As short-form content becomes increasingly standard, competition in the short-form media sector has intensified. Instagram's Reels, owned by Meta, has become the most popular video format in India, with 92% of users preferring it over others, according to a recent IPSOS study commissioned by Meta.
This research, which included over 3,500 participants from 33 regions across India, highlights the significant role of Reels in daily viewing habits, creator engagement, and cultural influence. The study indicates that Reels generate approximately 33% more engagement for creators compared to other platforms.
The results show that 97% of Indians watch short-form videos at least once daily, with 95% of respondents indicating they watch Reels every day. This positions Reels as the most favored short-form video format in the country, surpassing YouTube and other platforms by more than 12 percentage points. It is also the preferred choice for Generation Z and users in the NCCS A and B categories.
Reels has also become a hub for cultural trends in India, inspiring viral content such as dance challenges, memes, fashion and beauty videos, and music-related content. Advertisements on Reels offer up to twice the top-of-mind recall and are 1.5 times more effective in boosting brand metrics compared to long-form skippable ads, according to the study.
Meta India's Managing Director and Head, Arun Srinivas, mentioned that Reels is shaping culture and achieving notable business results. "India is leading in video adoption, with Reels at the core of this change. Five years after its introduction, Reels is India's top short-form video platform, driving significant engagement, influencing culture, and delivering concrete business outcomes. We will continue to innovate with AI, support creators, and help businesses leverage the power of short-form video."
