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Meta confirms Reels as India’s leading short-form video platform after five years of its launch
Short-form video has become India’s preferred mode of entertainment, cutting across demographics and interests. At the center of this shift is Instagram Reels, which has completed five years in India. A new Meta-commissioned IPSOS study shows that Reels is the country’s leading short-form video platform, surpassing TV, YouTube, and other surveyed platforms.
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User preference and dominance
According to the survey of 3,500 people across 33 Indian cities, 97% of consumers watch short-form videos daily. Among them, 92% prefer Reels across Meta platforms, making it the most viewed format in India. Nearly 95% of users watch Reels every day, putting it at least 12 percentage points ahead of other surveyed platforms. Reels also leads in popularity among Gen Z and NCCS A and B groups.
According to the survey of 3,500 people across 33 Indian cities, 97% of consumers watch short-form videos daily. Among them, 92% prefer Reels across Meta platforms, making it the most viewed format in India. Nearly 95% of users watch Reels every day, putting it at least 12 percentage points ahead of other surveyed platforms. Reels also leads in popularity among Gen Z and NCCS A and B groups.
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Cultural relevance
The study highlights that Reels has become India’s cultural hub for online trends. From dance challenges and memes to GRWM and beauty transitions, Reels has emerged as the birthplace of internet culture in India. It also outpaces competitors in content consumption across categories, with higher engagement in fashion (+40%), beauty (+20%), and music/movies (+16%) compared to other platforms.
The study highlights that Reels has become India’s cultural hub for online trends. From dance challenges and memes to GRWM and beauty transitions, Reels has emerged as the birthplace of internet culture in India. It also outpaces competitors in content consumption across categories, with higher engagement in fashion (+40%), beauty (+20%), and music/movies (+16%) compared to other platforms.
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Creator engagement
For creators, Reels provides stronger engagement opportunities. The report states that Instagram Reels delivers ~33% higher engagement for creators compared to other surveyed platforms. By fueling conversations and building communities, Reels has established itself as the go-to platform for creators looking to grow and connect with audiences.
For creators, Reels provides stronger engagement opportunities. The report states that Instagram Reels delivers ~33% higher engagement for creators compared to other surveyed platforms. By fueling conversations and building communities, Reels has established itself as the go-to platform for creators looking to grow and connect with audiences.
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Brand discovery and advertising impact
Meta platforms are now the leading destination for brand discovery, with 80% of Indians reporting they discovered new brands there. Reels ads show 2x stronger top-of-mind recall, 4x stronger message association, and are 1.5x more effective in driving brand metrics compared to long-form skippable video ads.
Meta platforms are now the leading destination for brand discovery, with 80% of Indians reporting they discovered new brands there. Reels ads show 2x stronger top-of-mind recall, 4x stronger message association, and are 1.5x more effective in driving brand metrics compared to long-form skippable video ads.
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