AnyMind Group has rolled out AnyCreator Stream in India, a new web-based platform built to give creators and live streamers one place to handle three things that usually live in separate tools: performance tracking, brand campaign discovery, and earnings management.
At launch, the platform connects directly with YouTube Live. Creators can link their eligible live-streaming channels, pull up performance analytics, browse and join brand campaigns, and keep tabs on campaign payments — all without switching between apps or spreadsheets.
On the brand side, AnyCreator Stream ties into AnyTag, AnyMind’s existing influencer marketing platform. That connection lets marketers find and onboard creators specifically for live-streaming campaigns, manage those campaigns end-to-end, and measure how they’re performing. In effect, it builds a shared workflow: creators get an easier path to monetising their streams, and brands get a more structured way to reach audiences through live, creator-led content.
The ad formats on offer are fairly comprehensive for a first release — pre-roll, mid-roll, and post-roll video ads, branded banners and overlays, in-stream chat integrations, streamer-led calls-to-action, promo codes, and product placements. On the measurement side, brands can track impressions, watch time, concurrent viewers, view-through rates, engagement, and click-throughs from links placed inside the stream.
The timing tracks with a broader shift already underway: creators are leaning more on live formats to build community and deepen audience engagement, not just to post one-off content. AnyCreator Stream is essentially AnyMind’s bet that as more creators treat live streaming as a real part of their business, they’ll need the same kind of analytics-plus-earnings infrastructure that’s already standard for regular content creation.
Maha Mahdy, Business Head for Content, Creator & IM Businesses across MENA, India, and other emerging markets at AnyMind Group, framed the launch as a response to where the creator economy is heading: “India’s creator economy is evolving beyond content creation into sustainable businesses, and live streaming is becoming an important way for creators to build communities and unlock new revenue opportunities. With AnyCreator Stream, we’re giving creators a simpler way to track performance, access brand collaborations and manage earnings, while helping brands run more measurable live creator campaigns through a connected ecosystem.”
This launch also extends AnyMind’s footprint in live commerce more broadly. The company already runs AnyLive, a separate platform focused on AI-avatar-fronted live commerce for platforms like TikTok Shop and Shopee, giving businesses a way to track both human-hosted and AI-led live streams. Together, the two platforms position AnyMind as a company betting heavily on live formats — both for entertainment-style streaming and direct commerce — as the next phase of creator monetisation in India.
