Reels, the short-form video feature on Meta’s platforms, has emerged as India’s most popular destination for this content format, according to a recent study commissioned by Meta and conducted by IPSOS. The survey, which included responses from over 3,500 individuals across 33 cities in India, found that Reels leads other platforms such as television and YouTube in daily viewership and user preference.
The study shows that 97% of consumers watch short-form videos at least once daily. Of those surveyed, 92% identified Reels as their preferred platform for this type of content. Reels is now the most viewed short-form video format in India, with 95% of respondents watching it every day—placing it at least 12 percentage points ahead of competing platforms. The report also notes that Reels holds the top position among Gen Z users and those classified under NCCS A and B segments.
“India is leading the world in video adoption, and Reels is at the center of this shift. Five years since its launch, Reels is India’s leading short-form video platform—driving massive engagement, shaping culture, and delivering real business impact. We’ll continue to innovate with AI, support creators, and help businesses unlock the power of short-form video,” said Arun Srinivas, Managing Director and Head of Meta (India).
According to the findings, Reels has become central to cultural trends online in India. The platform drives significant engagement around dance challenges, memes, point-of-view videos (POVs), beauty transitions, and other viral content types. Users reported higher consumption of fashion trends (40% more than on other platforms), beauty and makeup (20% more), and music or movie-related content (16% more) on Reels compared to competitors.
For businesses operating in India’s digital marketplace, Reels has also become a critical tool for brand discovery. Eighty percent of survey participants indicated they discover new brands via Meta’s platforms. Advertisements placed within Reels reportedly deliver twice the top-of-mind recall and four times stronger message association than long-form video ads. Additionally, they are 1.5 times more effective at driving brand metrics when compared to long-form skippable ads.
Consumers rated brand videos on Meta as the most refreshing and enjoyable among all surveyed platforms—a factor contributing to its popularity with marketers seeking greater engagement.
Meta suggests that marketers can maximize results on Reels by creating social-first creative content tailored specifically for the format and collaborating with creators to enhance authenticity and relevance.