Prajakta Koli on digital creation: There’s no roadmap, it’s a rollercoaster

Mumbai, Dec 9 (LatestNewsX) – Actor‑content creator Prajakta Koli says the digital arena isn’t slowing down; she argues it’s expanded into a broader, quicker, and more unpredictable playground than when she first started nearly ten years ago.

When asked whether creators will face a “shelf life” as influencers dominate the scene, Prajakta told LatestNewsX, “I don’t see that happening. I also don’t think the platform has shrunk – it’s simply evolved. It feels entirely different now. Back in 10–11 years, creating long‑form content was the norm. Today, attention spans are shorter and the medium count is higher.”

She pointed out that shrinking attention spans and a proliferation of platforms have reshaped demand. “Seeing the digital boom that kicked in 2017, the ecosystem only grew from there,” she noted.

“The result is a massive amount of work. In fact, we now have more creators than ever before,” she added.

“That’s why India is the largest digital economy in the world right now – everyone’s watching us and wants to collaborate.”

Prajakta described the creator journey as highly unpredictable and said there’s no set playbook.

“I don’t think there’s a real shelf life, but that’s just my view. We have no clear roadmap. The industry feels like a rollercoaster: you think you’ve hit the rhythm with one video, and the next is a wildcard. There’s no pattern, no steady beat. You basically wing it.”

For her, adaptability is essential. “Understanding what works, what doesn’t, and then pivoting to new approaches has been key over the last decade.”

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