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The Times of India
The Times of India
World
Prisha Patnaik

The absurd economics of India’s digital creator boom

Economy India Albert Camus Sisyphus Boston Consulting Group TOI

When Albert Camus wrote that one must imagine Sisyphus happy, he was not, one would assume, thinking of India's content creator economy. And yet, there is something Sisyphean about the business of being a creator: the endless filming, editing, posting and chasing of engagement, only to start all over again the next day.

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