Farah Khan has expanded her influence beyond cinema, building a thriving YouTube presence that demonstrates how consistency, collaboration, and platform ownership drive sustainable relevance

Shalinee Mishra Jan 9, 2026 12:10 PM

Industry players call for stronger verification mechanisms, accountability, consolidation and better creator ecosystems to be able to deliver better ROI for brands

e4m Staff Jan 7, 2026 10:42 AM

As influencer marketing enters 2026, the industry is confronting a paradox. While creator supply continues to expand, tolerance for surface-level influence is rapidly shrinking

e4m Staff Jan 5, 2026 11:43 AM

A new experience taking place on 18–20 June during the week of Cannes Lions, this dedicated forum will include a curated mix of exclusive learning and networking experiences

e4m Staff Apr 10, 2024 8:51 AM

Experts say by fostering this ecosystem, YouTube draws interesting and varied content, offering advertisers a dynamic platform to reach target audiences

Shantanu David Feb 14, 2024 8:49 AM

Guest Column: Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities, writes on the creator economy and its dimensions

Piali Dasgupta Aug 31, 2023 11:42 AM

TechManch 2023 saw experts discuss how AI can shape the future of the creator economy

exchange4media Staff Aug 11, 2023 11:48 AM

Well-defined guidelines and relaxations in TDS for micro-influencers are some of the other demands of the industry

Shantanu David Jan 27, 2023 8:32 AM

YouTube's dominant market position and enormous mind share have given it a dominant place in the creators' universe, share industry heads

Shantanu David Dec 23, 2022 9:01 AM