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.
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