Short-form video content overtake TV as India’s favorite entertainment medium

The content consumption landscape in India is undergoing a profound transformation as Instagram Reels and YouTube Shorts have overtaken traditional television as the preferred entertainment format.

A Meta-commissioned IPSOS study reveals that 97% of Indian consumers watch short-form videos daily, with Instagram Reels emerging as the leading platform in this surge, closely followed by YouTube Shorts. This shift reflects not just changing viewer habits but a larger cultural movement where video consumption has become more immediate, personalised, and engaging than ever before. Meta India’s Managing Director and Head, Arun Srinivas, says, “India is leading the world in video adoption, and Reels is at the center of this shift.

Five years since its launch, Reels is India’s leading short-form video platform—driving massive engagement, shaping culture, and delivering real business impact. We’ll continue to innovate with AI, support creators, and help businesses unlock the power of short-form video.

” This statement highlights how short videos are not only entertainment but also pivotal for cultural trends and commercial outcomes in India.

The accessibility of Reels plays a crucial role in its ascent. A representative from Meta India explained that Reels has become the go-to entertainment medium because it is easily and quickly accessible. This ease has democratized virality in a way never seen before. “There is no certain formula for going viral on social media. Take Puneet Superstar, for example, he makes content about bathing in sewers and still goes viral.

Nowadays, everything and everyone has the potential to go viral.” The implication is clear, the vast reach and inclusive nature of Reels fuel a content explosion where diverse voices find audiences overnight. Viewer engagement with Reels and Shorts surpasses that of traditional television and even long-form online videos. Recent data shows that daily usage of Reels hits 95%, compared to 83% for television. The engagement metrics for Reels and Shorts are impressive, with creators generating content that is more interactive and culturally resonant.

Brand recall for advertisements within Reels content doubles or even quadruples that of traditional TV ads, making these short videos a powerful tool for marketers seeking better returns and real-time responses. Neeti Sinha, a dance choreographer and an avid reels doom-scroller, says "I’m at a stage where my phone has become my favorite companion, especially now that I’m expecting and have more free time at home.

Scrolling through Reels and YouTube Shorts gives me quick entertainment, laughter, and a feeling of connection to the world. It’s my way to unwind, escape, and stay in touch with what’s trending." The migration to mobile-first, bite-sized video content aligns with the wider consumer demand for quick, on-the-go entertainment and discovery. Smartphone penetration, affordable data, and vernacular content have catalyzed the rise of Reels and Shorts especially in India’s vast digital ecosystem. Unlike television’s rigid schedule, short-form videos offer an endless scroll of fresh, dynamic content tailored by AI-powered algorithms to user preferences.

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