
Another monetisation option for creators
YouTube already offers multiple fan-funding tools, including Channel Memberships, Super Chat, Super Thanks and Super Stickers.
Gifts now become another option within that ecosystem.
However, creators enabling Gifts on vertical live streams will no longer have access to Super Stickers for those streams, suggesting YouTube is positioning Gifts as their replacement in this format.
Gaming creator Naman Mathur (MortaL) welcomed the rollout, saying fan-funding features encourage creators to stream longer while strengthening community interaction. He highlighted how live audiences increasingly use these tools to interact not only with creators but also with each other.
Why India matters
The launch comes as India’s creator economy continues expanding rapidly.
According to YouTube, the number of Indian channels earning seven-figure annual revenues has grown by more than 20% year-on-year.
The company also says 92% of surveyed Indian creators believe YouTube helps them build stronger communities with their audiences.
Those numbers explain why India continues receiving creator-focused features soon after global launches.
The bigger picture
Live streaming has become one of the fastest-growing segments of the creator economy.
Platforms including TikTok, Twitch and Instagram already rely heavily on virtual gifting to drive creator earnings.
By bringing Gifts to India, YouTube is aligning its live-stream monetisation model with broader industry trends while tailoring the experience through local cultural elements.
For Indian creators, the update means one more opportunity to earn directly from engaged communities without depending solely on advertising or brand partnerships.