Impact of Digital Platform Selection on Engagement and Monetization among Content Entrepreneurs

Author(s)	Dr. G Kavitha, Ms. Lakshmi Narendran
Country	India
Abstract	This study examines how the choice of digital platforms influences audience engagement and revenue generation among content entrepreneurs. Primary data were collected from 100 creators across platforms such as YouTube, Instagram, LinkedIn/X, podcasts, and blogs. The study employs descriptive statistics and One-Way ANOVA to analyse differences in engagement and income outcomes. The findings indicate that there is no statistically significant difference in audience engagement or monthly revenue across platforms. This suggests that platform selection alone does not determine performance outcomes. Instead, factors such as content quality, audience targeting, monetization strategies, and consistency of interaction play a more influential role. The study highlights that creators should focus on strategic content development and diversified revenue approaches rather than relying solely on platform choice for success in the creator economy.
Keywords	Digital platforms, audience engagement, monetization, content entrepreneurs, creator economy, social media
Discipline	Other
Published In	Volume 4, Issue 2, March-April 2026
Published On	2026-04-11

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Advanced International Journal of Multidisciplinary Research