Key Insights
Essential data points from our research
91% of businesses use video as a marketing tool
87% of video marketers report that video has a positive return on investment
Video marketers get 66% more qualified leads per year
People watch an average of 17 hours of online video per week
96% of people have watched an explainer video to learn more about a product or service
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
YouTube is the second most popular website in the world after Google
Tweets with video attract 10x more engagements than Tweets without video
LinkedIn users are 20x more likely to share a video on the platform than any other type of post
Short-form video is the #1 leveraged media format in marketing strategies
42% of video marketers spend between $0 and $500 on an average video
36% of marketers create video content a few times a week
96% of marketers planned to increase or maintain their spend on video in 2024
Online videos will make up more than 82% of all consumer internet traffic by 2025
75% of video marketers plan to use AI tools to help create or edit videos in the future
Consumer Behavior & Choices
- 1People watch an average of 17 hours of online video per week
- 296% of people have watched an explainer video to learn more about a product or service
- 3Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 489% of people say watching a video has convinced them to buy a product or service
- 575% of viewers prefer watching a video horizontally rather than vertically
- 685% of Facebook videos are watched without sound
- 768% of consumers prefer watching videos to learn about new products or services, as opposed to articles, infographics, ebooks, and presentations
- 892% of consumers watch videos with the sound off on mobile devices
- 959% of senior executives would rather watch a video than read text if both are available
- 10Consumers say video is the number one type of content they want to see from brands
- 1154% of consumers want to see more video content from a brand or business they support
- 1291% of consumers want to see more online video content from brands
- 1366% of teenagers view online video content every single day
- 14Over 75% of all video viewing is mobile
- 1533% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes
- 16Men spend 40% more time watching videos on the internet than women
- 17Almost 50% of internet users look for videos related to a product or service before visiting a store
- 18Consumers are 39% more likely to share content if it is delivered via video
- 1962% of people said they were more interested in a product after seeing it in a Facebook Story
- 2079% of people say a brand’s video has convinced them to buy a piece of software or an app
Interpretation
If content is king, video is the emperor: people spend about 17 hours a week watching online video, retain 95% of what they see versus 10% of what they read, and—because most viewing is mobile, sound-off and short-form—brands that prioritize captioned, horizontal, mobile-first videos win attention, shares and purchases across generations.
ROI & Effectiveness
- 191% of businesses use video as a marketing tool
- 287% of video marketers report that video has a positive return on investment
- 3Video marketers get 66% more qualified leads per year
- 4Including a video on your landing page can boost your conversion rate by up to 80%
- 5Marketers who use video grow revenue 49% faster than non-video users
- 696% of video marketers say video marketing has increased user understanding of their product or service
- 787% of marketers feel that video has a direct, positive impact on sales
- 851% of marketing professionals worldwide name video as the type of content with the best ROI
- 9Providing video content in emails can increase click-through rates by up to 300%
- 1095% of video marketers say video marketing has helped them increase brand awareness
- 1152% of marketers say that video is the type of content with the best ROI
- 12Companies using video enjoy 41% more web traffic from search than non-users
- 1362% of B2B marketers have decided to switch from another type of content to audio or visual content
- 1490% of marketers say video marketing has helped them generate leads
- 15Websites with video are 53 times more likely to reach the front page of Google
- 1646% of marketers say creating video content is the best strategy for content marketing
- 1778% of video marketers say video has directly helped increase sales
- 18Video drives a 157% increase in organic traffic from SERPs
- 1955% of marketers say video marketing helps them build trust with their target audience
- 20Blog posts incorporating video attract 3 times as many inbound links as blog posts without video
Interpretation
These statistics prove video isn’t a luxury anymore but a must-have, consistently delivering more qualified leads, higher conversions, better SEO, stronger brand awareness and faster revenue growth with clear ROI—so any marketer not prioritizing video is essentially handing the advantage to competitors who press play.
