Meta's June release describes Ipsos-commissioned studies with more than 4,000 respondents across twenty-three cities and coverage of metros, tier-two/three cities and rural India. Among surveyed users, Meta reports 97% watching video on its platforms daily, with 98% urban and 94% rural; daily Reels use is 89% among Gen Z, 85% among women and 88% among NCCS A respondents. These are survey-user measures, not the whole Indian population, independent device logs or microdrama-audience data.
Daily video and Reels use in the survey
Unit: share of surveyed cohort; geography: India; published June 2026; commissioned by Meta.
For short-drama distribution, the data first says Reels can carry reach and discovery, and that rural India cannot be treated as a later-stage mobile-video market. The reported engagement around beauty, fashion, lifestyle, fitness, comedy, sports and travel may help teams find creators and campaign contexts; it does not directly decide which drama to produce. Engagement with a topic on Reels sits several steps away from a series start, third-episode retention, paid unlock, subscription or advertising recoupment.
Meta also reports measures of 81% product discovery, 66% consideration and 47% purchase influence, but these concern brands and consumer journeys rather than content payment. An Indian market test should separately capture creative impressions, three-second and complete views, title-page arrival, first-episode start, cross-episode retention, language version, and payment or advertising revenue, then segment them by city tier and language. Only a linked campaign-and-title dataset can show whether frequent Reels use becomes distribution value.