video marketing stats

Video marketing offers many opportunities for marketers to expand their business and promote their brands.

Check out our 2024 statistics on video marketing below:

General Video Statistics

  • 100 million people watch a video online every single day (Insivia)
  • In 2020, there were over 3 billion people on the internet who streamed or downloaded videos at least once a month (Statista)
  • In 2023, online videos were watched by 92% of internet users (Statista)
  • In 2023, there was a 24% increase in video traffic (PR Newswire)
  • Video usage equates to 65% of internet traffic (PR Newswire)
  • The most commonly created video form is live action (Wyzowl)
  • 9% of Millennials will watch 10-20 hours of videos on the internet weekly (Statista)
  • Weekly, people will spend 18 hours watching videos (SocialPilot)
  • 1/3 of all online activity consists of consuming videos (G2)
  • 80% of viewers will click off a video if it starts to buffer (Insivia/Google)
  • If the content is presented in a video format, users have been shown to retain 95% of the information (invideo)
  • People are 35% more likely to watch video content that’s personalized to them than content that isn’t (invideo)
  • 87% of individuals believe that the quality of a video can affect the overall level of trust that they have in a brand (Wyzowl)

Marketing Video Statistics

  • 98% of marketers look at video marketing as a crucial component in their marketing strategy (G2)
  • 82% of consumers have decided to purchase a product or service based on watching a marketing video (Wyzowl)
  • 52% of marketers reported that video is utilized as a tool to build further trust between the brand and its customers (G2)
  • 24% of marketing videos are animated, while 22% are screen recorded and 48% of videos are live action (Wyzowl)
  • Almost 50% of all marketing videos are testimonials (Vidyard)
  • For 60% of companies, anywhere between 11% and 50% of their budget goes to video marketing (Wyzowl)
  • Companies will increase their video budget by approximately 25% each year (invideo)
  • 45% of marketers use training videos (Statista)
  • 48% of marketers said that their company did not utilize video marketing (Statista)
  • 39% of marketers invested time in creating customer testimonial videos (Statista)
  • 68% of marketers who didn’t use video marketing plan on using it in 2024 (Wyzowl)
  • 43% of marketers lacked skills for video marketing (Statista)
  • 40% of marketers lacked the budget to provide video marketing (Statista)
  • 91% of businesses use video marketing (Wyzowl)
  • 88% of marketers believe that video marketing is a crucial part of their overall marketing strategy (Wyzowl)
  • The most used type of video marketing in 2021 was live videos and brand videos (Statista)
  • 38% of marketers create their videos in-house (Wyzowl)
  • 39% of marketers created video testimonials, which is the most popular type of video marketing in 2024 (Wyzowl)
  • 92% of companies are content with their ROI from video marketing (HubSpot)
  • 75% of video marketers have used AI tools to help create marketing videos (Wyzowl)
  • In 2024, 85% of marketers are planning to increase their spending in video marketing (Wyzowl)
  • 69% of marketers invested money in video ads (Wyzowl)
  • Marketers can expect to land 66% more qualified leads through video marketing their products and services (G2)
  • 35% of all video marketing content is typically created from scratch (G2)
  • 52% of businesses will create videos in order to educate their audience (Wistia)
  • 60% of individuals believe that user-generated content is the most authentic form of video content (Nosto)

Social Media Video Statistics

  • 25 billion people use Facebook Watch each month (Meta)
  • 72% of consumers prefer to learn about products through videos (SocialPilot)
  • Facebook users will on average spend 26 minutes per day watching videos (SocialPilot)
  • 77% of marketers will create IGTV content (SocialPilot)
  • 70% of Instagram users will follow mentioned brands from Instagram stories (SocialPilot)
  • When watching a video on LinkedIn, 80% of people prefer watching with the sound off (SocialPilot)
  • 16% of social media users tend to watch influencer vlogs to research products (G2)
  • Videos on social media will get shared 12x more often than text and photos on the platform combined (G2)
  • Videos that are posted on social media are viewed 48% more (G2)
  • 24% of businesses will use external agencies to create and produce their marketing videos (Wyzowl)

