New Delhi, May 4 -- Money is increasingly following influence in the creator economy. Creator incubation funds-pooled investments designed to back content-are drawing fresh attention, with capital flowing in and out as investors assess the model. The trend reflects rapid growth in developed markets, where such funds are backing and even acquiring top creator-led channels.

Such funds typically look to monetize with revenue-sharing, brand partnerships or ownership of creator-led intellectual property (IP).

Some have already moved in to build on the opportunity. Angad Bhatia, former chief executive of influencer marketing firm Creator 18 and news platform FirstPost has stepped down to start his own creator fund backed by investors. Without...