SanDisk has released findings from its latest national study, “The Content Rush: Inside India’s New Always-On Creator Economy,” commissioned by SanDisk and conducted by CyberMedia Research (CMR). The study highlights the rapid evolution of India’s creator ecosystem, with content creation increasingly driven by self-expression, audience engagement and a growing sense of purpose. More than 80% of early-stage creators say audience resonance boosts their confidence, while 81% find purpose in transforming everyday moments into engaging stories.

The study also points to a more geographically diverse and consistent creator economy. Nearly 75% of Indian creators publish content every week, with activity extending beyond traditional metropolitan hubs. Regional patterns show increasing professionalisation in North India, greater content consistency in the South, more structured creator operations in the East, and large-scale, youth-led participation in the West. Across segments, creators regularly work with full-HD video and high-resolution images, with many generating 5–10 GB of content daily, underscoring the growing technology and storage demands of India’s always-on creator ecosystem.