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Snap Inc., the parent company of Snapchat, announced financial results for the quarter ended March 31, 2025, on Tuesday. It reported slightly better-than-expected revenue for the first quarter but withheld guidance for the current period, citing growing uncertainty in the advertising market amid broader economic challenges. 

“We surpassed an important milestone in Q1, with our community growing to over 900 million monthly active users,” said Evan Spiegel, CEO. “Quarterly revenue increased 14% year-over-year, driven by the progress we have made with our direct-response advertising solutions, continued momentum in driving performance for small and medium sized businesses, and the growth of our Snapchat+ subscription business.”

The company generated $1.36 billion in revenue in the quarter ending March 31. Despite the modest beat, Snap declined to provide a sales forecast for the second quarter, warning that macroeconomic volatility could weigh on advertising demand. Chief Financial Officer Derek Andersen told investors on an earnings call Tuesday that some advertisers are scaling back in response to changes in U.S. trade policy.

Despite the economic pressures, Snap reported some bright spots. Its advertiser base grew 60 percent compared with the same quarter last year, and direct response ads, those that drive specific user actions like purchases, accounted for 75 percent of its ad revenue, the highest share to date.


Q1 2025 Financial Summary

• Revenue was $1,363 million, compared to $1,195 million in the prior year, an increase of 14% year-overyear.
• Net loss was $140 million, compared to $305 million in the prior year.
• Adjusted EBITDA was $108 million, compared to $46 million in the prior year.
• Operating cash flow was $152 million, compared to $88 million in the prior year.
• Free Cash Flow was $114 million, compared to $38 million in the prior year.

Key Highlights

• Reached more than 900 million monthly active users (MAU)
• Daily active users (DAU) were 460 million in Q1 2025, an increase of 38 million, or 9%, year-over-year.
• The number of views on Spotlight posts les than 24 hours old doubled year-over-year—which contributes to a
• Total active advertisers grew by 60% year-over-year in Q1.
• SKAdNetwork reported app purchases grew more than 30% year-over-year in Q1.
• Rolled out improvements to our automated Target Cost (tCPA) bidding strategy, leveraging ML technology to
help advertisers achieve more consistent cost-per-action results.
• Expanded our Agency Partner Program to agencies of all sizes
• Began early testing of Sponsored Snaps in auction in Q1 as Snap looks to expand Sponsored Snaps to additional bidding objectives.
• Launched our new brand suitability solutions, giving advertisers even more control when it comes to content
adjacency.
• Other Revenue, the majority of which is Snapchat+ subscription revenue, increased 75% year-over-year in Q1

Snap posts modest revenue beat, warns of economic headwinds as advertisers pull back

In a major leap toward bridging the digital divide in education, Intel and Tejas Networks have successfully integrated Direct-to-Mobile (D2M) broadcasting technology into laptops, enabling the seamless delivery of multimedia educational content across India — without the need for Wi-Fi or internet connectivity. The technology will be presented at the World Audio Visual & Entertainment Summit (WAVES) 2025.

<a href="https://www.storyboard18.com/brand-makers/landmark-sessions-at-waves-2025-a-call-for-universal-access-to-media-and-entertainment-63613.htm">Read more: Landmark sessions at WAVES 2025: A call for universal access to media and entertainment</a> 

This integration marks a milestone in India's drive towards equitable digital access. Earlier, HMD Global and Lava International had announced plans to launch D2M handsets in the country to meet the expected mass consumer demand. HMD and Lava will unveil their respective D2M phones in India during WAVES 2025, in collaboration with D2M partners, which include FreeStream Technologies, Tejas Networks, and Saankhya Labs.

D2M is a breakthrough next-generation broadcasting technology that delivers OTT and live TV, video, audio, and text messages directly to mobile phones without requiring Wi-Fi or internet service. The implementation of this technology will enable Indian consumers to access entertainment, sports, educational programmes, and emergency alerts directly on their mobile devices through terrestrial TV broadcast airwaves.

The cutting-edge laptops feature Intel processors combined with an embedded antenna and the Tejas–Saankhya SL-3000 SDR chipset, enabling uninterrupted access to educational programming. Tejas Networks has also built a comprehensive suite of infrastructure tools to support large-scale D2M network deployment.

<a href="https://www.storyboard18.com/television/exclusive-prasar-bharati-gears-up-for-massive-d2m-trials-bidding-to-begin-in-a-year-60554.htm">Read More: Prasar Bharati gears up for massive D2M trials, bidding to begin in a year</a>

Parag Naik, Executive Vice President of Tejas Networks, called the innovation a "revolutionary leap" in educational content delivery. "By using the multicast capabilities of ATSC 3.0, our D2M platform can simultaneously broadcast content in multiple languages and formats tailored to different student groups. This ensures high-quality, inclusive learning regardless of geography or connectivity."

The SDR chipset, developed entirely in India, reflects the nation’s growing prowess in deep-tech innovation. Already being tested in live networks through a collaboration with Prasar Bharati and IIT Kanpur, the system represents a mature and scalable solution for public content delivery.

Gokul Subramaniam, President of Intel India, highlighted the broader implications: "Intel continues to innovate with the ecosystem to bring unique computing experiences to the users and enable them to perform tasks that can transform their lives. D2M technology, as part of our collaborative effort with Tejas Networks, opens a range of new possibilities to deliver content through personal computing and edge devices. We believe the possibilities with this capability in a PC are far reaching for education in India and globally." 

