iWorld
Instagram reels tops India’s short-video charts
MUMBAI: It’s reel life, not real life, that has India hooked. Five years since its debut, Instagram reels has danced its way to the top of the short-video throne, leaving rivals trailing behind.
A new IPSOS study commissioned by Meta shows that reels has become the country’s favourite short-form video platform. Out of more than 3,500 people surveyed across 33 Indian cities, a staggering 92 per cent picked reels over other formats, making it more popular than television, Youtube or any competing app.
The numbers are eye-catching. Nearly everyone watches short-form video daily, and 95 per cent of those surveyed say they watch reels every day, putting it at least 12 points ahead of other platforms. It’s not just a Gen Z craze either. Reels is also the go-to for urban audiences in higher-income households.
Meta India’s boss Arun Srinivas puts it simply. “India is leading the world in video adoption, and Reels is at the centre of this shift.”
From viral dance-offs to grwm tutorials and witty memes, Reels has become the cultural engine of India’s internet. The study found that viewers flock to content in fashion, beauty and film, consuming 20–40 per cent more of it here than on other platforms. For creators, reels is even more powerful. Engagement levels are about one third higher compared to competing apps.
It’s not just entertainment. Reels is also driving business. Eight in ten Indians say they discover new brands on Meta’s platforms. Ads on reels are proving potent too, with twice the top-of-mind recall and four times the message association of long-form video ads.
In short, reels is more than a passing trend. It has reshaped how India consumes video, spurred creators to new heights and become a launchpad for brands. For marketers, the message is clear: think in reels or risk being left out of the picture.
iWorld
Bill Ackman’s Pershing Square makes $64 billion bid to acquire Universal Music Group
Ackman pitches NYSE relisting plan as UMG board weighs unsolicited offer
The hedge fund has proposed a business combination that values UMG at €30.40 per share, representing a hefty 78 per cent premium to its current trading price. The offer includes €9.4 billion in cash alongside stock in a newly formed entity, with shareholders set to receive €5.05 per share in cash and 0.77 shares in the new company for each UMG share they hold.
Under the proposal, UMG would merge with Pershing Square SPARC Holdings Ltd and re-emerge as a Nevada-based entity listed on the New York Stock Exchange. The move is designed to boost investor visibility and potentially secure inclusion in major indices such as the S&P 500.
Pershing Square Capital Management ceo Bill Ackman argued that while UMG’s operational performance remains strong, its market valuation has lagged due to external factors. “UMG’s stock price has languished due to a combination of issues that are unrelated to the performance of its music business,” Ackman said, pointing to concerns ranging from shareholder overhang to delayed US listing plans.
Ackman also flagged what he sees as untapped potential in UMG’s balance sheet and a lack of clear capital allocation strategy. He added that the market has not fully recognised the value of UMG’s €2.7 billion stake in Spotify, alongside gaps in investor communication.
The proposed transaction would also result in the cancellation of around 17 per cent of UMG’s outstanding shares, while maintaining its investment-grade balance sheet. Pershing Square has said it will fully backstop the equity financing, with debt commitments secured at signing. The deal is targeted for completion by the end of the year.
UMG, however, has struck a measured tone. The company confirmed that its board has received the non-binding proposal and will review it with advisers. It reiterated confidence in its current strategy and leadership under Lucian Grainge, signalling no immediate shift in stance.
The proposal comes at a time when global music companies are navigating evolving investor expectations, streaming economics and capital allocation pressures. For Pershing Square, the bet is clear: sharpen the financial story, relist in the US, and let the music play louder in the markets.
Whether UMG’s board is ready to change the tune remains to be seen, but the spotlight on its valuation just got a lot brighter.
