New Delhi, Feb. 22 -- There are three things that are permanent in modern life-taxes, death and social media. No medium has achieved the scale and penetration that social media has gained over the last two decades. A YouTube report shows that 83% of Gen Z consider themselves creators, making them India's most content-centric generation.

Does this mean the future of social media is bright and sunny? Absolutely not. At least, not in its current form.

Social media has achieved incredible scale over the last two decades. By user numbers, India is the world's second-biggest market, behind China. Indians spend on average 3.2 hours every day on social media apps, according to policy think tank Esya Centre. Those between 18 and 35 spend on aver...