{"id":22249,"date":"2026-06-04T08:18:12","date_gmt":"2026-06-04T08:18:12","guid":{"rendered":"https:\/\/scannn.com\/reels-is-shaping-indias-video-first-future-across-gen-z-women-bharat\/"},"modified":"2026-06-04T08:18:12","modified_gmt":"2026-06-04T08:18:12","slug":"reels-is-shaping-indias-video-first-future-across-gen-z-women-bharat","status":"publish","type":"post","link":"https:\/\/scannn.com\/lv\/reels-is-shaping-indias-video-first-future-across-gen-z-women-bharat\/","title":{"rendered":"Reels Is Shaping India's Video-First Future Across Gen Z, Women & Bharat"},"content":{"rendered":"


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India\u2019s video story is no longer defined by metros. Today, daily engagement spans cities, towns, and villages alike, signalling a new phase of truly nationwide digital behaviour. New insights from Meta-commissioned studies by IPSOS show that video has become the default mode of content consumption across the country, with Reels emerging as India\u2019s primary screen for discovery, culture, creator engagement and commerce.<\/span><\/p>\n

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This shift is happening at a remarkable scale: at least <\/span>97% of surveyed users in India now watch videos on our platforms daily,<\/b> reflecting the country\u2019s rapid move toward mobile-first, video-first behaviour. Importantly, this is no longer an urban-only trend. Daily <\/span>video engagement is now nearly identical across urban India (98%) and rural India (94%)<\/b>, <\/span>signalling that India\u2019s video-first transformation is being shaped as much by Bharat as it is by metros.<\/b><\/p>\n

Surveying <\/span>4000+ respondents across 23 cities including Metros, Tier 2\/3 and Rural India, the study highlights that <\/span>we have emerged as the primary daily video platform across audiences, with <\/span>97% daily usage among Gen Z, 97% among women, and 98% among NCCS A audiences <\/b>\u2013 reinforcing our leadership across both mass and premium consumer segments.\u00a0<\/span><\/p>\n

At the centre of this shift is Reels, which has rapidly evolved into the defining short-form video surface for the next generation of consumers.<\/span><\/p>\n

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Increasingly, Reels is becoming India\u2019s personal and primary screen \u2013 a place where people discover content, creators, communities and brands throughout the day. Among Gen Z audiences, <\/span>89% use Reels daily<\/b>, making it a primary destination for content, culture and <\/span>self-expression. Daily Reels engagement is similarly strong among women (<\/span>85%<\/b>) and NCCS A audiences (<\/span>88%<\/b>), reflecting how short-form video, led by Reels, is increasingly and democratically shaping how India discovers trends, creators and brands.\u00a0<\/span><\/p>\n

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\u201cIndia\u2019s video boom isn\u2019t urban-led anymore \u2014 it\u2019s nationwide, cutting across GenZ, women and premium audiences. Creators, culture and commerce are converging on Reels in ways we haven\u2019t seen before. For brands, this isn\u2019t just a content play \u2014 it\u2019s a always on Content-to-Commerce play. Reels are where discovery starts, trust is built, and purchase decisions are made.\u201d \u2013 <\/span><\/i>Saugato Bhowmik, Director, CPG & D2C, Automotive, (India) at Meta<\/b><\/p>\n<\/blockquote>\n

Gen Z and Bharat Audiences Driving Next Wave of Digital Growth<\/b><\/h2>\n

One of the strongest signals emerging from the insights is the role of key demographic groups in shaping how India consumes and discovers content online.<\/span><\/p>\n

Reels has become a key discovery engine for these audiences, deeply embedded in everyday entertainment and exploration habits. Among younger users, <\/span>84% of Gen Z consumers discover new products and brands through our platforms<\/b>, underscoring the role of short-form video in influencing preferences, trends, and purchase journeys. Similarly, <\/span>73% of rural users discover new products and brands through our platforms<\/b>, highlighting how creator-led content is resonating far beyond metropolitan markets.<\/span><\/p>\n

The findings signal that the next chapter of India\u2019s internet economy will increasingly be shaped beyond metros \u2013 by mobile-first users consuming culturally rooted, creator-driven video content.<\/span><\/p>\n

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Lifestyle, Comedy, Fitness and Sports Are Emerging as India\u2019s Most Engaged Reels Genres<\/b><\/h2>\n

