India’s video story is no longer defined by metros. Today, daily engagement spans cities, towns, and villages alike, signalling a new phase of truly nationwide digital behaviour. New insights from Meta-commissioned studies by IPSOS show that video has become the default mode of content consumption across the country, with Reels emerging as India’s primary screen for discovery, culture, creator engagement and commerce.
This shift is happening at a remarkable scale: at least 97% of surveyed users in India now watch videos on our platforms daily, reflecting the country’s rapid move toward mobile-first, video-first behaviour. Importantly, this is no longer an urban-only trend. Daily video engagement is now nearly identical across urban India (98%) and rural India (94%), signalling that India’s video-first transformation is being shaped as much by Bharat as it is by metros.
Surveying 4000+ respondents across 23 cities including Metros, Tier 2/3 and Rural India, the study highlights that we have emerged as the primary daily video platform across audiences, with 97% daily usage among Gen Z, 97% among women, and 98% among NCCS A audiences – reinforcing our leadership across both mass and premium consumer segments.
