Meta has started testing a new Facebook UX in India that sends some users directly into full-screen video when they open the app, putting Reels front and center. This shift towards a more immersive, video-oriented approach was first outlined by Facebook head Tom Alison in July 2026, who noted that the company would explore this experience in “video-heavy countries” outside the U.S.
Users included in the test can opt out and return to a Feed-first experience, Meta said. The classic feed will remain available as a second tab on the Facebook app.
This trial is part of Meta’s broader strategy to elevate video content on Facebook. In 2025, the company announced that all new videos posted to Facebook would be shared as Reels, regardless of their length or format. The app’s Video tab was even renamed to “Reels” to reflect this transition. Meta has previously said young adults spend about 60% of their time on Facebook watching videos.
India has long been a testing ground for Meta’s video initiatives, especially after the 2020 ban on TikTok in the country. In response, Instagram began testing a dedicated Reels tab in India, and last year, Meta tested a Reels-first experience for some Instagram users in India and South Korea. This new test further emphasizes India’s growing role in Meta’s video strategy.
Evidence of rising video consumption in India is substantial. Meta-commissioned studies released in June found that at least 97% of users surveyed said they watch video on its platforms daily. Furthermore, 89% of Gen Z respondents stated they use Reels every day. Meta has described Reels as increasingly becoming India’s “personal and primary screen.”
With over 400 million users reported in India, as indicated by Meta’s advertising tools, the company is positioning itself to make a significant impact in this vibrant market. The ongoing test of a Reels-first approach underscores Meta’s commitment to adapting its platforms to meet the changing preferences of users, particularly in regions where video content reigns supreme.
