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The next big streaming IP may be a creator

By Sohail Khan 28 September 2026, 1:00 am

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Business News›Industry›Media/Entertainment›Individual creators are the new content gold for India’s streamers

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Individual creators are the new content gold for India’s streamers
Synopsis

India's streaming platforms are evolving by embracing individual creators as significant content intellectual properties. These creators bring established audiences and diverse content that meets various viewer interests. Collaborations between streamers and creators reduce risks while enhancing the quality of shows. Platforms like Netflix and Amazon Prime Video are showcasing works from these creators to attract viewers. This approach signals a shift towards more fluid boundaries between digital and mainstream entertainment.

Australia's social media ban ineffective, majority of youth still on restricted platforms — India's streaming platforms are evolving by embracing individual creators as significant content intellectual properties

Mumbai: A shift is underway in the way the content pipeline is being created in India's streaming platforms industry. Rising uncertainty over securing audiences for fresh shows, and copious content across platforms have increased the importance of content intellectual properties (IPs) that have built-in audiences for streamers.

In this context, individual creators whose shows are being increasingly aired on streaming platforms are not just considered as 'talent' but Intellectual Properties (IPs) by streaming platforms, streamers, talent management agencies, industry veterans and influencer marketing companies said.

Also Read: YouTube Income: India's creator economy needs to be more serious after new monetisation criteria

They also said that individual creators will become an important source of the next wave of content creation on streaming platforms.

Shows of individual creators such as India's Got Latent (Samay Raina), Dhindora (Bhuvan Bam), and Chacha Vidhayak Hain Hamare (Zakir Khan), are being aired on Netflix and Amazon Prime Video. JioHotstar has a dedicated creator-led content vertical called Sparks.

A key rationale behind streamers showcasing works of individual creators is their built-in audiences, they said. 'The lines between digital creators and mainstream entertainment are becoming more fluid. Creators are bringing in fresh voices, formats and cultural perspectives to the screen,' said a JioHotstar spokesperson.

Creators provide strong distribution for their works through their presence on YouTube, which serve as an advantage for streamers, said talent management agencies.

ET Bureau

A slice of life

"Streamers are building a library of shows and personalities that audiences are culturally invested in,' said Jithin Sethumadhavan, founder, BackSpace, a talent and content agency. "This reduces the pressure on distribution. YouTube itself continues to drive discovery through clips, memes and conversations around the show," he said.

Also Read: Creator economy shifts toward structured hiring as firms bring talent in-house: Indeed

Collaborations between streamers and individual creators are a win-win affair. Streamers save the costs and risks associated with discovering and marketing new shows as they get recognisable voices with built-in audiences. Individual creators get good content budgets and streamers' distribution.

Diversity of content of individual creators is an advantage for streamers, said veterans who deal with content IPs. "Individual creators offer diverse content spread across regional culture, youth communities, comedy, gaming, lifestyle, education, and niche interests," said Rohit Dalmia, CMD, CineNow, an investment platform focused on film IPs. "Individual creators are likely to play a meaningful role in the next wave of streaming content. They experiment with formats, testing narratives quickly, learning from direct audience feedback," he said.

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