Creators Emerge as Key IPs for India's Streaming Platforms

India's streaming platforms are increasingly treating individual creators as intellectual properties, not just talent, as they seek built-in audiences and reduce content discovery risks. Shows by creators like Samay Raina, Bhuvan Bam, and Zakir Khan air on Netflix and Amazon Prime Video, while JioHotstar runs a creator-led vertical called Sparks. Industry experts say creators bring fresh voices and strong distribution through YouTube, making them central to the next wave of streaming content.