YouTube is expanding its monetisation tools in one of its biggest markets. The platform has launched Gifts and Jewels in India, giving fans a new way to support their favourite creators while helping creators generate more income during live streams.
YouTube has officially launched Gifts and Jewels in India, introducing another way for creators to earn money from live streaming. The new feature allows viewers to buy Jewels, YouTube’s virtual currency, and use them to send animated Gifts during eligible live streams. When a fan sends a Gift, creators receive Rubies, which represent their earnings from that interaction.
The system works much like virtual gifting on other social media platforms. Instead of making a separate payment every time they want to support a creator, viewers can purchase Jewels in bundles and spend them whenever they join a live stream. To celebrate the launch, YouTube has designed several India-inspired virtual Gifts. Fans can send animations such as Vada Pav, Chai Toast, Pani Puri, Badhai Ho, Kem Cho, Macha and All Izz Well during live broadcasts.
The company also plans to introduce seasonal Gifts in the future. The rollout reflects the rapid growth of India’s creator economy. According to YouTube, the number of Indian channels earning seven figures or more in annual revenue has increased by more than 20% year over year. The company also says 92% of surveyed Indian creators believe YouTube helps them build strong communities with their audiences.
The new feature expands YouTube’s existing monetisation ecosystem. Creators already earn through Channel Memberships, Super Chat, Super Stickers and Super Thanks. Gifts now add another revenue stream, especially for creators who regularly host live sessions.
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The move also increases competition among creator platforms. TikTok, Instagram and other social media services continue introducing new monetisation tools to attract creators and keep them producing exclusive content. YouTube’s latest update strengthens its position in that race.
For creators, the change is about more than receiving virtual gifts. It creates another opportunity to build stronger relationships with their audiences while reducing their dependence on advertising revenue alone. As the creator economy continues to evolve, platforms are finding new ways to reward engagement instead of views alone. YouTube’s latest rollout shows that the future of content creation may depend just as much on loyal communities as it does on viral videos.
About the Author
Marcel Chidozie is a tech analyst and writer covering foreign news, fintech, and emerging technologies at TechRegard. Based in Nigeria, He's passionate about translating complex tech developments into compelling, accessible stories for diverse audiences. His work focuses on how technology shapes innovation across Africa and globally.
