Humaramovie.com is another startup founded by Pallavi Rohtagi which falls under the same genre. She says “The key is in keeping the cost of production down. We look at spending a maximum of Rs 20,000 per short film that goes up on our YouTube channel. Once we break even, half the profits will be shared with the producer.”

Independent producers

YouTube also is another source of income for some individuals or part time jobbers. Some people use their creative time to make money through the website by conducting yoga, cooking, and musical classes.

Nisha Madulika considers this platform to be a recreational activity and she says "While one can make a good amount of money from YouTube, for me the platform serves as one where I can simply showcase my passion for cooking and interact with other foodies from across the world.”

Raghav Pande who runs a fitness consultancy named Xcellfitness, considers YouTube to be an additional source of income. He finds it as an excellent medium to market his company and says "I make approximately Rs 20,000 per month from the platform,"

"Similar plays in the US have already shown that they can hit revenues of over $10 million. In India, the industry is still nascent and startups will have to show that they can ramp up revenues quickly before gaining investor interest," says Mahesh Murthy, who is a managing partner at Seedfund.