Instagram Reels Trends in 2026: The popularity of short video content is continuously increasing in India and it has now become an important part of people’s everyday digital habits. Meanwhile, a new study sponsored by Meta has revealed what kind of content Indian users like to see most on Instagram Reels in 2026. This study was conducted by research agency IPSOS in which more than 4,000 people from 23 cities and rural areas of the country were included.

Beauty and fashion content became the biggest attraction

According to the report, videos related to beauty, makeup, fashion and latest trends are most popular among the Indian audience. 52 percent of the people surveyed said that they regularly engage with such content. After this, videos related to lifestyle and fitness came second, which were liked by 42 percent people. Whereas comedy content was seen and liked by 39 percent people, sports related videos by 38 percent and travel content by 37 percent people.

Reels becomes the most influential platform for creators

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

Purchasing decisions are also being affected

According to the report, reels are no longer just a source of entertainment but are also influencing people’s purchasing decisions. The study found that 81 percent people get their first information about new products and brands through reels.

66 percent of consumers view related content on Reels before considering a brand. Reels also influence 47 percent of final purchasing decisions. These figures show that social media content has now become an important part of e-commerce and digital marketing.

Gen Z most affected

The young generation, especially Gen Z, has emerged as the biggest part of this change. According to the report, 84 percent of Gen Z users discover new products and brands through Meta’s platforms. Not only this, 89 percent of Gen Z users watch or join Reels daily. It is clear from this that reels have become a major source of information, entertainment and shopping inspiration for the youth.

Rural India is also rapidly adopting reels

Earlier it was believed that the expansion of video content was mainly limited to big cities, but the new report presents a different picture. 73 percent of rural users surveyed said that they got information about new brands and products through Meta platforms.

Apart from this, the number of users watching videos daily was recorded at 98 percent in urban India and 94 percent in rural India. This difference is very less which shows that now rural and urban audiences are watching almost the same digital content.

Impact increased in automobile sector also

The automobile industry has also been mentioned in the report. According to the study, the share of meta platforms in searches for new cars and vehicle brands has reached 82 percent. At the same time, almost 50 percent impact was seen in the final decisions of buying a car.

India’s video boom now across the country

Meta India officials say that the expansion of video content in India is no longer limited to metros only. The habit of watching videos is increasing rapidly in almost every segment including Gen Z, women and premium consumers. In such a situation, it has become more important than ever for brands to work together by combining content and commerce.

Highlights of the report

Beauty, makeup, fashion and trends were the most popular reels categories (52%). Lifestyle and fitness content was liked by 42% people. Comedy (39%), sports (38%) and travel (37%) were also in 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 every day. 84% of Gen Z users discover new products and brands through meta platforms. Reels delivers approximately 60% more creator engagement than other short video platforms. Reels influenced 81% of product discovery, 66% of brand consideration, and 47% of purchase decisions.

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United States leads in global consumption

The United States continues to dominate global porn consumption rankings. The data for 2025-26 shows that most of the traffic on adult websites comes from this country. The main reason for this is the high internet penetration there, less restrictions and wide expansion of digital access. For these reasons, America remains the largest contributor to the global audience.

India’s ranking

India is currently included in the top 10 countries. According to the recent report, he is at about 9th position. However, this is a decline compared to previous years. Between 2018 and 2019, India was ranked third globally. This shows how large its user base has been historically.

Government restrictions and their effects

The main reason for India’s decline in ranking is strict digital rules. Since 2018, the government has blocked access to more than 800 adult websites. Although this has directly reduced traffic, it has not completely eliminated consumption. Rather, it has simply shifted to other platforms and methods.

Top 5 countries globally

Apart from the United States, countries like Indonesia, Brazil, France and Philippines are also among the top consumers. Interestingly, even though restrictions are in place in some of these countries, they still remain on high rankings due to the use of VPNs and other methods of access.

Role of Internet development and access

India’s continued presence in the top rankings can be attributed to its huge internet user base. Affordable data, widespread smartphone use and increasing digital engagement ensure that online content consumption remains high across all categories.

Consumption continues despite restrictions

Despite the ban being in place, reports show that users continue to access such content through social media, mirror sites and VPN services. This suggests that policy measures may change access patterns but do not necessarily eliminate demand.

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