India’s digital video consumption is spreading beyond just big cities, according to new research completed for Meta by IPSOS. The results show that short-form video has gained popularity in both urban and rural India, with platforms like Reels influencing how people discover content, engage with creators, and make buying choices.
The study surveyed over 4,000 people across 23 locations, including metropolitan areas, Tier 2 and Tier 3 cities, and rural regions. The findings revealed that 97 per cent of users in India watch videos on Meta platforms every day. Video consumption rates were nearly the same for both urban and rural audiences, with 98 per cent of urban users and 94 per cent of rural users reporting daily engagement.
This research highlights that India’s shift towards mobile-first and video-first Internet usage is now a nationwide trend, not limited to large cities. Users from various demographics regularly engage with short-form content.
Among the surveyed groups, daily video usage was especially high among younger people, women, and affluent consumers. About 97 per cent of Gen Z respondents and women reported using Meta’s video features daily, while the number was 98 per cent among NCCS A users, who typically belong to higher-income households.
Short-form videos on Reels are becoming a key part of daily digital habits. The study found that 89 per cent of Gen Z users engage with Reels every day, making it a major content source for younger audiences. Daily usage was also high among women at 85 per cent and NCCS A users at 88 per cent.
The report suggests that Reels is increasingly acting as a discovery platform for products, creators, and trends. Around 84 per cent of Gen Z respondents said they find new brands and products through Meta platforms, while 73 per cent of rural respondents indicated similar habits.
Lifestyle-related categories emerged as the most popular on Reels. Topics like beauty and make-up, fashion, lifestyle, fitness and wellness, comedy, sports, and travel generated strong engagement among users, showing a rising interest in content linked to everyday life and entertainment.