Study finds 97% of Indians watch short-form videos daily, surpassing TV viewership

malayalam.indianexpress.com (Malayalam)

A recent study indicates 97% of Indians watch short-form videos daily, surpassing TV viewership. The Ipsos study, commissioned by Meta, found Reels are preferred over TV and YouTube, with user preference, creator interaction, and cultural relevance cited as key drivers. Reels have become a significant cultural force in India, influencing trends and brands since their launch five years ago.


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