Instagram Reels Overtakes Television Viewership in India, Says Meta

Instagram Reels has emerged as the leading short-video platform in India, surpassing television and OTT platforms in terms of viewership and engagement, according to a new report by Meta. The findings are based on a nationwide survey conducted by Meta in partnership with Ipsos, coinciding with the fifth anniversary of Reels in India. With its growing influence on entertainment, brand discovery, and creator engagement, Reels has firmly positioned itself as a dominant force in India’s digital video landscape.

Instagram Reels Turns Five in India

Launched in India five years ago, Instagram Reels quickly gained traction as a go-to platform for short-form video content. To mark the milestone, Meta commissioned a detailed survey across 33 centres in India, covering over 3,500 participants. The aim was to assess user preferences, video consumption patterns, and the role of Reels in shaping India’s digital entertainment ecosystem.

Reels Declared the Preferred Short-Video Platform

The survey revealed overwhelming support for Reels. As many as 92 percent of respondents said they preferred watching short-form videos on Instagram Reels compared to other short-video competitors. While Meta did not disclose the names of rival platforms surveyed, the findings underscore Reels’ popularity among Indian audiences.

Daily Short-Form Video Consumption Outpaces TV

One of the most striking takeaways from the report is the shift in daily viewing habits. According to the survey:

• 97 percent of respondents admitted to watching short-form videos at least once a day.

• In comparison, only 83 percent said they watch television daily.

• OTT platforms lagged further behind, with only 43 percent of participants tuning in each day.

These numbers highlight how short-form content has overtaken traditional entertainment mediums such as TV and OTT in terms of daily consumption.

Insights from the April 2025 Online Video Study

The findings from Meta’s survey align with a broader April 2025 study titled “Online Video Consumption of Digital India.” That study reported that:

• 82 percent of individuals consume social media daily.

• By contrast, only 78 percent watch TV every day.

• OTT platforms were used by just 43 percent of respondents daily.

This trend confirms the growing dominance of short-form video platforms, with Instagram Reels leading the pack.

Higher Engagement Across Popular Content Categories

Meta also emphasized that Instagram Reels consistently drives 33 percent higher engagement compared to other short-video platforms. Some key content categories where Reels significantly outperforms competitors include:

• Fashion, trends, and styles – 40 percent higher consumption.

• Beauty and makeup – 20 percent higher consumption.

• Music and movies – 16 percent higher consumption.

This suggests that Reels not only attracts a massive user base but also keeps them more engaged across diverse content genres.

Reels as a Hub for Brand Discovery

Beyond entertainment, Reels has become an important platform for brand discovery and marketing. According to the survey:

• 80 percent of respondents said they discover new brands through Meta platforms, including Instagram Reels.

• Reels ads were reported to be twice as effective in creating top-of-mind brand recall compared to long-form video ads.

• They also offered 4x stronger message association and were 1.5x more effective in driving brand metrics than long-form skippable ads.

These numbers underline Reels’ growing importance as a marketing channel for businesses in India.

The Road Ahead for Reels in India

With its fifth anniversary, Instagram Reels has proven its staying power in India’s highly competitive short-video market. By offering a mix of engaging content, creator-driven trends, and brand-focused opportunities, it has become a central hub for both entertainment and commerce. The findings from Meta’s survey highlight not just its current dominance but also its potential to shape the future of digital video consumption in India.

Conclusion

Instagram Reels’ rapid rise reflects the shift in India’s entertainment preferences. As short-form video continues to dominate, platforms like Reels are redefining how people consume content, engage with creators, and discover brands. With 92 percent of surveyed participants favoring Reels and daily viewership surpassing TV and OTT platforms, it’s clear that Reels has become India’s preferred entertainment destination.