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The Economic Times

Top News / The Economic Times

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Individual creators are the new content gold for Indias streamers

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.

28 Sep 2026 1:00 am