YouTube rolls out Gifts in India, giving creators a new way to earn during live streams

New Delhi: YouTube announced the launch of Gifts in India, introducing a new monetisation feature that allows creators to earn from animated virtual Gifts sent by viewers during vertical and horizontal live streams. The feature builds on YouTube's existing fan-funding tools such as Channel Memberships, Super Chat, Super Stickers and Super Thanks, giving creators another way to diversify their revenue while helping viewers engage with their favourite creators in real time. To use the feature, viewers can purchase Jewels in bundles and redeem them to send animated Gifts during a creator's vertical live stream. When a Gift is sent, creators receive Rubies, which represent their earnings from the interaction. The animated Gifts appear as overlays on the live stream, creating a more interactive viewing experience. Gaming creator Naman Mathur (MortaL) welcomed the launch and said, “Having multiple avenues to connect with your fans and community completely transforms the dynamic. Features like Super Chats and Memberships aren't just ways to monetize; they are massive motivational drivers that inspire creators to stream longer and engage deeper. You really see the depth of the community bond during moments like 'Super Chat battles,' where fans aren't just interacting with us, but actually using our platform to convey their feelings to each other. Audiences love having diverse, highly visual ways to express themselves in real-time.” Announcing the rollout, YouTube said India's creator economy continues to grow rapidly. According to the platform, the number of YouTube channels earning seven figures or more in annual revenue has grown by over 20% year-on-year. The company also said 92% of surveyed Indian YouTube creators believe the platform helps them build a strong community with their audiences. "We're bringing Jewels and Gifts to India to further empower creators to diversify their revenue and fans to connect with their favourite creators in easier and more engaging ways," YouTube said in a blog post. To mark the launch, YouTube has introduced a range of India-exclusive virtual Gifts inspired by local culture. Fans can send animated Gifts such as Vada Pav, Pani Puri, and Chai Toast during live streams. They can also cheer creators with expressions including Badhai Ho, Kem Cho, Macha, and All Izz Well. The company said it plans to introduce more seasonal Gifts in the future. Eligible creators can activate Gifts through the Earn section in YouTube Studio by accepting the new Virtual Items Module. Once enabled, the feature will automatically be available on their vertical live streams. YouTube noted that creators who enable Gifts will no longer have access to Super Stickers on vertical live streams.