97% Indians Watch Reels Daily: Meta Study Shows Short-Form Videos Surpassing Television
India’s content consumption habits have undergone a major transformation in recent years, and the latest Meta-commissioned IPSOS study confirms just how deeply short-form video has reshaped the country’s entertainment landscape. According to the findings, an astonishing 97% of Indians now watch Reels daily, making platforms like Instagram and Facebook the new go-to destinations for everyday entertainment.
The survey, which covered more than 3,500 participants across 33 Indian cities, found that Reels are not just competing with traditional television but also with other digital platforms like YouTube. In fact, 92% of respondents said they prefer watching Reels on Meta platforms over other short-form video apps. This preference is strongest among Gen Z audiences and young professionals, who are increasingly turning to Instagram and Facebook for quick, engaging, and culturally relevant content.
From Television to Smartphones: The Shift in Viewing Habits
Television once dominated Indian households, serving as the primary source of news, entertainment, and family viewing. But the rise of affordable smartphones, faster internet, and social media platforms has changed the game. Today, entertainment is personalized, portable, and available at any time of the day.
The study’s results highlight this shift. Short-form videos like Reels are particularly appealing because they cater to short attention spans while offering endless variety. Unlike television, which follows a fixed programming schedule, Reels provide an endless scroll of content that can be consumed in seconds. This makes it easier for people to fit entertainment into their busy lifestyles, whether they are commuting, taking a short break at work, or winding down at night.
For young professionals and students, this flexibility is crucial. Instead of sitting down to watch a 30-minute show, they can watch dozens of Reels in the same amount of time—each offering humor, creativity, or information in a bite-sized format.
Why Indians Prefer Reels Over Other Platforms
One of the strongest takeaways from the Meta study is that Reels outpaces YouTube Shorts, TikTok-like apps, and even television in terms of daily engagement. Several factors contribute to this dominance:
- Creator-driven content: Reels has empowered a new generation of content creators across India. From comedy skits and dance trends to motivational clips and educational content, creators are constantly innovating. This ensures that viewers always have something fresh and exciting to watch.
- Cultural relevance: Unlike global platforms that often showcase content from across the world, Reels thrives on hyper-local, culturally relevant videos. Regional languages, local humor, Bollywood-inspired trends, and festival-based content keep users hooked and connected to their roots.
- Interactive features: Reels integrates music, filters, effects, and editing tools, allowing creators and users to experiment. The ability to like, comment, and share instantly makes it highly interactive compared to the passive experience of watching TV.
- Community and connection: Watching Reels is not just entertainment; it’s also about feeling part of a larger community. Viral trends spread quickly across India, creating shared experiences and conversations among millions of people.
The Role of Gen Z in Reels’ Popularity
The study highlights that Gen Z and young professionals are at the forefront of this short-form video revolution. This group values quick, visual, and creative content more than traditional long-form media. For them, Reels is not just about consumption but also about creation and self-expression.
Many young Indians are building careers, growing businesses, or promoting personal brands through Reels. The platform’s algorithm allows even small creators to gain visibility, creating opportunities for fame and income. This is especially attractive in a country where digital entrepreneurship and influencer culture are rapidly growing.
Gen Z’s embrace of Reels also reflects a broader cultural change. Television once shaped collective culture in India, with families gathering to watch the same shows. Now, cultural trends emerge from social media—whether it’s a viral dance challenge, a meme format, or a music track that suddenly becomes popular nationwide.
Reels and the Future of Advertising in India
As Reels captures the attention of nearly all Indian internet users, advertisers and brands are also shifting focus. Television commercials, once considered the gold standard for brand visibility, are increasingly being replaced by influencer marketing campaigns and short-form video ads.
For businesses, Reels offers a cost-effective and highly targeted way to reach customers. With advanced analytics and ad tools on Meta platforms, brands can tailor campaigns to specific demographics, ensuring higher engagement and conversion rates compared to traditional TV advertising.
This trend is particularly visible in the fashion, beauty, food, and tech industries, where influencers play a major role in shaping consumer behavior. Short-form video ads are not just promotional—they often feel like part of the entertainment itself, making viewers more receptive to brand messaging.
Television Still Holds Ground, But For How Long?
Despite the dominance of Reels, television has not disappeared. Sports events, daily soaps, and news broadcasts still attract large audiences, especially among older generations and rural households. However, the speed at which younger audiences are moving away from traditional media suggests that TV’s role as the central entertainment hub is shrinking.
The study signals that India is entering a new era where digital-first platforms are no longer an alternative but the primary source of content consumption. Television may still play a role, but it will likely cater to specific audiences, while short-form video continues to expand its reach.
What This Means for India’s Entertainment Landscape
The rise of Reels is not just a story about technology—it’s also about culture, creativity, and identity. Indians have always been enthusiastic consumers of entertainment, from Bollywood blockbusters to cricket matches. Reels takes that enthusiasm and gives it a modern, mobile-first twist.
It has democratized content creation, allowing anyone with a smartphone to share their talent and connect with audiences. It has also given viewers more control over what they watch and when they watch it. This represents a major cultural shift—one that is redefining how Indians experience stories, humor, music, and art.
Reels and the Evolution of Indian Content Consumption
The findings of Meta’s IPSOS study confirm what many observers have noticed: short-form video is now the heartbeat of Indian entertainment. With 97% of Indians watching Reels daily and 92% preferring them over other platforms, the trend is clear. Reels are not just a passing fad—they are the future of content consumption in India.
As technology evolves, Reels will likely become even more integrated into people’s lives, shaping everything from fashion trends to political conversations. For creators, advertisers, and audiences alike, the opportunities are enormous.
India is now leading the way in this global shift toward short-form content, and platforms like Meta are at the center of it.
Short-Form Videos: The New Entertainment Powerhouse
The rise of Reels in India shows how quickly digital habits can evolve. From television sets in living rooms to smartphones in every pocket, entertainment has become faster, shorter, and more interactive. With almost the entire population consuming Reels daily, the platform is not just dominating attention—it is shaping culture itself.
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