Over the past decade, India has seen a surge in content creation across digital platforms, reflecting the growing role of creativity, innovation, and cultural expression in driving economic value. This shift aligns with the global rise of the creative economy, often referred to as the orange economy, which includes diverse industries such as media, entertainment, fashion, crafts, performing arts, and digital content.
With increasing access to digital tools and platforms, people from across India are creating content. But while access has grown, the journey to becoming a professional in the creative economy requires more than just tools; it requires skills, training, and experience.
In this context, we at NSN discuss what it takes to become a successful content creator in India. The discussion also reflected on the WAVES Summit 2025 held in Mumbai, which brought attention to India’s growing potential as a global hub for high-quality, cost-effective content creation. The WAVES Summit 2025 identified four key pillars of the creative industry:
- Broadcasting and Infotainment
- AVGC and XR (Animation, Visual Effects, Gaming, Comics, Extended Reality)
- Digital media and innovation
- Films
The discussion also delved into the real-world experiences of content creators working at the intersection of media, advocacy, and education. It emphasized the importance of acknowledging and acquiring relevant skills to thrive in this content creation platform. The goal was to present an honest and practical view of what goes into content development in the creative economy and why skill-building remains at its core.
Below are a few excerpts from the discussion. You can watch the full video on our YouTube channel.
Q. Is starting a YouTube channel or creating content online a sustainable source of income in the creative economy?
Sahitya Karra: With the rise of digital platforms, many individuals are exploring content creation, especially video. As a potential career path or income stream. The idea of launching a YouTube channel or creating videos to generate income aligns closely with the growing opportunities in the creative or orange economy. Content creation, especially in the digital space, has become one of the most accessible entry points for aspiring creators.
Content creation is a key component of the orange economy. It involves not just producing digital content like videos, music, or blogs but also learning how to monetize it across different platforms. These could include YouTube, Instagram, TikTok, podcasts, or even niche blogs.
The monetization model varies from platform to platform. For instance:
- YouTube offers revenue through ads, subscriptions, and memberships.
- Instagram relies heavily on brand collaborations and sponsored content.
- Podcasts and blogs can bring in income through sponsorships or affiliate marketing.
What’s also shifting is the nature of influencer marketing. Brands today are focusing on regional influencers and niche creators, making digital content creation a more inclusive and scalable profession.
In essence, content creation can be a viable and rewarding pursuit, but it is not without its challenges. It requires consistent creativity, platform-specific knowledge, and an understanding of how to engage and grow an audience over time. The journey from posting a few videos to building a monetizable brand is a long one but very much a part of the evolving creative economy.
Q. Can someone from a non-media background succeed in the creative economy?
Pratyusha Tripathy: Coming from an engineering background with no formal training in media or content creation, I decided to shift her career and enter the world of digital content.
The transition was not easy. I had to start by learning even the most basic skills from writing and editing to using digital tools. Over the past six years, I have continued to grow in this field, adapting to new technologies and platforms.
A key takeaway from my journey is the importance of continuous learning. The creative industry is fast-paced, and staying relevant means constantly upskilling especially with tools like generative AI, which are reshaping how content is created.
Q. What are the essential skills to succeed in the creative economy?
S. Divya Sree: Thriving in the orange economy demands a balanced mix of technical, creative, and entrepreneurial skills.
Here are some of the top skills highlighted:
- Technical skills: Whether it’s video editing, podcast production, or graphic design, creators must be hands-on with tools that align with their content type.
- AI-assisted tools: As AI becomes central to content creation, understanding how to work with generative tools is now a must-have skill.
- Soft skills: Soft skills such as consistency, time management, and adaptability are vital for long-term success especially because results often take time.
- Entrepreneurial skills: Understanding audience engagement, digital marketing, and even financial literacy is key. As many creators work independently, knowing how to manage irregular income and plan ahead is essential.
