Nearly Half of Indians Are Buying Products After Watching Instagram Reels, Meta Claims

Instagram Reels is increasingly becoming more than just a source of entertainment for Indian users. A new study commissioned by Meta and conducted by market research firm Ipsos suggests that short-form video content is now influencing everything from content discovery and creator engagement to shopping decisions.

The report, which surveyed over 4,000 respondents across cities, towns, and rural regions in India, highlights how video consumption has become nearly uniform across urban and rural audiences.

Video Consumption Expands Beyond Metro Cities

According to the study, 97 percent of surveyed users in India watch videos on Meta's platforms every day. The data indicates that the gap between urban and rural video consumption is steadily shrinking, with daily engagement recorded at 98 percent in cities and 94 percent in rural areas.

The trend cuts across demographic groups as well. Meta claims that 97 percent of Gen Z users, 97 percent of women, and 98 percent of premium NCCS A consumers engage with video content daily. The findings suggest that short-form video consumption is no longer concentrated in major metropolitan regions and has become a mainstream habit across the country.

Reels Driving Discovery, Trends, and Creator Engagement

The report identifies Instagram Reels as one of the primary beneficiaries of India's growing appetite for video content. Daily engagement with Reels reportedly reaches 89 percent among Gen Z users, 85 percent among women, and 88 percent among NCCS A audiences.

Meta says Reels has evolved into a major platform for discovering content, following creators, and participating in online trends. Popular content categories on the platform include beauty and makeup, fashion, lifestyle, fitness, comedy, and sports.

The company also claims that Reels delivers nearly 60 percent higher creator engagement compared to other surveyed short-form video platforms, reinforcing its importance for content creators and brands alike.

Nearly Half of Purchase Decisions Influenced by Reels

Beyond entertainment and engagement, the study highlights Reels' growing impact on consumer behaviour. According to Meta, the platform drives product discovery for 81 percent of surveyed users and influences product consideration for 66 percent.

More notably, the report claims that Reels influences 47 percent of purchase decisions among respondents, particularly in sectors such as e-commerce, automotive, and financial services. Meta believes this reflects a growing convergence of content, creators, and commerce on the platform.

Commenting on the findings, Saugato Bhowmik, Director, CPG, D2C, Automotive (India) at Meta, said that Reels has become a space where discovery begins, trust is built, and purchase decisions are increasingly shaped, creating new opportunities for brands to connect with consumers.