Short-form videos overtake TV viewing in India, says Meta report

Mumbai: Short -shaped videos have passed through the television to be the best choice for India’s daily video consumption in a report.

The study, which was conducted by IPSOS on behalf of Meta, found that 97% of consumers watched short -form videos on any platform at least once a day and watching 83% of the television a day.

The study, which was a short video form initiated by Meta in 2020, appeared as the most watched platform. He searched more than 3,500 people in 33 markets in India.

India is the largest market for consuming and producing reel content. According to the 2024 data shared by Meta on Thursday, the format took place at the center of the Meta ecosystem, and the reels constitute 50% of all time spent on Instagram globally.

Claims are important for the commodity platform that considers India among the best markets for platforms such as WhatsApp, Facebook and Instagram.

“97% of consumers are watching short -shaped videos at least once a day, while reeling on the commodity are clearly favorite, 92% are selected as the platform they prefer.

The study also said that Reels is the best video imaging platform for Genz and NCCs (National Consumer Classification System) or socio-economic class.

“Reals consumption is not limited to metropolis. In fact, the level of two and third markets show tremendous traction,” Arun Srinivas, Meta (India) Arun Srinivas said. Mint.

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Content Industry Trends

Thanks to the aggressive bets of video flow platforms, long -shaped content, such as Premium Web Originals in India, can witness extensive investments and may increase volume, but the category continues to remain niche in the country.

Moreover, the short format content is no longer only for social media; It becomes a basic offer for large production homes and platforms.

The increasing popularity of short -format content and the decreasing attention times of the audience lead studios and the focus of producers on short -format shows and films.

According to the media consulting firm Ormax, the most watched Long Format Web original in the first half of 2025 reached an audience of only 27.7 million. In contrast, online video viewers increased by 3% (15 million) in 2024, which reached 551 million, approximately 98% of active smartphones, according to a FICCI-YAH report.

Nitin Gupta, a platform specialized in Punjabi, Clianvi and Bhojpuri, is still limited to the presence of high quality content in long -shaped formats. Second, platforms such as Instagram and Facebook offer short, instant satisfactory content that is suitable for today’s reduced attention times.

Meta did not watch the daily time spent in practice, but Srinivas, platform users consume content in fashion, beauty, home development, food, fitness and more. Uz We see that more creators emerged from the level of two and third towns, producing content in more than one local language. This is a virtuous cycle-more content-creator means more localized content that attracts more viewers, ”he said.

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Previously, advertisers would reuse static broadcasts or horizontal TV ads for reel. However, Srinivas added that the first content of the reel is now given priority by both the new age and traditional advertisers.

Srinivas, “The first video for the platform, we have seen that the solid content is performing much better. Today, many brands actually attract reel content besides TV ads,” he said.

Srinivas, the platform, e-commerce, automatic, mobile phones, even to introduce the campaigns to promote the old FMCG brands, he said he saw adopting in the sectors.

Some brands such as Maggi or close -up use reel to reach young audiences who no longer watch TV.

Effectively, advertisers want to be where their audience is located, and this work confirms this change, Srinivas said. “Therefore, if I do not put a solid number to whether the Reels’ passing in the spent time, the levels of participation and daily use clearly show that this is already a preferred platform for young masses.”

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Mumbai -based FMCG company Godrej Consumer Products Ltd, Youtube and Instagram users, especially for those who have missed the messaging of linear television, he said.

“Short video formats are going extremely well and Instagram’s likes have made a significant improvement in the last few years. Global Media, Godrej Consumer Products Ltd.