A new study commissioned by Meta and conducted by IPSOS has revealed that video consumption on Meta platforms, including Facebook and Instagram, is now a daily habit for most Indians, regardless of whether they live in cities or rural areas.

The study surveyed more than 4,000 people across metro cities, tier 2 and tier 3 towns, and rural regions. according to the findings, 97 percent of users watch videos on Meta platforms every day. daily video viewing was reported by 98 percent of urban users and 94 percent of rural users.

According to a Meta study reels has emerged as one of the most popular features on Meta platforms. among Gen Z users, 89 percent said they watch reels daily. the feature is also highly popular among women and premium audience groups.

The report found that reels is playing an important role in helping people discover new content, creators, communities, products, and brands. among Gen Z respondents, 84 percent said they discover new products and brands through Meta platforms. in rural India, 73 percent of users said they find new brands and products through Meta’s platforms.

Popular content categories on reels include beauty, fashion, lifestyle, fitness, comedy, sports, and travel.

The study also highlighted the growing influence of creators. according to the findings, engagement with creators on Reels is nearly 60 percent higher than on other short-form video platforms surveyed. creators are increasingly shaping trends, conversations, and consumer choices.

Meta’s report suggests that reels influences consumers throughout their shopping journey. It contributes to 81 percent of product discovery, 66 percent of product consideration, and 47 percent of purchase decisions among surveyed users

The impact extends beyond shopping. the study found strong engagement in sectors such as automotive and financial services. in rural areas, 76 percent of surveyed users engaged with Meta platforms daily for financial services-related content. among women who own financial products, more than half said they interact with creators on Meta every day.

Commenting on the findings, Meta said that India’s video boom is no longer limited to urban areas. reels has become a platform where content, creators, and commerce come together, helping brands connect with consumers and influence purchasing decisions.