Tech
YouTube Expands Shopping and Affiliate Program in India, Opening New Revenue Channels for Creators!
YouTube has launched a Shopping affiliate program in India, allowing creators to earn commissions by promoting products from major brands such as Flipkart and Myntra directly within their videos, Shorts, and live streams. This new feature enables viewers to discover and purchase products recommended by creators without ever leaving the platform, enhancing convenience and engagement.
Overview of the Affiliate Program
The affiliate program provides creators with an additional income stream, complementing their existing ad revenue, YouTube Premium earnings, and brand sponsorships. It aligns with YouTube’s strategy to advance social and video commerce by connecting brands with creators to reach diverse audiences across India’s booming digital shopping space.
Insights from YouTube Leadership
Travis Katz, General Manager and Vice President of Shopping at YouTube, commented on the initiative’s impact:
“The incredible global success of YouTube Shopping, with over 30 billion hours of shopping-related content watched in 2023 alone, demonstrates the power of connecting creators, viewers, and brands in exciting new ways.” Katz noted that this move ushers in a new phase of product discovery, providing a more interactive and personalized shopping experience.
Benefits for Brands
For brands like Flipkart and Myntra, this partnership offers a unique format for engaging audiences through video. Ravi Iyer, Senior Vice President at Flipkart Group, described the program as a way to “boost customer engagement by enabling product discovery through creators on YouTube,” highlighting the growing role of video commerce in India.
Features for Creators
Eligible creators can access this feature via YouTube Studio, where they can easily tag and promote products across various formats, including Video on Demand (VOD), Shorts, and live streams. Viewers can explore these tagged products in the “Product” sections or video descriptions and then complete their purchases on the retailer’s website seamlessly.
Market Context
With over 65% of Indian consumers trusting creator recommendations over traditional advertising, YouTube’s affiliate program taps into a strong foundation. This trend reflects a shift toward authentic connections between creators and their audiences, catering to India’s dynamic creator economy where digital video serves as a primary source of shopping inspiration and product discovery.
The Creator Economy in India
The ‘e-Conomy India’ report indicates that as India’s digital boom continues—projected household consumption is expected to double by 2030—digital commerce will become increasingly entrenched in everyday experiences. The rise of YouTube’s creator ecosystem offers communities engaging ways to discover new products while fostering deeper connections between fans and creators.
Conclusion
YouTube’s expansion of its Shopping affiliate program in India represents a significant step toward integrating e-commerce with content creation. By enabling creators to monetize their influence through product promotions, YouTube is enhancing its platform’s value for both users and brands.
As this initiative unfolds, it will be interesting to observe how effectively it engages users and influences purchasing behavior within the rapidly evolving landscape of digital commerce. The focus on leveraging creator relationships aligns well with contemporary consumer preferences for authenticity and trust in advertising.
Paytm parent One 97 Communications has granted fresh employee stock options (ESOPs) worth about ₹16.7 crore to eligible staff under its 2019 ESOP scheme, highlighting a stronger push toward employee ownership and retention. The grant covers 1,23,908 options, each convertible into one equity share with an exercise price of ₹9, significantly below the prevailing market price. At Paytm’s recent share price levels, this translates into a notional value of around ₹16.6–16.7 crore for employees.
The ESOPs are designed to align employee incentives with Paytm’s long-term growth, giving high-performing team members a direct stake in future value creation. As the options vest and are exercised, eligible employees can participate in potential upside from Paytm’s expanding fintech and payments ecosystem, subject to standard ESOP vesting conditions. The company has also confirmed that the scheme complies with SEBI’s share-based benefit regulations.
This ESOP grant comes soon after Paytm’s payments arm secured key RBI approvals to operate as a payment aggregator across online, offline and cross-border transactions, strengthening its regulated payments stack. Coupled with rising operating revenues, the fresh stock options signal management’s continued focus on attracting and retaining top talent even as profitability remains under pressure. For SEO, key phrases around “Paytm ESOP grant,” “₹16.7 crore employee stock options,” and “One 97 Communications employee ownership” capture the core update for search and news discovery.
Apple’s recent iOS 18.7 rollout provides a secure alternative to the visually revamped iOS 26, empowering iPhone users to choose between system stability and next-generation features. While iOS 18.7 focuses on important security updates and bug fixes, it maintains the familiar iOS experience for users of older devices like iPhone XS, XS Max, XR, and SE models up to the 16e. The update is lightweight—about one-fifteenth the size of iOS 26—which means quicker downloads and less storage consumption. It’s designed for reliability and fast installation, making it ideal for users who prioritize a stable and secure operating system over design changes.
In contrast, iOS 26 introduces Apple’s ambitious “Liquid Glass” interface with a transparent look across apps, enhanced widget and lock screen customization, smarter Siri, and improved camera controls. These innovations, however, come with a larger update size and compatibility exclusive to newer iPhones beginning from the iPhone 11 series. While early adopters can enjoy the futuristic interface and AI-powered upgrades, major OS launches may present initial bugs or app compatibility issues that cautious users typically wish to avoid.
Choosing between iOS 18.7 and iOS 26 depends on each user’s priorities—those seeking guaranteed stability and fast security fixes should consider sticking with iOS 18.7, while users excited about premium features and visual changes should migrate to iOS 26 if their device supports it. Both updates are available through Software Update settings, and Apple will support iOS 18.7 for only a limited duration, eventually encouraging all users to transition to the latest platform. This dual update strategy ensures every iPhone user can safely update their device for a seamless and secure experience in 2025.
Apple’s upcoming iOS 26 introduces a new privacy-focused safety feature for FaceTime that automatically pauses both video and audio calls when nudity is detected on camera. This feature, discovered in the iOS 26 developer beta, is part of Apple’s expanded Communication Safety suite aimed primarily at protecting children from exposure to inappropriate content during live video chats. When nudity is detected, FaceTime freezes the call and displays a warning message, allowing users to either resume or end the call.
The nudity detection runs entirely on-device using advanced machine learning, ensuring that no images or videos are sent to Apple’s servers, thereby preserving user privacy. Although originally designed for child accounts as part of family safety tools announced at WWDC 2025, the feature currently appears active on all accounts in the beta version, including adults, which has sparked discussion about its broader application. Apple stresses that this local processing method keeps user data private while providing real-time protection against sensitive content during FaceTime calls.
Alongside this new safety measure, iOS 26 brings several other updates across the Apple ecosystem, including a new Liquid Glass design and enhancements to Messages, Wallet, and CarPlay. While the FaceTime nudity detection feature has not yet been confirmed for the final public release, its presence in the beta underscores Apple’s commitment to balancing user safety with privacy in an increasingly connected world. The full rollout later this year will clarify how widely the feature will be applied and whether users will have control over its activation
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