Mumbai, Sept. 12 -- Short-form videos have overtaken television to become India's top choice for daily video consumption, Meta said in a report.

The study, conducted by Ipsos on behalf of Meta, found that 97% of consumers watch short-form videos on any platform at least once a day, compared with 83% who watch television daily.

Reels-the short-video format launched by Meta in 2020-emerged as the most-watched platform, the study claimed. It surveyed over 3,500 people across 33 markets in India.

India is the largest market both for consuming and producing Reels content. The format has become central to Meta's ecosystem, with Reels making up 50% of all time spent on Instagram globally, per 2024 data shared by Meta on Thursday.

The claims ...