Content creation is an increasingly aspirational career

Pulkit Trivedi, MD, India, Snap Inc, in an email interview with Deepsekhar Choudhury, talks about how to balance safety with entertainment, popular genres and content creation as a career. Edited excerpts

- Deepsekhar Choudhury

How do you see Gen Zs shaping the creator economy in India?

Gen Zs are emerging not just as content consumers, but as powerful cultural and economic catalysts. At 377mn strong, they are India’s largest demographic cohort. Their spending power, currently at $860bn, is projected to more than double to $2trn by 2035.

What sets them apart is their desire to show up as their real selves. This is leading to a shift away from performance and perfection, toward platforms and content that feel more personal, authentic and rooted.

As a result, they’re building communities based on trust and shared values giving rise to a more inclusive and decentralised creator economy, where influence isn’t limited to metros or celebrities, but is emerging from small towns, regional voices and niche interest groups across India.

Many Gen Zs are choosing the creator economy over traditional education and careers. Do you think content creation is becoming a viable career for India’s youth at scale?

Content creation is an increasingly aspirational career for India’s youth. What's fuelling this shift is not just the scale of the internet but the democratisation of platforms, which allows creators from all corners of the country to find their audience, tell culturally rich stories and monetise their work.