In the modern world, social networks have ceased to be merely a means of communication or a way to pass the time. Especially for Generation Z, short videos have become an integral part of daily digital life. Video content significantly influences users' decisions regarding what to watch, which trends to follow, which creators to subscribe to, or which products to purchase. This shift is observed not only in major Indian cities but is also spreading to smaller towns and rural areas.
According to a new study conducted by Meta in collaboration with IPSOS, video has become the most common way of consuming content across the country. Specifically, Reels have transformed into a key platform in India for discovering new things, engaging with culture, watching creator content, and making purchases.
These changes are not limited to urban centers. The report indicates that the difference in video consumption between urban and rural areas in India has virtually disappeared. 98% of the population watches videos daily in cities, compared to 94% in rural areas. This suggests that the video-centric culture is rapidly being adopted in both metropolises and small towns and villages.
For Generation Z, Reels have become the leading and most favored platform for short videos. 89% of Gen Z members use Reels daily to view and search for diverse content, cultural materials, and creators. Among the most popular categories in India are beauty and makeup (52%), fashion and trends (52%), lifestyle and fitness (42%), comedy (39%), and sports (38%).
Reels have transformed from a simple entertainment tool into a factor influencing purchasing decisions and product awareness. According to the report, the likelihood of learning about a product through Reels has increased by 81%, and the influence of Reels on purchasing decisions has increased by 47%.
To study these changes, a survey was conducted involving over 4,000 people from 23 cities, including metropolitan, second-tier, and third-tier cities, as well as rural areas of India. The survey results established that at least 97% of respondents in India view videos on Meta platforms daily. This figure stands at 97% among Gen Z, 97% among women, and 98% among the NCCS A audience. These figures demonstrate the wide reach of video content across various user groups.
In light of these transformations, the role of Reels continues to grow rapidly, becoming the primary channel for viewing short videos among the younger generation.