The study also reveals that strong engagement around content categories is rooted in everyday interests and aspirations.<\/span><\/p>\n

Beauty and makeup (52%), Fashion and trends (52%), Lifestyle (42%), Fitness & Wellness (42%), Comedy & Humour (39%), Sports (38%), and Travel (37%)<\/b> have emerged among the most engaged genres on Reels, highlighting how audiences are gravitating toward culturally relevant and highly relatable content experiences.<\/span><\/p>\n

Creators are playing a central role in driving this engagement. Reels delivers nearly <\/span>60% higher creator engagement than<\/b> other surveyed short-form video platforms, reinforcing the growing influence of creator-led storytelling in shaping conversations, trends and brand discovery. Importantly, the influence of the ecosystem itself is evolving.\u00a0<\/span><\/p>\n

They are no longer just content producers \u2013 they are trusted entertainment and discovery engines. <\/span>Rural India, Gen Z, Women, and NCCS A audiences <\/b>actively engage with creators on our platforms, making creators a key driver of culture, trends and brand discovery.<\/span><\/p>\n

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Reels Is Becoming a Key Driver of Discovery and Decisions<\/b><\/h2>\n

Beyond entertainment and engagement, the studies reveal Reels\u2019 growing influence across the consumer purchase journey.<\/span><\/p>\n

Reels influence the consumer journey end-to-end, driving <\/span>81% product discovery, 66% consideration, and 47% purchase influence<\/b> among users, positioning short-form video as a critical driver of modern commerce behaviour.<\/span><\/p>\n

The platform\u2019s influence is particularly strong across high-intent categories including e-commerce, auto and financial services.<\/span><\/p>\n

Even in financial services, there is a pronounced effect in Bharat ma<\/span>rkets. <\/span>76% of rural financial services users engage with our platforms daily<\/b>, underscoring how financial inclusion and product discovery are increasingly unfolding through mobile-first video experiences.<\/span><\/p>\n

Women are also emerging as a powerful audience within this category, with <\/span>54% of women financial product owners engaging with creators on our platforms daily<\/b> \u2013 one of the highest among all audience cohorts studied.<\/span><\/p>\n

The auto category reflects a similarly full-funnel pattern. Our platform leads across the entire automotive purchase journey \u2013 from <\/span>Discovery (82%) to Consideration (68%) and Purchase (50%)<\/b> \u2013 reinforcing how car-buying decisions are increasingly being shaped through short-form video and creator-led in<\/span>fluence and impact.<\/span><\/p>\n

Key Stats from the IPSOS Reports:\u00a0<\/b><\/h2>\n
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  • India\u2019s Video-First Reality<\/b><\/li>\n<\/ul>\n
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        • 97% watch video on Meta at least once a day \u2013 video isn\u2019t a trend, it\u2019s the default.\u00a0\u00a0\u00a0<\/span><\/li>\n
        • This isn\u2019t a metro story: 98% urban and 94% rural daily usage shows video has gone truly pan-India.<\/span><\/li>\n
        • Meta leads daily video usage across India\u2019s most sought-after audiences \u2013 Gen Z (97%), Women (97%), and NCCS A (98%).<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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          • Reels: The Next-Gen Screen<\/b><\/li>\n<\/ul>\n
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                • Reels is where Gen Z lives \u2013 89% use it daily, making it the defining surface for youth culture and content.<\/span><\/li>\n
                • For Women (85%) and premium audiences (NCCS A, 88%), Reels is now the primary short-form video screen.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                      • Beauty & makeup, Lifestyle, Fitness, Comedy, and Sports are driving outsized engagement on Reels \u2013 proof that culturally rooted content wins.<\/span><\/li>\n
                      • Reels drive ~60% higher creator engagement than other short-form video platforms, making it the go-to surface for creator-led storytelling.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
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                        • From Discovery to Purchase<\/b><\/li>\n<\/ul>\n
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                            • 81% stronger product discovery on Reels \u2013 it\u2019s where consumers first meet <\/span>brands, build an interest that further leads to review and commerce.<\/span><\/li>\n
                            • 47% influence on purchase decisions \u2013 short-form video is now a commerce engine, higher than other surveyed short-form video platforms and TV<\/span><\/li>\n
                            • Reels leads the full path-to-purchase across Gen Z, Women, NCCS A and categories including Online Shopping, Auto, and Financial Services.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul><\/div>\n