Behind the scenes of running a YouTube channel: Lessons and experiences
Dr. Madhuri Dubey highlighted stating that building a YouTube channel is never a straight road. It often starts with excitement and experimenting, but sustaining it requires patience, perseverance, and continuous learning. Many content creators face unexplained fluctuations such as sudden changes in video views or platform bugs that can feel demotivating. These issues are often outside a creator’s control and highlight the importance of resilience.
A key factor in staying the course is having the right mindset. It’s not just about producing content, it’s about navigating the unpredictable nature of platforms, keeping the motivation alive, and building a steady workflow despite limited resources. Choosing the language of communication, especially in a country with diverse regional languages, adds another layer of strategic decision-making for content creators.
Q: How did NSN overcome challenges while building its YouTube presence?
Sahitya Karra: The NSN YouTube channel began with a phase of exploration. We experimented with different formats talking head videos, outdoor shoots, panel discussions, interviews, and more. The idea was to understand what worked for different types of audiences. Since our content often featured senior professionals as well as content for students and ITI learners, we had to strike a balance in tone and presentation.
Along the way, we learned the technical side of content creation, handling editing, adding captions, ensuring audio-video quality, and even troubleshooting issues that came up after uploading. For instance, there were times when audio glitches appeared only after upload, or YouTube live comment sections wouldn’t work as expected. Every video became a new learning experience.
Over the years, we expanded into series formats, thematic playlists, and even short podcast-style videos. Each platform demanded a different approach: LinkedIn, Instagram, and YouTube all offered distinct engagement opportunities. Especially in a niche like education and skills, which isn’t meant for entertainment, we constantly worked on keeping content informative yet engaging.
Finding the balance between serious information and accessible presentation was key. And even now, we’re learning and improving with every piece of content.
Q. Can you share a few examples of challenges faced while working on our content and how you overcame them?
Pratyusha Tripathy: In the early days of our YouTube journey, we were working in a physical setup. We had a fixed shooting space, and a team member would help us record the videos. However, when everything shifted online around 2020, we had to adapt quickly to a completely virtual setup to keep our channel going.
This transition wasn’t easy. We had to figure out how to manage interviews and video recordings remotely, using new tools and formats. Personally, I faced a steep learning curve especially when it came to recording videos on my own using basic equipment like tripods. It was challenging initially, but as a team, we found ways to support each other and adapt to the new workflow.
Another memorable phase was when we were trying to reach the 10,000-subscriber milestone. It pushed us to seek feedback from friends and family, brainstorm new content formats, and refine our approach based on what resonated with viewers. We didn’t let inconsistent view counts discourage us instead, we focused on being consistent.
For example, with our weekly Newsbytes video, we stuck to a strict publishing schedule every Tuesday, no matter the circumstances. This discipline carried over to other platforms as well. On Instagram, we experimented with going live, trying B2C content, and tailoring our posts based on what worked best on each channel.
Also read: Key Skills Every Content Creator Needs
Q. Please share how much time and effort goes into coordination, publishing, SEO, and especially YouTube titles?
S. Divya Sree: Working on YouTube, especially behind the scenes, has taught me that creating content is only half the job. Coordinating tasks like publishing, tagging, crafting the right title, and experimenting with SEO strategies has been a continuous learning process. By tracking analytics and experimenting with different formats, shorts vs. long-form videos we learned to tailor our content better for different types of audiences. The insights from YouTube analytics have been valuable. We regularly review what people are searching for, the kind of videos that retain viewer attention.
Looking ahead: Growth as a content creator
Content creation is not just a creative pursuit, it’s a career path, a mode of self-employment, and a vital part of the growing creative economy. The stories shared during this discussion from learning video production skills on the go to experimenting with SEO highlight the value of collaboration, adaptability, and continuous learning.
This is a reminder that while we’ve overcome many challenges, there will always be new ones ahead. But with the right skills and mindset, they can be navigated successfully. Whether you’re an individual aspiring to start a content career or a team already immersed in it, investing in the right skillsets is key.
