Marking five years in India, Reels has emerged as the country’s leading short-form video platform, according to a new study commissioned by Meta and conducted by IPSOS.
The survey, which covered more than 3,500 respondents across 33 cities, found that 97% of Indians watch short-form videos daily. Among them, 92% named Reels as their preferred platform. The report notes that Reels is now the most-watched short-form video format in India, with 95% of users viewing it every day, outpacing television, YouTube, and other platforms by a clear margin.
The study also highlights that Reels has become the top choice for younger audiences, including Gen Z and urban consumers in the NCCS A and B categories. Beyond viewership, Reels is identified as a hub for cultural trends, from dance challenges and memes to beauty, fashion, and lifestyle content. It has also recorded about 33% higher engagement for creators compared to other platforms.
For brands, the findings underline the growing importance of Reels in digital marketing. Around 80% of Indians said they discover new brands on Meta platforms. Reels ads were found to deliver stronger impact than long-form ads, with twice the top-of-mind recall and four times stronger message association. Consumers also rated brand content on Meta as more enjoyable than that on other platforms.
“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, Meta (India).
