Commemorating its 15 years since its localized version launched in India, YouTube shared unique insights on how the ingenuity of Indian creators coupled with evolving preferences of fans have shaped significant trends in creation, consumption and pop culture. Since 2008, driven by an expansion of creation tools and increasing preference for personalized viewing, India’s creative entrepreneurs have explored and conquered new frontiers of creative expression.

Today, as the digital video landscape is at a cusp of significant shifts taking place in technology, creativity and pop culture, YouTube continues to expand creative tools, ways to monetize and help them engage with newer audiences in meaningful ways, while giving creators and viewers a safe experience to create, discover and connect.

Ishan John Chatterjee, Director, India, YouTube, “Digital video has always had the uncommon ability to break down literacy and geographical barriers. YouTube’s journey in the country, in many ways, mirrors India’s own digital transformation journey. 15 years in, YouTube has taken on many avatars – a place of discovery for trends moving the world, and a reflection of a curious, connected and vibrant India, that has embraced video as its language.”

“The beating heart of YouTube is and will always be its creators, artists and partners and we’re committed, as ever, to supporting the success of this ecosystem. We will continue to be laser focused on making YouTube the best platform for long-term success,” he added.

Here are five trends that showcase the impact of Indian creators and fans in shaping the digital video landscape and creator economy in India.