Reels emerge as a key destination for content discovery, creator discovery, engagement and commerce in India: Meta

By Estuti Bajpai Published on June 4, 2026, 14:35 IST

Reels have become widely famous among users over the past few years. Many of us scroll through reels once a day, and seeing the craze of reels among users, businesses, and content creators have also started using reels to increase their engagement.

Today, via a press release, Meta has officially revealed how Reels is shaping India’s video-first feature across Gen Z, Women & Bharat.

Reels emerge as India’s primary screen for discovery, culture, creator engagement and commerce

New insights from Meta-commissioned studies by IPSOS show that video has become the default mode of content consumption across the country, with Reels emerging as India’s primary screen for discovery, culture, creator engagement and commerce.

According to IPSOS

97% of surveyed users watch videos on Meta at least once a day.
98% urban and 94% rural daily usage shows video has gone truly pan-India
Meta leads daily video usage across India’s most sought-after audiences- Gen Z (97%), Women (97%) and NCCS A (98%)
89% GenZ see reels daily
For Women (85%) and premium audiences (NCCS A, 88%), reels is now the primary short-form video screen
Beauty & makeup (52%), Fashion & trend (52%), lifestyle (42%), Fitness & Wellness (42%), Comedy & Humour (39%), Travel (37%) and Sports (38%) are driving outsized engagement on reels
Reels drive 60% higher creator engagement than other short-form video platforms, making it the go-to surface for creator-led storytelling
81% stronger product discovery on reels- it’s where consumers first meet brands, build an interest that further leads to review and commerce
47% influence on purchase decisions
Reels leads the full path-to-purchase across Gen Z, Women, NCCS A, and rural categories, including Shopping, Auto, and Financial services

Commenting on the emergence of reels, Saugato Bhowmik, Director, CPG, D2C, Automotive, (India) at Meta, said in a statement, “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.”

A survey of 4000+ respondents across 23 cities, including Metros, Tier 2/3 and Rural India, revealed that Meta has emerged as the primary daily video platform across audiences. As per the stats, 84% of Gen Z consumers discover new products and brands through Meta platforms, while 73% of rural users discover new products and brands through Meta platforms.

As per the study, 76% of rural financial services users engage with Meta daily and 54% of women financial product owners engage with creators on Meta daily. Meta also leads across the entire automotive purchase journey- from Discovery (82%) to Consideration (68%) and Purchase (50%).