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A broader, video-first UX can increase time spent and ad impressions, potentially boosting near-term monetization. The expansion plan to the U.S. next year provides a clear growth pathway, though the initial India-only test limits immediate impact and introduces execution risk if user adoption falters.
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Meta is piloting a video-first Facebook experience in India, sending some users directly into full-screen Reels. The test, with a potential U.S. rollout next year, underscores Meta's ongoing shift to video to boost engagement and ad monetization. While opt-out exists, success could lift time spent and ad impressions, especially in India's large, video-hungry audience.
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