For creators, regional apps are the gift that keeps on giving
“After feeling overlooked among popular creators, my journey took a turn when I joined Moj in June 2022 where tremendous viewer support and new gifters increased my earnings,” Munde, 23, told ET.
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Offering CollegeCourseWebsiteIndian School of BusinessISB Product ManagementVisitIndian School of BusinessProfessional Certificate in Product ManagementVisitIIT DelhiCertificate Programme in Data Science & Machine LearningVisitLike her, several mid-tier content creators in the country, including many from the hinterland, are moving out of big platforms like Instagram and YouTube and focusing on regional, local language platforms such as ShareChat (Moj), Rooter, Stan, and Eloelo that allow them to earn through virtual gifts.
These creators – singers, comedians, motivational speakers, astrologers, gamers and so on – are hosting their shows or chat rooms where audiences participate through virtual gifting or by paying a subscription fee, mostly through microtransactions of between Rs 10 to Rs 100.
“We believe virtual gifting through simple digital collectibles like automobiles, bouquets, etc. are the new-age ‘like, comment and share’ for Gen-Z who prefers expressing by sending stickers or virtual gifts on the app,” said Saurabh Pandey, founder and CEO of live chat and gaming app Eloelo, which hosts over 150,000 creators and 75 million users.
Spending on virtual gifting in India is expected to skyrocket with more users taking to it. According to consulting firm