YouTube Marketing Statistics

  • There are over 1 billion hours of video content watched on YouTube every single day (WordStream)
  • 54.4% of YouTube viewers are male, while 45.6% of its viewers are female (Statista)
  • The largest demographic of YouTube users are those ages 25-34 (Oberlo)
  • YouTube is known to have 2.49 billion monthly active users (Sprout Social)
  • Nearly $35 million of YouTube’s revenue comes from the U.S. (Notta)
  • 51% of consumers plan on investing more of their time in YouTube (Sprout Social)
  • 59% of social media users think that YouTube advertisements are more relevant than ads they get for TV and streaming services (Notta)
  • As of January 2024, the United States had 239 million YouTube viewers (Statista)
  • When YouTube ads are viewed on a mobile device, they receive 62% more attention than TV ads (SocialPilot)
  • 70% of YouTube videos are watched on mobile devices (SocialPilot)
  • Out of those surveyed, 3 out of 10 people watch the news on YouTube (Notta)
  • YouTube is the second most effective content marketing platform behind LinkedIn (Content Marketing Institute)
  • 70% of viewers purchased a product or service after seeing a brand on YouTube (Dash.App)
  • The best time to post videos on YouTube is Mondays, followed by Wednesdays and Tuesdays (HubSpot)
  • 65% of users say that YouTube is their preferred channel for watching video content (invideo)
  • People are 3x more likely to watch a video tutorial on YouTube than they are to read out instructions in a text-based format (Think with Google)
  • Over 90% of people will discover new brands while on YouTube (Think with Google)
  • More than 55% of potential customers will utilize YouTube to help them make a purchasing decision (Search Engine Journal)

TikTok Video Statistics

  • As of 2023, TikTok boasted 1.7 billion users, making the platform an incredibly viable opportunity for video marketing (Business of Apps)
  • As further evidence of the platform’s viability, TikTok is the most downloaded app globally, surpassing Snapchat, Facebook, Instagram, and many other popular services (Influencer Marketing Hub)
  • In 2024, TikTok is expected to surpass Facebook as the most popular social media platform (Personify)
  • TikTok has the highest engagement rates per post of any social media platform at 4.25 % (Socialinsider)
  • Live broadcasts on TikTok have been shown to boost sales when compared to non-live videos (TikTok)
  • 92% of TikTok video viewers take some form of action after watching a piece of content, whether it’s commenting, liking, or sharing the video (Influencer Marketing Hub)
  • Ads on TikTok tend to be much cheaper than those on other social platforms, with them being upwards of 30% less expensive than Instagram and Facebook options (Digital Marketing Institute)

Live Streaming Video Statistics

  • 4 million people are expected to watch live videos in 2024 (Statista)
  • Because of the pandemic, the audience for live videos grew from 126.7 million to 150 million viewers (Statista)
  • 45% of users want to see more live video content included on social media (invideo)
  • 52% of global users wish to consume live branded videos (Statistica)
  • Only 36% of online marketers use live streams as part of their social media strategies, making it an underutilized tactic (Wyzowl)
  • Connected to that previous stat, only 14% of online marketers believe that live video is their most important video format, as the majority tend to favor native video (Influencer Marketing Hub)
  • 1/3 of online users have said they consume more live video streams than any other type of video content each week (We Are Social)
  • 37% of live stream viewers in the U.S. who are between the ages of 18 and 34 used YouTube as their platform of choice (Statista)
  • Live streams are a viable source of income for content creators, with some creators able to earn between $20 and $300 per live video on key platforms (Business Insider)
  • Younger streamers make money easier from live streaming than older people, with 50% of live streamers 18-34 generating revenue compared to only 10% for those 55 and older (Statista)

Statistics About Video on Mobile Devices

  • 75% of people said that they prefer to watch a video horizontally on mobile devices (SocialPilot)
  • 70% of people who watch a video online will watch it on their smartphone (Statista)
  • 92% of people who view a video on a mobile device will share it with others (SocialPilot)
  • On X (formerly Twitter), 93% of video viewers are using a mobile device (Sprinklr)
  • 77% of people who watched a video about an app then downloaded the app (Wyzowl)
  • 38% of videos for marketing purposes are created using smartphone apps (G2)

Long-Form and Short-Form Video Statistics

  • Videos that are timed as 90 seconds or less had a retention rate of 50% (SocialPilot)
  • When it comes to viewing an explainer video, 44% of people would prefer to watch a short-form video than a long-form video (Wyzowl)
  • 75% of individuals will watch short-form content on their mobile device (eMarketer)
  • Out of those surveyed, 61% of respondents said they used YouTube Shorts to discover short-form content and 56% of participants chose YouTube to discover long-form content (Think with Google)
  • Companies that use long-form videos, including live streams, alongside short-form videos are more likely to have a greater impact on consumers’ ad recall and brand awareness (Think with Google)
  • Short-form video platforms like TikTok are favored by young people, with 76% of users being between 18 and 24 (Statistica)
  • Meanwhile, YouTube’s options for long-form, short-form, and live streaming videos make it a platform that draws diverse age groups, with approximately 24% being 19-25 and 17% being 30-39 (Statistica)
  • More than 53% of Gen Z users on social media watch long-form videos (eMarketer)
  • 83% of online marketers state that short videos should be under 60 seconds in length (HubSpot)
  • For people looking to learn about a product, 44% prefer short videos or explanation videos over longer ones (Wyzowl)

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