Smart TVs are becoming India's hottest content hub. But where are the sponsors?

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Subscribe to enjoy similar stories. As Indian households adopt smart TVs at a rapid rate, creators are racing to produce high-quality shows that cater to the growing demand for long-form content on the new ‘big screen’. However, a significant hurdle remains.

Producing high-quality content involves large upfront costs, and brands demand proof of success before investing. As most creators continue to bootstrap their shows and struggle to break even with YouTube revenue, India's thriving creator ecosystem risks being stifled by a lack of funding. According to data from YouTube, consumption of content from India’s top creators on smart TVs has quadrupled in the past three years.

And data published by ComScore, a global media measurement and analytics company, showed YouTube was the most-watched streaming service on TVs in India between March 2023 and March 2024. In the past year, several creators have released high-quality shows such as the The Thugesh Show by Youtuber Mahesh Keshwala aka Thugesh, and Split or Steel by creator Abhishek Malhan aka Fukra Insaan, and What the Buck by finance creator Anshuman Sharma. "Many creators who understand the content game are moving towards these types of shows as they see the gradual shift towards consumption on smartTVs.

They are in a way going back to the good old days of long-form content on YouTube," said Shubham Singhal, founder of talent management firm Dot Media. "There’s a change coming, and creators have to adapt to it. If they don't, they’ll miss the train." Also read | Peek time: How influencers are tapping real estate to make their next pile of money But riding this wave is easier said than done, as creators may have great ideas but no guarantee of returns.