The new feature is expected to help creators increase their earnings while giving audiences another way to engage with and appreciate their favourite creators. YouTube has highlighted fan culture as one of the reasons behind the growth in earnings of Indian creators.
According to YouTube’s internal survey, 92 percent of Indian creators believe that the platform has helped them build a community with their audiences.
Creators have also welcomed the launch of YouTube Gifts. Naman Mathur, popularly known as Mortal, said features such as Super Chat and memberships are not only sources of income but also encourage creators to stream for longer durations.
Under the new feature, when a viewer sends a Gift, it will appear as an animated overlay or graphic on the creator’s vertical live stream. The animated overlays will allow viewers to publicly display their support for content creators.
However, viewers will need to purchase Jewels before sending Gifts. When a viewer uses Jewels to send a Gift to a favourite creator, the creator receives Rubies, which represent the earnings generated through the feature. The earnings details will be visible only to the creator.
YouTube has introduced several Gifts designed specifically for Indian audiences. These include food and celebration-themed options such as Vada Pav, Tea Toast, Pani Puri, Congratulations, Kem Cho, Macha, and All Is Well. The platform is expected to introduce more Gifts based on upcoming seasons and festivals.
Creators eligible for the feature will have to activate it through the Earn Hub section in YouTube Studio. After accepting a new Virtual Items module, Gifts will automatically become active on their vertical live streams.
The launch of YouTube Gifts marks another step in expanding creator monetization opportunities in India, allowing audiences to directly support creators while strengthening engagement during live streaming experiences.
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