Union Government Announces Inaugural Edition of National Creators Award

Posted 12 Feb 2024

Updated 16 Mar 2024

2 min read

Award aims to celebrate diverse voices and talents shaping India’s growth and cultural narrative, driving positive social change, etc., in India’s Digital Creator Economy.
Digital Creator Economy refers to a segment of the economy driven by individuals who create content, products, or services and monetize them through various digital platforms.

About Awards
- Features wide array of categories recognizing excellence and impact across various domains, including storytelling, social change advocacy, environmental sustainability, education, etc.
- Selection Process: Combination of jury and public votes.
- Spearheaded by: MyGov India.

Accessibility: Improved access to smartphones, rise in internet usage, and globalization of content consumption.
Platform and monetization: Booming social media landscape providing monetization opportunities.
Disruption in formal employment: Adoption of remote and hybrid work gave time and resources to creators.
COVID-19 Pandemic: Creativity experienced unrestrained and widespread revival particularly in vernaculars across different verticals.

Current state of Indian creator Economy
- ~80 million Creators and Knowledge Professionals in India.
- ~150000 Professional content creators in India who are able to monetize their services effectively.

Opportunities of Creator economy
- For individuals: Diversification of income streams, creative expression, flexible work model, reach to global audience, etc.
- For businesses: Cost-effective and organic marketing, community building, etc.
- For society and economy: Cultural expression, social mobilization, skill development and entrepreneurial mindset, etc.

Challenges: Authenticity and integrity concerns, mental health and burnout due to excessive competition, gatekeeping and algorithmic biases of platforms, etc.

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