무슨 발표인가
- 일일 비디오 시청률 97% (도시 98%, 농촌 94%)
- 젠Z·여성·고소득층에서 97% 이용
- WhatsApp·메신저·인스타그램 일일 10억개+ 업체 스레드
4,000명+ 23개 도시 조사
원문 (영어)
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.
At the centre of this shift is Reels, which has rapidly evolved into the defining short-form video surface for the next generation of consumers. Increasingly, Reels is becoming India’s personal and primary screen – a place where people discover content, creators, communities and brands throughout the day.
Among Gen Z audiences, 89% use Reels daily , making it a primary destination for content, culture and self-expression.
원문: Meta Newsroom — "Reels Is Shaping India's Video-First Future Across Gen Z, Women & Bharat" (2026-06-04) 공식 원문: https://about.fb.com/news/2026/06/reels-is-shaping-indias-video-first-future-across-gen-z-women-bharat/
