Video is currently the number one choice for content consumption, with 54% of viewers stating that they want to see more videos from businesses and brands.
Video is used widely, for an ever-increasing number of marketing objectives, and today, the average person spends roughly 84 minutes per day watching videos online, which makes video content, a crucial part of any successful marketing strategy.
Use it to attract your audience, engage new contacts, nurture prospective customers, close deals, and delight existing customers.
But, in case you're not convinced, of curators 187 video marketing statistics, you can't afford to ignore in 2023 and beyond.
The stats in this report were obtained from different websites that surveyed hundreds of unique respondents, including both online consumers and marketing professionals to come up with trends data based on asking some of the most important questions concerning video marketing.
To make it easier for you to find the information you need, I've organized the statistics into categories and subcategories, including the following:
Statistics for Video Marketing by Channel/Platform
- Video Stats for YouTube
- Video Stats for Instagram
- Video Stats for Facebook
- Video Stats for TikTok
- Video Stats for Twitter
- Video Stats for LinkedIn
- Video Stats for Webinars
- Statistics for Video Marketing Industry Trends
- Stats for Video Production Practices
- Stats for Video Distribution Practices
- Statistics for Consumer Video Viewing Habits
- Statistics for B2B and B2C Video Marketing
So if you're ready to get started, let's dive right in!
YouTube Video Marketing Statistics
YouTube has over 2.3 billion users monthly logged-in users (which means this number for all users is likely higher).
YouTube is the preferred digital video platform for 90% of people in the US.
More than 1 billion hours of video are consumed on YouTube every day.
70% of YouTube watch time occurs on mobile devices.
90% of people discover new brands or products via YouTube.
70% of YouTube viewers have made a purchase from a brand as a result of seeing it on YouTube.
80% of YouTube viewers prefer True Viewads over in-stream ads.
50.9% of B2B decision-makers use YouTube to research purchases.
62% of businesses use YouTube as a channel for posting video.
Only 9% of all small businesses in the US use YouTube.
62% of ad time on YouTube mobile gets viewer attention, compared to 45% of TV ad time.
YouTube has 2 billion users worldwide. However, the only social network that has more monthly active users than YouTube is Facebook.
Since its launch in 2005, YouTube has launched local versions in more than 100 countries and offers support in 80 different languages covering 95% of the global internet population.
Baby Boomers and Generation X are YouTube’s fastest-growing demographic.
YouTube reaches more 18 to 49-year-olds than any broadcast or network TV station.
6 out of 10 people prefer watching videos online to live TV. As TV consumption continues to decline, online video streaming grows every year.
YouTube is getting more popular by the minute with younger age groups. 81% of 15–25 year-olds in the United States are accessing the platform.
YouTube is the most popular social site for 12- to 17-year-olds. In fact, 96% of online U.S. teens are on YouTube, according to Forrester Research and Marketing Dive.
“Generation Xers” account for over 1.5 billion views per day on YouTube.
Another survey published by the Pew Research Center in March 2018 revealed that 73% of all American adults use the YouTube platform.
90 percent of people say they discover new brands, services, and products on the platform.
YouTube users are 3X more likely to watch a tutorial than read instructions.
YouTube is now the world’s second-largest search engine after Google. It is also the 2nd most visited site on the web after Google.
5 billion YouTube videos are viewed on average every single day. That’s about 1 billion hours of YouTube videos consumed every single day.
The 3.71% of search share equates to 3 billion searches a month. It’s a clear indication that people are looking for information and content online, specifically on Google and YouTube. This is an opportunity for you as a B2B marketer to provide your audience with relevant content that can be found.
More than 70% of YouTube views come from mobile devices 70% of views come from mobile devices. People are watching videos on their mobile device more than on any other device.
Even in the B2B space where typically we see most of the B2B transactions still happening on a desktop, 48% of B2B buyers use their smartphones to watch videos.
People are hungry for video. More and more people are creating videos more than ever before by uploading 500 hours of video each minute.
Most of YouTube’s web traffic comes from the United States. According to Alexa’s YouTube visitors are more likely to be in the U.S with 15% of traffic. The runners-up are visitors in India at 9% and Japan with 4.7%.
On average, videos that rank on the first page of YouTube have over 4,000 comments
Lastly, in regards to first-page rankings, the Backlinko study also found that video comments strongly correlate with higher rankings.
