YouTube India x SmithGeiger study views Gen Z as active builders of India’s creator-led digital space

YouTube India's recent study, in collaboration with SmithGeiger, looks beyond surface-level trends to outline how young people in India approach making content, responding to it and finding spaces for their interests.

The YouTube India and SmithGeiger study offers one of the clearest snapshots of how young Indians interact with online platforms today. The findings reflect a generation that sees digital spaces as places to work, express themselves and form communities, and the numbers outline a very specific cultural shift.

A generation that has normalised making things online

One of the most telling figures in the study is the one that says 83% of Indian Gen Z identify as creators, and while the number is large, the sentiment behind it is even more revealing. It shows that creating content is no longer treated as a specialised activity but something that fits naturally into their daily lives, almost like extending a conversation or documenting a thought.

The idea of content as a job also feels less speculative now, and the report confirms this with 75% of young creators calling it a viable career path. This reflects a shift in aspiration, where stability and creativity are no longer seen as opposites. The platforms have matured, monetisation systems are clearer, and young people have grown up watching others turn online work into income.

The economic impact is visible in another finding, which states that 55% of these creators gained financial independence through digital platforms. This is a meaningful number because it places content creation in the area of economic mobility, not just self-expression.

Also Read: What are the Gen Zs investing in? Shruti Kohli breaks it down for us!

Participation has become the default

The report’s lens on fandom is equally telling. 87% of Gen Z identifying as fans shows how deeply young people anchor themselves to interests, creators, shows or games, reflecting a cultural shift where fandom is considered part of identity rather than a hobby on the side.

Participation is another interesting layer, where, according to the report, 91% have engaged in fan activities such as edits, analysis, remixes or theories in the past year. This level of involvement suggests that fandom in India has become a space where contribution matters as much as attention. It is less about following a creator and more about shaping the ecosystem around them. The fact that 93% use YouTube weekly for fandom content reinforces the platform’s role as a meeting ground where these communities gather, respond to each other and keep trends alive.

A preference for niche content

Another finding is that 62% of Gen Z belong to what the study calls “hidden” fandoms. These are interests that rarely appear in regular conversation but thrive online because they finally have room to exist without explanation. These communities show how the internet has become a space where personal taste can flourish without needing validation from the physical world. 

Unpack videos are also popular among 78 per cent of Gen Z, a format built on explanation and breakdowns. This signals a deeper shift in viewing behaviour, where young audiences seek clarity and interpretation as part of their entertainment diet. The study also highlights that over 90 per cent use YouTube to express themselves, which aligns with the surge of content from Tier 2 and Tier 3 cities. These are creators documenting local culture, everyday life and personal experiences that don’t always appear on mainstream entertainment channels.

Representation and reach

A particularly meaningful data point is the 40 per cent rise in women creators on YouTube in the last two years. This growth marks a shift in who gets to tell stories. The increase spans genres from education to cooking to storytelling, indicating that women are not restricted to specific content categories but are expanding into multiple digital spaces. With monetisation tools and Channel Memberships becoming more accessible, these creators also have clearer pathways to sustain their work.

Reading the larger pattern

Taken together, the study does more than document Gen Z habits. It outlines a culture where creating, analysing, participating and experimenting have become routine behaviours, and where regional voices, niche communities and small creators contribute as meaningfully as big names. Their online behaviour points to a cultural economy that no longer moves in a top-down direction but grows outward through steady contributions, experiments and micro-communities. As this ecosystem expands, it’s clear that the future will be influenced by the sheer diversity of people who now have the tools, confidence and language to tell their own stories.

Which part of the study felt closest to your own online behaviour? Tell us in the comments below. 

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