YouTube Launches ‘Gifts’ and ‘Jewels’ Feature in India to Enhance Creator Monetisation

YouTube has introduced a new monetisation feature in India called “Gifts,” allowing viewers to support creators through virtual items during live streams. The initiative is designed to strengthen creator earnings while enhancing real-time audience engagement across vertical video formats.

YouTube Expands Monetisation Options for Indian Creators

In a major move to support its growing creator ecosystem, YouTube has rolled out a new virtual gifting feature in India. The feature, known as “Gifts,” enables viewers to send animated virtual items to creators during live streams, offering an interactive way to show appreciation.

This launch marks another step in YouTube’s ongoing efforts to diversify income opportunities for creators, especially as competition among digital content platforms continues to intensify.

With India being one of YouTube’s largest and fastest-growing markets, the introduction of this feature is expected to significantly impact how creators monetise their content and connect with audiences.

How the ‘Gifts’ and ‘Jewels’ System Works

The new system is built around a virtual economy that includes multiple digital elements. Viewers can purchase virtual currency called “Jewels,” which are then used to send animated gifts to creators during eligible live streams.

When a creator receives these gifts, they earn “Rubies,” which represent their share of revenue generated from viewer contributions.

This structured system ensures a seamless and engaging monetisation process, where viewers can actively participate in supporting creators while enjoying interactive content.

The feature is currently available for vertical live streams, aligning with the rising popularity of short-form and mobile-first video consumption in India.

India-Themed Virtual Gifts Add Local Appeal

To make the feature more appealing to Indian audiences, YouTube has introduced a range of culturally relevant virtual gifts. These include animated items inspired by popular Indian food and expressions such as:

• Vada Pav

• Chai Toast

• Pani Puri

• Badhai Ho

• Kem Cho

• Macha

• All Izz Well

These locally themed animations are designed to resonate with viewers and create a more personalized live-streaming experience.

YouTube has also indicated that it plans to introduce seasonal and event-based virtual gifts in the future, which could further enhance user engagement during festivals and special occasions.

Integration with Existing Monetisation Tools

The “Gifts” feature builds on YouTube’s existing suite of monetisation tools, including advertising revenue, Super Chats, and channel memberships.

However, there is a key change: creators who enable the Gifts feature will no longer have access to Super Stickers during those specific live streams. This suggests that YouTube is gradually shifting focus toward more immersive and interactive monetisation formats.

Creators can activate the feature through the “Earn” section in YouTube Studio by accepting the platform’s Virtual Items Module. Once enabled, the gifting option becomes automatically available for eligible live sessions.

Driving Real-Time Engagement During Live Streams

One of the primary objectives of the new feature is to increase real-time interaction between creators and their audiences.

Virtual gifts serve as instant reactions, allowing viewers to express emotions, appreciation, or excitement during live broadcasts. This not only enhances the viewing experience but also encourages creators to engage more actively with their audience.

Such interactive features are particularly effective in live streaming formats, where immediacy and audience participation play a crucial role in content success.

India’s Rapidly Growing Creator Economy

The launch of the Gifts feature comes at a time when India’s creator economy is experiencing significant growth.

According to YouTube, the number of Indian channels earning seven-figure annual revenues has increased by over 20% year-on-year. This reflects the rising potential of content creation as a viable career path in the country.

Additionally, the platform reported that 92% of surveyed creators in India believe YouTube has helped them build stronger communities around their content.

These insights highlight the platform’s growing influence and its role in empowering creators across diverse categories.

Expanding Role of Live Streaming in India

Live streaming has become an increasingly important format on YouTube, especially in India. Creators across multiple genres including gaming, entertainment, education, and lifestyle are leveraging live streams to connect directly with their audiences.

The introduction of virtual gifting is expected to further accelerate this trend by making live streams more interactive and financially rewarding.

For viewers, it provides a new way to support their favorite creators in real time. For creators, it opens up an additional revenue stream beyond traditional advertising.

Strengthening YouTube’s Competitive Position

The rollout of the Gifts feature also reflects YouTube’s strategy to stay competitive in a rapidly evolving digital landscape. With platforms like Instagram, TikTok, and other short-video apps offering various monetisation tools, YouTube is focusing on enhancing its own ecosystem to retain creators and attract new talent.

By combining financial incentives with interactive features, the company aims to create a more engaging and sustainable platform for content creators.

Future Outlook for Creator Monetisation

The introduction of virtual gifting in India signals a broader shift toward diversified monetisation models in the creator economy.

As digital platforms continue to innovate, creators are likely to benefit from multiple income streams, including:

• Advertising revenue

• Membership subscriptions

• Brand collaborations

• Live stream monetisation tools like Gifts

This evolution is expected to make content creation more sustainable and scalable, particularly for emerging creators.

Conclusion

YouTube’s launch of the “Gifts” and “Jewels” feature in India marks a significant step in enhancing creator monetisation and audience engagement. By introducing culturally relevant virtual gifts and integrating them into live streaming, the platform is creating a more interactive and rewarding experience for both creators and viewers.

As India’s creator economy continues to grow, such innovations are likely to play a key role in shaping the future of digital content and online entertainment.