Short-video platforms are ending exclusive deals with influencers. Advertisers are cutting budgets. That means the content-creator worldwhich allowed people to make money quicklyis changing fast. A 27-year-old influencer based in the western Indian state of Rajasthan, one of the thousands of full-time content creators across the country, said his income had fallen more than 45% since his contract ended with the short-video app Moj in November 2022. The content creator was in his early 20s when he got on the Chinese short-video app Tiktok. It took him a while to seriously consider becoming a full-time influencer because making short videos was not seen as a viable career option, despite the lack of other job opportunities. But it allowed him the flexibility to work from his hometown. Fortunately, for content creators like him, homegrown short-video apps such as Moj, Josh, and MX Takatak burst onto the scene when the Indian government banned Tiktok in June 2020, following clashes at the border with China. His Tiktok follower base helped him land an exclusive contract with Moj, owned by Mohalla Tech Pvt. Ltd, which also runs the popular Facebook-like social-media platform Sharechat. The contract earned him roughly Rs 50,000 (~US$610) per month in 2022. All he needed to do was post 30 videos on Mojwhere he has a little over 1 million followers. He also had to post 10 videos on US social-media giant Metas short-video-sharing app Instagramwhere he has over 90,000 followersto help attract more users to Moj. Additionally, he would often get selected for brand deals that paid about Rs 5,000 (~US$60) per video. But those days are a distant memory now. He has no exclusive deal with any major short-video platform, as is the case with almost all other creators he knows. Moj and its domestic rival Josh cancelled thousands of such contracts in late 2022, according to influencers and former employees, as a broader downturn in fundraising forced the companies to conserve cash. The Ken spoke with eight influencers, three former Josh employees, seven former Moj employees, and six influencer-marketing and advertising executives, all of whom declined to be named because they didnt want to jeopardise their relationship with the platforms. Difficult terrain India has at least 80 million content creators. But only 150,000 of them earn a living through the profession, with the majority earning ~$2002,500 (~Rs 16,000200,000) per month, according to a report by venture-capital firm Kalaari Capital. Difficult terrain // India has at least 80 million content creators. But only 150,000 of them earn a living through the profession, with the majority earning ~$2002,500 (~Rs 16,000200,000) per month, according to a report by venture-capital firm Kalaari Capital. Topics This story is only available to subscribers of The Ken. Already a subscriber? Log in The only business subscription you need Unrivaled analysis and powerful stories about businesses from award-winning journalists. Read by 5,00,000+ subscribers globally who want to be prepared for what comes next. MOST POPULAR App Access iPad App Access Priority Access To new product offerings, features, community features, and events 2 Years Archive access to the last two years of stories from the India edition 2 Concurrent sessions across devices App Access iPad App Access Priority Access To new product offerings, features, community features, and events Unlimited Access to all The Ken's Archives across India and International stories App Access iPad App Access Priority Access To new product offerings, features community features and events Unlimited Access to all The Ken's Archives across India and International stories Not Ready to Subscribe? Sign up for a guest account and get access to 200-word summaries of all our stories, and limited access to our newsletters and visual stories. Sign up for free Buy only this story Get 1-year access to just this story and nothing else Buy for Rs. 590 Trusted by 5,00,000

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