YouTube is the only network where the value is perceived the same whether you’re marketing to B2C or B2B.
Influencers are 92% of the driving force behind branded YouTube videos. An overwhelming 92% of total views on sponsored videos across all of YouTube were uploaded by individual creators and influencers.
People spent on average 2.6x more time on pages with video than without.
YouTube is the #1 purchase driver on social. (Animoto)
87% of people say when shopping or browsing on YouTube, they feel like they can make a decision to purchase or not purchase faster. (Google)
83% of consumers worldwide prefer YouTube to watch video content. (Hubspot)
65% of video viewers say YouTube is their favorite channel for watching user-generated content. (Limelight)
Over 40% of global shoppers say they have purchased products they discovered on YouTube. (Google)
Video Marketing Statistics for Instagram
58% of people say they have become more interested in a brand or product after seeing it in Stories. (Instagram).
50% of people say they have visited a website to buy a product or service as a result of seeing it in Stories. (Instagram).
77% of marketers have posted a video on IGTV. (Animoto).
1 in 4 consumers made a purchase after seeing a story on Instagram. (Animoto).
77% of marketers have posted a video on IGTV.
Instagram video ads receive 3x more engagement than image ads, by means of comments.
25% of Instagram ads are single video ads.
79% of the people say a video ad has convinced them to buy a product or software.
58% of marketers planned to use video marketing on Instagram in 2021.
Around 70% of Instagram users watch video content in the form of Stories on a daily basis.
1 in 4 consumers have made a purchase after seeing a story on Instagram.
Mobile-shot Stories ads outperform studio-shot ads by 63% of the time.
Video Stats for Facebook
The optimal video length for engagement on Facebook is between 2 and 5 minutes. (Social Insider).
Accounts with over 100,000 Facebook followers post 71% of all video content. (Social Insider).
Facebook Live viewership increased by 50% in the spring of 2020.
Facebook Watch has a global daily user base of 140 million, who spend an average of 26 minutes per day watching video.
84% of video marketers are using Facebook as one of their main video marketing channels.
The average engagement rate for Facebook video posts is 0.26% (compared to the 0.15% overall engagement rate).
Video promotions are now equally as popular as photo promotions on Facebook.
Native videos on Facebook have 10 times higher reach compared to YouTube links. Want even greater reach? Advertising on the display network is phenomenal for reaching new prospects affordably, and tools like our free Smart Ads Creator make it easier than ever.
Consumers are 23% ore likely to remember the brand behind an ad if it appears within the first 3 seconds of the video ad.
75% of businesses on Facebook use video ads.
More than 75% of marketers have stated that Facebook Live helped to increase sales for their business.
Only 25% of businesses use Facebook Live weekly.
47% of the total campaign value of a Facebook video ad is created in under three seconds.
Over 500 million (half a BILLION) people are watching video on Facebook every day (via Forbes).
Facebook video ad conversion rates are highest for videos 16-20 seconds in duration.
Video Stats for TikTok
TikTok remains largely untapped, with only around 1 in 10 video marketers having given it a shot. Out of those who’ve tried it out, 66% report having seen success. (Wyzowl)
63% of all videos with the highest click-through rate highlight the key message or product within the first three seconds. (TikTok)
TikToks shot vertically (9:16) have an average 25% higher 6-second watch-through rate than TikToks shot horizontally. (TikTok)
Video Stats for Twitter
Tweets with video attract 10x more engagements than Tweets without video. (Twitter)
Promoted Tweets with videos save more than 50% on cost-per-engagement. (Twitter)
People watch 2 million videos on Twitter every day. (Hootsuite)
Video consumption is the #3 reason people use Twitter. (Hootsuite)
82% of Twitter users watch video content on Twitter.
90% of Twitter video views happen on a mobile device.
Video views on Twitter increased 62% from 2019 to 2020.
Tweets with video get 10X more engagement than those without.
Video watch time on Twitter increased 72% from 2019 to 2020.
People watch 2 billion videos on Twitter every day, which is a 67% year-over-year growth.
Twitter Video Ads save more than 50% on cost per engagement.
Twitter Video Ads with Website Buttons deliver a 2x higher click-through rate than standard mobile video ads and increase user retention by more than 60%.
