KARACHI:
Pakistan’s economic discourse has long been dominated by familiar concerns: fiscal deficits, balance of payments pressures, and the performance of traditional export sectors such as textiles and agriculture. Yet, beneath these recurring challenges, a structural shift is quietly reshaping the economy.
The country’s digital or “net” economy – anchored in IT services, freelancing, and a rapidly expanding content creator ecosystem – is emerging as a credible and scalable engine of growth. In 2025, this transformation can no longer be dismissed as peripheral.
The most visible expression of this shift is the rise of Pakistani content creators on global digital platforms, particularly YouTube. What began as isolated experimentation has evolved into a structured ecosystem of digital enterprises that earn foreign exchange, create employment, and project Pakistan’s cultural identity to global audiences. Running parallel to this is the strong performance of Pakistan’s IT and IT-enabled services exports, which have reached record levels and now form a key pillar of services trade.
Recent platform data indicates that Pakistan hosts more than 95,000 YouTube channels with over 10,000 subscribers – a threshold generally associated with sustainable monetisation. More than 13,000 channels have crossed the 100,000-subscriber mark, while over 1,000 channels boast more than one million subscribers. These figures reflect not merely popularity, but the scale of a growing digital workforce embedded in global markets.
Each successful channel functions as a small enterprise. Beyond the creator, there are editors, scriptwriters, designers, animators, camera operators, and social media managers. This ecosystem is generating thousands of jobs, many of them flexible, skill-based, and location-independent – characteristics well aligned with Pakistan’s youthful labour force and constrained domestic job market.
One of the most striking aspects of Pakistan’s creator economy is its international reach. Industry analysis suggests that over 60% of watch time on Pakistani YouTube content originates from outside the country. This marks a decisive shift from domestic consumption to digital exports. Pakistani creators are increasingly producing content for global audiences while remaining physically based at home, earning revenue in foreign currency.
Certain genres have proven particularly effective. Food and culinary content attract global viewers seeking authenticity. Travel and rural-life vlogs showcase landscapes and lifestyles rarely visible in international media. Educational explainers, lifestyle programming, and family vlogs also perform strongly, especially on connected television platforms where long-form content thrives.
Channels such as Kitchen with Amna and Village Food Secrets illustrate how culturally rooted content can achieve global resonance. Their success highlights a key advantage of the digital economy: high export potential with relatively low capital requirements. Authenticity, consistency, and storytelling often matter more than production budgets.
The economic implications are significant. Conservative estimates suggest that a YouTube channel with over one million subscribers can earn between $50,000 and $200,000 annually, depending on niche, engagement, and audience geography. With more than 1,000 such channels, Pakistan’s YouTube economy alone could be generating $50-$200 million per year in foreign revenue. Much of this income flows directly into Pakistan, supporting household incomes and contributing to external account stability. Beyond earnings, creators contribute to Pakistan’s soft power. Through humour, food, travel, and social commentary, they present nuanced portrayals of Pakistani society that counter stereotypes and enhance international visibility in ways traditional diplomacy often cannot.
While the creator economy is highly visible, it represents only one layer of a broader digital export story. Pakistan’s IT and IT-enabled services sector has posted record performance in recent years. In fiscal year 2024-25, IT and ITeS exports crossed $3.8 billion, with monthly figures through 2025 repeatedly setting new records. This growth reflects sustained global demand rather than temporary spikes.
IT exports now account for a significant share of Pakistan’s services exports and have become one of the most reliable sources of foreign exchange. Pakistani firms provide software development, mobile and web applications, cloud services, cybersecurity solutions, and business process outsourcing to clients across North America, Europe, the Gulf, and Asia.
Freelancers form another critical pillar of this digital economy. Pakistan is among the world’s leading suppliers of freelance digital services, with professionals engaged in programming, design, content creation, and digital marketing. Freelancing contributes hundreds of millions of dollars annually in foreign exchange and continues to expand as global demand for remote work grows.
From a macroeconomic perspective, the significance of digital exports is substantial. IT and ICT services have consistently generated trade surpluses within the services account, helping offset chronic deficits in goods trade. At a time when external financing options are limited, digital exports offer a relatively stable and scalable source of foreign earnings.
Another dimension often overlooked in discussions on the net economy is its role in economic resilience and shock absorption. Unlike traditional export sectors, which are vulnerable to global commodity cycles, logistics disruptions, and geopolitical tensions, digital exports are inherently more agile. IT services, freelancing, and content creation depend primarily on human capital and connectivity rather than physical supply chains.
During periods of currency volatility or import compression, digital exporters can continue earning foreign exchange with minimal reliance on imported inputs. This structural advantage positions the net economy as a stabilising force in an otherwise fragile macroeconomic environment.
Equally important is the net economy’s potential to reduce brain drain without restricting mobility. For decades, Pakistan has exported talent while importing value, as skilled professionals migrated abroad in search of opportunity. Digital work offers an alternative: global income without physical migration. Software engineers, designers, educators, and creators can serve international markets while remaining rooted locally. This ensures that earnings circulate within the domestic economy, strengthens household resilience, and preserves human capital that would otherwise be lost.
Looking ahead, the potential scale of Pakistan’s net economy is considerable. If current trends persist, IT and IT-enabled services exports could reach $8-10 billion annually by the end of the decade. Digital services would then stand alongside textiles as one of Pakistan’s top export earners.
The creator economy is also poised for expansion. With continued platform growth and improved monetisation strategies, the number of Pakistani channels with over 100,000 subscribers could exceed 20,000 by 2030. Combined creator revenues – including sponsorships and merchandising – could approach $1 billion annually, with significant spillover effects for employment and allied services.
However, this potential will not be realised automatically. Regulatory clarity remains limited, particularly around taxation and income classification for freelancers and creators. Uncertainty discourages formalisation and full revenue repatriation.
Predictable, export-friendly policies are essential. Infrastructure gaps also persist. Reliable electricity, high-speed internet, and efficient digital payment systems are prerequisites for sustained growth. While urban centres have improved, many rural and semi-urban areas remain under-connected.
Skill development presents another constraint. Although Pakistan produces a large number of graduates, shortages persist in advanced areas such as artificial intelligence, cloud computing, cybersecurity, and data analytics. Content creators, meanwhile, often rely on self-taught skills that limit scalability. Structured training could significantly raise productivity and earnings. To fully harness the net economy, policymakers must treat digital exports as a strategic priority rather than a side activity. Stable tax regimes, simplified compliance, infrastructure investment, and targeted skill development can accelerate growth. Educational institutions must align curricula with global digital demand, while public-private partnerships can support incubation and international market access.
The writer is a Mechanical Engineer
