YouTube Income: India's creator economy needs to be more serious after new monetisation criteria

YouTube’s new Partner Programme eligibility norms are set to reshape India’s creator economy, raising the bar for monetisation and rewarding serious creators. The shift could boost original and long-form content, deepen audience engagement, professionalise creator careers and push brands towards niche influencers. With non-YPP income already dominating creator earnings, brand deals could become increasingly crucial.