INR 8 lakh spent, INR 0 earned: YouTuber Nalini Unagar quits out of frustration. How does YouTube work?

Nalini Onagar, an Indian YouTuber with the channel ‘Nalini’s Kitchen Recipe’, has decided to leave the channel after three years of failed attempts to turn her passion into profit.

In a series of posts on X, Unagar revealed that she invested INR 8 lakh in her channel but did not make any financial returns. “I failed at my YouTube career, so I’m selling all my kitchen accessories and studio equipment,” she wrote. “I invested approximately INR 8 lakh to build a kitchen, purchase studio equipment, and promotions. Return? ₹0.”

Over the course of three years, Unagar created 250 videos and amassed 2,450 subscribers. Despite her efforts, she struggled with YouTube’s algorithm, which she claimed favored certain creators and certain types of content.

“YouTube has given me nothing. It feels like the platform is biased, leaving others unappreciated despite working hard,” she said.

How can one make money on YouTube?

The possibility of making money on YouTube depends on several factors:

Advertising revenue

• YouTube pays Indian content creators around INR 53.46 per 1,000 views.
• For 1 million views, a content creator can earn around INR 53,460.
• Some outlets offer higher prices:
• Tech Reviews: INR 75 to 375 per 1000 views.
• Beauty & Fashion: INR 60-262.50 per 1000 views.
• Games: INR 37.50 – INR 300 per 1000 views.

Audience demographics

Views from countries like the US or UK earn more than those from India.

correlation

Higher number of likes, comments and shares can increase your video earnings.

Additional revenue streams

Affiliate marketing, sponsored content, merchandise sales, and channel memberships are common ways creators supplement ad revenue.

Highest earners

Big names like Bhuvan Bam and Amit Bhadana earn between INR 11.6 lakh and INR 1.7 lakh per month, while the average Indian creative earns INR 4.17 lakh per year.

Costs of running a YouTube channel
Starting a YouTube channel may be inexpensive, but expanding often requires a significant investment.

Basic setup

• A smartphone with a good camera and basic editing tools.
• Estimated Cost: INR 15,000 – 20,000.

Professional preparation

• Camera: DSLR or mirrorless camera for better video quality.
• Microphone: Essential for clear sound.
• Lighting: enhances the aesthetics of the video.
• Editing software: Tools like Adobe Premiere Pro or Final Cut Pro.
• Computer: A high-performance PC or laptop for editing.
• Estimated total cost: INR 50,000 to several thousand.

Additional costs

• Marketing and promotion.
• Props or sets customized for specific content.
• Travel expenses for niches like travel vlogs.
• Unagar’s investment of INR 8 lakh included a professional kitchen setup, studio equipment and promotional expenses – none of which led to a sustainable income.

Monetization challenges
Making money on YouTube is not guaranteed. To join the YouTube Partner Program, creators must have at least 1,000 subscribers and 4,000 watch hours in the past year. Even then, low views, unattractive content, or areas with limited ad rates can hinder profits.

Unagar’s experience also highlights the dangers of relying solely on YouTube as a career. “Your store could close before you even wake up the next day,” she said, referring to the platform’s unpredictable algorithms.

How does one navigate “prejudice”?
To succeed on YouTube, creators must prioritize producing engaging, high-quality content that provides value to their audience while remaining relevant and timely. Attractive titles, accurate thumbnails, and enhanced metadata, such as keyword-rich descriptions and relevant hashtags, improve searchability and recommendations. Viewer engagement is key, so asking questions, responding to comments, and using features like cards and end screens can boost engagement.

Experimenting with diverse content types, from YouTube Shorts to binge-worthy playlists, helps engage both the audience and the platform’s algorithm. Consistency is vital — maintain a regular upload schedule and test posting times for maximum impact. Creators should leverage social media and collaboration to reach broader audiences while using YouTube Analytics to optimize their strategies based on performance metrics and audience behavior.

Staying up to date on YouTube policies and features through official channels and creator communities ensures adaptability in a constantly evolving ecosystem.