The initiative has also earned praise from education leaders. Shashi Shekhar Vempati, Chairperson of the UGC Committee on Educational Media Reforms, noted: "In line with Hon’ble Prime Minister Narendra Modi’s vision for a Viksit Bharat (Developed India) by 2047, the integration of D2M broadcasting technology with AI-capable edge computing can lead to a full-stack (chips to platform) deep-tech public goods infrastructure purpose-built to deliver high quality educational content to India’s youth."

This initiative also aligns with the National Education Policy (NEP) 2020’s vision of equitable and inclusive education by helping overcome digital access barriers for students nationwide. Vempati added. 

Storyboard18 had reported that the Ministry of Information and Broadcasting (MIB) had referred the Direct-to-Mobile (D2M) broadcasting proposal to a committee of secretaries. 

Gaurav Dwivedi, Chief Executive Officer, Prasar Bharati had said, “The proof-of-concept testing has been completed successfully across 19 cities using both high-power and low-power transmitters. Now, we are looking at a slightly longer-term model to establish its business viability. Within a year, we will invite bids from technology companies for large-scale testing over a period of three to five years to establish viable business model.”

Multiple ministries are involved in D2M broadcasting tech such as Department of Telecommunications (DoT), Ministry of Electronics and Information Technology (MeitY), Department of Space (DoS), and MIB.

<a href="https://www.storyboard18.com/television/exclusive-mib-refers-d2m-broadcasting-proposal-to-committee-of-secretaries-46211.htm">Read More: MIB refers D2M broadcasting proposal to committee of secretaries</a>

<a href="https://www.storyboard18.com/television/prasar-bharatis-waves-vs-d2m-committee-of-secretaries-meet-to-discuss-d2m-tech-54471.htm">Read More: Prasar Bharati's WAVES vs D2M: Committee of Secretaries meet to discuss D2M tech</a>

D2M phones, laptops to showcase the future of broadcasting at WAVES 2025

As the Supreme Court of India raises serious alarms over obscene content on OTT platforms, a new and unsettling frontier has emerged: the use of generative AI to create soft porn content. This development is sparking outrage among industry leaders and cultural custodians, who are calling for immediate government intervention and even a complete ban.

<a href="https://www.storyboard18.com/ott-news/breaking-sc-raises-concern-over-ott-content-govt-pushes-for-regulation-63471.htm">Read more: SC raises concern over OTT content, Govt pushes for regulation</a>

The Apex Court has issued notices to major players, including Alt Balaji, Ullu Digital, Mubi, Amazon Prime Video, and Netflix, as well as to tech giants like Google, Meta, and Apple. The move comes after a Public Interest Litigation (PIL) sought regulation of explicit material proliferating across streaming and social media platforms.

The PIL and subsequent court actions come amid rising public outrage over the type of content being pushed to digital audiences. Platforms like Alt Balaji and Ullu Digital have come under particular scrutiny for streaming titles such as Dulhaniya Beediwaali, Lust Party, Jungle Mai Dangal (on Alt Balaji), and Sarkaaye Lo Khatiya, Kundi Mat Khadkao Raja, and Painter Babu (on Ullu Digital) - content described as soft pornography under the guise of adult entertainment.

However, what has truly raised eyebrows is the industry's new frontier: AI-generated soft porn.

iTAP Entertainment and Gaming has reportedly taken this to another level. Their latest web series, including Lollita Bhabhi and Soundairya's EXperiments, feature actors who are entirely the product of generative AI - machines crafting explicit fantasies without any human performers.

Ajit Remje, Marketing Head at iTAP Entertainment and Gaming, defended the company's practices, stating, "We are not violating any law. In case there is any change in policy, we will abide by it."

Abhay Sinha, President of the Indian Motion Picture Producers Association (IMPPA), voiced grave concerns over the proliferation of such content. “This kind of crude material has a damaging impact on young, impressionable minds. The government is aware and has initiated discussions to frame tighter regulations. We were called for deliberations with a Parliamentary committee. It’s clear that obscene content—whether involving human actors or AI creations—must not be allowed to flourish unchecked,” Sinha asserted.

Sinha warned that if the industry fails to self-regulate, the entire OTT ecosystem could face stringent government oversight, potentially stifling creative freedom for responsible creators.

Echoing similar sentiments, Yusuf Shaikh, Founder and CEO of Janta Cinema and an Executive Committee Member of IMPPA, pointed out that generative AI poses even greater risks than traditional explicit content.

“With AI, it’s now possible to morph faces and mimic famous actors, inserting their likenesses into soft porn or worse without consent. This not only tarnishes reputations but could destabilize the entire entertainment industry,” said Shaikh. “We must draw a hard line. There should be an immediate ban on such vulgar AI-generated material.”

Currently, OTT content in India is regulated under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. These rules require streaming platforms to categorize content according to age appropriateness, implement parental controls, and maintain grievance redressal mechanisms.

However, critics argue that the regulations, while comprehensive in intent, have not kept pace with technological innovation like generative AI, which can blur the boundaries between real and fake, art and obscenity.

Cyber law expert Akshat Khetan, Founder of AU Corporate Advisory and Legal Services (AUCL), emphasized the urgent need for updated frameworks, “"In order to safeguard vulnerable audiences and ensure that the content complies with public morality, it is necessary to regulate over-the-top (OTT) content that contains obscenities." 

Khetan said, "As digital content becomes more widely available, a legal structure that protects moral principles while permitting artistic expression is required. These concerns are intended to be balanced by the government's Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules 2021 which classify content, enforce parental controls and create grievance redressal procedures."

