The creative economy has ceased to be a trend and has become a strategic pillar of growth in various parts of the world. And few countries are betting as high on this movement as India.

With a newly announced US$ 1 billion fund to boost content creators, the Indian government makes it clear: creators are not just influencers — they are economic agents, global opinion shapers, and key players in building soft power.

More than just a matter of visibility, this investment places creators at the center of an ambitious goal: to help India reach a US$ 5 trillion GDP in the coming years. The WAVES Summit, envisioned as a “Davos of the creative economy,” reinforces this positioning by offering a global platform for creators, brands, and investors to connect and thrive.

But what can Brazil learn from this movement? And, more importantly, how can creators, agencies, and collectives here be inspired to unlock their own growth?

In this article, we will dive into the Indian case and understand why the creator economy has become a key piece in the economic development strategy — and how it directly connects with financial autonomy and access to capital, two fundamental points for those who live off creativity.

What is the Creator Economy — and why are governments betting on it?

The term “creator economy” has spread rapidly, but still raises doubts outside the creator bubble. More than influencers or streamers, we are talking about an ecosystem of people and businesses that produce, distribute, and monetize digital content — whether in videos, podcasts, online courses, newsletters, games, or NFTs.

In practice, there are millions of creators connecting brands to communities, generating real conversations, entertainment, education, and culture. It is a chain that goes far beyond dance trends on TikTok: it includes everyone from experts sharing knowledge to independent artists, game developers, animators, audiovisual producers, and much more.

And why are governments keeping an eye on this movement?

Simple: because where there is creativity, there are jobs, income, and influence. The creator economy:

• Generates opportunities for young people, even outside major urban centers.

• Promotes cultural exports, enhancing national soft power.

• Drives different economic sectors — from fashion to tourism, from education to finance.

• Decentralizes market access: any creator, from anywhere, can find their global audience.

In India's case, the government understood that boosting this productive chain means investing in innovation, culture, and economy at the same time. Creators are not merely communicators — they are creative entrepreneurs capable of turning content into business.

That’s why public policies like the US$ 1 billion fund and the WAVES Summit do not happen by chance. They are a strategic response to the huge potential of this new economy.

The billion-dollar fund of India and the WAVES Summit strategy

The announcement of a US$ 1 billion fund dedicated to India's creator economy is not just a financial investment — it is a clear message: the country sees creators as a driver of development and global positioning.

This fund, structured as a public-private partnership (PPP), primarily aims to ensure that creators from different regions and niches have access to capital to:

• Enhance their technical and creative skills;

• Raise production quality;

• Increase their competitiveness in the global market.

Together with the fund, the government also announced the creation of the Indian Institute of Creative Technology (IICT), based in Mumbai. The proposal is to train talents in creative and digital technologies, following the excellence model of institutions like the IITs and IIMs. The logic is simple: talent only becomes powerful when it finds the right tools to flourish.

WAVES Summit: the “Davos” of the creator economy

Complementing the strategy, the World Audio Visual & Entertainment Summit (WAVES) promises to be a global meeting point for creators, brands, content buyers, and investors. Scheduled to take place in Mumbai, the event will bring together representatives from over 100 countries, creating an environment conducive to:

• Connection between creators and international markets;

• Discussions on technology, trends, and the future of content production;

• Real business opportunities, collaborations, and partnerships.

Moreover, the WAVES Bazaar, a global e-marketplace, is already active as a platform for showcasing, pitching projects, and generating opportunities beyond Indian borders.

This movement makes it clear that, for India, the creator economy is not an appendix to the traditional economy — it is a strategic asset to reach new levels of growth and cultural relevance.

Impressive numbers: the growth of the creator economy in India

If there were still any doubts about the strength of the creator economy in India, the numbers set out to eliminate any skepticism.

From 962,000 creators in 2020 to over 4 million in 2024 — a growth of 322% in just four years. This progress did not happen by chance. It is a direct result of the democratization of the internet, the boom of short video platforms, and the maturation of influencer marketing as a strategic channel for brands of all sizes.

Segments leading this growth:

• Fashion: 470,000 creators by the end of 2024.

• Gaming: 467,000 creators, with accelerated growth since 2020.

• Arts & Entertainment: projected 430,000 creators by 2025.

