97% Indians watch video on Meta: Arun Srinivas on Reels, AI creators & Instagram’s future

Meta India MD and Country Head Arun Srinivas joins ET Tech Pulse to decode the future of Instagram Reels, Facebook Reels, creator monetisation and AI-led content. He explains how Meta is helping creators work with brands, why AI recommendations can help smaller creators get discovered, how Facebook Reels remains a major short-form video platform in India, and why authenticity will still matter even as AI-generated content grows.