Experts point out that Generative AI, while offering unprecedented creative possibilities, must be used with caution and conscience. If misused, it threatens to erode trust, damage reputations, and invite heavy-handed regulation that could stifle genuine artistic freedom.

Independent legal counsel Gowree Gokhale says, "The Bharatiya Nyaya Sanhita, 2023, the Information Technology Act, 2000, and other laws already define illegal content, including obscene material. Part II of the IT Rules, 2021, governs intermediary platforms, while Part III governs curated content platforms — both face distinct issues that are often wrongly conflated."

Gokhale elaborated, "Some parts of the Rules, including the Code of Ethics and the three-tiered enforcement mechanism, are stayed by the Delhi High Court; if found ultra vires or unconstitutional, a new law will be required. Pre-censorship is not advisable. Ambiguities in the Rules must be resolved for effective regulation, and enforcement should be the focus. Curated content platforms pushing boundaries should engage in dialogue with regulators. AI-generated content should not be treated differently from other content."

The Supreme Court’s intervention is not just a warning to content creators and platforms, but a call to action for the entire industry to rethink its boundaries.

As SC flags OTT obscenity, Generative AI sparks new 'soft porn' crisis

As India's media and entertainment sector hurtles toward a digital-first future, the conversation around accessibility is no longer confined to policy circles, it is becoming a cultural imperative. On May 2, WAVES 2025 - the World Audio Visual & Entertainment Summit will spotlight this urgent transformation through a landmark panel on accessibility standards in media and entertainment, organised by Network18 Group. 

The session, divided into two parts, will explore both technological innovation and the socio-political forces reshaping how millions of Indians access content.

The Ministry of Information & Broadcasting (MIB) has laid clear guidelines for accessibility across broadcast and cinema, and is currently working on similar standards for digital media, inspired by the Web Content Accessibility Guidelines (WCAG). Officials emphasize that the nation's approach is not simply about compliance, but about creating a truly inclusive digital ecosystem, one where every story can be heard, seen, and felt by all.

“Having an impairment shouldn't mean being disabled by inaccessible media and entertainment,” said Christopher Patnoe, Google's Head of Accessibility and Disability Inclusion for EMEA, who will join the panel. “An impairment isn't necessarily disabling until you encounter a video without captions when you're deaf, or a website without alternative text when you're blind.”

At the heart of this transformation is technology. Adaptive tools, AI-powered captioning, screen reader compatibility, and voice-guided navigation are now integral to how content is created and consumed. Yet, as panelist Rachel Lowenstein, co-founder and chief creative officer of The Neu Project, notes, accessibility must be seen not as charity, but as strategy.

“Disabled people creatively solve problems in a world not designed for us every day. That’s the kind of innovative thinking media and tech should be building around, for the good of their businesses and for the good of society.”

The panel will not only showcase technological strides but also dig deeper into the cultural and societal underpinnings of accessibility. Speakers will address how inclusive media policies can serve as catalysts for democratic participation, social cohesion, and a vibrant creative economy.

“Stories shape our culture, fuel empathy, and connect us across differences," said Dipti Prasad, founder of XL Cinema and Nobaflix, the world’s first OTT platform for people with disabilities. "By bringing accessibility, through audio description, captions, and sign language, to every screen, we enrich the creative ecosystem itself.”

India’s ambitious push for media accessibility reflects a broader global trend, but with uniquely local stakes. Over a billion Indians consume an average of three hours of media daily, according to Prof. Brij Kothari, social entrepreneur and academic at IIT-Delhi.
“The most stunning aspect is that the tools that create universal access also have the proven power to scale improved reading literacy and language ability for all 1.4 billion Indians,” Kothari said.

The panel will also grapple with the tension between viewing accessibility as a moral obligation versus a business opportunity. Ashay Sahasrabuddhe, founder of Kintel, framed it this way: "With OTTs, accessibility of content is almost achieved. As entertainment becomes more experiential, we must work towards bringing that experience to persons with disabilities. A cohesive and holistic approach may solve the conundrum of whether accessibility is a right or a business."

For disability rights advocate, Rhodes scholar and co-founder of Mission Accessibility, Rahul Bajaj, the answer is clear. "Media accessibility ensures that people with visual and hearing disabilities are also able to watch electronic media on an equal footing with their non-disabled counterparts. It is a right which every stakeholder must do their bit to help make real."

Indeed, many panelists argue that accessibility is as much about dignity and belonging as it is about compliance or profit.
“Accessibility in the media shouldn’t be seen as a technical fix; it’s a creative opportunity to tell fuller, richer stories,” said Priti Salian, journalist and disability inclusion advocate. “When we build access in, we also build trust and belonging.”

Danish Mahajan, founder of Radio Udaan, India's first internet radio station run by persons with visual disabilities, puts it even more simply: “Accessibility isn’t just about inclusion, it’s about representation, empathy, and the right to experience stories that reflect the full spectrum of humanity." He added, "conversations around accessibility open doors, shift perspectives, and create a world where no voice is left unheard.”

At WAVES 2025, this diverse and accomplished panel chaired by Storyboard18's editor Delshad Irani, will send a powerful message: the future of media and entertainment must be one where no voice is left unheard, and every story finds its audience.

Landmark sessions at WAVES 2025: A call for universal access to media and entertainment

Google's announcement last week about its cookie U-turn coincided with mounting legal challenges, including its ongoing battle with the U.S. Justice Department over the company’s monopoly power in online search and a separate antitrust ruling that found the company guilty of monopolizing adtech. Interestingly the timing seems to be like a chess move—less about privacy, more about survival.

