YouTube rolls out virtual Gifts feature for creators in India

MUMBAI: Likes are nice, but animated vada pavs now pay the bills. Youtube is giving India’s creators another way to earn from live streaming with the launch of Gifts, a virtual tipping feature that lets viewers send animated digital presents during eligible live broadcasts.

The new monetisation tool allows audiences to purchase virtual currency called Jewels, which can be exchanged for animated gifts during vertical live streams. In return, creators receive Rubies, representing the earnings generated through those viewer contributions.

To resonate with Indian audiences, Youtube has introduced a distinctly local flavour to the feature. Animated virtual gifts include Vada Pav, Chai Toast, Pani Puri, Badhai Ho, Kem Cho, Macha and All Izz Well, with the platform also planning to introduce seasonal gift collections over time. The launch expands Youtube’s creator monetisation toolkit beyond advertising, Super Chats and channel memberships, while encouraging more real-time interaction between creators and their audiences during live streams.

Eligible creators can activate Gifts through the Earn section of YouTube Studio by accepting the platform’s Virtual Items Module. Once enabled, the feature becomes available on vertical live streams, although creators will no longer be able to use Super Stickers during those broadcasts. The rollout comes as India’s creator economy continues to gather momentum. According to Youtube, the number of Indian channels generating seven-figure annual revenue has grown by more than 20 per cent year-on-year. The company also said 92 per cent of surveyed Indian creators believe the platform has helped them build stronger communities around their content.

India has become one of Youtube’s largest creator markets, with live streaming emerging as a key format across gaming, entertainment, education and lifestyle content. As competition among digital platforms intensifies, virtual gifting is increasingly becoming a strategic way to diversify creator incomes while strengthening audience participation.

With Gifts, Youtube is betting that fan appreciation can be more than a comment or a like, it can become an interactive revenue stream that blends entertainment, community and commerce in real time.