Twitter video watch time in 2020 increased in all categories compared to 2019.
Video Stats for LinkedIn
LinkedIn users are 20x more likely to share a video than any other type of post. (LinkedIn)
Content on LinkedIn designed for silent viewing is 70% more likely to be watched all the way through to the end. (LinkedIn)
59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
Video drives a 157% increase in organic traffic from SERPs.
Videos up to 2 minutes long get the most engagement.
85% of Facebook videos are watched without sound.
Video on a landing page can increase conversions by 80% or more.
The average CVR for websites using video is 4.8%, compared to 2.9% for those that don’t use video.
Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP.
An initial email with a video receives an increased click-through rate by 96%.
Attaching a video in an email can lead to a 200-300% increase in CTR.
Using the word “video” in the subject line increases open rates by 19%, CTR by 65%, and cuts the number of unsubscribes by 26%.
54% of email subscribers prefer emails with videos.
Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
Combining video with full-page ads boosts engagement by 22%.
91% of businesses use video as a marketing tool.
96% of marketers continue to value video as an ‘important part’ of their marketing strategy.
70% of non-video marketers say they expect to start using video as a marketing tool in 2023.
17% of video marketers said they used video for the first time in 2022.
64% of marketers say their video marketing plans for 2021 and 2022 have been affected by the pandemic.
42% of companies mostly use live-action video in their marketing campaigns, 33% use animated videos, and 16% use screen-recorded videos.
At 70%, explainer videos are the most popular type of video content created by marketers.
On average, most people spend $0-500 on a typical video.
61% say video marketing success is determined by the engagement their videos get – including shares, likes and comments.
96% of people have watched an explainer video to learn more about a product or service.
89% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.
When asked how they’d most like to learn about a product or service, 73% said they’d prefer to watch a short video. This compares to 11% who’d rather read a text-based article, website, or post.
People watch an average of 19 hours of online video per week. (This is an increase of 1 hour per week compared to 12 months ago and a staggering 8.5-hour increase per week across the past 3 years.)
In 2018, people watched an average of 10.5 hours per week of online video. A recent 2023 survey shows this has risen to an average of over 17 hours per week.
People are twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles, and product pages.
For the eighth consecutive year, YouTube remains the most widely used platform for video marketers – with 90% of video marketers have used it this year.
2022 was a breakout year for Instagram as a video marketing channel. Usage grew to 72% from 60% in 2021, with an effectiveness rating of 85%. And usage had continued to grow to 79%.
The most effective video channel statistically was the webinar. Usage held steady at 62% from 2021 (after a rise from 46% in 2019) but a whopping 90% of marketers who held a webinar said it was an effective tool, making it the most widely praised video marketing channel of all those listed.
TikTok adoption increased by 10% in 2021 reaching 30% (compared to 10% in 2019, and 20% in 2020.) There was also a 10% in the effectiveness rating of TikTok, which reached 77%.
In 2022 46% of video marketers had planned to include webinars in their 2022 video marketing strategy. (-7% from 2021)
According to a survey by the Interactive Advertising Bureau, 47% of live streaming video viewers worldwide are streaming more live video compared with a year ago.
Nearly as many (44%) said they watch less live TV as a result of live streaming.
U.S. adults now spend nearly 6 hours per day watching video. The span (5:57) represents an 11-minute increase in video consumption, with 6 of those 11 minutes from TV-connected devices, according to Nielsen.
According to Forrester, users watch live video 10 to 20 times longer than on-demand content, making live streaming a powerful way to deliver interactive content.
Consumers spend almost 83 minutes per day consuming digital video, growing to 92 minutes by 2020, according to eMarketer’s most recent estimates.
Globally, video traffic will comprise of 80% of all consumer internet traffic by 2021, according to Cisco.
48% of consumers have shared a brand video on their social media profile.
According to LinkedIn, video ads earn 30% more engagement than non-video ads.
LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content.
Consumers are 39% more likely to share content if it’s delivered through video.
Cisco’s Visual Networking Index (VNI) Forecast predicts that by 2022, 82% of all internet traffic will be video.
Video will make up 79% of all mobile traffic by 2022, says Cisco.
The 5G Economics of Entertainment Report commissioned by Intel forecasts that video could make up as much as 90% of all 5G traffic.