According to an industry insider, Google's backpedaling is like setting fire to its own credibility. Years of discussion, massive investment, and no meaningful progress on privacy have deepened the industry’s skepticism toward Google.

Yet not everyone sees the delay as purely negative. In a social media post, Gowthaman Ragothaman, media, advertising and marketing professional and CEO of Aqilliz suggested that while Google's delay was dramatic, "This is the best thing that could have happened because It has raised the awareness and the obligations of a data fiduciary; and how to be responsible in managing consumer data; not just Google. But all of them."

"It has recognised the importance and need for the deployment of privacy enhancing technologies in the AdTech and MarTech ecosystem. Not just Google. But all of them. Significant focus on all the ecosystem players who are NOT data fiduciaries as to how to restructure themselves around privacy by design. Gives Google, lots of time to focus their attention towards building GenAI capabilities and not waste time on the AdTech business, which so far made a lot of sense, but not be anymore," he added.

New Winners Emerge

As Google hits pause, companies that balanced traditional cookies with alternative ID initiatives are positioned to benefit. Leading the pack is The Trade Desk, whose Unified ID 2.0 has gained significant traction as an open web targeting solution.

Tejinder Gill, Managing Director, The Trade Desk says, "Google's delays only reinforce what we've long anticipated: a single-platform solution was never going to be the future of identity. Whether the delay stems from technical constraints or strategic hesitation, the reality remains - advertisers cannot afford to wait."

"Third-party cookies are outdated," he states. "They are rooted in a desktop-centric world, raise significant privacy concerns, and are not compatible with fast-growing channels like connected TV (CTV) and mobile apps. Most importantly, they are out of sync with rising consumer expectations for transparency and control."

Read More:<a href="https://www.storyboard18.com/how-it-works/googles-grip-loosens-is-ai-the-search-disruptor-62972.htm" rel="noopener" target="_blank">Google's grip loosens: Is AI the search disruptor?</a>

Similarly, agency leaders believe that different industries will adapt at different speeds. Rishabh Mahendru, VP, Client Success & Growth, AdLift pointed out that maybe an e-commerce brand is more concerned about this update than a healthcare brand, where people are still more dependent on walk-ins and footfall. While some clients proactively explore first-party data and contextual targeting, others are more cautiously observing how the cookie phase-out unfolds. It’s clear that a shift towards more privacy-conscious, data-centric strategies is happening, but how quickly this transition happens depends on the individual business's priorities and readiness for change."


Gill further reinforced that what the industry truly needs is a transparent and accountable digital advertising ecosystem, where marketers can measure performance using third-party verification and evaluate campaigns effectively to make more informed decisions that drives better performance. "And we’re already seeing this shift take shape. According to our recent survey, an overwhelming 92% of Indian marketers agree that brands and agencies here are too reliant on big tech platforms for campaign delivery. And change is on the horizon, with 58% actively diversifying their digital media partnerships, signalling a shift towards the open internet."

 
"As privacy concerns grow and regulations accelerate, the digital ecosystem must stay focused on a future rooted in transparency, interoperability, and user empowerment. In this transformation, capabilities around the open internet, identity solutions like UID2, and first-party data management will define the next wave of growth, and we’re committed to helping marketers lead the way."


Privacy-First Strategies

Beyond identity solutions, broader changes are underway. Jacob Joseph, VP - Data Science, CleverTap shared a real world example of a fashion retailer that had strong offline stores and a growing online presence but was heavily dependent on third-party cookies to track customer behavior. With these cookies going away, they faced challenges connecting customer data scattered across their POS, CRM, loyalty, and email systems. This meant their retargeting campaigns became less effective, making it harder to clearly understand customer journeys across multiple devices and channels.

Joseph explained that to address this, they implemented a Customer Data Platform (CDP) to act as a central hub and unify their data sources along with enabling accurate identity resolution. By integrating data from e-commerce, POS, email marketing, and loyalty systems, they created a single, comprehensive customer profile. They also revamped their digital platforms to encourage logins and capture zero-party data via quizzes and preference centers, enriching customer profiles. With unified data, the brand enhanced personalized engagement through strategies like product recommendations, targeted loyalty offers, improved customer service, abandoned cart recovery and win-back campaigns. This led to higher retention, improved engagement, and increased lifetime value.

This shift reflects a broader trend where retention strategies are increasingly being built on a foundation of trusted, high-quality data.

Contextual Advertising gaining prominence

Meanwhile, contextual advertising is seeing a resurgence. With privacy regulations tightening and the gradual phase-out of third-party cookies, advertisers are rethinking their data strategies and are prioritizing relevance without relying heavily on personal identifiers. This is the reason Contextual targeting is rapidly emerging as a key performance channel in India, highlighted by a remarkable surge in revenue from contextual ad campaigns in 2024. This significant growth underscores the shifting perception of contextual advertising from a mere fallback option to a strategic asset for advertisers. As more brands recognize its value, there’s a noticeable increase in the adoption of ad tech solutions that leverage context-based targeting, showcasing broader acceptance and integration of these innovative ad strategies in the market, says Alok Pandey, VP Sales, Xapads Media.

As user privacy takes priority, we’re guiding brands to adopt a balanced approach by prioritizing transparency and user consent by leveraging a mix of contextual targeting, AI-powered audience segmentation, and real-time optimization—all without compromising on scale or performance. We ensure ethical use of data by utilizing first-party data collected with clear consent, where 74% of consumers are open to sharing their information for a better experience, says Xapads Media.

