365telugu.com online news,National, September 12th 2025:Short-form video has become a cornerstone of India’s digital landscape, captivating audiences across ages, interests, and demographics. As Reels celebrates its fifth anniversary in India, a Meta-commissioned IPSOS study underscores its position as the nation’s top short-form video platform, surpassing traditional TV, YouTube, and other surveyed platforms.
Unmatched Popularity and Engagement
The IPSOS study, surveying over 3,500 individuals across 33 Indian cities, reveals Reels’ dominance in the short-form video space. With 97% of consumers watching short-form videos daily, Reels on Meta stands out as the preferred choice for 92% of users.
It leads as the most-viewed short-form video format, with 95% of surveyed users engaging with it daily—outpacing competitors by at least 12 percentage points. The platform is particularly popular among Gen Z and NCCS A and B demographics, cementing its role as India’s leading video-viewing destination.
Arun Srinivas, Managing Director and Head of Meta India, stated:
“India is at the forefront of global video consumption, and Reels is driving this transformation. Five years after its launch, Reels remains India’s top short-form video platform, fueling engagement, shaping cultural trends, and delivering measurable business impact. We are committed to advancing innovation with AI, empowering creators, and enabling brands to harness the potential of short-form video.”
Shaping India’s Cultural Landscape
Reels has emerged as a cultural powerhouse, sparking trends that resonate across the nation. From dance challenges and memes to beauty transitions and GRWM (Get Ready With Me) videos, Reels sets the pace for online culture.
The study highlights its ~33% higher engagement rate compared to other platforms, with users consuming more content in genres like fashion/trends (+40% vs. other platforms), beauty/makeup (+20%), and music/movies (+16%). Reels has become the go-to platform for creators, driving vibrant cultural conversations and trendsetting content.
Powering Brand Discovery and Impact
Reels is also transforming how brands connect with audiences. Meta platforms lead in brand discovery, with 80% of Indians reporting they find new brands on Meta. Reels ads deliver exceptional results, offering 2x stronger top-of-mind recall and 4x better message association than long-form video ads.
They are also 1.5x more effective in boosting brand metrics compared to skippable long-form video ads. Consumers rate Meta’s brand videos as the most engaging and refreshing, solidifying Reels’ position as a premier marketing platform.
Strategies for Marketers
To maximize Reels’ potential, brands should focus on three key strategies:
- Capturing Attention: Create social-first content tailored to the Reels format.
- Deepening Engagement: Partner with creators to craft authentic, culturally relevant narratives.
- Scaling Impact: Leverage Reels’ vast reach to amplify brand visibility and drive measurable outcomes.
Reels has redefined how India consumes video, creates culture, and engages with brands. As the leading short-form video platform, it continues to shape trends, empower creators, and deliver unparalleled value for businesses, solidifying its central role in India’s digital ecosystem.