What are Indians watching on Instagram Reels in 2026? Key trends revealed in the report

Instagram Reels Trends in 2026: According to the report, videos related to beauty, makeup, fashion, and the latest trends are the most popular among Indian audiences.

Instagram Reels Trends in 2026: The popularity of short-form video content in India is steadily rising, and it has now become an integral part of people’s daily digital habits. Amidst this, a new study sponsored by Meta has revealed the type of content Indian users prefer watching most on Instagram Reels in 2026. The study was conducted by the research agency IPSOS and involved over 4,000 people from 23 cities and rural areas across the country.

Beauty and fashion content emerge as the biggest draw.

According to the report, videos related to beauty, makeup, fashion, and the latest trends are the most popular among Indian audiences. Fifty-two percent of the survey respondents stated that they regularly engage with this type of content. Lifestyle and fitness videos followed in second place, preferred by 42 percent of respondents. Meanwhile, comedy content was watched and liked by 39 percent, sports-related videos by 38 percent, and travel content by 37 percent of the audience.

Reels emerges as the most impactful platform for creators.

The study claims that Instagram Reels offers content creators approximately 60 percent more engagement compared to other short-video platforms. This means that viewers not only watch the videos but also participate more actively through likes, comments, and shares.

Influencing purchasing decisions

According to the report, Reels is no longer just a source of entertainment; it is also influencing people’s purchasing decisions. The study found that 81 percent of people first discover new products and brands through Reels.

Sixty-six percent of consumers watch content related to a brand on Reels before considering it. Reels also influence final purchasing decisions in 47% of cases. These figures indicate that social media content has now become a crucial component of e-commerce and digital marketing.

Gen Z Most Influenced

The younger generation—specifically Gen Z—has emerged as a key driver of this shift. According to the report, 84% of Gen Z users discover new products and brands through Meta’s platforms. Furthermore, 89% of Gen Z users watch or engage with Reels daily. This clearly shows that Reels have become a primary source of information, entertainment, and shopping inspiration for the youth.

Rural India Also Rapidly Adopting Reels

It was previously believed that the reach of video content was largely confined to major cities, but the new report presents a different picture. Among rural users surveyed, 73% stated that they discovered information about new brands and products via Meta platforms.

Additionally, the proportion of users watching videos daily was recorded at 98% in urban India and 94% in rural India. This narrow gap indicates that rural and urban audiences are now consuming largely similar digital content.

Growing Influence in the Automobile Sector

The report also highlights the impact on the automobile industry. According to the study, Meta platforms account for an 82% share in the discovery of new cars and automotive brands. Meanwhile, they also influence approximately 50% of final car-buying decisions.

India’s Video Boom Spans the Entire Nation

Meta India officials state that the expansion of video content in India is no longer limited to metropolitan areas. The habit of watching videos is growing rapidly across almost all demographics, including Gen Z, women, and premium consumers. Consequently, it has become more important than ever for brands to integrate content and commerce.

Key Highlights of the Report

Beauty, makeup, fashion, and trends emerged as the most popular Reels categories (52%). Lifestyle and fitness content were preferred by 42% of users. Comedy (39%), Sports (38%), and Travel (37%) also ranked among the top categories. 97% of users watch videos on Meta platforms daily. Daily video engagement was recorded at 98% in urban areas and 94% in rural areas.

89% of Gen Z users engage with Reels daily. 84% of Gen Z users discover new products and brands through Meta platforms. Reels delivers approximately 60% higher creator engagement compared to other short-video platforms. Reels was found to influence product discovery (81%), brand consideration (66%), and purchasing decisions (47%).