Archive · 3 Aug 2026
Rural YouTubers Build Thriving Digital Businesses in India
A research team from IIM Indore studied a YouTube channel called My Village Show that started in a small village in Telangana.
The channel makes videos in Telugu about everyday village life, farming, songs, and local news.
The study found that the creators turned their hobby into a real business, hiring staff and making higher‑quality videos.
They also hope to become actors, directors, and writers in the film industry.
Even though they earn money from YouTube, the income is unpredictable, so they keep changing their videos to stay popular.
The research shows that local creators can help companies reach people who speak regional languages and understand local customs.
It also suggests that rural creators are a new source of innovation in India’s digital media world.
IIM Indore’s Dr Srikanth Nayaka studied My Village Show, a Telugu‑language YouTube collective from Lambadipally village, Telangana.
The channel grew from a small hobby in 2012 to a registered private media company with full‑time and part‑time staff.
Creators focus on local language, culture, and everyday issues, blending humor with public health, sanitation, and election messages.
They use professional production practices and aim for careers in mainstream media, showing digital platforms as a stepping stone.
Economic uncertainty remains high due to algorithm changes, unpredictable revenue, and limited sponsorship, prompting constant adaptation.
- Who
- Dr Srikanth Nayaka and rural YouTubers of My Village Show
- What
- A study showing how rural creators use local language and hyper‑local content to build professional digital businesses
- When
- Fieldwork conducted August–October 2022; study published 2023
- Where
- Lambadipally village, Telangana, India
- Why
- To highlight the growing role of rural creators in India’s creator economy and the value of hyper‑local content for businesses
- Study Institution
- IIM Indore
- Lead Researcher
- Dr Srikanth Nayaka
- Case Study
- My Village Show
- Location
- Lambadipally village, Telangana, India
- Fieldwork Period
- August–October 2022
- Platform
- YouTube