India’s video consumption landscape has become increasingly nationwide, with a Meta-commissioned IPSOS study showing that 97% of surveyed users have watched videos on Meta platforms daily. The study, based on responses from over 4,000 users across 23 cities spanning metros, Tier II and Tier III markets, and rural India, has found that daily video engagement stands at 98% in urban India and 94% in rural India.
The study has highlighted that Meta platforms have recorded daily video usage among 97% of Gen Z users, 97% of women, and 98% of NCCS A audiences. It has indicated that video consumption patterns are becoming similar across demographic and geographic segments.
Reels has emerged as a widely used short-form video format, with 89% of Gen Z respondents, 85% of women, and 88% of NCCS A audiences engaging with it daily. The study has suggested that users are increasingly turning to Reels for content discovery, creator engagement, and brand exploration.
The findings have shown that 84% of Gen Z consumers and 73% of rural users discover new products and brands through Meta platforms. The report has indicated that creator-led content is playing a growing role in influencing consumer preferences and product awareness.
Beauty and makeup and fashion and trends have emerged as the most engaged content categories on Reels, each attracting 52% engagement. Lifestyle and fitness and wellness have followed at 42%, while comedy and humour (39%), sports (38%), and travel (37%) have also recorded significant engagement levels.
According to the study, Reels has delivered nearly 60% higher creator engagement than other surveyed short-form video platforms. The findings have pointed to creators becoming important channels for content discovery, trend participation, and brand engagement across audience groups.
The report has also highlighted Reels’ role in commerce. It has found that Reels influences 81% of product discovery, 66% of consideration, and 47% of purchase decisions among users. The impact has been particularly evident across sectors such as e-commerce, automotive, and financial services.
In the financial services category, 76% of rural users have engaged with Meta platforms daily, while 54% of women financial product owners have interacted with creators on Meta every day. The study has suggested that video content is increasingly contributing to product awareness and engagement in the category.
For the automotive sector, the report has found that Meta platforms influence 82% of discovery, 68% of consideration, and 50% of purchase decisions, indicating the growing role of creator-led and short-form video content in the vehicle-buying journey.
Saugato Bhowmik, Director, CPG, D2C, Automotive (India) at Meta, said, “India’s video boom isn’t urban-led anymore, it’s nationwide, cutting across GenZ, women and premium audiences. Creators, culture and commerce are converging on Reels in ways we haven’t seen before. For brands, this isn’t just a content play — it’s a always on Content-to-Commerce play. Reels are where discovery starts, trust is built, and purchase decisions are made.”
