Instructure defines itself as the “O.G. champions of open edtech. The makers of Canvas, Mastery, and Parchment (solutions for learning, assessment, and credentialing). Host of the world’s largest online community of educators. (And yes—we’re ‘the panda people.’). We build industry-leading edtech, empowering both teachers and learners at every step of their journey.” Sadly, they were... Source
Elon Musk is the one who wanted this trial. He has spent months claiming OpenAI "stole a nonprofit," and saying he was the actual driving force behind one of the most important companies currently in tech. All indications are that he won't win his case agains...
Farah Khan. Archana Puran Singh. Alia Bhatt. Sonakshi Sinha. Kriti Sanon. Jacqueline Fernandez. Suryakumar Yadav. Dipika Kakkar. The list is growing fast. A wave of Indian celebrities is turning into full-fledged content creators on YouTube. Once dominated by independent influencers, the platform is now seeing film stars, television actors, comedians, and athletes build their own channels—bypassing traditional gatekeepers and creating content on their own terms. This is more than a platform shift. It reflects changing audience behaviour, the pull of long-form storytelling, and a new monetisation playbook that blends fandom, data and brand partnerships. Increasingly, YouTube is emerging as a direct-to-fan ecosystem where content, commerce and communities intersect. The scale of the opportunity The numbers underline the shift. India is YouTube’s largest market, with over 650 million monthly logged-in users. Indian content generated 45 billion hours of global watch time, and the platform has paid out more than Rs 21,000 crore to creators in the past three years. More than 100 million channels uploaded content from India in 2024, with over 15,000 crossing one million subscribers. YouTube has also committed Rs 850 crore to further grow the creator ecosystem. “What we’re witnessing is a fundamental shift in how fame translates to income,” says Raj Mishra, MD & CEO, Chtrbox, which manages channels for television actors, including Smriti Khanna and Kishwer Merchant. “Traditional celebrity revenue has long been mediated by studios and agencies. YouTube, by contrast, offers a direct relationship with audiences and a direct monetisation channel. The math is becoming impossible to ignore.” Nikhil Bardia of RISE, which handles Suryakumar Yadav’s YouTube presence, says the shift is rooted in audience demand. “Fans want more than snackable Instagram content. They want deeper, long-form access and behind-the-scenes glimpses,” he says. “If you can offer a more authentic window into a celebrity’s life, YouTube is the most effective platform right now.” (L-R) Harikrishnan Pillai, Chetan Asher, Raj Mishra and Nikhil Bardia From creators to celebrities—and now the reverse For years, YouTube created celebrities. Independent creators built massive followings and crossed over into television and films. Now, the direction is reversing. Take choreographer and director Farah Khan, who launched her channel in 2024 and has already built a subscriber base of nearly 3 million through cooking-led celebrity collaborations. Cricketer Suryakumar Yadav shares behind-the-scenes glimpses from cricket, while television personalities like Kishwer Merchant offer slices of everyday life. Yet, a gap remains. While top digital-native creators command 30–40 million subscribers, most film and TV celebrities are still early entrants, typically under 5 million, highlighting how the creator economy has outpaced traditional fame on digital. Follow the money Monetisation is a clear driver. “A big reason is simply the money. Celebrities have realised how much creators are earning,” says an industry expert. Farah Khan herself recently noted in a vlog that her YouTube income, at times, has rivalled her earnings from films. But beyond revenue, YouTube offers something traditional media cannot: control, consistency and continuous engagement. Instead of relying on intermittent film releases or appearances, celebrities can remain visible year-round and build their own audience in the process. What’s in it for brands? For brands, these channels open up a different kind of integration opportunity. When Philips launched its OneChef appliance, it partnered with Farah Khan for a full-length episode featuring chef Ranveer Brar, embedding the product within content rather than interrupting it. Chetan Asher, founder and CEO, Tonic Worldwide, says the platform’s strength lies in audience specificity. “A creator like Farah Khan attracts a very different audience compared to Sonakshi Sinha. If you’re targeting homemakers, Farah Khan’s content is a far better fit.” He also points to the multi-platform discovery loop. “Content gets repurposed into reels and travels across Instagram. A user might discover a short clip and then move to the full video, creating a wider funnel for brands.” The challenge: fit and execution However, effectiveness depends heavily on alignment. “The biggest challenge is finding the right creator fit,” says Asher. “It’s not just about category, but also whether the creator’s voice, audience and the brand’s values align.” Execution is equally critical. “The moment a brand over-controls messaging, the integration feels forced—and that’s when it stops working.” Harikrishnan Pillai, CEO, The Small Big Idea, takes a more cautious view. “If a celebrity is culturally relevant, use them in a tightly written ad and put media behind it. Don’t assume passive integration in a vlog will deliver impact,” he says, pointing to fragmented attention spans and skip behaviour. His larger disagreement is with the placement model itself. It assumes viewers are so invested in the video that they’ll notice and absorb that one branded moment. “Either invest properly in media, or create your own content and distribute it,” he says. “MTV Roadies with Hero Honda is an