People watch an average of 16 hours of online video per week, which is a 52% increase in the last two years.
Social video generates 1200% more shares than text and image content combined.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
96% of people have watched an explainer video to learn more about a product or service.
86% of people would like to see more video from brands.
64% of consumers make a purchase after watching branded social videos.
68% of consumers prefer watching videos to learn about new products or services, as compared to articles, infographics, ebooks, and presentations.
Cisco forecasted that internet video will account for 82% of global consumer internet traffic by 2022–up 15% from 2017.
82% would rather watch live video than read social media posts.
The sweet spot for video ad length is 6-10 seconds.
Consumers who end up on an e-commerce site through a user-generated video are 184% more likely to purchase, and spend 45% more.
Google shows a video thumbnail next to a search result about 26% of the time, and users are more likely to click that listing.
Video marketing statistics: the business side
51% of marketing professionals worldwide name video as the type of content with the best ROI.
87% of online marketers use video content.
The most popular video types made by marketers in 2021 include explainer videos (72%), presentation videos (49%), testimonial videos (48% ), and sales videos and video ads (42% each).
Marketers who use video grow revenue 49% faster than non-video users.
Marketers who incorporate video into their campaigns experience 34% higher conversion rates.
Shoppable video is starting to show higher conversion and click-through rates than those of display ads.
84% of marketers say video has helped them generate leads.
87% of video marketers report that video gives them a positive ROI.
30% of top landing pages use video content.
In fact, relevant embedded video content can increase conversions by 86%, a
80% of video marketers say that video has directly increased sales.
88% of video marketers say that video gives them positive ROI.
Video Marketing Statistics for Webinars
Webinars are not often considered a fundamental part of video marketing. But, whether live or on-demand, webinars are video assets that, when used effectively, can really contribute to your overall digital strategy. The visual world in which we live is demanding more and more video content to learn and be entertained.
Why Webinars are Fundamental to Video Marketing
Webinar statistics show that 41% of attendees prefer attending 30-minute-long webinars and 44% of attendees prefer webinars to last 45 minutes.
92% of webinar attendees want a live question and answer session at the end of a webinar.
Video Stats for Other Channels
In 2020, streaming households eclipsed pay-TV households for the first time. (Nielsen)
Five apps (Amazon Video, Disney+, Hulu, Netflix, and YouTube) account for 80% of all connected TV viewing. (Comscore)
In a recent 2023 survey 82% of our respondents had made video content in the last three years, with about one-third of that group handling production internally and two-thirds seeking outside support.
63% of marketers said engagement is the most important metric they would be tracking, with traffic, conversion rate, watch time, impressions, and click-through rate almost being tied for second-place.
92% of marketers believe that video will play an important role in marketing over the coming years.
93% of our marketers plan to include video in their own marketing strategies over the next several years. This same response last year was chosen by 82% of marketers, highlighting that video is still on the rise.
90% of respondents indicated that they “Very much” or “Somewhat” enjoy watching video content from brands online, with less than 4% sharing that they don’t like watching brand video content at all.
Production Practices
36% of marketers plan to spend $2,500 or less on their projects, with 14% planning to spend $10,000 or more.
53% of marketers said they’d be creating an explainer or brand video this year, both of which typically share the story of how a brand came to be, what it stands for, and why consumers should care.
64% said that they currently share between one and four videos per month across various channels.
Video Distribution
Website and social media platforms were the top two channels marketers preferred for video distribution.
If respondents had to choose one social platform to distribute video content, 29% would choose LinkedIn, 19% would choose Facebook, and 24% would choose YouTube. (Soruce)
When evaluating the success of a video campaign, most marketers said it depends on the type of video they are making.
Conclusion
Another year of video growth. As has been for over a decade - video continues to dominate as the favorite piece of content for consumption.
And with each year it becomes harder and harder to ignore.
We’ve seen it with our own clients as well - they are buying MORE video content every year. In the past buying 1 video a year was “a lot” nowadays clients will buy 1-2 per month.
If that’s not the best proof of it’s effectiveness I don’t know what is.
These statistics just prove the point: video is here to stay, and it continues to grow. To ignore it means the eventual death of your business.
And to embrace it means to reach consumers in the way they want to be reached.
