A new study by Meta shows that short-form videos, especially Reels, are transforming content consumption in India.
Reels is now outpacing TV, YouTube, and other platforms as the preferred way to watch short videos.
The IPSOS survey, commissioned by Meta, included over 3,500 people from more than 33 cities across India. It found that Reels is popular due to “strong user preference, creator engagement, and cultural relevance.”
About 92 per cent of participants said they prefer Reels on Meta platforms compared to other platforms. The highest users are Gen Z and young professionals starting their careers.
Arun Srinivas, Managing Director and Head of Meta India, stated that India is at the forefront of video adoption, with Reels playing a central role in this transformation. He noted that five years after its launch, Reels has become India’s leading short-form video platform, generating significant engagement, influencing culture, and driving tangible business results. He added that Meta will keep innovating with AI, supporting creators, and helping businesses harness the potential of short-form video.
The study found that 97 per cent of consumers watched short-form videos on Meta platforms at least once every day. This is much higher than the number of people who watch TV daily.
The report calls Reels “the cultural engine of the internet in India.” It said trends such as online brands, dance challenges, memes, beauty transitions and more are born from Reels content.
Creators using Reels reported 33 per cent more engagement than on other platforms. The most popular categories are fashion trends and styles, beauty and makeup, and music and movies.
For businesses, the study says Meta is now the top platform for brand discovery. Nearly 80 per cent of Indians on social media prefer Meta. They said brand videos on Meta are “the most refreshing and enjoyable.”
The study concludes that Reels are more than entertainment. They are shaping trends, driving user engagement, and helping brands reach audiences effectively. Reels are also a powerful tool for advertising and brand growth in India.