Over the past few years, social media has emerged as the primary source of content consumption in India, transcending demographic boundaries and encompassing a wide range of genres and interests. At the forefront of this digital shift is the phenomenon of short-form videos. Among these platforms, Reels, which marks its fifth anniversary in India, has established itself as the leading choice. A study commissioned by Meta and conducted by IPSOS reveals that Reels has surpassed traditional forms of media such as television and YouTube, becoming the most popular short-form video platform in the country.
The study surveyed over 3,500 individuals across 33 cities in India, highlighting the widespread popularity and preference for Reels. A notable 97% of respondents reported watching short-form videos at least once a day, with 92% identifying Reels as their preferred platform. This makes Reels the most viewed short-form video format in India, with 95% of the survey’s participants engaging with it daily. This preference places Reels at least 12 percentage points ahead of other platforms.
Reels’ appeal is particularly pronounced among the younger generation, specifically Gen Z, and within the NCCS A and B socio-economic segments. This demographic’s engagement with Reels is not only a testament to its popularity but also reflects the broader trend of video consumption in India. As Arun Srinivas, Managing Director and Head of Meta India, explains, "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."
The Cultural Impact of Reels
Reels has not only gained popularity for its format but has also become a significant cultural force in India. The platform has become the epicenter for cultural trends, influencing a variety of online movements. From dance challenges and memes to beauty transitions and point-of-view (POV) videos, Reels fuels major online trends. It has positioned itself as a leading platform for creator engagement, boasting approximately 33% higher interaction rates than other platforms.
In terms of content consumption, Reels leads across various genres. Users are more inclined to consume content related to fashion, trends, and styles on Reels, with a 40% higher consumption rate compared to other platforms. Similarly, beauty and makeup content sees a 20% higher viewership, while music and movie content is 16% more popular on Reels than elsewhere.
Reels: A Platform for Brand Discovery
For businesses and brands, Reels has emerged as a key platform for reaching new consumers. According to the study, 80% of Indians discover new brands on Reels, making it the top platform for brand discovery. Advertising on Reels also proves to be more effective, with ads delivering twice the top-of-mind recall and four times stronger message association compared to long-form video ads. Furthermore, Reels ads are 1.5 times more effective in driving brand metrics than long-form skippable video ads.
Consumers have rated brand videos on Meta as the most refreshing and enjoyable across all platforms, reinforcing Reels’ position as the most effective and engaging destination for marketers. This effectiveness is attributed to the unique format and engaging nature of Reels, which allows brands to connect with their audience in innovative ways.
Unlocking the Potential of Reels for Marketers
The findings from the study underscore the transformative impact Reels has had on India’s digital landscape. It has not only redefined video consumption but has also influenced how culture is created and shared, how creators are discovered, and how brands achieve meaningful outcomes. To fully harness the potential of Reels, marketers are encouraged to focus on capturing, deepening, and scaling attention. This begins with crafting social-first creatives specifically designed for the Reels format.
Brands can further deepen engagement by collaborating with creators, bringing authenticity and cultural relevance to their storytelling. By leveraging the power of Reels, marketers can connect with an engaged audience and drive significant business results.
For those interested in exploring the detailed findings of the study, the full report is available for download here.
In conclusion, as Reels celebrates its five-year milestone in India, it stands as a testament to the country’s rapidly evolving digital landscape. Its success reflects the broader shift towards video content consumption and the increasing importance of short-form videos in shaping cultural conversations and brand strategies. Whether you are a content creator, a marketer, or a consumer, Reels offers a dynamic platform that continues to influence and inspire.
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