YouTube Launches Gifts Feature for Creators in India
YouTube has launched Gifts in India, enabling viewers to support creators during eligible vertical live streams through virtual Gifts, creating a new monetisation opportunity.
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YouTube has announced the launch of Gifts in India, a new feature that allows creators to engage with their audiences while building an additional monetisation channel through eligible vertical live streams.
The rollout comes amid the continued rise of the creator economy in India. YouTube says the number of channels in the country with annual revenue of seven figures and up has grown more than 20% year over year. YouTube also said 92% of Indian creators surveyed believe that YouTube helps them build strong communities with their audiences.
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How Gifts Work:
With the new feature, viewers will be able to buy bundles of Jewels to send animated virtual Gifts to creators during eligible vertical live streams. Fans can interact with the creators in real-time and show their appreciation by using animations that are overlaid on the live stream.
If viewers send Gifts, creators will get Rubies, which are their earnings from the feature.
India-Inspired Virtual Gifts:
To mark the launch in India, YouTube has introduced a collection of locally inspired virtual Gifts, including Vada Pav, Chai Toast, Pani Puri, Badhai Ho, Kem Cho, Macha and All Izz Well. The company said it also plans to introduce seasonal Gifts in the future.
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Speaking on the launch, creator Naman Mathur, popularly known as MortaL, said that multiple ways of interaction for fans helps in building stronger creator communities.
He added, features like Super Chats and Memberships encourage creators to stream more often and build deeper connections with their audience, while visual interactions like Gifts give viewers new ways to show their support during live streams.
