Spotify Report: Indian Content Creators Use Audio To Destress

A new study by Spotify India, titled “Audio: Where Creators Come To Pause,” sheds light on the challenges faced by India’s thriving content creation community and their unique coping mechanisms. The research, conducted across three major cities – Delhi, Mumbai, and Bengaluru – surveyed over 200 creators and included in-depth interviews with 30 individuals.

Constant Content Creation Takes A Toll

The findings paint a picture of a passionate yet pressure-filled world. Moreover, Nearly 80% of respondents reported experiencing significant stress or pressure at least once a week. This pressure stems from a multitude of factors, including the constant need to keep up with changing algorithms, the emotional toll of negative feedback, and the physical demands of creating content.

Creators Use Audio to Destress

Interestingly, the study also reveals a powerful tool for managing these pressures: audio. Over half (50%) of the creators surveyed use music as a coping mechanism. However, with 70% agreeing that audio – including music, podcasts, audiobooks, and even guided meditations – plays a crucial role in their well-being. For many, audio serves as a source of inspiration, a mood booster, and a way to manage stress and anxiety. Actor and comedian Mallika Dua perfectly captures this sentiment, stating, “Music is a big part of self-care and my way to gain inner peace. It’s like a person who is always with me in my room, making sure I never feel alone.”

The research also highlights a gender and age disparity in stress levels. Female creators and those between the ages of 30-45 reported feeling stressed. Furthermore, more frequently compared to their male and younger counterparts. Besides, This underscores the need for more targeted support systems within the creator community.

While audio emerges as a powerful self-care tool, the study also identifies a gap in access to professional mental health resources. Nearly half of the respondents expressed dissatisfaction with their current coping mechanisms. Furthermore, yearning for “inclusive and accessible support tools like therapy and counselling.”

A Place Where Creators Can Come To Pause: Spotify India

Recognizing this need, Spotify aims to bridge the gap by positioning itself as a “place where creators can come to pause.” Their efforts include collaborating with mental health experts and hosting on-ground sessions to equip creators. Moreover, with the resources they need to navigate the pressures of their profession.

The Spotify study offers valuable insights into the mental well-being of India’s content creators. It highlights the challenges they face, the power of audio as a coping mechanism. However, the need for more comprehensive support systems. By acknowledging these realities, Spotify positions itself as a potential ally in the journey towards. Moreover, a healthier and more sustainable content creation ecosystem.