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Journalism of Courage
Meta’s social media platforms like Instagram, Facebook and WhatsApp have been the go-to place for Indians when it comes to consuming content. Now, a new Meta-commissioned IPSOS study has revealed that Reels outpaces TV, YouTube and other platforms when it comes to short-form video content.
The survey, which included more than 3,500 people from over 33 centres across India, suggests Reels is driven by “strong user preference, creator engagement, and cultural relevance.” As it turns out, 92 per cent of participants said they preferred Reels on Meta compared to other platforms, with Gen Z and young people who recently started their professional journey.
“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,” said Arun Srinivas, the Managing Director and Head of Meta India.
The study claims that 97 per cent of surveyed consumers said they watched short-form videos on any Meta platform at least once a day, which is way higher than the number of people who watch TV at least once every day. It goes on to say that Reels has become the “cultural engine of the internet in India” and that when a culture is born on Reels, it fuels big online brands, dance challenges, memes, beauty transitions and more.
Creators who used Reels also reported that they saw 33 per cent more engagement compared to other platforms, with fashion/trends and styles, beauty and makeup and music/movies leading the way. Talking of brands and businesses, the study says Meta is now the most popular platform for brand discovery. Almost 80 per cent of Indians who use social media platforms say they prefer Meta and say brand videos are the most refreshing and enjoyable on Meta platforms.
The study suggests that Reels are no longer just a source of entertainment, but are also shaping trends in India and are highly efficient for advertising impact, user engagement and brand discovery.
