By Rajat Kohli, Partner, Zinnov, Atul Srivastava, Engagement Manager, Zinnov, Suraj R. Krishnan, Consultant, Zinnov

“Creation, creation, creation: the next ten years will be as much about creation as it is about consumption and the community around it, so it is not about creating alone”, is what Satya Nadella said a year ago when talking about the creator. economy.

Creating content has never been easy; of reels, videos, statuses and blog posts, even while reading this idea, more than 500 hours. of immersive and interactive user content is being uploaded on all major platforms. This equates to over 700,000 hours of fresh content generated and consumed daily.
Today, this digital media content is democratized through popular apps that bridge the gap between the creator…