Social media is now India’s go-to destination for content, cutting across age groups, genres, and interests. At the heart of this shift is short-form video, which dominates daily viewing habits nationwide.

As Reels marks five years in India, new findings from a Meta-commissioned IPSOS study reveal that Reels is the country’s leading short-form video platform—outpacing TV, YouTube, and other surveyed platforms.

Surveying over 3500 people from 33 centres across India, the study highlights the dominance of Reels, driven by strong user preference, creator engagement, and cultural relevance. While 97 per cent of consumers watch short-form videos at least once a day, Reels on Meta emerges as the clear favourite, with 92 per cent choosing it as their preferred platform.