Meta is testing a significant shift in how users experience Facebook in India, launching a new interface that opens directly to full-screen video content with Reels taking center stage. The experimental design represents a fundamental departure from the traditional feed-first approach that has defined Facebook since its inception.
Tom Alison, head of Facebook, first outlined the test in July 2026, explaining that the company designed this immersive, video-forward experience specifically for video-heavy countries outside the United States. While he did not initially specify which markets would participate in the trial, Meta has now confirmed that India is serving as the primary testing ground for this radical interface change. The company has indicated plans to explore bringing the experience to the United States next year.
Users selected for the test are not forced into the new format permanently. Meta has built in an opt-out option, allowing people to return to the traditional Feed-first experience if they prefer. Additionally, the classic feed remains accessible as a second tab within the Facebook app, ensuring users can still navigate to familiar territory when desired.
The test reflects Meta’s broader strategic pivot toward making video the core of the Facebook experience. Last year, the company announced that all new videos posted to Facebook would be shared as Reels, regardless of their length or format. The company even renamed the app’s Video tab to “Reels,” signaling the format’s growing importance to the platform’s identity.
This emphasis on video is driven by user behavior data showing that young adults spend approximately 60 percent of their time on Facebook watching videos. The consumption patterns have prompted Meta to fundamentally rethink how it presents content to users, particularly in markets where video engagement is exceptionally high.
India has emerged as a crucial testing ground for Meta’s video initiatives, particularly in the short-form video space. The market’s importance to Meta’s video strategy dates back to 2020, when Instagram began testing a dedicated Reels tab in the country. That same year, India banned TikTok, creating an opening for alternative short-form video platforms. Meta capitalized on this opportunity, and last year tested a Reels-first experience for some Instagram users in both India and South Korea that similarly sent them directly into the video interface upon opening the app.
The strategic focus on India is backed by compelling usage data. According to Meta-commissioned studies released in June, at least 97 percent of surveyed users in India watch video on Meta’s platforms daily. Among Generation Z respondents, 89 percent reported using Reels every day. Meta has characterized Reels as increasingly becoming India’s “personal and primary screen,” underscoring the format’s dominance in how younger users engage with social media.
The stakes are particularly high for Meta in India, which represents Facebook’s largest market by user count. Meta’s advertising tools indicate an audience of more than 400 million people in the country, making it an essential market for the company’s global strategy and a logical choice for testing major interface changes before potentially rolling them out worldwide.
