A recent study commissioned by Meta has revealed that Reels is rapidly overtaking traditional TV and other online platforms in India as the preferred medium for short-form video content. Conducted by IPSOS, the survey included over 3,500 participants from 33 cities across India and highlights the growing dominance of Reels on Meta’s platforms, including Instagram, Facebook, and WhatsApp.
The research shows that Reels’ popularity is driven by strong user preference, creator engagement, and cultural relevance. Nearly 92 per cent of respondents said they prefer Reels over other platforms, particularly among Gen Z and young professionals starting their careers.
“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.
The study found that 97 per cent of surveyed users watch short-form videos on Meta platforms at least once daily, surpassing the daily viewership of TV. Reels has emerged as a cultural hub, sparking online trends, dance challenges, memes, beauty transitions, and more.
Creators on Reels reported 33 per cent higher engagement than on other platforms, with top categories including fashion, beauty, and music. For brands and businesses, Meta has become the most popular platform for discovery, with nearly 80 per cent of social media users saying they enjoy brand videos on Meta platforms.
According to the study, Reels is no longer just a source of entertainment. It is shaping trends, boosting user engagement, and proving highly effective for advertising and brand discovery in India.
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