India a key priority market: Meta vice president Sandhya Devanathan

Social media giant Meta counts India among its key priority markets globally, as the rising popularity of its offerings – from Reels to business messaging – and increased engagement on AI tools is supercharging growth, according to Meta India vice president Sandhya Devanathan. In an interview with PTI, Devanathan said India is the leading market for short-form video Reels’ watch-time on Instagram. The Facebook and Instagram parent Meta is upbeat about the pace and extent to which Reels has caught on with creators and brands alike.