According to a Meta-commissioned study conducted by Ipsos, Instagram Reels is increasingly becoming a platform for discovery, learning, and engagement among Indian internet users, particularly Gen Z, women, and audiences in smaller towns. The survey consisted of more than 4,000 respondents across 23 cities.

At least 97% of the surveyed users in India watch videos on Meta platforms on a daily basis, which shows the country’s deepening reach through mobile-first, video-first behaviour.

The report also stated that the video engagement across urban India and rural India is nearly identical. Ninety-eight percent of the urban population and 94% of the rural population engage with Meta platforms.

Gen Z and women make most of the audience

The report highlighted a 97% daily usage rate among Gen Z, 97% among women, and 98% among NCCS A (upper-middle-class) audiences.

Among Gen Z users, Reels is being used to discover content across categories such as fashion, beauty, technology, education and self-improvement. Among younger users, 84% of Gen Z consumers discover new products and brands through our platforms, underscoring the role of short-form video in influencing preferences, trends, and purchase journeys. Similarly, 73% of rural users discover new products and brands through our platforms, highlighting how creator-led content is resonating far beyond metropolitan markets.

Women are also broadening the way they engage with video content. Respondents reported using Reels to access information and conversations around entrepreneurship, careers, finance and wellness, alongside entertainment. The study noted that women are increasingly participating in content creation and sharing their own experiences through video.

Beauty and makeup (52%), Fashion and trends (52%), Lifestyle (42%), Fitness & Wellness (42%), Comedy & Humour (39%), Sports (38%), and Travel (37%) have emerged among the most engaged genres on Reels, highlighting how audiences are gravitating toward culturally relevant and highly relatable content experiences.

Creators are playing a central role in driving this engagement as Reels delivers nearly 60% higher creator engagement than other surveyed short-form video platforms.

Beyond engagement and entertainment

The studies reveal that Reels influence the consumer journey end-to-end, driving 81% product discovery, 66% consideration, and 47% purchase influence among users, positioning short-form video as a critical driver of modern commerce behaviour.

Even in financial services, there is a pronounced effect in Bharat markets, as 76% of rural financial services users engage with our platforms daily, highlighting how financial inclusion and product discovery are increasingly unfolding through mobile-first video experiences.

Fifty-four percent of women financial product owners engaging with creators, making it one of the highest among all audience cohorts studied. Even the entire automotive purchase journey, from Discovery (82%) to Consideration (68%) and Purchase (50%) is being influenced by video formats, reinforcing how car-buying decisions are increasingly being shaped through short-form video and creator-led influence and impact.

“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. Reels are where discovery starts, trust is built, and purchase decisions are made,” said Saugato Bhowmik, Director, CPG & D2C, Automotive, (India), Meta.