In 2025, podcast host Raj Shamani turned Figuring Out into a powerful digital IP that extends beyond content into brand value and influence. Shamani’s YouTube channel has over 13.2 million subscribers and has garnered nearly 1.7 billion views. Similarly, the report notes Sejal Gaba, known for her humorous videos themed around teachers and schools, has translated her strong audience connection into real-world business via brand partnerships and commerce-led collaborations.
A key driver of this shift is the omnipresent distribution of content, combined with creators’ strong and growing vernacular reach. Vernacular access is becoming standard, not optional. Another breakthrough story of 2025 underscores this point. Over 77% of Gen Z in India watched content that was translated from another language. Global creator MrBeast has grown his reach in India by leaps and bounds by offering seven different audio tracks. His channel added over 47 million subscribers from India alone.
At the same time, the living room is emerging as the new prime time for creators. Connected TVs are YouTube’s fastest-growing surface in India. In April 2025, according to the report, YouTube reached over 75 million people aged over 18 years on connected TVs, and the number of channels earning six figures or more from TV screens grew by over 45% in a year.
As this economic shift gathers momentum, YouTube is positioning itself to capture a share of the opportunity. Alongside the report, the platform announced a suite of creator-first tools, noting that artificial intelligence (AI) has lowered traditional production barriers while unlocking new creative possibilities.
