Key Insights
Essential data points from our research
91% of businesses use video as a marketing tool
96% of marketers continue into 2024 regarding video as an 'important parts' of their marketing strategy
The number of digital video viewers worldwide is expected to reach 3.5 billion by the end of 2023
87% of video marketers report that video gives them a positive Return on Investment (ROI)
Marketers who use video grow revenue 49% faster than non-video users
84% of consumers have been convinced to buy a product or service by watching a brand’s video
People are 52% more likely to share video content than any other type of post
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
YouTube is the second most popular search engine in the world
Over 70% of YouTube views come from mobile devices
The average TikTok user spends 95 minutes per day on the app
People watch an average of 17 hours of online video per week
91% of consumers want to see more online video content from brands
66% of people prefer to watch a short video to learn about a product or service, compared to 18% who prefer to read text
Consumer Behavior & Preference
- 1People watch an average of 17 hours of online video per week
- 291% of consumers want to see more online video content from brands
- 366% of people prefer to watch a short video to learn about a product or service, compared to 18% who prefer to read text
- 459% of senior executives agree that if both text and video are available on the same topic, they are more likely to choose video
- 5Viewers spend 88% more time on a website that has video
- 636% of consumers prefer video content that is educational or explainer-style
- 773% of consumers prefer to watch a short-form video to learn about a product or service
- 845% of people watch more than an hour of Facebook or YouTube videos a week
- 962% of people say they are more interested in a product after seeing it in a Facebook Story
- 10Consumers are 35% more likely to watch a video if it is humorous
- 1189% of people say watching a video has convinced them to buy a software or app
- 1240% of millennials trust video content more than other forms of content
- 1328% of consumers want to see relatively low-production value 'authentic' videos
- 1485% of people would like to see more video from brands in 2024
- 1531% of the internet users watch tutorials or how-to videos usually
- 1645% of consumers will stop watching a video if it is not clear within the first 10 seconds what it is about
- 1796% of consumers find videos helpful when making purchase decisions online
- 18Men spend 40% more time watching specialized video content online than women
- 1965% of people use YouTube to help them solve a problem (DIY)
- 2050% of millennials and Gen Zers say they "couldn't live" without video in their daily lives
Interpretation
People binge roughly 17 hours of online video a week and overwhelmingly prefer short, authentic, often humorous clips to learn and buy, so brands that don't deliver clear, educational video within the first ten seconds are quietly handing attention, trust, and revenue to competitors who do.
Engagement & Retention
- 1People are 52% more likely to share video content than any other type of post
- 2Video generates 1200% more shares than text and image content combined
- 3Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 4Social video generates 12 times more shares than text and images combined
- 566% of teenagers watch online videos every day
- 6Interactive video generates 2x more conversions and engagement than linear video
- 7Adding video to your emails can increase click rates by 300%
- 8Posts with videos on LinkedIn generate 5x more traction than any other type of content
- 9Tweets with video see 10x more engagement than those without
- 1054% of consumers want to see more video content from a brand or business they support
- 11The average engagement rate for short-form video is 53.9%
- 12Videos under 90 seconds see an average retention rate of 53%
- 13Videos over 30 minutes retain only 10% of viewers by the end
- 1468% of people will watch a full video if it is under a minute long
- 1593% of brands got a new customer because of a video on social media
- 16Live videos on Facebook get 6x more interactions than regular videos
- 17Pinterest users are 2.6x more likely to make a purchase after viewing brand video content on the platform
- 1875% of people watch mobile videos on mute, requiring captions for engagement
- 1985% of Facebook videos are watched without sound
- 2080% of users can recall a video ad they viewed in the past 30 days
Interpretation
Treat video as your brand’s megaphone and memory-maker: people share it far more (up to 1200% more), remember up to 95% of what they watch versus 10% of what they read, prefer short captioned clips on mute, and reward live, interactive, and email videos with dramatically higher engagement, clicks, and even new customers.
