YouTube rolls out ‘Gifts’ and ‘Jewels’ in India to boost creator earnings during live streams

YouTube has introduced a new monetisation feature for creators in India, allowing viewers to send animated virtual gifts during live streams as the platform looks to deepen audience engagement and create additional revenue opportunities for its growing creator community.The feature, called Gifts, enables viewers to purchase virtual currency known as Jewels, which can then be used to send animated reactions to creators during eligible vertical live streams. Creators receive Rubies, representing their earnings from the gifts sent by viewers.To make the rollout more relevant for Indian audiences, YouTube has introduced a range of locally themed virtual gifts, including animations inspired by Vada Pav, Chai Toast, Pani Puri, Badhai Ho, Kem Cho, Macha and All Izz Well. The company said it also plans to introduce seasonal virtual gifts in the future.The launch marks YouTube's latest effort to strengthen monetisation tools for creators as competition among digital platforms intensifies. The feature builds on the platform's existing revenue products, including Super Chats, channel memberships and advertising, while encouraging greater interaction during live broadcasts.Eligible creators can activate the feature through the Earn section in YouTube Studio by accepting the platform's Virtual Items Module. Once enabled, Gifts automatically become available on vertical live streams. However, creators who turn on the feature will no longer have access to Super Stickers during those streams.Also read: Meta rolls out Muse Image to expand AI offerings for advertisers and subscribersThe rollout comes as India's creator economy continues to expand rapidly. According to YouTube, the number of Indian channels generating seven-figure annual revenue has grown by more than 20% year-on-year. The company also said that 92% of surveyed creators in India believe YouTube has helped them build stronger communities around their content.India has emerged as one of YouTube's largest creator markets, with live streaming becoming an increasingly important format across gaming, entertainment, education and lifestyle content. By expanding virtual gifting options, YouTube is seeking to provide creators with more diversified revenue streams while giving viewers new ways to support their favourite channels in real time.