Meta Claims Instagram Reels Is India’s Top Short-Video Platform After 5 Years

On Thursday, Meta said that Instagram Reels is the leading short-video platform in India. This claim of the Menlo Park-based social media giant is based on the responses to a survey conducted by it in India. This survey was conducted on the completion of five years of Reels' launch in the country. The company said that users in India like Reels more than other platforms. Also, the frequency of watching short videos has now become more than TV and OTT platforms.

In the report shared with Gadgets 360, the company made many big claims about the Reels platform. Meta said that these results are based on a survey conducted by it with a market research and public opinion firm called Ipsos. This survey was conducted to mark the completion of five years since the launch of the Reels tab on Instagram.

The company says that it surveyed more than 3,500 people from 33 different centers in India. In this, 92% of the participants said that they prefer Reels the most for watching short-form videos. However, the company did not say which rivals were included in the survey.

Apart from this, Meta claims that 97% of the participants watch short-form videos at least once a day. In comparison, 83% said that they watch TV every day. The report mentioned the 'Online Digital Consumption of Digital Media' study of April 2025, which said that 82% of people use social media daily. For TV and OTT platforms, this figure is 78% and 43%, respectively.

Focusing on creators, Meta said that Instagram Reels gives 33% more engagement than any other short-video platform. Some of the subjects with more audience than other platforms include 'Fashion/Trends and Style', which has 40% more consumption. Similarly, 'Beauty and Makeup' consumption is 20% higher, and 'Music/Movies' consumption is 16% higher, which is more than the other platforms included in the survey.

Meta also said that Reels plays an important role in brand discovery. 80% of the people surveyed said that they discovered new brands on Meta platforms.