Read More:<a href="https://www.storyboard18.com/how-it-works/how-googles-ad-tech-power-skews-transparency-and-competition-in-india-62886.htm" rel="noopener" target="_blank">How Google’s ad tech power skews transparency and competition in India</a>


However, the ecosystem remains in a transitional phase. "Brands are definitely experimenting. First-party data is stealing the spotlight, contextual advertising is getting its comeback. But, in all honesty, a huge chunk of the market still relies heavily on Google. So, until things change completely, marketers will continue finding workarounds instead of thinking something entirely new, says Sahil Chopra, Founder and CEO of iCubesWire.

Clients want outcome-driven buys and guarantees, which is a tough thing to promise in this environment. Now, more and more clients are open to experimentation, they’re asking for cleaner reporting, and they’re starting to value metrics beyond just the last click, Chopra adds.


Echoing this broader shift, Joseph points out that innovation today is being driven by trust, transparency, and a privacy-first mindset. "Rather than slowing innovation, the current environment is encouraging more thoughtful and trust-driven approaches to marketing. As data privacy becomes central to both consumer expectations and evolving regulatory frameworks like the DPDP Act, there is a growing emphasis on building user trust through transparent and ethical data practices. This shift presents a clear opportunity for martech platforms to lead with responsibility."

At the same time, trust and transparency are emerging as competitive advantages. "We are seeing increased interest in privacy-preserving technologies, such as clean rooms, contextual targeting, and privacy-enhanced data collaboration. These methods allow for meaningful insights and audience targeting without compromising individual privacy, aligning with the regulatory push for informed consent and data minimization," Joseph highlights.

Finally, omnichannel personalization is becoming a new north star. Nishant Arora, Senior Vice President of Marketing, Netcore Cloud says Balancing customer intimacy and data privacy is key in evolving omnichannel marketing. "The strategy shifts from broad targeting to fostering intimacy via direct, transparent, consent-driven interactions on owned channels. This builds trust and allows collecting valuable first-party data directly from customers. The aim is 'personalization to a segment of one' based on known, consented data. Omnichannel marketing, powered by a unified view of this data, ensures consistent, relevant, and privacy-respecting experiences across all touchpoints, boosting loyalty and long-term value."

Read More:<a href="https://www.storyboard18.com/how-it-works/google-ads-costs-soar-cpcs-up-30-100-across-key-industries-brands-are-fighting-back-55677.htm" rel="noopener" target="_blank">Google ads costs soar: CPCs up 30%-100% across key industries, brands are fighting back</a>

Could Google's cookie delay usher in a post-Google ad era?

When Krish, a 7-year-old aspiring gaming content creator, urged his parents to invest in headphones, gaming consoles, and a PC to help launch his budding career, his father found himself grappling with a modern parenting dilemma. Speaking to Storyboard18, the father, who requested that his son’s name be changed for privacy, expressed a reluctance to crush his child’s ambitions, while gently urging Krish to prioritize education first.

“All I know is that my son sees the end product but is unaware of the effort it takes to reach such heights,” he said.

Krish’s aspirations are emblematic of a broader cultural shift. The allure of social media stardom, a tantalizing blend of fame, fortune, and creative freedom, has captivated generations from Gen X to Gen Z. Yet the path from casual posting to professional success remains arduous, and for many, ultimately elusive.

“Almost everyone in the country is a content creator now," said Hitarth Dadia, chief executive and partner at NOFILTR.GROUP, an influencer incubator. Dadia noted that while many engage in creative endeavors (posting poetry, cooking tutorials, educational videos, or personal essays) only a fraction turn content creation into a viable career. Professional success, he added, demands not only creativity but resilience. “Having a stoic mindset and constantly honing your craft is crucial,” he said. “Everything else, you can learn on the job.”

The widespread desire for social media validation has fueled a burgeoning industry dedicated to cultivating digital careers. New businesses, promising to teach the intricacies of the $30 billion content economy, have emerged to meet the demand.

One such initiative is WebVeda, an online learning platform founded by author and internet personality Ankur Warikoo. Since its launch in 2020, 82,000 students have enrolled in its "How to Do YouTube" course. According to Warikoo, about 10 percent of these students are under the age of 18, while 40 percent are between 18 and 25 years old, and another 30 percent are aged 25 to 35. Students range from university attendees to working professionals and freelancers.

On the other hand, courses offered by edtech players and institutions like UpGrad and NIIT delve into digital marketing tools, software, and strategies essential for influencer success, social asset creation, video editing, algorithms, and impact measurement, aiming to equip learners with practical skills for effective social media marketing. ​Others provide courses in multiple languages, catering to a diverse audience. 

The Covid-19 pandemic, which confined millions to their homes, accelerated both the rise of online learning and the explosion of digital content creation. Some creators leveraged the lockdown to build large, devoted audiences, some even parlaying their success into mentorship programs of their own.

"Many aspiring creators seek courses for structured learning and direct guidance," said Sreeram Reddy Vanga, co-founder of influencer marketing platform Kofluence. Yet, Vanga cautioned that authenticity remains paramount: “To truly stand out, creators need to prioritize building trust and delivering genuine value.”

The business of teaching content creation, however, faces its own hurdles. Vanga observed that courses priced too low risk being perceived as low quality, while premium courses must justify their cost through tangible outcomes. Moreover, experts agree: no course can guarantee virality or success against the unpredictable algorithms of Instagram or YouTube.

