Instagram Reels has become a major part of how people discover short-form video in India, and new research shared by Meta in June 2026 provides a detailed look at that behavior across different audiences.
The research, based on Meta-commissioned studies conducted by Ipsos, surveyed more than 4,000 respondents across 23 cities and included metro, Tier 2/3 and rural audiences. Meta said the results show that video consumption is no longer primarily an urban behavior.
Video use is widespread across urban and rural India
Meta reported daily video engagement of 98% in urban India and 94% in rural India among the surveyed population. The company described the relatively small gap as evidence that India's video behavior is spreading beyond major metros.
The same research reported daily video usage of 97% among Gen Z respondents, 97% among women and 98% among the NCCS A audience segment. These figures are from the study's surveyed population and should not be interpreted as a census of every Indian internet user.
Reels is central to discovery
According to Meta's summary of the research, 89% of surveyed Gen Z respondents engaged with Reels daily. Daily engagement was also reported at 85% among women and 88% among NCCS A respondents.
These figures help explain why Reels has become more than an entertainment format. It is increasingly a place where users discover creators, topics, products and trends. The behavior is especially important for people who may not arrive on Instagram with a specific account or brand already in mind.
What people watch on Reels
The study identified several categories with strong engagement in India. Meta reported the following shares for the genres highlighted in its research:
| Genre | Share reported by Meta |
|---|---|
| Beauty and makeup | 52% |
| Fashion and trends | 52% |
| Lifestyle | 42% |
| Fitness and wellness | 42% |
| Comedy and humour | 39% |
| Sports | 38% |
| Travel | 37% |
These numbers describe the engagement patterns highlighted by Meta's research, not a ranking of every category available on Instagram. They do, however, show the breadth of topics that can work in short-form video.
Why creators matter so much
Reels is increasingly connected to creator-led discovery. Meta reported that Reels delivered nearly 60% higher creator engagement than other surveyed short-form video platforms in the study.
For creators, that means a Reel can function as a first introduction to an audience that has never encountered the creator's profile. A person might discover a travel tip, beauty routine, comedy clip or fitness explanation first and only later decide to follow the creator.
Reels and product discovery
The research also looked beyond entertainment. Meta said Reels delivered 81% stronger product discovery and influenced 47% of purchase decisions in the surveyed comparisons it presented.
Meta also reported that 84% of Gen Z respondents and 73% of rural respondents discovered new products and brands through its platforms. Again, these are study results for the surveyed population and should be read as research findings rather than universal behavior across India.
Why rural India matters
The rural data is particularly important because it challenges the idea that social-video trends are mainly driven by India's largest cities. Meta's study reported 94% daily video engagement in rural areas and highlighted strong product discovery behavior among rural users.
For creators and brands, the implication is that content designed around local culture, regional language and relatable situations can reach audiences far beyond metro centers. That does not mean every rural audience behaves the same way; India's regional differences remain significant.
What this means for creators
The research supports several practical lessons for creators:
- Make the topic clear quickly: viewers should understand the subject early.
- Use culturally relevant storytelling: local references can make content more relatable.
- Build for discovery: assume some viewers will see one Reel before ever visiting the profile.
- Make useful content: tutorials, comparisons, explainers and practical tips can give viewers a reason to save or share.
- Test formats: short-form video behavior changes, so creators should compare different openings, lengths and storytelling approaches.
What this means for brands
For businesses, the discovery role of Reels means that social video can influence the customer journey before someone searches directly for a product. A user might see a creator explain a product, watch another video demonstrating it and then visit the brand profile.
That makes creative quality important. A traditional advertisement can be recognizable as an advertisement from the first second, while creator-led Reels often use storytelling, demonstrations, humor or tutorials. Brands therefore need to think about how their message fits the format rather than simply converting a television or display advertisement into vertical video.
Reels is not the whole Instagram experience
Even with strong Reels engagement, Instagram remains a combination of Feed, Stories, DMs, profiles, search and other surfaces. Meta's own product updates show that it is continuing to experiment with navigation, messaging and recommendations alongside Reels.
For creators, this means a healthy Instagram strategy can connect multiple formats: a Reel for discovery, Stories for updates and interaction, a profile for deeper information, and DMs for direct conversations.
How to read the 2026 research carefully
The figures in this article come from Meta's description of Meta-commissioned Ipsos research. They are useful for understanding the audiences and behaviors measured in that study, but they should not be treated as a complete measurement of every Instagram user in India.
Survey methodology, sample composition and question wording affect research results. For that reason, the most useful takeaway is the direction of behavior shown across multiple audience groups rather than treating any single percentage as a universal number.
Bottom line
The 2026 research shared by Meta shows how deeply short-form video is embedded in India's digital habits. Reels is a major discovery surface for creators, entertainment, trends and products, with strong engagement reported across Gen Z, women, urban audiences and rural audiences.
For creators, the opportunity is to build content that makes sense to people discovering them for the first time. For brands, the opportunity is to make product stories that feel native to short-form video rather than simply repackaging traditional advertising.
Source: Meta Newsroom, June 3, 2026. Research figures are attributed to Meta-commissioned Ipsos studies and apply to the surveyed population described by Meta.
