Is YouTube Revolutionizing the Monetisation Landscape for Indian Creators?
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Synopsis
YouTube is taking a significant step towards enhancing the creator economy in India by expanding its monetisation efforts. With new merchant partnerships, the platform aims to redefine shopping experiences for creators and viewers alike. Find out how this initiative will impact Indian creators and brands.
Key Takeaways
- YouTube is expanding its monetisation strategy through new merchant partnerships.
- Nykaa and Purplle have joined the platform alongside Flipkart and Myntra.
- Shopping-related watch time has surged by over 250% year-on-year.
- The YouTube Shopping Affiliate program has seen significant creator participation.
- YouTube's efforts aim to support creators and enhance user shopping experiences.
New Delhi, Oct 10 (NationPress) In an effort to further enhance India's burgeoning creator economy, YouTube announced on Friday the launch of the next phase of monetisation by expanding its YouTube Shopping experience. This includes new partnerships with merchants like Nykaa and Purplle, joining the ranks of Flipkart and Myntra.
With an increase of over 250 percent in shopping-related watch time year-on-year on the platform, Google's video streaming service is expanding the YouTube Shopping affiliate program.
According to the company, this initiative is supported by a highly engaged user base, as over 200 million logged-in users in India have conducted shopping-related searches on YouTube.
YouTube stated that this expansion will coincide with the introduction of new creator tools and brand partnership programs, further establishing its status as a primary platform for creators to build sustainable businesses.
The development will also enable advertisers to accelerate their brand-building efforts and attract high-intent traffic.
"The next phase of video commerce is being shaped by India’s vibrant creator economy on YouTube. We are transitioning content-driven shopping from a successful program into a comprehensive monetisation ecosystem," remarked Gunjan Soni, Managing Director, India, YouTube.
By equipping our creators with innovative tools, providing engaging formats for our audience, and fostering new partnerships with leading merchants, we are affirming YouTube's position as the premier platform for the future of shopping experiences, Soni added.
The inclusion of new merchants will bolster the beauty and lifestyle sector, with 89 percent of beauty shoppers in India believing that YouTube aids them in making confident purchasing decisions.
YouTube will also introduce a program aimed at discovering, enabling, and accelerating the next generation of India’s beauty and lifestyle creators, in collaboration with Nykaa.
The YouTube Shopping Affiliate program, which debuted a year ago, has seen over 40 percent of eligible creators in India enroll, with more than 3 million videos tagged with affiliate products.
"Our partnership with YouTube Shopping is founded on a mutual vision to make beauty discovery engaging, content-driven, and impactful. YouTube’s unmatched reach across India allows us to connect with consumers at scale and drive measurable business growth," stated Suyash Katyayani, Co-Founder & Chief Technology Officer, Purplle.
Point of View
I believe that YouTube's expansion of its monetisation strategies is a pivotal development for the Indian creator landscape. This initiative not only supports creators but also enhances the shopping experience for millions of users. With a focus on collaboration and innovation, YouTube is poised to become an essential platform for brands and creators alike.
NationPress
10/10/2025
Frequently Asked Questions
What is the purpose of YouTube's new monetisation phase?
The new phase aims to expand YouTube Shopping and enhance the monetisation opportunities for creators while introducing new partnerships with merchants.
Which new merchants have partnered with YouTube?
The new merchants include Nykaa and Purplle, joining existing partners Flipkart and Myntra.
How much has shopping-related watch time increased on YouTube?
Shopping-related watch time on YouTube has grown by over 250 percent year-on-year.
What is the significance of the YouTube Shopping Affiliate program?
The YouTube Shopping Affiliate program allows creators to monetize their content by tagging products, and over 40 percent of eligible creators in India have enrolled.
What impact does YouTube aim to achieve with these new partnerships?
YouTube aims to enhance the shopping experience for users and empower creators to build sustainable businesses through new tools and partnerships.
