New Delhi: Sandisk has released findings from its latest national study, “The Content Rush: Inside India’s New Always-On Creator Economy,” commissioned by the company and conducted by CyberMedia Research (CMR), highlighting the rapid evolution of India’s creator ecosystem and the growing role of technology in enabling creative expression.
According to the study, content creation is increasingly driven by self-expression, with more than 80% of early-stage creators reporting greater confidence when their content resonates with audiences. The report also found that 81% of respondents derive a sense of purpose from transforming everyday moments into engaging stories.
The study suggests that India’s creator economy is becoming more geographically diverse, with content creation expanding beyond traditional metropolitan hubs. Regional trends indicate that North India is witnessing increasing professionalisation among creators, while South India demonstrates greater consistency and content intensity. East India is showing signs of structured creator operations, whereas West India combines large-scale participation with youth-led, community-focused content creation.
The report found that nearly 75% of Indian creators publish content every week, underlining the consistency that now characterises the country’s digital creator landscape. Across amateur, semi-professional and professional segments, creators regularly work with full-HD videos and high-resolution images, with many producing between 5 GB and 10 GB of content daily.
Commenting on the findings, Tareq Husseini, Senior Director, Sales, IMEA, Sandisk, said, “India’s creator economy is at an inflection point, with participation expanding across geographies. In the process, creators are bringing the country’s rich culture, history, and untold stories to wider audiences in interesting ways. At Sandisk, we understand each creator creates differently, and we are committed to help them unleash their creativity by providing high performance flash storage solutions to meet their evolving lifestyles and needs.”
As content production intensifies, creators are increasingly facing workflow challenges. The study found that 60% of growing creators experience storage-related constraints on a daily or weekly basis. Among the most commonly cited issues were slow file transfers (55%), inadequate storage capacity (52%) and running out of storage space during shoots (41%).
The findings also indicate that removing storage limitations could significantly enhance creative output. Around 64% of respondents said they would create longer videos, while 58% would experiment with new content formats and 45% would retain RAW files if storage constraints were eliminated. Nearly half of those surveyed also said they would feel more confident pursuing creative ideas with greater storage flexibility.
The report concludes that as India’s creator economy expands across devices, formats and geographies, dependable workflow infrastructure is becoming an increasingly important factor in supporting content creation. Sandisk said its portfolio of microSD cards, pen drives and portable SSDs is designed to support creators throughout the content lifecycle, from capture to editing and publishing.
The study surveyed more than 6,000 creators aged between 18 and 35 across amateur, semi-professional, professional and full-time influencer categories, covering 13 cities across urban and aspirational India. The survey was conducted at a reported 95% confidence level.
