•OML's creator-led vertical, including talent management and influencer marketing, now accounts for 60% of its total revenue, marking a significant shift in its core business.
•The Indian creator economy remains largely fee-driven, with equity partnerships for creators still rare despite growing discussions.
•Platform dynamics vary: YouTube builds long-term interest and depth, while Instagram focuses on transient, entertainment-first content.
•FMCG brands are likely the biggest spenders in influencer marketing due to their need for mass reach across various tiers.
•The focus is shifting from micro-creators to micro-communities, with brands seeking high-trust, niche engagements, and AI set to transform content production rather than influence.
