Instagram Reels Overtakes YouTube as India’s No.1 Short Video Platform
The popularity of short videos in India is growing rapidly, and in this digital era, Meta has made a big and striking claim. Based on a study by IPSOS, the company revealed that Instagram Reels has now surpassed YouTube and all other short video platforms to become the leading online video content destination in India. According to Meta, after completing five years, Reels has emerged as the country’s biggest short video platform, watched daily by the maximum number of Indian users.
97% Watch Short Videos Daily, 92% Prefer Instagram Reels
The IPSOS study commissioned by Meta covered more than 3,500 people across 33 Indian cities. The report highlighted that nearly 97% of people in India watch short videos daily on some platform or the other. Significantly, 92% of these users preferred Instagram Reels, making it over 12% more popular than YouTube and other platforms.
This data clearly reflects the widespread acceptance and dominance of Reels among India’s digital audience. Arun Srinivas, Director & Head of Ads Business at Meta India, stated that India is advancing rapidly in the world of video content, and Reels has become the heart of this transformation. He added, “In five years, Reels has firmly established itself as India’s leading short video platform, marking a significant success for the Meta brand.”
Strong Preference Among Gen Z and High-Income Groups
The study also revealed that Instagram Reels is particularly popular among Generation Z (Gen Z) and the urban high-income segment (NCCS A & B). These are users who actively follow new trends and connect with brands. Meta emphasised that Reels is not just a source of entertainment but has also become a leading platform for brand discovery and creator engagement.
Reels has performed significantly better than other platforms across multiple categories such as fashion and trends, beauty and makeup, music, and films. For example, fashion-related content is watched over 40% more, while beauty and makeup content is 20% more popular on Reels compared to other platforms.
Key Role of Reels in Brand Discovery and Advertising Impact
The study further revealed that nearly 80% of Indians rely on Meta platforms to discover new brands. Ads on Reels are not only visually engaging but also have a lasting impact. They are found to be twice as memorable as long-form video ads and deliver four times stronger message association.
Additionally, ads run on Reels improve brand metrics 1.5 times more effectively, offering a significant advantage for marketers. This has encouraged many companies to expand their reach and influence rapidly by advertising on Reels.
Content Trends: Fashion, Beauty, and Music Lead the Way
According to Meta, Instagram Reels has become an integral part of India’s cultural conversation. Fashion and trend-related videos are watched nearly 40% more, while beauty, makeup, and men’s grooming content is 20% more popular. Music and film-related content has also seen a 16% increase in viewership.
This trend reflects that young and urban audiences are using Reels not just for entertainment but also as a platform for cultural and social trendsetting. The diversity of content categories makes Reels especially appealing to creators who wish to showcase their art, fashion, or music.
Meta’s Advice for Creators and Marketers
Meta has advised creators and marketing professionals to focus on “social-first” content for Instagram Reels. This means content should be designed specifically to match the Reels format and user behaviour. Authentic, engaging, and culturally relevant content is the most likely to go viral and have a strong impact.
Meta’s strategy in this direction includes promoting AI-powered tools and content creation to encourage more creators to use Reels, while helping brands better target their promotions. This initiative is expected to further enhance the reach and influence of Reels in the future.
Conclusion
Instagram Reels has achieved a new position in India’s short-video content space. Data from the IPSOS study clearly shows that Reels has surpassed YouTube and other platforms to become the first choice of Indian audiences.
This growing trend is creating new opportunities not only in entertainment but also in advertising, brand discovery, and digital content creation. The rise of Reels reflects India’s evolving digital culture and the fast-changing lifestyle of its people.
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