Meta-IPSOS: 97% of Indian internet users watch Reels daily; short-form drives 47% of purchase decisions
A Meta-IPSOS study across 23 metros and 4,000 respondents finds Reels now central to Indian shopping journeys: 81% use it for product discovery, 66% for brand consideration and 47% for purchase decisions. Beauty, fashion and lifestyle lead engagement at 52%; auto discovery hits 82%. Signal: short-form video is becoming core media for D2C and CPG playbooks.
What happened
Meta India · Meta-IPSOS study finds 97% of Indian internet users watch Reels daily, with beauty, fashion and lifestyle leading engagement. Reels drive 81%
Key facts
- 97% daily video viewers
- 52% beauty/fashion engagement
- 81% product discovery
- 66% brand consideration
- 47% purchase decisions
- 82% auto discovery
- 4,000 respondents
- 23 metros
Why this matters
Scout creator networks, short-form production studios and Reels-commerce tooling as bolt-ons before incumbents bid up the category on this 47% purchase-influence print.