A New Digital Demographic: Content Creators from Smaller Cities

Rajesh Rawani, an Indian truck driver’s ‘R Rajesh Vlogs’ has become an online sensation with over 1.33M YouTube subscribers! Similarly, a school teacher in Karimganj, Kritanjali Sinha has amassed 124K followers on Instagram through her curation of k-content. This rising demographic of #contentcreators from smaller cities is indicative of a larger shift in the digital landscape of India.

Affordable accessibility to smartphones & internet since the last decade led to the proliferation of social media beyond tier 1 cities. The COVID-19 pandemic pushed people towards online platforms for entertainment & education, along with earning their income when they had no other means during lockdowns.

Aligarh's Deepanshi Jain, began her journey through YouTube to sustain herself. Jain monetized her content from brand collaborations, sponsorships, & revenue streams like SuperChat. Oxford Economics' study revealed that Youtubers contributed ₹10,000 crore to India’s GDP in 2021, supporting an equivalent of 750,000 full-time jobs. Meanwhile creators like Aakash Ranison from Indore, are also contributing to the discourse on social responsibility & sustainability through their content.

But many have also been affected by the digital divide that persists between the hinterland & metropolises. RGFactBoy's creator, Rohit Gupta had trouble accessing his earnings through YouTube’s $100 million Shorts Fund due to the lack of knowledge about international banking processes in his hometown, Kushinagar. Kalaari Capital’s report states that only 1.5 lakh out of nearly 8 crore Indian content creators are able to monetize their services effectively.

However, Saloni Shrivastava from Ankhleshwar, is empowering others to find their entrepreneurial path through HustlePost Academy. As content trends continue to evolve, these creators from smaller cities are not just shaping the digital landscape but also redefining socio-economic dynamics in both local & global spaces.

Do you know any content creators from your city? How are they navigating the challenges of being a content creator in a smaller city?