Short-form videos have officially surpassed traditional television as India's primary choice for daily video consumption, according to a recent report commissioned by Meta and conducted by Ipsos. The study revealed that a staggering 97% of consumers engage with short-form videos on various platforms at least once a day, a figure significantly higher than the 83% who watch television daily. Among these formats, Meta's own Reels—launched in 2020—has emerged as the undisputed leader, solidifying its position as the most-watched short-form video platform in the country.

The comprehensive study, which surveyed over 3,500 individuals across 33 Indian markets, underscored India's critical role as both the largest consumer and producer of Reels content globally. Reels now accounts for an impressive 50% of all time spent on Instagram worldwide, a statistic shared by Meta in 2024, highlighting its central role in Meta's expansive digital ecosystem. The report further specified that 92% of surveyed users prefer Reels as their platform of choice, with 95% watching it daily, placing it at least 12 percentage points ahead of other surveyed platforms. This dominance extends across various demographics, with Reels being the top video viewing platform for both GenZ and NCCS (National Consumer Classification System) groups.

Meta India's managing director and head, Arun Srinivas, noted the widespread appeal of Reels, emphasizing that its consumption is not limited to metropolitan areas. "In fact, tier-two and tier-three markets are showing tremendous traction, with a surge of creators from smaller towns," Srinivas told Mint. This growth aligns with broader content industry trends where short-format content is gaining significant ground. While premium long-format web originals in India have seen substantial investments from video streaming platforms, they remain a niche category. Conversely, the increasing popularity of short-form content, driven by the dwindling attention spans of audiences, is prompting major production houses and platforms to prioritize short-format shows and films.

Insights from industry experts further explain this shift. Nitin Gupta, chief content officer at Chaupal, attributes the rise of short-form to the limited availability of consistently high-quality long-form content and the instant gratification offered by platforms like Instagram and Facebook, which perfectly suit modern reduced attention spans. This dynamic fosters a "virtuous cycle" where the emergence of more creators from smaller towns, producing content in diverse vernacular languages, attracts an even larger and more localized audience base.

The impact of this shift is also profoundly felt in the advertising sector. Advertisers, both traditional and new-age, are increasingly prioritizing 'Reel-first' content over simply repurposing static posts or horizontal TV creatives. Srinivas highlighted that "video-first, sound-on content made for the platform performs far better," leading many brands to shoot Reels-first content alongside their traditional TV commercials. Industries spanning e-commerce, automotive, mobile phones, and even legacy FMCG brands like Maggi and Close-Up are leveraging Reels to connect with younger audiences who may no longer be reached effectively through television. This strategic move validates the shift in audience attention, with advertisers choosing to engage where their target demographics are most present.

This sentiment is echoed by major companies such as Godrej Consumer Products Ltd, a Mumbai-based FMCG giant. Harshdeep Chhabra, head of global media at Godrej Consumer Products Ltd, stated that the company is developing more campaigns specifically for users of YouTube and Instagram, particularly to reach those who might miss their messaging on linear television. He emphasized that "short video formats have been doing extremely well, and within that, the likes of Instagram, have shown significant improvement in the last few years," solidifying their role as primary platforms for internet adopters in India.