Meta Reels Drive Product Discovery for 81% of Users in India, Finds Study

About 97% of surveyed users in India watch videos on Meta platforms daily, a study commissioned by Meta and conducted by IPSOS indicates. The research shows video engagement is similar across geographies, with urban usage at 98% and rural usage at 94%.

The data highlights the usage of Reels, a short-form video feature, across demographic segments. Among Gen Z respondents, 89% report using Reels daily. Usage is also noted among women at 85% and NCCS A audiences at 88%. 

The report identifies beauty and makeup, fashion and trends, lifestyle, fitness and wellness, comedy and humour, sports, and travel as the genres with the most engagement on Reels.

The study outlines the role of video in commerce. According to the findings, Reels drive 81% of product discovery, 66% of consideration, and 47% of purchase influence among its users. 

Furthermore, 84% of Gen Z consumers and 73% of rural users discover products and brands through Meta platforms. In the financial services sector, 76% of rural users engage with Meta daily, while 54% of female financial product owners interact with creators on the platform daily. 

The automotive sector shows a path-to-purchase pattern starting with discovery at 82%, moving to consideration at 68%, and ending with purchase at 50%.

Saugato Bhowmik, Director, CPG, D2C, Automotive, at Meta, said, “India’s video boom isn’t urban-led anymore but it’s nationwide, cutting across GenZ, women and premium audiences. Creators, culture and commerce are converging on Reels in ways we haven’t seen before. For brands, this isn’t just a content play but it’s a always on content-to-commerce play. Reels are where discovery starts, trust is built, and purchase decisions are made.