Blogs
Notes from building MeTubez.
Long-form thinking on India's creator economy, monetisation infrastructure, and what we are learning as we build.
A Creator in Gorakhpur Has 40,000 Views a Month and Earns Rs 400. Here Is Why That Is a Platform Problem, Not a Creator Problem.
Let us start with the numbers that nobody is talking about India has over 50 million content creators. The United States has a similar number. The US creator economy is valued at approximately $250 bi…
Read article
The $250 Billion Creator Economy Gap: Why India Has 50 Million Creators and Almost No Creator Economy
The number that explains the opportunity United States creator economy: approximately $250 billion. India creator economy: approximately $0.4 billion. Number of content creators in the US: roughly 50…
Read article
The Conversation I Have Had 15 Times: Oh, Like YouTube?
A transcript of a very common conversation Me: "We are building a video platform for Indian vernacular creators that pays from the first video." Person: "Oh, like YouTube?" Me: "Not quite like YouTube…
Read articleMeTubez: What We Have Built, What We Are Building, and What We Need to Scale
Building in public: the honest version LinkedIn is full of founder updates that read like press releases. Milestone achieved. Team excited. Onwards and upwards. What is missing is the honest texture o…
Read article
Dear Creator Making Videos Every Week and Earning Almost Nothing: This Is Not Your Fault
First, the numbers so you know you are not imagining it If your content gets 100,000 views per month on YouTube and your audience is primarily Hindi or another regional Indian language, your monthly e…
Read article
The Next 100 Million YouTube Creators Will Not Speak English. And That Is the Biggest Opportunity in the Global Creator Economy Right Now.
The geography of the next creator economy wave The global creator economy conversation takes place almost entirely in English, about creators who primarily create in English, for audiences whose purch…
Read article
The MeTubez Monetisation Architecture: How We Are Designing Creator Income from Video One
The problem with most creator platform monetisation The standard creator platform monetisation model works like this: platform attracts creators with the promise of audience. Creators build audience.…
Read article
Why We Are Building MeTubez from Ahmedabad and Not From Mumbai: The Intentional Geography of a Vernacular Creator Platform
The question we get asked most often When investors and ecosystem people learn that MeTubez is being built from Ahmedabad, the question that follows is usually some version of: why not Mumbai or Benga…
Read article