YouTube is rolling out a new set of features in India aimed at expanding earning opportunities for creators, with a particular focus on shopping-linked monetization and AI-powered tools. As part of its YouTube Shopping affiliate program, Amazon has now joined as a partner, alongside new entrants Ajio, Meesho, Snapdeal, and Tata Cliq. These join existing partners such as Flipkart, Myntra, Nykaa, Purplle, Shopsy, and Tira, significantly widening the pool of retailers creators can link to in their content.
YouTube Shopping was launched in India in October 2024, allowing creators enrolled in the YouTube Partner Program to tag products in their videos, Shorts, and livestreams. When viewers purchase a tagged product through a creator’s link, YouTube pays the creator a commission on the sale. The company said this monetization avenue has seen sharp growth in India, with the average affiliate income earned by Indian creators rising by more than 160 percent in the first quarter of 2026 compared to the same period in 2025, outpacing the 100 percent growth recorded globally over the same period.
YouTube attributed this growth to rising consumer interest in shopping content, noting that over 450 million users in India search for shopping-related videos on the platform, with watch time for such content up 55 percent year-on-year. Building on this momentum, the company is also introducing changes to its “Ask YouTube” AI feature. Viewers will now be able to directly ask YouTube questions about products featured in a video, including details and specifications, and follow up with related questions. On television, users will be able to pose these queries by voice while watching.
The updates also extend to Indian creators with international audiences. YouTube will now adjust product links based on a viewer’s location, meaning a viewer in the United States would see shopping deals available in that market, priced in local currency. This gives Indian creators the ability to earn commissions from overseas viewers as well. Additionally, YouTube is strengthening its likeness-protection technology, using facial and voice recognition to help prevent creators’ images and voices from being misused by others.
For users in the United States, YouTube is also introducing a “Custom Feeds” feature, giving viewers greater control over the type of content that appears in their recommendations. Taken together, the company said these updates are designed to make it easier for creators to earn through shopping while also simplifying AI-assisted video creation, editing, and brand collaborations.