Reels leads India’s short-form video scene, five years in: Report

Social media has become India’s go-to for daily content, and short-form video is leading the charge. Five years after its launch in India, Reels has emerged as the country’s most popular short-form video platform, outpacing TV, YouTube, and other formats, according to a new Meta-commissioned IPSOS study.

The survey, which spoke to over 3,500 people across 33 cities, found that 97% of Indians watch short-form videos at least once a day. Among them, a staggering 92% said Reels was their preferred platform, with 95% tuning in daily—well ahead of competitors. Gen Z and urban audiences in NCCS A and B segments are driving much of this engagement.

“India is leading the world in video adoption, and Reels is at the center of this shift,” said Arun Srinivas, Managing Director and Head of Meta India. “Five years in, it’s not just a platform—it’s shaping culture, driving engagement, and helping businesses grow.”

Reels has become more than a place to scroll—it’s a cultural engine. From viral dance challenges and memes to beauty tutorials and music trends, the platform sparks conversations and drives creator engagement nearly 33% higher than other platforms. Fashion, beauty, and entertainment content are particularly popular, with Reels outpacing other platforms by 40%, 20%, and 16% respectively.

For brands, Reels is a discovery engine. Eighty percent of Indians say they find new brands on Meta platforms, and Reels ads perform better than traditional long-form video, delivering twice the top-of-mind recall and four times stronger message association. Consumers also rate Meta’s video ads as the most enjoyable and refreshing.

Reels isn’t just changing how India watches video—it’s changing how culture spreads, how creators grow, and how brands connect with audiences. For marketers, the key is simple: create content made for Reels, work with creators, and make it feel authentic.

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