A study by Meta and Ipsos reveals that video consumption in India is no longer limited to big cities, with 94% of rural users watching videos daily. Instagram Reels has become a primary hub for discovery and shopping, influencing the buying decisions of nearly 47% of users. The study highlights that 97% of Indian users engage with video content daily, with categories like beauty, fashion, and lifestyle being the most popular across urban and rural demographics. https://www.etvbharat.com/pa/technology/increased-engagement-on-instagram-reels-from-gen-z-to-women-pbs26060803161 #Creator program