“Success lies not in formulae but in uncovering one’s unique voice,” said Dadia.

Industry veterans draw parallels to other aspirational fields. "Thousands enroll in prestigious acting schools," noted Annkur P Agarwal, co-founder of Mango Creators, "but not everyone can become Shah Rukh Khan." Agarwal added, "Being a creator isn't something you can plan; it's a journey."

Sagar Pushp - Co-Founder & CEO, ClanConnect, emphasized the importance of managing expectations. "It's not the glamorous profession it often appears to be," he said, calling for a "reality check" for aspiring teenage creators.

Even as courses proliferate, platforms like WebVeda offer a 14-day refund policy, a tacit acknowledgment of the sobering gap between aspiration and reality. Warikoo tells his students plainly: "You won't make any money for two years." His own journey to success, he said, took twelve years.

Monetization opportunities on platforms like YouTube, ranging from revenue sharing to brand sponsorships, are limited and highly competitive. In India, creators can earn between Rs. 16 and Rs. 116 per 1,000 views, Agarwal of Mango Creators, estimated. Other platforms, such as YouTube Shorts and Instagram Reels, offer less direct avenues for income.

According to an EY study, India’s influencer marketing industry is projected to reach Rs. 3,375 crore by 2026. The Indian government has signaled support of the creator economy, proposing a $1-billion fund to boost the sector. Yet, looming on the horizon is the rapid evolution of artificial intelligence, which could dramatically reshape the landscape.

Warikoo sounded a cautionary note: "I’m pessimistic about the future of content creation courses. AI is disrupting content creation faster than we can adapt." He predicted that much of today’s teachings would be obsolete within a year.

Vanga agreed, suggesting that while online course offerings will continue, the market will consolidate around a few dominant players.

Still, experts stress that some skills will remain evergreen. They are all transferable talents that could sustain creators in an uncertain future. 

Mango Creators' Agarwal emphasized the enduring importance of skills such as storytelling, communication, and public speaking, noting that the ability to craft and deliver compelling narratives can open a broad range of career opportunities, including in content creation.

"In the end," said Dadia of NOFILTR.GROUP, "those who focus on building craftsmanship, whether through sound design, animation, or other creative disciplines, will find paths to success, no matter how the digital tides shift."

Rise of online courses for creators and dreams of digital fame meeting hard realities

Elon Musk's X is shifting its revenue focus from advertising to data licensing, subscriptions, and artificial intelligence. This pivot appears to be paying off, as financial data indicates an increase in revenue from these streams, according to reports.

Materials shared with investors regarding a debt sale reveal that X, formerly Twitter, generated $91 million in revenue from data licensing and subscriptions in February, marking a 30 percent year-over-year growth. While advertising revenue also saw an uptick, it increased by 4 percent, reaching $146 million in February compared to $140 million in the same month last year, further reports indicate.

This contrasts with the platform's business model prior to Musk's acquisition. At that time, X heavily relied on advertising from companies. However, this revenue stream experienced erosion following Musk's implementation of changes to the platform. While advertising revenue has since stabilized, the growth in data licensing and subscriptions highlights a shift in the company's foundations.

Further underscoring this direction is Musk's recent decision to integrate X with his artificial intelligence company, xAI. Information shared with investors reveals the creation of a holding company, XAI Holdings, which now owns both entities. This alignment with AI is being presented as a factor in attracting investor interest.

Despite a decline in advertising revenue compared to its pre-acquisition peak – with Twitter's 2021 advertising revenue reaching $4.5 billion and projections for X's ad sales this year estimated at $2.26 billion – investor sentiment appears to be improving. Morgan Stanley recently launched the sale of remaining debt related to Musk's 2022 buyout, citing a turnaround in the platform's prospects.

Financial disclosures indicate that X now boasts nearly $1.5 billion in earnings before interest, taxes, depreciation, and amortization (Ebitda). This financial performance has enabled the company to secure nearly $900 million in an equity funding round from Musk and other investors, valuing the company at approximately $44 billion – the same valuation as Musk's purchase.

X's balance sheet is also showing signs of strengthening, with cash on hand increasing significantly from a range of $120 million to $320 million during the year through January to nearly $1.1 billion currently. The company intends to utilize some of these funds to repay debt or to invest in technology initiatives.

However, debt servicing remains a burden. Sources familiar with the matter revealed that X paid approximately $200 million in debt-servicing costs in March alone, with interest expenses exceeding $1.3 billion by the end of 2024.

In an effort to alleviate costs, the ongoing Morgan Stanley-led debt offering aims to refinance a portion of the buyout financing, which currently carries a 14 percent interest rate. The debt is being marketed with a 9.5 percent coupon, projected to reduce X's interest expense by $43 million.

As X strategically pivots towards AI and subscription-based revenue models, coupled with a focus on cost reduction, the company appears to be navigating a financial landscape that is increasingly capturing the attention and optimism of investors.

X revenue climbs with focus on AI and subscriptions

With Google’s global search market share slipping below the 90% mark, the foundations of digital discovery and advertising are shifting. The emergence of AI-driven alternatives such as ChatGPT, Perplexity, and even Google’s own Gemini is ushering in a new era where traditional search is no longer the sole entry point to the web.

Gowthaman Ragothaman, media, advertising and marketing professional and CEO of Aqilliz, captures the moment candidly. "Yeah, 100%. All our engagements with publishers clearly indicate that the effectiveness of advertising is dropping, for sure. So far, search was the primary route through which readers and viewers reached websites. That disruption is now leading to a decline in both performance marketing capabilities and audience reach. It’s definitely a matter of concern."

