Rise of Content Creators in the Face of a Pandemic: The Case of a Private University in Pune

Abstract

The concept of content creators is not new especially when youtube became a platform where anyone could set up a channel and create videos. Prior to this most content creators were writing blogs on different platforms but youtube gave the liberty of videos which were more attractive and easy for people to view. Since the Pandemic created a Global Lockdown the rise of content creators grew by leaps and bounds.The purpose of this study was to understand the nature of content creators in the selected context that sprouted as a result. To achieve this purpose, interviews were conducted and the findings included the most popular content creation platforms to be Youtube, Facebook and Instagram. Interviewees were in the age group of 18 to 28 years and were motivated to get into content creation with the encouragement of family and friends and a sense of calling to create certain content. The challenges that most of them faced were lack of technical knowledge as well as discouragement when they saw lack of viewership and slow gain of subscribers.