YouTube yesterday launched its Gifts feature in India, allowing viewers to send animated virtual gifts during vertical live streams, giving creators a new way to engage with their audiences and earn additional income.
According to a YouTube blogspot, the platform introduced a range of India-themed virtual gifts, including Vada Pav, Chai Toast, Pani Puri, Badhai Ho, Kem Cho, Macha and All Izz Well.

Viewers can purchase Jewels, YouTube’s virtual currency, to send these gifts, while creators receive Rubies, which represent their earnings from fan support.
The company said the launch comes as India’s creator economy continues to grow. According to YouTube, the number of channels in India earning seven-figure annual revenue has increased by more than 20 percent year on year. It also said that 92 percent of surveyed Indian creators believe the platform helps them build stronger communities with their audiences.
Commenting on the launch, gaming creator Naman Mathur said interactive monetisation tools such as Gifts, Super Chat and Memberships encourage creators to stream more and strengthen engagement with their communities.

Eligible creators can activate the feature through the Earn section in YouTube Studio by accepting the Virtual Items Module. Once enabled, Gifts will be available on their vertical live streams, replacing Super Stickers for that format.
With the rollout, YouTube has expanded its monetisation offerings for Indian creators, complementing existing features such as Channel Memberships, Super Chat, Super Stickers and Super Thanks.