New Delhi: Adobe today unveiled new research spotlighting the unprecedented surge in content demand in India, with 84% of Indian marketers predicting content needs will grow more than fivefold by 2027. Nearly all marketers surveyed (96%) reported a twofold increase in demand over the past two years, with 62% saying demand has already grown by 5X or more.
The findings indicate a transformative shift in how brands create, distribute, and personalize content at scale. According to the research, 61% of marketers attribute this growth to consumer expectations for personalized experiences, while rising demand for formats like video and audio (50%) and hybrid customer journeys (48%) are also fueling the trend. Importantly, 69% of marketers said audiences now expect new content weekly or several times per week—pressuring teams to produce faster and more efficiently.
With the rapid rise of the creator economy, 78% of marketers identified social content as growing at the fastest pace, followed by short-form video at 63%. However, scaling content for social commerce poses challenges—61% struggle with personalization at scale, while 57% face difficulties in pinpointing the right formats for different 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, personalized 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.
Despite clarity on the types of content required, production at scale remains hindered by inefficiencies. Over half of Indian marketers (52%) revealed that creating, reviewing, and approving a single piece of content can involve between 51 to 200 people, while 23% reported more than 200 stakeholders involved. With such complexity, 89% of organizations are producing at least 1,000 content assets annually, and 25% generate between 10,000 and 100,000.
Key bottlenecks include teams working across disparate tools and locations (41%), lack of time for creation and ideation (40%), and absence of centralized platforms (38%).
The study also found that 96% of marketers in India are already leveraging generative AI, with 95% planning to expand its use in the coming year. Marketers are applying AI to multiple stages of the content lifecycle, including ideation, optimization, translation, and performance measurement. Half (50%) use AI assistants to summarize and collaborate more effectively, while 39% use AI for optimization and another 39% for localization.
As Indian marketers prepare for explosive growth in content needs, Adobe’s research highlights how technology, particularly generative AI, is enabling teams to break through bottlenecks, scale creativity, and deliver personalized content experiences that drive impact.
