The AI Impact Summit 2026 is being held in India, highlighting the burgeoning creator economy that the Indian government is actively supporting. At the summit, a special pavilion titled 'WAVES Creators Corner' has been established to focus on creators and the creator economy. This is part of a broader governmental acknowledgment of the economic importance of content creators, which was also reflected in the recent budget discussions.

In recent years, the media and entertainment industry in India has undergone dramatic transformation. With smartphones virtually in every hand, consumption of content has shifted significantly towards digital platforms, leaving traditional media such as TV and newspapers lagging behind. The way content is consumed and created has evolved rapidly, with digital media now leading in terms of reach and engagement, shifting the dynamics of the industry.

Financially, the digital media landscape has shown remarkable growth, contributing approximately 80,000 crore INR to the total 2.5 lakh crore INR size of India's media and entertainment industry in 2024. The report indicates that digital media accounted for a significant one-third of the total revenue, while traditional media such as TV and print contributed considerably lower amounts. This evolution underscores the shifting priorities and economic impact of digital content creation in India.