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Weighing in on the shifting landscape of digital prominence, Jaiyaxh says talent from digital and traditional media serve different purposes despite often catering to the same audiences. I don t think we re influencing people more than traditional celebrities
Investment firms are recognizing YouTubers as a growing, underserved market. These firms offer capital and tools to help creators scale their businesses
Indian consumer brands exhibit contrasting views on the efficacy of influencer marketing for engaging customers. Companies such as Hindustan Unilever and Marico are broadening their creator networks to boost social media presence
Alongside the expansion, the company is testing several features designed around how people watch content together in living rooms. These include interest-based channels that group videos such as comedy, sports and creators, making it easier for viewers to dis