A recent Meta study has revealed a significant shift in video consumption habits in India, with short-form videos, particularly Reels, now dominating the landscape. The study, conducted by IPSOS on behalf of Meta, surveyed over 3,500 individuals across 33 cities in India, highlighting the remarkable preference for Reels over traditional television.
The findings indicate that a staggering 97% of Indian consumers watch short-form videos at least once a day. In comparison, 83% of respondents reported watching television daily. This pronounced difference underscores the increasing dominance of short-form video content in the Indian digital space. Within the short-form video category, Reels has emerged as the undisputed leader. The study reveals that 92% of respondents favor Reels on Meta platforms over other platforms. An impressive 95% of those surveyed watch Reels every day, positioning it as the most-viewed short-form video format in India, surpassing other platforms by a significant margin of at least 12 percentage points.
Several factors contribute to the soaring popularity of Reels in India. The platform's strong user preference, high creator engagement, and cultural relevance have been identified as key drivers. Reels has become a hub for viral content, with trends like dance challenges, memes, fashion and beauty videos, and music-related content originating and flourishing on the platform. This has led to Reels being dubbed the "cultural engine of the internet in India". The platform fosters greater engagement for creators, with Reels reportedly driving approximately 33% higher engagement rates compared to other platforms. This heightened engagement translates into increased viewership across various content categories, including fashion, beauty, and music.
The rise of Reels has significant implications for businesses and brands in India. Meta platforms are now the leading destination for brand discovery, with 80% of Indian social media users stating they discover new brands on these platforms. Advertisements on Reels have proven to be highly effective, delivering twice the top-of-mind recall and four times stronger message association compared to traditional long-form video ads. Moreover, Reels ads are 1.5 times more effective in driving brand metrics than long-form skippable video ads.
This shift towards short-form video consumption, with Reels at the forefront, reflects broader changes in the Indian media and entertainment landscape. The increasing affordability of mobile data, coupled with the rapid expansion of 5G connectivity, has fueled the growth of digital entertainment in the country. With a predominantly young and tech-savvy population, mobile devices have become the preferred platform for accessing content. The convenience and accessibility of short-form videos align perfectly with the fast-paced lifestyles and shorter attention spans of today's consumers.
While television still holds a certain appeal, particularly for reaching a wider audience, Reels has emerged as the dominant force in daily video consumption, especially among Gen Z and younger demographics. As India continues to embrace the digital revolution, the reign of short-form video, led by Reels, is expected to persist, reshaping the way content is created, distributed, and consumed.
