84% of Indian marketers expect content demand to grow fivefold by 2027: Adobe research

New Delhi: Adobe has released new research pointing to a sharp rise in content demand in India. According to the findings, 84% of marketers expect content requirements to increase more than five times by 2027.

The study highlights that nearly all Indian marketers (96%) have seen content needs at least double over the past two years, while 62% reported growth of five times or more. This acceleration is reshaping how marketing teams create, distribute, and personalise content at scale.

The report identifies personalisation as the primary factor behind rising demand, with 61% of respondents citing consumer expectations for tailored experiences. Other drivers include shifts towards formats such as video and audio (50%) and the rise of hybrid customer journeys that blend in-store and digital experiences (48%).

Almost seven in ten marketers (69%) said audiences now expect new content weekly or even several times per week, adding pressure to deliver more frequently.

Social media and short-form video were identified as the fastest-growing formats. Seventy-eight per cent of marketers reported that social content is expanding at the quickest pace, followed by short-form video at 63%.

Yet challenges persist: 61% said they struggle to scale personalised content for social commerce, while 57% reported difficulties in identifying which types of content perform 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.

Operational inefficiencies were identified as another barrier. Over half of respondents (52%) said producing and approving a single piece of content can involve between 51 and 200 people, while for nearly a quarter (23%) the number exceeds 200. A large volume of assets is being generated, with 89% of marketers reporting the creation of at least 1,000 assets annually.

Process bottlenecks add to the strain, with 41% pointing to teams working in silos, 40% citing lack of time for content creation, and 38% highlighting the absence of a centralised platform.

Generative AI is increasingly being adopted to ease these challenges. The research shows that 96% of marketers are already using the technology in content workflows, and 95% intend to increase usage within the next year. 

Applications include ideation, content optimisation, translation, and localisation. Half of respondents said they use AI assistants to summarise information or support collaboration, while 39% use it for content optimisation and another 39% for localisation.