Despite having more than 490 million YouTube users, India still lacks a homegrown long-form video platform, sparking a growing debate about digital sovereignty.
Between 2022 and 2024, YouTube paid Indian creators around ₹21,000 crore. However, analysts estimate that the platform retained more than ₹17,000 crore in advertising revenue during the same period.
Following the ban on TikTok, India had a major opportunity to build a domestic alternative. Yet platforms such as Josh, Moj, and Chingari have not been able to emerge as true competitors to YouTube.
Experts argue that India needs to develop its own video ecosystem to strengthen digital sovereignty, retain more value from its creator economy, and increase domestic control over digital infrastructure and revenues.
