A study commissioned by Meta — the parent company of Facebook, Instagram, and WhatsApp — reveals that daily video engagement on Meta platforms is almost equivalent across regions, with 98% in urban India and 94% in rural areas.
In total, 97% of respondents across the country report watching videos on the platform every day.
Meta conducted a survey of over 4,000 individuals across 23 cities, including metropolitan hubs, Tier-2 and Tier-3 cities, as well as rural locales. Moving beyond the conventional view of short-form video as merely a youth-focused entertainment medium, the findings indicate a notable pivot towards content-to-commerce.
The report highlights that reels — Meta’s short-form video feature — now account for 81% of product discovery, 66% of brand consideration, and impact 47% of final purchase decisions among users.
”The video boom in India is no longer urban-centric — it’s nationwide, affecting Gen Z, women, and premium audiences alike. Creators, culture, and commerce are converging on reels in unprecedented ways. For brands, this represents more than just content; it’s an ongoing content-to-commerce strategy. Reels are where discovery begins, trust is established, and purchase decisions are made,” stated Saugato Bhowmik, Director, CPG, D2C, Automotive (India) at Meta.
The study indicates that the impact of creator-driven content extends beyond standard retail categories into high-intent sectors like e-commerce, automotive, and financial services. This behavioral change is primarily fueled by younger audiences and women.
Data shows that 89% of Gen Z viewers and 85% of women engage with reels daily.