Tools like ChatGPT and Perplexity are already changing how users navigate the web, challenging Google's algorithmic dominance. "If you look at tools like Perplexity, ChatGPT, or even Google's own AI features, now when you search on Google, it by default gives you AI-generated recommendations. It’s almost like a cookie replacement—with new modeling that recommends what to read, where to go, or what to write," Ragothaman adds.

This has created a more democratized search environment. "Earlier, Google's algorithm might have nudged users toward specific destinations, but now tools like ChatGPT and Perplexity (and others in the future) are helping distribute search attention more evenly. This will definitely impact how planners think, execute, and measure outcomes."

As new disciplines like “agentic engine optimization” emerge, the old SEM-SEO playbook is getting rewritten. "There will be a restructuring in how ad spend is allocated, and yes, Google is definitely on the receiving end of that shift."

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Rishabh Mahendru, VP, Client Success & Growth at AdLift, elaborates on the tactical shifts underway. "Search behavior is getting more conversational and intent-driven—and we’re adapting strategies accordingly. Instead of focusing only on traditional keyword optimization, we now analyze the kinds of prompts and questions users are posing to LLMs like ChatGPT or Perplexity. That means creating content that answers complex, multi-step queries in a structured, trustworthy way."

He adds, "Structured data (schema markup), rich FAQs, and authoritative content aligned with EEAT principles have become critical. Also, since tracking traffic from LLMs is a current blind spot, we’re building internal models to estimate their impact and are actively working on new ways to measure engagement across AI surfaces."

"We’re getting a lot more questions from clients about how they can show up on tools like ChatGPT, Perplexity, and even voice search platforms," Mahendru notes. "Google algorithms work on keyword searches, and its AI Overviews have a noticeable impact on how we approach search ads and SEO copy for clients. Our strategy now includes optimizing for inclusion within the AI Overview—by creating content that’s credible, structured, and relevant enough to be cited directly."

On the ad side, Mahendru is realistic. "For informational queries, generative AI responses can reduce CTRs—users often get their answers right on the search results page. But for commercial or transactional queries, AI overviews aren’t triggered as frequently, yet. Google still makes its money from clicks, so ads remain central. But we’re preparing for a world where position zero might include not just SEO, but AI-summarized brand mentions. And that’s where we want our clients to win."

A Push Toward Context and Trust

The ripple effects are evident in how brands and media buyers are reacting. "With user behavior shifting and privacy taking center stage, brands are exploring beyond Google to connect with audiences in more contextual and less saturated spaces," says Vishal Singh, Country Head at Xapads Media. "There’s a clear appetite to test and learn across these emerging ecosystems as they offer fresh opportunities for intent-driven engagement and potentially lower competition."

The growing appeal of contextual advertising—which is projected to reach USD 468.17 billion by 2030—reflects this shift. "Brands are recognizing that search effectively captures existing demand, but it’s contextual advertising that has the power to create new demand," Singh adds.

As Singh observes, "media buyers are prioritizing meaningful customer relationships over sheer scale. Today, brands are investing in platforms that offer both visibility and trust—because in this evolving ecosystem, it’s not just about being seen, it’s about being believed."

New Players, New Opportunities

For publishers and advertisers alike, AI tools are both a disruption and an opportunity. Sahil Chopra, Founder and CEO of iCubesWire, says, "It doesn’t seem fair with publishers backing up the web with content for years, and now that AI has learnt to summarize the work in a blink of an eye, publishers get nothing out of it. However, some of the newer AI platforms are coming up with ways to build sharing models from the get-go. It might not seem like a big deal now but will prove instrumental in shifting trust and loyalty in the long run."

Chopra also emphasizes, "The door’s open now more than ever. Google’s always been the leader, but if Bing or OpenAI can offer more transparency, better revenue sharing, or just a fresher experience for advertisers and publishers, marketers are definitely going to make the move. This kind of shift makes space for other players to build something meaningful, especially if Google's not as dominant as before. A few years back, testing new platforms was more about let’s be an early adopter of this trend. Now, it’s become a go-to survival strategy. Juggling between privacy changes and platform shifts, one can’t just rely on one or two channels. Diversification isn’t just smart anymore, it’s the way to move forward."

The Attribution Puzzle

As new AI-driven search tools gain traction, traditional attribution models are becoming obsolete. "Tools like ChatGPT, Perplexity, and even Google’s own Gemini are steadily drawing users away from traditional search behaviors," Mahendru notes. "This shift has begun to reflect in attribution models as well... brands need to broaden their measurement frameworks."

This is echoed by Gaurav Arora, Co-Founder of Social Panga. "The way people search is changing. It’s less about scrolling past ads and more about having a conversation — with GPTs, new engines, and soon AI agents."

He notes, "More users are showing up through direct or ‘untrackable’ sources — it’s making attribution a bit blurrier. As GPTs and AI agents become more common, we’ll eventually see new ways to track and measure those interactions too."

Caution Amid the Excitement

Despite the buzz, not everyone is ready to shift ad dollars away from Google just yet. "At this stage, Google remains too critical for advertisers to move away from," says Raj Swaminathan, Sr. Director–Revenues and New Initiatives, Globale Media. "Brand safety is the top priority for most companies, and Google’s platform has proven itself over many years."

