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Asian Influencers Might Outpace Their Western Counterparts, India and China Expected to Dominate

The influencer industry is worth around $16 billion by some estimates, and it has been growing at a rapid pace as of late. Many marketing agencies prefer to use influencers because of the fact that this is the sort of thing that could potentially end up allowing them to connect with users that they might not have otherwise been able to reach. However, there is a bit of disparity with respect to how fast various influencer markets are growing.

China, for example, has seen the reach of its influencers increase at an exponential pace, going from 765 million users to 1.07 billion users since 2018. By comparison, influencers in the US only managed to increase their reach from 269 million to 302 million, and while the population of the US is far lower than that of China it also has significant cultural outreach among billions of people so this lack of growth is more attributable to a less active or perhaps less effective influencer economy.

With all of that having been said and now out of the way, it is important to note that India has also been a truly fast grower in this respect. In 2018, the reach of Indian influencers was more or less on par with that of the US, hovering at around 270 million. In spite of the fact that this is the case, this was a very low proportion of the overall Indian population, and Indian influencers have almost tripled their reach to 756 million by 2022, and it is expected to cross a billion by 2026.

The growth of US influencers has reached a bit of a plateau, and it is not expected to show any more meaningful numbers beyond a few million more users by 2026. Chinese influencers, however, are expected to have a global reach of over 1.28 billion users by 2026, and India is catching up fast. It will be interesting to see how the dynamics of the influencer economy continue to change in the coming years as America’s cultural dominance starts to fade for the first time.


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