Indian users choose Instagram Reels over YouTube Shorts; what does it mean for advertisers?

Meta’s short-form video platform Reels on Instagram has a higher preference and hence engagement rates among Indian social media users compared to other platforms such as YouTube Shorts, a recent IPSOS study has revealed.

The report, commissioned by Meta, found that while almost all social media users watch short-form videos at least once a day, 9 in 10 of such users prefer Instagram Reels, placing the platform at least 12-percentage-points ahead of other surveyed platforms.

“India is leading the world in video adoption, and Reels is at the centre of this shift. Five years since its launch, Reels is India’s leading short-form video platform—driving massive engagement, shaping culture, and delivering real business impact. We’ll continue to innovate with AI, support creators, and help businesses unlock the power of short-form video,” said Arun Srinivas, Managing Director and Head, Meta (India).

The platform’s growth has been driven by the rising preference for Reels among NCCS A and B, the more educated and affluent segments according to India’s New Consumer Classification System, as well as Gen Z audiences. The survey gathered responses from more than 3,500 people across 33 centres in India.

Higher viewership does not always translate into stronger engagement, but Instagram Reels appears to be an exception. According to the study, Reels enjoy nearly 33% higher engagement than other platforms, including YouTube Shorts. This edge comes from its younger user base, active creator participation, and its role as a driver of cultural trends. Reels leads consumption across categories, with significantly higher viewing in fashion and style, beauty and makeup, as well as music and movies compared to rival platforms.

The study holds particular significance for Indian advertisers, as higher engagement on Reels translates into stronger opportunities for brand discovery. Nearly 80% of those surveyed said that they discovered new brands on Meta platforms, placing the platform ahead of YouTube, OTT, e-commerce, and even television.

Reels ads also outperform other video formats. They deliver twice the top-of-mind recall and four times the message association of long-form video ads, while proving 1.5 times more effective than skippable long-form ads in driving brand metrics.

This means that as Meta enhances its user penetration in the Indian market, the platform’s advertising revenue is also expected to grow.