Highlights
Content Demand Growth in India
Content demand in India is soaring, with Adobe’s recent research indicating that 84% of marketers foresee a rise in content needs by more than five times by 2027. Almost all participants (96%) noted that content demand has already more than doubled in the past two years, with 62% experiencing a fivefold increase.
Factors Driving Increased Content Demand
The findings underscore how heightened consumer expectations for personalisation, the virality of social media, and hybrid experiences are imposing unparalleled demands on marketing teams to produce more content across various formats and channels.
Top Influences on Content Demand
As per the study, a significant 61% of marketers identified personalisation as the primary factor driving increased demand. Additionally, 50% attributed it to a shift towards video and audio formats, while 48% mentioned hybrid customer journeys that merge digital and in-store experiences.
Frequency Expectations Rising
The expectation for content frequency is also escalating, with 69% of marketers indicating that audiences want new content on a weekly basis, or even multiple times per week.
Emerging Content Formats
Social media and short-form video are the fastest-growing content formats. A notable 78% of respondents observed that the demand for social content is increasing the most rapidly, followed by 63% for short-form video. However, scaling personalised content for social commerce presents challenges, with 61% struggling to adapt and 57% uncertain about which types resonate effectively.
AI in Content Production
To tackle these challenges, marketers are turning to generative AI. A remarkable 96% of Indian marketers are currently utilising AI at various stages of the content lifecycle, with 95% intending to expand its application in the coming year. AI assistants are being used for tasks such as summarisation, collaboration, optimisation, and localisation.
Expert Insights
Anindita Veluri, Director of Marketing at Adobe India, highlighted the situation by stating that the demand for content in India is escalating unprecedentedly. The research indicates a significant shift in content creation and consumption within the country. Marketers are evolving from mere storytellers to orchestrators of dynamic, personalised experiences across an expanding array of channels. Adobe perceives this as a critical moment where creativity, marketing, and AI converge.
The Challenge of Efficiency
Despite the advancement of technology, inefficiencies continue to plague the industry. A reported 52% of marketers stated that the content creation and approval processes can involve between 51 and 200 individuals, while 23% disclosed that this number can exceed 200. Many teams encounter delays due to fragmented tools and the absence of centralised platforms.
