Reels top short-form engagement charts in India as 8 in 10 people discover brands on Meta

Meta’s Reels has emerged as the leading short-form video platform in India, according to a comprehensive study commissioned by the company and conducted by IPSOS. The research indicates that a striking 92% of users favor Reels over other platforms, including traditional media like TV and YouTube. The survey, which involved over 3,500 participants across 33 locations in India, highlights the platform's robust engagement among content creators and its significant impact on online culture. With 95% of respondents reporting daily usage, Reels has become the most viewed short-form video format in the country. Its popularity is particularly pronounced among Gen Z and urban audiences classified in the NCCS A and B segments. Arun Srinivas, Managing Director and Head of Meta India, emphasized the platform's pivotal role in the global video adoption trend, stating, "India is leading the world in video adoption, and Reels is at the center of this shift. Five years after its launch, Reels continues to drive immense engagement, influence culture, and create tangible business benefits. We are committed to innovating with AI, supporting creators, and helping businesses harness the potential of short-form video." The study reveals that Reels significantly contributes to shaping India's digital culture, promoting trends ranging from dance challenges to beauty and fashion content. Engagement on Reels surpasses that of other platforms by approximately 33%, with users particularly consuming 40% more content related to fashion, 20% more on beauty and makeup, and 16% more on music and movies. For brands, Reels has evolved into an essential platform for discovery. A notable 80% of Indian respondents indicated they find new brands through Meta’s platforms. Advertisements on Reels reportedly achieve twice the recall and four times the message association compared to long-form video ads, proving to be 1.5 times more effective in boosting brand metrics. Users also rated brand videos on Meta as more enjoyable and refreshing compared to content on competing platforms. These findings firmly establish Reels’ influence on content consumption and brand engagement, reinforcing its status as India’s foremost short-form video platform.