India creator economy ₹3,600cr, 25% growth
- WPP Media’s Goat and Kantar said India’s influencer marketing industry reached ₹3,600 crore in 2024, with another 25% growth projected for 2025. - The report said 72% of brands now prefer long-term creator partnerships, while 70% cite trust and credibility as the main reason to hire creators. - Platforms are also pushing originality harder, with YouTube and Instagram tightening how copied or reused posts are monetized and recommended. (support.google.com) (about.fb.com) (economictimes.indiatimes.com)
India’s influencer marketing business hit ₹3,600 crore in 2024, and WPP Media’s Goat and Kantar project another 25% increase in 2025. (economictimes.indiatimes.com) The estimate comes from the India Influencer Marketing Report 2025, released by The Goat Agency, WPP Media’s influencer and content marketing unit, with Kantar. (economictimes.indiatimes.com) (afaqs.com) The report said nearly all surveyed brands now treat influencer marketing as strategic or top priority, not an experimental media line. (afaqs.com) (storyboard18.com) Brands are shifting toward steadier creator deals. The report said 72% prefer long-term partnerships, and 70% said trust and credibility are the main reasons they use creators. (socialsamosa.com) (economictimes.indiatimes.com) That trust push is colliding with tougher platform rules on copied content. YouTube says reused content is ineligible for monetization, and channels that stop meeting monetization rules can lose access to ads and fan-funding tools. (support.google.com 1) (support.google.com 2) YouTube also says monetizable videos must be original and non-repetitious, including on Shorts, and that “inauthentic content” is the updated label for what it previously called repetitious content. (support.google.com 1) (support.google.com 2) Meta has been making the same argument in public, though with a different enforcement system. In March 2026, it said Facebook would prioritize original content in Feed and Reels and reduce the reach of unoriginal posts. (about.fb.com) Instagram has already been adding more formal tools for creator-brand matching, including expanded Creator Marketplace access and machine-learning recommendations for brands looking for partners. (about.fb.com) That leaves Indian creators with a larger market, but a narrower lane for easy aggregation. The money is growing fastest where brands can tie a creator to original work, repeat campaigns, and measurable commerce. (bcg.com) (economictimes.indiatimes.com) The ₹3,600 crore figure is a growth story, but the operating rule underneath it is getting stricter: platforms are paying and recommending originality more aggressively than copied reach. (support.google.com) (about.fb.com)
