In a move aimed at strengthening India’s fast-growing creator economy, YouTube has rolled out Gifts in India, allowing viewers to send animated virtual gifts to creators during eligible vertical live streams. The feature introduces a new fan engagement and monetisation tool, enabling creators to earn from real-time audience interactions.
The launch expands YouTube’s existing creator monetisation ecosystem, which already includes Channel Memberships, Super Chat, Super Stickers and Super Thanks. With Gifts, creators can now generate additional income while making live broadcasts more interactive.
How YouTube Gifts Works
Viewers can purchase Jewels, YouTube’s virtual currency, in different bundles and use them to send animated gifts during eligible live streams. Once a gift is sent, it appears as an on-screen animation, allowing fans to celebrate moments and interact with creators in real time.
Creators, in turn, receive Rubies, which represent the earnings generated from those gifts and can be redeemed according to YouTube’s monetisation policies. To access the feature, eligible creators must accept YouTube’s Virtual Items Module through YouTube Studio.
India-Themed Virtual Gifts
To make the experience more localised, YouTube has introduced several India-inspired animated gifts, including:
- Vada Pav
- Chai Toast
- Pani Puri
- Badhai Ho
- Kem Cho
- Macha
- All Izz Well
These gifts are designed to reflect local culture while making fan interactions more engaging during live sessions.
The rollout comes as India’s creator ecosystem continues to expand rapidly. According to YouTube, the number of Indian channels earning seven figures or more annually (in INR) has grown by over 20% year-on-year. Additionally, 92% of surveyed Indian creators said the platform helps them build stronger communities with their audiences.
By introducing Gifts, YouTube is betting that stronger fan participation during live streams will translate into more sustainable earnings for creators beyond advertising revenue.
