Surveying more than 3,500 respondents across 33 cities, the study reveals that Reels now leads the short-form video space by a significant margin. A striking 92% of users indicated a preference for Reels over other formats, while 95% reported watching it daily—outpacing competing platforms by at least 12 percentage points. This trend is particularly pronounced among Gen Z users and those from the higher socio-economic groups (NCCS A and B), suggesting its deep penetration among younger and more affluent audiences.
A Daily Habit, Not Just Entertainment
Short-form video is no longer seen merely as entertainment it’s a daily ritual. The study found that 97% of consumers watch short-form video at least once every day, with Reels consistently topping the list. Instagram Reels, in particular, delivers about 33% more engagement for creators than other platforms surveyed. This combination of user preference and creator interaction has made Reels a central part of India’s digital culture.
Arun Srinivas, Managing Director and Head of Meta India, remarked, “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.”
The Cultural Pulse of India’s Internet
Reels has become more than just a content format it’s a platform where trends are born and shared. From viral dance challenges and memes to beauty tutorials and lifestyle transitions, it continues to influence online culture. The study highlights that users consume significantly more content related to fashion, beauty, and entertainment on Reels compared to other platforms—by 40%, 20%, and 16%, respectively.
This cultural resonance is also reflected in user engagement, with Reels leading other platforms by a wide margin. For creators, it offers a dynamic space to experiment, connect, and build communities, with the platform’s format encouraging authentic storytelling and creative expression.
Where Brands Find New Audiences
The impact of Reels extends to brands and businesses as well. According to the survey, 80% of Indian users discover new brands on Meta platforms, with Reels ads driving stronger recall and message association than traditional video formats. Specifically, top-of-mind recall is twice as strong, and message association four times as impactful compared to long-form ads.Additionally, brand videos on Reels are perceived as more refreshing and enjoyable than those on other platforms, with 1.5 times greater effectiveness in influencing brand perception metrics. For marketers, this underlines the importance of tailoring campaigns to the social-first, culturally resonant format that Reels provides.
What’s Next for Marketers?
The study’s findings point to a clear strategy for brands looking to leverage the format: capturing attention through visually engaging and socially relevant creatives, and deepening audience connection by collaborating with creators who bring authenticity and cultural nuance to campaigns.
Reels is no longer just another video format—it’s become a cultural platform where creators thrive, audiences engage, and brands build meaningful connections. As India’s video consumption habits evolve, Reels stands at the forefront, shaping how stories are told, trends are born, and brands are discovered.
