Video consumption in India has exploded across both urban and rural areas, with nearly everyone engaging daily—98% in cities, 94% in villages. Short-form video, especially Reels, dominates, powering Gen Z’s content discovery and social connection. It’s not just for fun: 81% of users discover new products, and 47% say it directly influences their purchases. Top content includes beauty, fashion, lifestyle, and fitness, showing that relatable, culturally relevant material drives engagement. Reels is now the central hub where culture, entertainment, and commerce collide—reshaping how Indians discover, connect, and buy.
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