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Reels Tops India’s Short-Form Video Market: IPSOS Study Insights
A new study by IPSOS, commissioned by Meta, confirms what many in the digital content world have sensed for some time: Reels has not just made a dent in India’s short-form video market—it has become the preferred format for most users. Five years since its launch, Reels is now being used daily by a vast majority of digital consumers in India, with strong effects on culture, content consumption, and marketing strategy.
Key Findings from the IPSOS-Meta Study
- Survey scope: The research covered more than 3,500 respondents across 33 cities in India.
- Daily short-video use: 97% of respondents said they watch some kind of short-form video every day.
- Reels preference: 92% prefer Reels over other short-form video platforms. This is particularly strong among Gen Z and among higher socio-economic classes (NCCS A & B).
- Daily Reels usage: Approximately 95% state they watch Reels daily. This puts Reels roughly 12 percentage points ahead of competing platforms in this metric.
- Engagement for creators: Content creators using Reels see about 33% higher engagement than on other platforms surveyed.
- Content preferences: Viewers watch more of fashion/trends & style content (about +40%), beauty & makeup (+20%), and music & movies (+16%), on Reels compared to other platforms.
- Brand discovery: Roughly 80% of Indians surveyed say they discover new brands via Meta platforms (i.e. Instagram/Facebook). Ads on Reels are more effective in recall, message association and influencing brand metrics compared to longer video ad formats.
- Reels vs. TV: The study also suggests that short-form video consumption has overtaken TV in terms of daily usage among many users.
What It Tells Us: Changing Consumption Habits
The findings make clear that short-form video is no longer a “snack break” type of content—it has become a core part of daily digital life. For millions of Indians, watching short-videos is a habit, and Reels is front and centre. This shift cuts across age (especially younger users), location (including tier-2/tier-3 cities), and income segments.
Some specific consumption habits noted:
- Reels is a driver for trending content: dance/meme challenges, “Get Ready With Me” videos, beauty/transformations etc.
- The platform is enabling broader creator participation, including from non-metro areas and in multiple languages. This helps localized content flourish.
Implications for Brands, Advertisers & Creators
Given this data, brands and marketers have a lot to consider:
- Ad formats and strategy need to adapt
Long-form or TV-style ads are becoming less effective in reaching attention and engagement, especially for younger audiences. Brands are likely to allocate more budget towards short-form content, video formats specifically built for Reels, and campaigns that are native to social media. - Creative content matters
Because Reels rewards authenticity, trends, and rapid consumption, content that is visually engaging, culturally relevant, fast-paced, and trend-aware is more likely to succeed. Collaborations with creators (who speak the language of the audience) will continue to be important. - Brand discovery through Reels
Since ~80% of users discover brands through Meta platforms, being visible via Reels helps with consumer awareness, recall, and association.
Ads on Reels are noted to have twice the top-of-mind recall and stronger message association. - Platform competition increases
Other short-video platforms (like YouTube Shorts, TikTok-style services, or regional apps) will need to up their game. If Reels continues to lead, competitors must focus on what differentiates them—maybe better monetization for creators, exclusive features, or content specialization. - Creator economy growth
For creators, Reels is a place with high engagement potential. Consistency, relevance to trends, and understanding the Reels format (short, impactful, visually appealing) will help in building following. But with more creators getting in, standing out will be harder too.
Broader Cultural & Social Impact
- Cultural trends birth on Reels: Many trends, memes, challenges find their starting point on Reels. Reels are shaping not just what people watch, but what people talk about, imitate, and share.
- Shift away from traditional media consumption: With short-form video taking up so much daily attention, traditional media (TV, radio) must adjust. Content that used to rely on TV advertising and prime-time slots is now competing with social media feeds.
- Language / regional diversity: As Reels spreads, regional creators and content in vernacular languages are rising in importance. This helps reach audiences in smaller cities or rural areas. The democratization of content creation is accelerated.
Challenges & What to Watch For
While the dominance of Reels is strong, there are potential pitfalls and limitations:
- Saturation and fatigue: With so many creators producing short videos, audiences might get tired of repetitive trends or low-quality content. Differentiation will be key.
- Monetization & creator support: Engagement is one part of the equation; consistent revenue and creator incentives are another. Platforms need to ensure creators feel rewarded and supported.
- Attention span & depth: Short-form is great for quick entertainment; but for storytelling, deep content, or niche topics, longer formats may still be necessary. Users’ attention span might drift if content is too superficial.
- Regulation, content moderation, and misinformation: As short content spreads fast, there is risk of misinformation or harmful content. Platforms will need to balance creative freedom with responsibility.
What This Means Going Forward
- Brands will likely develop more Reels-first campaigns, rather than adapting longer content after the fact. The creative process may begin with short-form as primary medium.
- Growth in short-form video monetization: more tools for creators, better analytics, perhaps features like “shoppable” Reels, interactive polls, etc., to deepen engagement.
- More regional and vernacular content: creators from smaller towns will gain prominence; there will be more localized trends, dialects, remix culture.
Platforms may invest more in AI & tools: automated editing, better recommendations, creator toolkits, filters, AR/VR effects, etc., to enhance content creation and user experience.
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