• Health & Fitness: 295,000 creators, doubling the base since the pandemic.

• Finance and Infotainment: emerging categories, with growth rates of 91% and 126% respectively between 2020 and 2022.

More than volume, these numbers point to a geographical and niche diversification: cities like Guwahati, Kochi, and Indore are establishing themselves as new creative hubs, far from major centers like Mumbai or Delhi. This indicates a process of decentralization of content production, which broadens opportunities and reduces entry barriers.

Real economic impact:

• The creator economy already represents 2.5% of India's GDP, generating income for 8% of the workforce.

• The influencer marketing sector alone generates over Rs 3,375 crore (approximately US$ 400 million), with expectations of continued robust growth in the coming years.

These figures show that investing in creators is not about "going viral" with a video — it’s about stimulating entrepreneurship, income generation, and cultural prominence on a national and global scale.

Influencers and brands: a new marketing logic

For a long time, influencer marketing campaigns revolved around the big names — celebrities and mega influencers with millions of followers. But the landscape is changing rapidly. Today, brands of all sizes are discovering the power of nano and micro influencers (creators with up to 100,000 followers), precisely because of the authenticity and closeness they offer to their audiences.

In India, for example:

• About 47% of brands prefer nano and micro influencers for their campaigns, according to EY's report.

• The logic is clear: lower cost per reach, real engagement, and narratives that are closer to people's lives.

• Even big brands continue to bet on mega influencers (over 1 million followers) for high-impact campaigns but balance this with smaller creators to strengthen local connections.

Another important trend is the evolution of metrics. More than likes or views, campaigns are being measured by performance linked to real conversion — sales, qualified leads, traffic. This has led brands to prefer models based on results and long-term partnerships over one-off actions.

Influencers as strategic partners, not just promoters

What used to be “ads” has become content co-creation. Creators are increasingly free to adapt brand messages to their style, while respecting the tone of the conversation with their audience. This makes the content more relevant, more trustworthy, and, of course, more effective.

This model enables small brands and new businesses to compete with large players, as long as they know how to choose the right creators to associate with.

Here, the lesson is clear: relevance and context matter more than sheer reach.

What can Brazil learn from India?

The movement that India is making with its creator economy raises a provocative question: what if Brazil bet just as strong on those who live off creativity?

Here, the potential is enormous. Brazil is a leader in social media consumption, has one of the most engaged audiences in the world, and boasts a rich cultural diversity that could (and should) be brought to global markets with much more structure and incentive.

But we run into an old challenge: lack of access to capital and tools for those who create.
While in India the government injects billions and creates platforms like the WAVES Bazaar to connect creators to the international market, in Brazil most creators still have to deal with:

• Lack of financial predictability;

• Dependence on long payment cycles from brands;

• Low access to credit and working capital to invest in their own production.

Anticipation of receivables as a driver of creative autonomy

This is where the role of solutions like DUX comes in: transforming cash flow into creative energy. If you want to know a bit more, this article explains a little better how the anticipation of receivables boosts agencies and creators in Brazil. But in summary, the anticipation of receivables allows creators, agencies, and collectives to access what is rightfully theirs — but at the right time: now.

With this, it is possible to:

• Invest in production quality;

• Bet on new projects with more security;

• Unlock growth without being at the mercy of market-imposed deadlines.

If India teaches that investing in the creator economy is a national strategy, Brazil can (and should) learn that financial autonomy is the first step for this creative power to truly flourish.

Creativity is economy, is culture, is power

The case of India leaves a clear message: the creator economy is not just about likes, views, or virality. It is about economic development, job generation, culture, and soft power.

When a government decides to invest billions in creators, it is not just funding videos — it is betting on these people's ability to drive the economy, build global narratives, and strengthen a country's cultural identity.

In Brazil, creative strength already exists. What often lacks is liquidity: access to the capital needed for creators and collectives to invest in themselves, expand their operations, take creative risks, and grow sustainably.

At DUX, we believe that those who create deserve autonomy — including financial autonomy. That’s why we offer receivable anticipation designed for those living off the creative economy, helping transform cash flow into the freedom to produce more, better, and at their own pace.

Want to unlock the growth of your creative project? Talk to DUX and discover how anticipation can be the key to your next step.