Spotify Study Reveals How Audio Fuels Indian Content Creators

A new study by streaming platform Spotify has illuminated the profound impact of audio on the well-being and creative processes of India’s content creators. Titled ‘Audio: Where Creators Come To Pause,’ this research delves deep into the lives of musicians, podcasters, and social media influencers, revealing the intricate dance between their emotions and artistic endeavors.

Conducted across cultural hubs like New Delhi, Mumbai, and Bengaluru, the study offers a poignant narrative of creators grappling with the rigors of their craft. Alarmingly, nearly 80 percent of respondents confessed to wrestling with excessive stress or pressure on a weekly basis, navigating a landscape fraught with intellectual, emotional, physical, social, and financial challenges.

For actor and comedian Mallika Dua, music isn’t merely a soundtrack but a lifeline. Dua shares, “One of my greatest joys in life is music, it’s a big part of self-care and my way to gain inner peace. Music is like a person who is always with me in my room, making sure I never feel alone.”

The study unfurls insights, shedding light on the diverse coping mechanisms embraced by creators. From the relentless pursuit of staying abreast of algorithmic shifts to weathering the storm of negative feedback, creators navigate a labyrinth of emotions in their quest for artistic expression. Yet, amidst the chaos, a beacon of solace emerges: audio.

The study unveils a melodic harmony between creators and audio, with 50 percent of respondents harmonizing with music as a coping mechanism. Moreover, a resounding seven out of 10 creators resonate with the therapeutic qualities of music, podcasts, audiobooks, and guided meditations in assuaging their stress.

Yet, audio transcends the realm of mere relaxation, serving as a catalyst for creativity and productivity. More than 40 percent of creators attune their ears to audio, seeking inspiration, solace, or a gentle reprieve from the cacophony of their thoughts. For one in four creators, audio becomes a muse, igniting the flames of creativity and propelling them toward newfound heights of artistic ingenuity.

However, beneath the harmonious cadence lies a discordant note of disparity. Female content creators, bearing the weight of societal expectations, find themselves disproportionately burdened by stress, with 33 percent succumbing to its relentless grip compared to 20 percent of their male counterparts. Similarly, creators in the 30-45 age bracket, grappling with the demands of adulthood, echo this sentiment, with 35 percent experiencing heightened levels of stress.

Content creator and actor Dolly Singh said in a statement, “Nowadays, it’s important for creators to realize that we need time to kind of distance ourselves from the screens, from social media and think about how much toll it’s taking on our mental health.”

Vasundhara Mudgil, Head of Communications, Spotify India, added, “Content creators are a part of an industry where the entry barriers are low, burnout is always just around the corner, and constant comparison with other creators is common. The Spotify study highlights some of the most relevant issues that the creator community in India faces, and the role that audio plays in supporting their overall well-being. Through this initiative, and on-ground sessions with mental health experts, we want to encourage the creator community to see audio, and Spotify, as a place where they can come to pause.”