By Aniruddha Jena and Jimut Bahan Chakrabarty

“In an era where digital platforms shape entertainment and influence millions, content creation is often guided by an incentive structure that rewards sensationalism and controversy. The recent discussions surrounding Ranveer Allahbadia and other influencers reflect growing concerns about the evolving nature of digital content, where ethical considerations sometimes take a backseat to engagement and visibility.”

The rise of problematic digital content cannot be analysed in isolation from the larger political economy of digital media. The shift from traditional television to digital platforms has created an unregulated landscape where algorithm-driven engagement determines success. According to Statista, the estimated value of India’s influencer marketing industry was 55 billion Indian rupees in 2024, a 20% increase over the previous year. The market is projected to grow at a compound annual rate of 25% until 2026, reaching over 107 billion rupees by 2027. This rapid expansion is driven by capital investments and advertising revenue that incentivise viral content, irrespective of its ethical implications. Governments have played a role in enabling this rapid digital expansion. While traditional media houses operate under content regulations, digital platforms largely govern themselves. Although the regulation of digital content remains a debated issue, fostering a more responsible online space does not necessarily require heavy-handed restrictions. Instead, a balanced approach–where platforms implement clearer guidelines, advertisers make mindful sponsorship choices, and audiences engage more critically. The absence of strict policies allows content creators to test boundaries, often driven by the understanding that controversy attracts engagement and financial rewards.

The business model of virality

At the heart of this issue is the economic model driving digital content. Social media platforms and OTT networks primarily rely on ad-based and subscription revenue. In their efforts to connect with younger, digitally savvy audiences, brands often collaborate with influencers without extensive oversight. As engagement remains a key metric, creators who attract higher interaction–regardless of the nature of their content–tend to secure more lucrative sponsorship opportunities. Reports from the Internet and Mobile Association of India (IAMAI) suggest that Indian digital advertising expenditures will exceed ₹30,000 crore in 2025, nearly doubling from 2021. According to IAMAI and Kantar, India is expected to surpass 900 million internet users by 2025, with much of this growth coming from rural areas, highlighting a major increase in internet usage. This trend is closely tied to the growth of influencer marketing, where even controversial figures continue to secure major sponsorships. Advertisers play a crucial role in shaping digital content and may benefit from reassessing the impact of their partnerships. Research from the Harvard Business Review (Eccles, Newquist, and Schatz, 2007) suggests that brands risk long-term reputational challenges when associated with contentious influencers. As consumer awareness grows, corporations that take a more thoughtful approach to sponsorships can help foster a more responsible digital landscape while safeguarding their own credibility.

The role of digital platforms and content moderation

Social media platforms like YouTube, Instagram, and TikTok play a key role in shaping the digital content landscape. Their recommendation algorithms often prioritize engagement, which can sometimes amplify sensational or polarizing content. The discussions surrounding Ranveer Allahbadia are not isolated but rather indicative of a broader trend in the digital space. According to an E-Marketer report, digital ad spending is expected to account for more than 75% of worldwide total media ad spending by 2025, reaching this milestone two years earlier than forecasted. Yet, content moderation remains inconsistent and largely reactive. When controversies arise, platforms may take action by removing content or demonetizing videos, but these measures are often temporary and limited in impact. To foster a more responsible digital space, stricter and clearer guidelines could help address problematic content before it gains widespread traction. However, platform policies often remain ambiguous, allowing content creators to test ethical boundaries until public backlash prompts a response. This dynamic has created an environment where controversy can be leveraged for visibility, with consequences that are either minimal or delayed. As revenue generation remains a primary focus, content moderation sometimes takes a backseat, making it increasingly challenging to maintain balanced and ethical digital discourse.

Societal and ethical implications

Beyond its business and political implications, the evolving landscape of digital content has significant social consequences. The increasing prevalence of shock-value and sensational content can influence cultural and moral perceptions, particularly among younger audiences. A 2024 Pew Research study found that nearly 78% of teenagers regularly consume influencer-driven content, sometimes encountering misleading or inappropriate material. As social media continues to shape public discourse, there is a growing concern that sensationalism is becoming normalized. This shift may encourage a digital culture where engagement and virality are prioritized over thoughtful and ethical content creation.

Additionally, the casual treatment of sensitive topics–such as gender issues, mental health, and social norms–can set a concerning precedent. When digital personalities make controversial remarks with little consequence, it may encourage others to adopt similar tactics, gradually pushing ethical boundaries in pursuit of engagement. Over time, this can lead to a desensitization where provocative content is met with indifference rather than critical reflection. The rise of content creators who present themselves as thought leaders while prioritizing sensationalism further complicates this landscape. By blurring the lines between meaningful discourse and attention-driven narratives, such trends risk spreading misinformation, diluting genuine expertise, and shaping public perception in ways that may not always be constructive.

A call for change

Digital content creation does not have to come at the expense of quality and integrity. There is ample room for meaningful, informative, and engaging content that does not rely on sensationalism. The financial and political forces shaping digital media must strike a better balance, ensuring that substance takes precedence over controversy. Addressing this issue requires a collective effort from audiences, advertisers, policymakers, and platform regulators. If current trends persist, digital media may continue to prioritise engagement over ethical considerations, making it essential for all stakeholders to encourage more responsible content creation.

The authors are assistant professors at Indian Institute of Management, Kashipur. Views expressed are personal and not necessarily those of financialexpress.com.