example of seamless integration. That level of integration requires strong writing. It can’t be negotiated in three-second increments—“Pay more, show longer.” That’s not how brands are built.” From placements to storytelling Mishra believes the model is evolving beyond simple product placements. “The era of blunt brand plugs is over. Audiences see through it instantly. The future is narrative integration, where the brand becomes part of the story.” This is why certain categories—food, lifestyle, beauty, fashion, travel and fintech—are seeing greater traction, particularly on celebrity-led channels with aspirational audiences. According to Mishra, brands look for three things while selecting a creator: audience alignment, content authenticity, and consistency of output. Brands are also experimenting with deeper partnerships, including title sponsorships. For instance, Cashify backs a comedy-led reality format on Farah Khan’s channel. Compared to OTT, these integrations are significantly more cost-effective, allowing brands to diversify spends across multiple properties. How the money works YouTube monetisation operates on two primary streams: Platform revenue (ads) Brand-led revenue (sponsorships and integrations) In India, ad revenue alone is often limited due to lower cost per thousand impressions (CPMs), making brand partnerships the larger driver of income. Industry estimates suggest that a channel with a few million subscribers, consistent uploads, and roughly 200 million annual views can earn: Rs 2–2.5 crore annually from ads Rs 4–4.5 crore with brand deals included Beyond these, revenue streams include affiliate marketing, live events, merchandising, and even paid podcast appearances. Successful formats can also migrate to OTT—like Kota Factory and Little Things , which began on YouTube. A long-term media play Ultimately, YouTube is evolving into more than just a revenue stream. “The biggest advantage of internet content is perpetuity,” says Pillai. “Once monetised, content can generate revenue for years—even decades.” Mishra puts it simply. “The smartest celebrity creators treat YouTube not as a platform, but as the hub of a personal media company.”
Oura is launching a new reproductive health feature that takes hormonal contraception into consideration when tracking period cycles. The smart ring maker describes the Hormonal Birth Control update as a "first-of-its-kind experience" inside Oura's existing C...
KUALA LUMPUR: Homebuyers face mounting risks as global instability threatens to push construction material costs up by between 30 per cent and 40 per cent, exposing structural weaknesses in the housing ecosystem, according to Khazanah Research Institute (KRI).
(MENAFN - IANS) Seoul, May 4 (IANS) Sales of Hyundai Motor and Kia vehicles in the United States fell slightly from a year earlier, while numbers for hybrid vehicles rose to a new monthly high, the ...
(Feature Impact) Connected homes are becoming the norm with millions of Americans relying on Wi-Fi networks, mobile apps and smart devices to manage everything from door locks to thermostats. As convenience increases, so does exposure, and basic cybersecurity practices can help reduce both digital and physical risks.
From the brand Storage Cabinets AkroBins KeepBoxes Shop Shelf Bins HEAVY DUTY CABINET WITH 64 DRAWERS: The 64-drawer small storage cabinet is made in the U.S.A. from rugged, high-impact plastic and measures 20" W x 6" D x 16" H; Organizer drawers - 6" x 2-1/4" x 1-5/8" GARAGE ORGANIZATION: The small parts organizer is great for garages and workshops for both homeowners and businesses; The plastic storage drawers can be used as tool box, screw organizer or for battery storage; Keep nails and other small parts accessible CLASSROOM ESSENTIALS: Teachers can use the stackable storage drawers for classroom organization; Use it as a teacher toolbox, art supply storage organizer, craft storage cabinet for scrapbook supplies, and more; Drawers are safe for polymer clay HOME STORAGE AND ORGANIZATION: This plastic storage cabinet offers many uses around the home; It can be a lego storage organizer, craft organizer, or sticker organizer; Use it for makeup storage and organization or for medicine and first aid supplies FEATURES: Stack cabinets securely or use keyhole slots to mount for wall storage; Finger-grip drawer pulls provide easy access; Rear stop tabs prevent contents from spilling; Drawer dividers are included and molded into the back of the cabinet This article was originally published on %bloglink%. Read full article here: %postlink%
Lenovo's Yoga 7a is an excellent convertible laptop, but it's held back by AMD's poor Ryzen mobile refresh
KUALA LUMPUR: Consumer demand for gold remains steady despite ongoing price volatility, with recent price pullbacks triggering renewed buying interest and reinforcing the precious metal’s role as both a store of value and a retail investment asset.
AI skills are becoming a clear salary advantage for Singapore’s software engineers, with those who have such capabilities earning up to 25 per cent more than their peers, according to a new salary report by NodeFlair. The Singapore-based tech talent platform said its findings came from more than 230,000 verified data points and showed software engineers with AI expertise commanded a 13 to 25 per cent pay premium across experience levels. That marks a shift from 2024, when rising demand for AI...
Hang Lung Properties has unveiled its flagship Hangzhou development with a noticeably lighter luxury mix, signalling a pivot towards lifestyle and experience-led retail as consumer tastes in mainland China evolve. Westlake 66, located in Hangzhou’s Wulin central business district, spans about 390,000 square metres (4.2 million sq ft) and comprises a 105,900 square metres shopping mall, five prime office towers and a 194-room Mandarin Oriental hotel slated to open in 2027. “Hangzhou has a highly...