Adobe has released new research highlighting the exponential rise in content demand in India, revealing that 84% of Indian marketers expect content needs to grow more than fivefold by 2027. Additionally, nearly all marketers in India (96%) have seen content demand increase at least 2X over the last two years, with 62% saying it has increased 5x or more. This rapid acceleration is prompting marketing teams to reimagine how content is created, distributed, and personalised at scale.
61% of Indian marketers stated that consumer expectations for personalised experiences is the top factor driving the demand for content. Content shifts to media formats like video and audio (50%) and the increasing need for hybrid customer journeys (48%), such as connected in-store and digital experiences, are also challenging teams to deliver more content, across more formats and channels, more frequently. 69% marketers say their audiences now expect new content weekly or even several times per week, creating further pressure for teams to operate faster and more efficiently than ever before.
With the rise of the creator economy and platform-driven virality, social media and short-form video have emerged as the fastest-growing content formats. 78% of marketers indicated that demand for social content is growing at the fastest pace, followed by short-form video at 63%. While marketers are eager to tap into these formats to drive engagement and loyalty, they face challenges in execution. 61% report struggling to scale personalised content for social commerce, and 57% find it difficult to identify which types of content resonate best across platforms.
“The demand for content in India is growing faster than ever. This research underscores a pivotal shift in how content is created and consumed in India. Marketers are no longer just storytellers, they’re orchestrators of dynamic, personalised experiences across a growing number of channels. At Adobe, we see this as a turning point where creativity, marketing and AI come together. As content demand surges, the key to staying ahead lies in reimagining workflows and embracing technologies like generative AI. It’s not just about scaling content, it’s about scaling impact,” said Anindita Veluri, Director of Marketing, Adobe India.
To overcome challenges and scale content efficiently, marketers in India are increasingly turning to generative AI. The research shows that 96% of marketers are already using generative AI across multiple stages of the content lifecycle, and 95% plan to expand their usage over the next year. From accelerating ideation to optimising content performance and translating assets for diverse audiences, marketers are using generative AI to enhance both quality and efficiency. Over half (50%) use AI assistants to summarise information or streamline collaboration, while others use it for content optimisation (39%) and localisation (39%).
