TLDR: A new report by Adobe indicates that a significant majority of Indian marketers, 84%, expect the demand for content to increase fivefold or more by 2027, driven primarily by consumer expectations for personalized experiences and the rise of new media formats.
Indian marketers are on the cusp of an unprecedented surge in content demand, with 84% anticipating a fivefold or greater increase in content needs by 2027, according to new research released by Adobe. The study, published on September 17, 2025, by Storyboard18, highlights a rapid acceleration in content requirements, prompting marketing teams to fundamentally rethink their strategies for creation, distribution, and personalization at scale.
The Adobe report reveals that the escalating demand is not a new phenomenon, with nearly all marketers in India (96%) having witnessed content demand grow at least twofold over the past two years. A substantial 62% reported an even more dramatic increase, experiencing a fivefold or greater rise in content needs during the same period.
A primary driver behind this exponential growth is evolving customer expectations. The research indicates that 61% of Indian marketers identify consumer demand for personalized experiences as the top factor fueling the need for more content. This is further compounded by shifts towards diverse media formats, with 50% citing the increasing prevalence of video and audio content, and 48% pointing to the growing necessity for hybrid customer journeys that seamlessly connect in-store and digital interactions.
Among the various content types, social content is experiencing the fastest growth, as indicated by 78% of marketers. Short-form video content follows closely, with 63% noting its rapid expansion. These trends underscore the pressure on marketing teams to deliver a higher volume of content across a wider array of formats and channels, with increased frequency.
To meet these escalating demands, marketers are increasingly turning to advanced technologies. While the specific figures for India on AI adoption were not detailed in the primary source, broader Adobe research indicates a significant global trend: 84% of marketers plan to leverage generative AI to support content workflows in the coming year, with 55% intending to increase their current usage. This suggests that AI is becoming an indispensable tool for scaling content production, streamlining workflows, and enhancing personalization efforts to keep pace with consumer expectations. The report implicitly suggests that Indian marketers will also be adopting similar strategies to address the content explosion.
Also Read:
- India Leads Asia-Pacific in Generative AI Adoption with 56% of Urban Adults, Forrester Report Reveals
- India’s AI-Driven Tourism Revolution: Reshaping Global Travel Experiences
The findings underscore a critical juncture for marketing professionals in India, necessitating innovative approaches and technological integration to navigate the complex landscape of rapidly expanding content requirements and evolving consumer behaviors.
