Meta says video engagement in India has become uniform throughout both urban (98%) and rural (94%) areas. A staggering 97% of users see video every day, with Instagram Reels emerging as a primary source of content discovery, particularly among Gen Z, 89% of whom use Reels daily. Reels drive product discovery, being 81% more effective and influencing 47% of purchasing options. Popular categories are Beauty & Makeup (52%), Fashion & Trends (52%) and Lifestyle & Fitness (42%). The study of more than 4,000 respondents shows Meta leading the way in daily video viewing across various demographics.
Meta said India’s primary audience segments – especially Gen Z and rural consumers – are essential for determining consumption of online content. Short-form videos like Instagram Reels are a key part of product discovery. 84% of Gen Z and 73% of rural consumers find brands on Meta platforms. Higher engagement is driven by culturally relevant genres, such as Beauty & Makeup, Fashion, Lifestyle, Fitness & Wellness, Comedy, Sports, and Travel. Beauty & Makeup and Fashion have engagement rates of around 52%, while other categories have lower but still significant engagement rates.
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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 an always-on Content-to-Commerce play. Reels are where discovery starts, trust is built, and purchase decisions are made.”
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Creators on Meta platforms are being seen as more credible influencers, with Reels showing over 60% more interaction than other short-form video platforms. Reels are very impactful, with 81% of consumers saying it influences product discovery and 47% saying it influences their buying options. Women are said to be an important segment for financial products, with 54% of women interacting with creators on Meta on a daily basis. In the automobile industry, Meta is good at tracking the customer journey, with 82% of interactions in the discovery phase and 50% in purchase.
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Video usage is said to be strong across all demographics, with 97% of Gen Z and 94% of rural users viewing videos on Meta every day. Reels remain a popular format for the youth and premium audiences, with a significant cultural impact, influencing the path to purchase across industries such as online shopping, automobiles and financial services.
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