Social Media Video
- 1YouTube is the second most popular website in the world after Google
- 2Tweets with video attract 10x more engagements than Tweets without video
- 3LinkedIn users are 20x more likely to share a video on the platform than any other type of post
- 493% of brands got a new customer because of a video on social media
- 5Instagram videos generate more engagement than any other content type on the platform
- 61 billion hours of video are watched on YouTube every day
- 758% of marketers plan to include Instagram Reels in their video marketing strategy
- 8Pinterest users are 2.6x more likely to make a purchase after viewing a video on the platform
- 990% of people say they discover new brands or products on YouTube
- 10TikTok has highest engagement rate per post of any social network
- 11Social media videos generate 1200% more shares than text and image content combined
- 1270% of YouTube viewers watch videos for "help with a problem" they're having in their hobby, studies, or job
- 13Facebook Watch attracts more than 1.25 billion monthly viewers
- 1471% of B2B marketers use video marketing on LinkedIn
- 1565% of marketers say YouTube is their favorite channel for video marketing
- 16Organic video posts on Facebook see 135% higher organic reach than photo posts
- 1740% of TikTok users do not have a Facebook account
- 18Snapchat users watch 10 billion videos every day
- 191 in 4 consumers has made a purchase after seeing a story on Instagram
- 20On Twitter, video views have grown 220x in the last 12 months
Interpretation
If data were a billboard then these statistics make one thing unmistakable; video has become the internet’s lingua franca, powering discovery, engagement, shares and purchases across YouTube, TikTok, Instagram, LinkedIn, Pinterest and beyond, so marketers who don’t prioritize video are essentially choosing obscurity over customers.
Strategy & Production
- 1Short-form video is the #1 leveraged media format in marketing strategies
- 242% of video marketers spend between $0 and $500 on an average video
- 336% of marketers create video content a few times a week
- 4The most common type of video created by marketers is the explainer video (73%)
- 52 minutes is the optimal length for an engagement-focused video
- 631% of marketers use a video marketing agency to create their video content
- 7Only 25% of companies continually optimize their video distribution strategy
- 8Captions increase video viewing time by an average of 12%
- 948% of marketers said that they don't produce video because they feel it's too expensive
- 1080% of marketers create videos that are 3 minutes or less
- 1139% of marketers create product demo videos
- 12Using the word "video" in an email subject line boosts the open rates by 19%
- 13Videos up to 2 minutes long get the most engagement
- 1420% of marketers try to fit their message into a 15-second video
- 1550% of marketers use their smartphones to capture video footage
- 1646% of marketers say lack of time is the biggest barrier to creating video
- 17Personalized video campaigns result in a 5x increase in open rates
- 1817% of marketers who don't currently use video plan to start this year
- 1960% of businesses use video in their marketing for customer retention
- 20Adding an interactive element to the end of a video increases click-through rates to 20%
Interpretation
Short, cheap, and captioned: two-minute explainers shot on your phone with a personalized interactive ending are the marketing shortcut everyone can afford, if only more teams would stop calling video "too expensive" and start investing the time to distribute and optimize it.
Trends & Future Outlook
- 196% of marketers planned to increase or maintain their spend on video in 2024
- 2Online videos will make up more than 82% of all consumer internet traffic by 2025
- 375% of video marketers plan to use AI tools to help create or edit videos in the future
- 4Live streaming market is expected to reach $247 billion by 2027
- 550% of marketers plan to invest more in short-form video content than any other format
- 6Shoppable video content is growing with a predicted 40% increased adoption rate
- 745% of marketers are planning to use interactive video in their upcoming strategies
- 828% of video marketers plan to include 360-degree video in their strategy
- 9Connected TV (CTV) ad spend is projected to reach $25 billion by 2025
- 1018% of marketers are currently using virtual reality (VR) in their video marketing
- 11Predictions show that by 2025 finding content via voice search will drive more video discovery
- 12User-Generated Content (UGC) videos get 12x more engagement than professionally produced content
- 1369% of marketers say they will use more video in the future than they do now
- 14The adoption of "silent" video captions is predicted to reach 95% saturation for mobile ads
- 1534% of marketers plan to leverage user-generated video content more heavily in the coming year
- 1656% of marketers are planning to increase their investment in TikTok specifically next year
- 17Search engines are increasingly indexing video content with "key moments" features, affecting SEO strategies
- 1832% of businesses are using AI to generate video scripts
- 19Vertical video production is expected to increase by 60% due to mobile-first social dominance
- 2080% of marketers believe that live video is more vital to their business than pre-recorded video
Interpretation
Video is no longer optional: 96% of marketers plan to maintain or increase spend and with over 82% of consumer internet traffic headed to online video, AI-assisted short-form and user-generated clips that drive 12 times the engagement, shoppable pieces, booming live streams with a $247 billion forecast, rising CTV spend, interactive and 360 formats, mobile-first verticals, near-universal silent captions and voice-search driven discovery are reshaping SEO and strategy, so brands that do not invest in TikTok, AI tools and these formats risk being drowned out.
