Reels now drives discovery, culture and commerce across India: Meta study  

MUMBAI: India’s digital video revolution is no longer a tale of big cities stealing the spotlight. According to new research commissioned by Meta and conducted by IPSOS, video consumption has become a truly nationwide habit, with Reels emerging as the country’s go-to destination for content discovery, creator engagement and even shopping decisions.

The study, which surveyed more than 4,000 respondents across 23 locations spanning metros, Tier 2 and Tier 3 cities, and rural India, found that 97 per cent of users watch videos on Meta platforms every day. The figures also suggest that the long-discussed urban-rural digital divide is rapidly narrowing. Daily video engagement stands at 98 per cent in urban India and 94 per cent in rural India, indicating that video-first behaviour is now deeply embedded across the country.

At the heart of this shift is Reels, which has evolved from a short-form entertainment feature into what the study describes as a primary screen for content, culture, creators and commerce. Among Gen Z users, 89 per cent engage with Reels daily. The platform also records strong daily usage among women at 85 per cent and among premium NCCS A audiences at 88 per cent.

The findings underline Meta’s broad reach across key consumer groups. Daily video usage on Meta platforms stands at 97 per cent among Gen Z users, 97 per cent among women and 98 per cent among NCCS A audiences, making it one of the most widely used video ecosystems across both mass-market and premium segments.

Speaking about the findings, Meta, director, CPG, D2C, automotive (India), Saugato Bhowmik said India’s video boom is no longer driven solely by urban audiences and that creators, culture and commerce are increasingly converging on Reels. He added that brands now see the platform as an always-on content-to-commerce channel where discovery, trust-building and purchase decisions take place.

The report also highlights the growing influence of Gen Z and Bharat audiences in shaping India’s next phase of digital growth. Around 84 per cent of Gen Z consumers discover new products and brands through Meta platforms, while 73 per cent of rural users use Meta for product and brand discovery. The findings suggest that creator-led content is resonating well beyond metropolitan markets and helping shape consumer preferences across the country.

When it comes to content preferences, beauty and makeup and fashion and trends emerged as the most engaging categories, each attracting 52 per cent engagement. Lifestyle and fitness and wellness followed at 42 per cent each, while comedy and humour attracted 39 per cent engagement, sports 38 per cent and travel 37 per cent.

Creators continue to play a pivotal role in this ecosystem. According to the study, Reels delivers nearly 60 per cent higher creator engagement than other surveyed short-form video platforms. This growing influence is making creators powerful drivers of conversations, trends and brand discovery across urban and rural India alike.

The research also points to Reels becoming a major commerce engine. The platform influences consumers throughout the purchase journey, driving 81 per cent product discovery, 66 per cent consideration and 47 per cent purchase influence. The impact is particularly visible in sectors such as e-commerce, automotive and financial services.

In financial services, 76 per cent of rural users engage with Meta daily, highlighting how financial awareness and product discovery are increasingly taking place through mobile-first video experiences. Women are also emerging as a significant audience in this segment, with 54 per cent of women financial product owners engaging with creators on Meta every day.

The automotive category shows a similar trend. Meta’s platforms influence consumers across the entire vehicle-buying funnel, contributing to 82 per cent discovery, 68 per cent consideration and 50 per cent purchase influence.

Taken together, the findings suggest that India’s next digital growth chapter will be written not just in metros but across towns and villages as well. With video becoming the default language of the internet and Reels increasingly blending entertainment, creator influence and commerce, the platform is fast becoming a central part of how Indians discover, decide and buy.