Facebook tests going Reels-first in India

The new test comes as video consumption rises across Meta’s apps in India. At least 97% of users surveyed in Meta-commissioned studies said they watch video on its platforms daily, and 89% of Gen Z respondents said they use Reels every day, per the figures the company released in June. Meta has described Reels as increasingly becoming India’s “personal and primary screen.”

India is Facebook’s largest market by users, with Meta’s advertising tools indicating an audience of more than 400 million people in the country.