Sandisk Study Highlights India’s Always-On Creator Economy Driving Digital Content Growth Nationwide

A new study by Sandisk, conducted in partnership with CyberMedia Research (CMR), has found that India’s creator economy is expanding rapidly beyond traditional content hubs, with creators publishing more frequently and producing larger volumes of high-resolution content. Released on July 1, 2026, the

report, “The Content Rush: Inside India’s New Always-On Creator Economy,” surveyed more than 6,000 creators aged 18 to 35 across 13 cities and highlighted growing participation across amateur, semi-professional, professional, and full-time influencer segments.

The study found that nearly 75% of Indian creators publish content every week, while many now generate between 5GB and 10GB of content daily. It also revealed strong emotional motivation behind content creation, with more than 80% of respondents saying they feel more confident when their content connects with audiences, and 81% reporting that turning everyday moments into stories gives them a sense of purpose. Regional trends showed creators in North India moving towards professionalisation, South India demonstrating higher consistency, East India exhibiting structured workflows, and West India combining scale with youth-driven community engagement.

“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,” said, Tareq Husseini, Senior Director, Sales, IMEA, Sandisk.

The report also identified storage limitations as a major barrier to creative growth, with 60% of growing creators experiencing storage constraints daily or weekly. Slow file transfers, insufficient storage capacity, and running out of space during shoots emerged as the most common workflow challenges. According to the findings, 64% of creators would produce longer videos, 58% would experiment with new formats, and 45% would retain RAW files if storage limitations were removed, suggesting that technology constraints continue to shape creative output alongside talent and ambition.