Tech
YouTube creators turn entrepreneurs on growth in vernacular, connected TV: report
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In a new trend, digital creators are seen turning towards entrepreneurship. According to YouTube’s India Culture and Trends Report, released on Thursday, ‘contentpreneurship’ as a trend is picking up in India, with popular examples including Raj Shamani and Sejal Gaba.
Highlighting a shift away from short-lived virality, the report says, creators are now looking to build digital IPs that anchor audience trust and build sustainable businesses.
In 2025, podcast host Raj Shamani turned Figuring Out into a powerful digital IP that extends beyond…
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