Swaminathan views platforms like ChatGPT and Perplexity as tools primarily for B2B functions—research, content creation, and productivity but not yet for consumer-facing advertising. "From a B2C standpoint, users searching on these platforms are often driven more by curiosity than by intent to transact."

For now, commerce search remains in the hands of platforms like Amazon, Flipkart, Zepto and Blinkit. "So, while AI search holds promise, at this point, it remains a space to watch rather than a space to immediately shift performance budgets into," Swaminathan cautions.

As AI reshapes how we seek and find information, traditional players like Google remain powerful, but they’re no longer unchallenged. And as brands reconsider how and where they reach their audiences, what's becoming evident is that in a world where search is splintering, trust, context, and measurement are the new cornerstones of effective advertising.

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Google's grip loosens: Is AI the search disruptor?

The European Union on Wednesday levied significant penalties against two of the world's most influential companies, fining Apple and Meta hundreds of millions of euros for violations of the bloc’s stringent new digital competition rules.

The European Commission, the executive arm of the E.U., announced a €500 million ($571 million) fine against Apple and a €200 million ($228.4 million) fine against Meta, citing breaches of the Digital Markets Act — a sweeping law designed to curb the power of major online platforms and foster greater competition in the digital economy.

In Apple’s case, regulators concluded the company had failed to comply with the DMA’s “anti-steering” provisions, which require platform operators to allow app developers to inform users of alternative purchasing options outside of proprietary app stores. Officials ordered Apple to eliminate both technical and commercial barriers that prevent such steering, warning against further noncompliance.

Apple said it would appeal the decision.

“Today’s announcements are yet another example of the European Commission unfairly targeting Apple,” the company said, arguing that the ruling undermines user privacy and security. Apple added that it had made “dozens of changes” and invested “hundreds of thousands of engineering hours” in an effort to meet regulatory requirements.

Meta was found to have run afoul of the DMA by conditioning access to its platforms on user consent to share personal data — or, alternatively, on payment for an ad-free experience. The policy, introduced in late 2023, applied to users of Facebook and Instagram within the E.U.

Joel Kaplan, Meta’s chief global affairs officer, accused the Commission of singling out American firms. “This isn’t just about a fine,” Kaplan said. “The Commission forcing us to change our business model effectively imposes a multi-billion-dollar tariff on Meta while requiring us to offer an inferior service.”

EU officials acknowledged that Meta had taken some steps toward compliance, including the introduction of a less personalized advertising model that relies on minimal personal data. That revised service is under review.

“The Commission is currently assessing this new option and continues its dialogue with Meta,” regulators said in a statement, noting that the company has been ordered to implement further changes within 60 days or face additional penalties.

The decisions highlights growing transatlantic tensions over digital regulation. President Donald J. Trump, who has openly criticized the EU’s approach to American tech firms, recently retaliated with a round of “reciprocal” tariffs. Earlier this month, his administration imposed a 20 percent levy on European goods, later scaled back to 10 percent amid ongoing trade negotiations.


EU slaps $800 million in fines on Apple and Meta over digital market violations

In the ongoing federal antitrust trial Federal Trade Commission v. Meta Platforms, Instagram co-founder Kevin Systrom delivered compelling testimony on Tuesday, alleging that Meta CEO Mark Zuckerberg deliberately limited resources for the burgeoning photo-sharing app after its acquisition in 2012. Systrom asserted that Zuckerberg viewed Instagram's rapid growth as a threat to Facebook's dominance, as per reports.

"Mark was not investing in Instagram because he believed we were a threat to their growth," Systrom stated during his extensive six-hour testimony. His remarks directly contradicted Zuckerberg's claims from the previous week, where the Meta CEO maintained that the social media giant, formerly known as Facebook, strategically invested heavily in Instagram post-acquisition.

The government's case hinges on the argument that Meta's acquisitions of Instagram for $1 billion and WhatsApp for $19 billion were part of a "buy-or-bury strategy" designed to eliminate potential competitors and solidify its social media monopoly. 1  Systrom's testimony provided significant support for this claim, despite his own substantial financial gain from the Instagram sale.   

Systrom, who eventually departed Meta in 2018, attributed his decision to Zuckerberg's alleged reluctance to invest adequately in Instagram's growth. He highlighted the stark disparity in employee numbers, noting that while Instagram had amassed a billion users, roughly 40% of Facebook's user base at the time, it operated with a lean team of just 1,000 employees compared to Facebook's massive 35,000.

"We were by far the fastest growing team," Systrom emphasized. "We produced the most revenue, and relative to what we should have been at the time, I felt like we should have been much larger."

The government's line of questioning focused on the period surrounding Instagram's inception in 2010, a time Systrom described as experiencing "exponential, unstoppable" growth from its initial launch.

However, during cross-examination, Meta's attorney, Kevin Huff, presented past public statements from Systrom where he had lauded Facebook's support following the acquisition. Huff cited an interview where Systrom admitted to previously holding the app together with "duct tape" and noted the newfound ease of accessing resources like salespeople after becoming part of Facebook.

In response, Systrom acknowledged these earlier statements but clarified, "We grew much more quickly because we were part of Facebook than we would have as an independent company." This nuance suggests a potential initial benefit from the acquisition that later soured due to alleged underinvestment.

The trial, now in its second week, continues to scrutinize Meta's decade-old acquisitions, with the core argument from the Federal Trade Commission being that these buyouts stifled competition by removing promising startups capable of challenging Meta's market power. Systrom's testimony adds a powerful voice to this narrative, painting a picture of a successful startup potentially held back by its acquirer's fear of its own potential.

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