Non-metro India accounts for 66% of creators, but most remain outside paid campaigns
An ISB-HashFame study says India has 4.12 million creators in 2025, with non-metro markets supplying two-thirds of the base. Yet about 85% of these creators complete no paid campaign annually, highlighting a large but under-monetised pool for brands.
An ISB-HashFame study finds non-metro India supplies 66% of creators but earns less due to lower audience purchasing power, limited agency access and weaker content metrics. The fragmented nano- and micro-creator base offers brands broad reach but constrained monetisation.
Why this matters
The finding extends HashFame’s recent signals that non-metro creators surged 10x to 408,000 and that two-thirds of India’s 4.12 million creators are outside metros, adding evidence that campaign monetisation trails audience growth.
Omni-channel is steady, with 1,243 signals in the past 90 days.