Facebook tests going Reels-first in India

The Reels-first test in India aligns with Meta's broader strategic shift towards video content, a direction previously indicated by its decision to share all new Facebook videos as Reels and rename the app's Video tab. This pivot reflects internal data suggesting young adults spend approximately 60% of their time on Facebook watching videos, indicating a clear user preference for this format.

India has consistently served as a key market for Meta to pilot video-centric features. Instagram previously launched a dedicated Reels tab in India in 2020 and tested a Reels-first experience there and in South Korea last year. This continued focus is supported by Meta-commissioned studies, which reported that 97% of surveyed users in India watch video daily on Meta's platforms, with 89% of Gen Z using Reels every day.

By making Reels central to the Facebook app's initial user experience in India, Meta is directly responding to high video consumption rates in its largest market by users, which exceeds 400 million people. The option for test users to revert to a Feed-first experience suggests Meta is balancing the push for video with user autonomy, allowing for adaptation while gathering data on the new interface's reception.