Reels lead India’s video consumption, leaving television far behind – Business News

A new study by research firm Ipsos shows that short-form video has overtaken television as India’s top choice for video consumption, with Meta’s Reels emerging as the frontrunner. Commissioned by Meta, the study found that 97% of Indian consumers watch short-form video on some platform at least once a day, compared with 83% for television. Reels leads the category with 95% daily usage, cutting across age groups and socio-economic classes.

New landscape of content consumption

The research also highlights Reels’ role in shaping cultural trends. Content discovery in fashion, beauty, and entertainment is significantly higher than on rival platforms, while creator engagement rates are 33% stronger, the report notes. For advertisers, Reels ads deliver 2x stronger recall and 4x higher message association than long-form ads. About 80% of Indians say they discover new brands on Meta’s platforms.

For Meta, the numbers strengthen its business pitch. “This is no longer about entertainment alone; discovery, commerce, and cultural conversations are increasingly playing out here,” says Arun Srinivas, managing director and head, Meta India.
Srinivas points to AI-powered personalisation as Meta’s edge: “If I spend more time on travel, I’ll see more travel content and related brands. That discovery feels curated, and it drives outcomes.”

Driving commerce and business outcomes

This “discovery-to-purchase” pathway is where Meta sees growth. D2C brands such as Mamaearth and Pilgrim have leaned on Reels for awareness, while Axis Bank has used creator-led Reels to market lifestyle credit cards. To scale this, Meta has launched tools such as Instagram Creator Marketplace, which connects brands with regional influencers, and Partnership Ads, which let brands amplify creator content with ad budgets.

Meta’s bet is that advertisers will shift more budgets to short-form video as attention spans shrink. “This isn’t just about salience anymore. Reels drives measurable outcomes. As attention fragments, it is becoming as indispensable as prime time once was,” Srinivas says.

Adds investor and brand strategist Lloyd Mathias: “On personalised media, brand recall is usually stronger than in the collective viewing environment of television. Solo viewing gives advertisers a sharper edge, which is why the shift of ad spends towards formats like short-form video will only accelerate.”