Platform & Mobile Performance
- 1YouTube is the second most popular search engine in the world
- 2Over 70% of YouTube views come from mobile devices
- 3The average TikTok user spends 95 minutes per day on the app
- 4YouTube Shorts receive 50 billion daily views
- 593% of marketers use YouTube for video marketing
- 6LinkedIn users are 20x more likely to share a video on the platform than any other type of post
- 7Instagram Reels see 67% more engagement than standard Instagram videos
- 858% of marketers plan to leverage Instagram Reels in 2024
- 9Mobile video consumption rises by 100% every year
- 10For 56% of users, mobile is the primary device for watching online video
- 11TikTok has the highest engagement rate per post of any social network
- 12Facebook remains the #1 platform where marketers plan to invest in video
- 1334% of marketers plan to include TikTok in their video strategy
- 1450% of Instagram users have visited a website to buy a product after seeing it in Stories
- 15Vertical video (9:16) has a 90% higher completion rate compared to horizontal on mobile
- 16Users spend 3x longer watching live video on Facebook than pre-recorded video
- 17Snapchat users watch 10 billion videos every day
- 1863% of mobile traffic is video
- 19Google shows a video thumbnail next to a search result in 26% of search results
- 2075% of adults in the US watch YouTube videos on their mobile devices
Interpretation
Consider this your attention audit: if attention had a currency it would be vertical mobile video, with YouTube and Shorts ruling search and views, TikTok hoarding minutes and engagement, Reels turning views into purchases, LinkedIn multiplying shares, Facebook and Snapchat still delivering massive live and daily views, and marketers sensibly funneling budgets to where users and search engines increasingly live.
Production & Adoption Trends
- 191% of businesses use video as a marketing tool
- 296% of marketers continue into 2024 regarding video as an 'important parts' of their marketing strategy
- 3The number of digital video viewers worldwide is expected to reach 3.5 billion by the end of 2023
- 470% of non-video marketers plan to start using video marketing in 2024
- 588% of marketers say video is an important part of their marketing strategy (an increase from previous years)
- 660% of video marketers describe their video strategy as 'very often' or 'always' successful
- 731% of marketers use AI to generate video scripts
- 875% of video marketers have used AI tools to help them create or edit marketing videos
- 9Short-form video is the top trend marketers are investing in for 2024
- 1039% of marketers created testimonials videos in 2023, making it the most popular type
- 1142% of video marketers spend between $0 and $500 on an average video
- 1255% of video marketers create all their video content in-house
- 13The average business publishes 18 videos per month
- 1426% of marketers are investing more in live streaming video content
- 1518% of marketers used video for the first time in 2023
- 1669% of marketers say they would create more videos if they had more time and resources
- 17Explainer videos are created by 72% of video marketers
- 1850% of marketers focus on creating product-related videos
- 19Ad spend on video advertising is projected to reach over $120 billion by 2024 in the US alone
- 2020% of marketers are currently using interactive video
Interpretation
Video has become marketing’s universal megaphone: 91% of businesses use it, 3.5 billion people watch digital video and US ad spend is set to surpass $120 billion; marketers are doubling down on short-form and AI-assisted production (75% have used AI), yet many operate on shoestring budgets, with 42% spending under $500 per video and 69% saying they would produce more if they had the time and resources.
ROI & Sales Conversion
- 187% of video marketers report that video gives them a positive Return on Investment (ROI)
- 2Marketers who use video grow revenue 49% faster than non-video users
- 384% of consumers have been convinced to buy a product or service by watching a brand’s video
- 4Including a video on a landing page can increase conversion rates by up to 80%
- 587% of video marketers say video has helped them generate leads
- 687% of marketers say video has helped them increase sales directly
- 7Shoppers who view video are 1.81x more likely to purchase than non-viewers
- 864% of consumers make a purchase after watching branded social videos
- 992% of video marketers say video gives them a good ROI on social media specifically
- 10Replacing an image with a video on a landing page increases conversions by 12.62%
- 1143% of marketers say video has reduced the number of support calls they receive, which is a cost-saving metric
- 1282% of marketers say video has helped them increase dwell time, leading to higher conversion chances
- 13Video ads save 50% in cost-per-engagement compared to static image ads
- 14Companies using video enjoy 41% more web traffic from search than non-users
- 15Emails with the word 'video' in the subject line are opened 7% more often
- 1696% of people have watched an explainer video to learn more about a product or service, aiding the sales cycle
- 17Using personalized video in sales emails increases response rates by 8x
- 1874% of people who watched an explainer video subsequently bought the product
- 19Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase
- 2040% of consumers state that video increases their chance of purchasing a product on a mobile device
Interpretation
Think of video as your marketing closer because it accelerates revenue, boosts conversions and dwell time, reduces costs and support calls, amplifies search traffic and social ROI, lifts email opens and responses, and reliably turns viewers into buyers far more effectively than static content.
