According to a recent report by the Indian School of Business, Hyderabad and Hashfame, more than half of non-metro creators in 2025 were nano creators with 1,000 to 10,000 followers, while another 28% were micro creators with 10,000 to 100,000 followers. Together, these smaller creators accounted for more than 80% of the non-metro creator base. As reported by Mint, these creators represent a major chunk of India's creator base despite facing significant operational challenges.
Industry experts highlight that payment delays can be particularly challenging for regional-language, micro and nano creators who may not have established processes around contracts, invoicing and payment follow-ups. According to Mint, delays are often caused by brand approvals, procurement cycles, invoicing, documentation or changes in campaign timelines rather than intentional withholding of payment. For emerging creators, even small delays can have larger impacts because they may depend heavily on individual collaborations.
Many brands and agencies operate on 60- or 90-day payment cycles, while creators may have already paid editors, photographers, studios, travel and other production costs upfront. As reported by Mint, a creator may earn ₹1–1.5 lakh in one month and then have very little paid work the next month. Sanya Bajaj from Crack'd explained that campaigns can get postponed, budgets can change or approvals can take longer than expected, creating significant cash-flow pressure.
Industry experts emphasize the need for standardization and clearer payment processes. According to Mint, Pranav Panpalia from Opraah suggests brands should implement more standardization with clear payment timelines built into contracts upfront and ideally moving toward shorter cycles or partial upfront payments for smaller creators. Jag Chima from IPLIX Media adds that the industry needs greater standardization around payment terms, clear expectations around deliverables, approval timelines, and payment schedules to reduce confusion.
As the creator ecosystem matures, experts recommend diversifying revenue streams rather than depending entirely on brand collaborations. According to Mint, creators should build IP, affiliate revenue, products or creator-led businesses to provide greater financial stability. Pratish Mepani from Starting Monday Design noted that the biggest misconception is that visibility equals stability, emphasizing that creators today are effectively media companies with employees, editors, managers, and recurring expenses that require proper business contracts and structures.
