Bengaluru: YouTube has launched Gifts in India, introducing a new way for viewers to support their favourite creators during live streams through animated virtual items inspired by Indian culture. The feature aims to strengthen creator-fan engagement while providing creators with an additional source of income.

The rollout reflects YouTube’s growing focus on India’s booming creator economy, where live streaming has become a major platform for community interaction and monetisation.

India-inspired Gifts for live streams

Instead of generic animations, YouTube has introduced Gifts designed specifically for Indian audiences. Viewers can now send animated items such as Chai Toast, Vada Pav and Pani Puri, along with expressions like Badhai Ho, Kem Cho, Macha and All Izz Well during live streams.

The animations appear on screen in real time, allowing fans to celebrate memorable moments and interact with creators in a more engaging way.

How the feature works

The new system operates through three virtual elements:

  • Jewels are purchased by viewers in bundles.
  • Gifts are animated items sent during live streams using those Jewels.
  • Rubies are earned by creators when they receive Gifts and can be converted into revenue.

Eligible creators can enable the feature through the Earn section of YouTube Studio by accepting the platform’s Virtual Items Module.

Strengthening India’s creator economy

According to YouTube, the number of Indian channels earning seven-figure annual revenues has increased by more than 20 per cent year-on-year. The platform also said that 92 per cent of surveyed Indian creators believe YouTube helps them build meaningful communities with their audiences.

Popular gaming creator Naman Mathur (MortaL) welcomed the feature, saying interactive tools such as Gifts encourage stronger audience participation and motivate creators to engage more actively during live broadcasts.

Once Gifts are enabled, Super Stickers will no longer be available on live streams, as the new feature replaces them with richer, animated interactions.