Reels: India’s Leading Short-Form Video Platform

Reels has established itself as India’s top choice for short-form videos, as revealed in a recent study commissioned by Meta. The research, carried out by IPSOS, indicates that 92% of users prefer Reels to other platforms surveyed, including television and YouTube.

Research Findings

The study involved over 3,500 participants from 33 locations in India, highlighting the engaging nature of the platform among creators and its significance in shaping digital culture. Reels stands out as the most consumed short-form video format in the nation, with 95% of participants reporting daily usage. The platform is especially favoured by Gen Z users and urban audiences in the NCCS A and B sectors.

Arun Srinivas, Managing Director and Head of Meta India, remarked that India is at the forefront of global video adoption, with Reels acting as a pivotal player in this transformation. Since its launch five years ago, Reels has significantly boosted engagement, influenced culture, and demonstrated real business outcomes. Efforts will continue to innovate using AI, support creators, and assist businesses in harnessing the potential of short-form video.

Cultural Influencer

The study highlighted Reels’ substantial impact on India’s digital culture. The platform sparks trends that range from dance challenges to beauty and fashion topics. Engagement on Reels surpasses that of other surveyed platforms by approximately 33%, with users consuming content related to fashion and trends increasing by 40%, beauty and makeup rising by 20%, and music and movies growing by 16%.

Brand Discovery

For businesses, Reels has emerged as a vital resource for brand discovery. According to the findings, 80% of Indian participants reported discovering new brands on Meta platforms. Ads on Reels reportedly achieve twice the top-of-mind recall and four times stronger message association compared to long-form video advertisements, being 1.5 times more effective in influencing brand metrics. Additionally, consumers rated brand videos on Meta as more refreshing and enjoyable than the content found on other platforms.

The insights reinforce Reels’ significant influence on content consumption, creator interaction, and brand effectiveness, securing its status as India’s premier short-form video platform.