Mumbai: India’s digital video consumption has entered a new phase, with daily engagement now spanning metros, smaller towns and rural markets alike, according to new Meta-commissioned studies conducted by IPSOS. The findings indicate that video has become the default mode of content consumption across the country, with Reels emerging as a key platform for content discovery, creator engagement, culture and commerce.
The study, which surveyed more than 4,000 respondents across 23 locations including metropolitan cities, Tier II and Tier III markets, and rural India, found that 97% of users watch videos on Meta platforms daily. Notably, the urban-rural gap in video consumption has narrowed significantly, with daily engagement reaching 98% in urban India and 94% in rural India, highlighting the growing influence of Bharat in shaping the country’s digital future.
The report found that Meta continues to lead daily video usage among key audience segments, recording 97% daily usage among Gen Z users, 97% among women, and 98% among NCCS A audiences.
At the heart of this transformation is Reels, which has evolved into a primary destination for content discovery, creator engagement and self-expression. The study found that 89% of Gen Z users engage with Reels daily, while daily engagement stands at 85% among women and 88% among NCCS A audiences.
Said Saugato Bhowmik, Director, CPG, D2C, Automotive, (India) at Meta, “India’s video boom isn’t urban-led anymore — it’s nationwide, cutting across GenZ, women and premium audiences. Creators, culture and commerce are converging on Reels in ways we haven’t seen before. For brands, this isn’t just a content play — it’s a always on Content-to-Commerce play. Reels are where discovery starts, trust is built, and purchase decisions are made.”
The findings also highlight the growing role of Gen Z and rural consumers in driving the next wave of digital growth. According to the study, 84% of Gen Z consumers discover new products and brands through Meta platforms, while 73% of rural users rely on the platforms for product and brand discovery. The trend underscores the increasing influence of creator-led content in shaping consumer preferences and purchase decisions across markets.
In terms of content preferences, Beauty & Makeup and Fashion & Trends emerged as the most engaging categories on Reels, each attracting 52% engagement. Lifestyle and Fitness & Wellness followed at 42%, while Comedy & Humour (39%), Sports (38%), and Travel (37%) also ranked among the most popular content genres.
The study further revealed the growing importance of creators in the digital ecosystem. Reels generated nearly 60% higher creator engagement compared to other surveyed short-form video platforms, reinforcing the role of creator-led storytelling in driving conversations, trend adoption and brand discovery.
Beyond content consumption, Reels is increasingly influencing commerce behaviour. The report found that Reels drives 81% stronger product discovery, 66% consideration, and influences 47% of purchase decisions among users, positioning short-form video as a critical touchpoint in the consumer journey.
The platform’s impact was particularly evident across high-intent categories such as e-commerce, automotive and financial services. In the automotive sector, Meta was found to influence the entire purchase funnel, contributing to 82% of product discovery, 68% of consideration, and 50% of purchase decisions. Meanwhile, 76% of rural financial services users engage with Meta platforms daily, highlighting the role of mobile-first video experiences in driving financial awareness and inclusion.
Women are also emerging as a highly engaged audience segment, with 54% of women financial product owners interacting with creators on Meta platforms daily, one of the highest engagement rates among the cohorts studied.
The findings point to a significant shift in India’s internet economy, where creator-led, culturally relevant and mobile-first video experiences are increasingly driving discovery, engagement and commerce across both urban and rural markets. As the boundaries between content, creators and commerce continue to blur, Reels is positioning itself as a central platform shaping how India’s next generation of consumers discover brands, trends and products.
