Key Insights
Essential data points from our research
91% of businesses use video as a marketing tool in 2023.
96% of marketers continue to value video as an 'important parts' of their marketing strategy.
The global digital video advertising market is expected to reach $120 billion by 2024.
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.
92% of video marketers say video gives them a good ROI.
Adding video to emails can increase click rates by 300%.
Landing pages with video can increase conversion rates by up to 80%.
YouTube is the second most popular website in the world.
58% of viewers will finish watching a video if it is under 60 seconds long.
TikTok has highest engagement rate per post of any social network.
Mobile video consumption rises by 100% every year.
75% of all video plays are on mobile devices.
90% of Twitter video views happen on a mobile device.
Consumer Behavior
- 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.
- 473% of consumers prefer to watch a short video to learn about a product or service.
- 554% of consumers want to see more video content from a brand or business they support.
- 6Four times as many customers would rather watch a video about a product than read about it.
- 785% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
- 8Internet users spend 88% more time on a website with video.
- 966% of consumers find short-form video to be the most engaging type of social content.
- 1062% of people say they are more interested in a product after seeing it in a Facebook Story.
- 1187% of gen Z prefers branded videos that show someone speaking directly to the camera.
- 12Consumers seek out video content for relaxation more than any other reason.
- 1371% of viewers watch video with the sound off.
- 14Men spend 40% more time watching online videos than women.
- 1580% of consumers believe demonstration videos are helpful when making purchases.
- 1665% of people use YouTube to help them solve a problem.
- 17Positive video testimonials increase consumer trust in a brand by 72%.
- 1892% of consumers share videos with others.
- 19Half of online shoppers say videos have helped them decide which specific brand or product to buy.
- 2030% of consumers say the biggest annoyance in video marketing is slow loading times.
Interpretation
With people watching about 17 hours of online video per week and retaining 95% of its message versus 10% from text, brands that serve short, fast-loading, captioned demos featuring real people speaking to camera will keep visitors longer, build trust, spark shares and drive the purchases consumers increasingly decide by watching.
Market Adoption & Strategy
- 191% of businesses use video as a marketing tool in 2023.
- 296% of marketers continue to value video as an 'important parts' of their marketing strategy.
- 3The global digital video advertising market is expected to reach $120 billion by 2024.
- 470% of non-video marketers plan to start online video marketing in 2023.
- 5The number one challenge for video marketers is a lack of time to create content.
- 642% of video marketers spend between $0 and $500 on an average video.
- 780% of marketers have created a video in the last 12 months.
- 8Explainer videos are the most common goal-based video type created by marketers.
- 931% of marketers publish video content two to four times a month.
- 10Search engines rank video content higher than other formats in organic search results.
- 1127% of marketers say that creating video content is their top challenge.
- 12User-generated video content is used by 25% of marketers in their strategy.
- 13Short-form video is predicted to see the most growth of any marketing trend.
- 1456% of marketers use AI tools to assist in video script writing.
- 15Production companies are used by only 26% of businesses; most handle video in-house.
- 1636% of marketers create video content specifically for brand awareness goals.
- 17Live action video remains the most popular format utilized by 66% of marketers.
- 1814% of businesses have used 360-degree video marketing strategies.
- 19Only 17% of marketers use interactive video features in their strategy.
- 2061% of marketers see video as a key way to repurpose content.
Interpretation
Video has become the marketing equivalent of oxygen, ubiquitous and essential: 91% of businesses use it and 96% of marketers call it vital, 80% have produced a video in the last year, and a $120 billion ad market plus 70% of non-video teams gearing up show unstoppable momentum, yet most brands favor affordable, in-house live-action explainer content for awareness and repurposing, publishing two to four times a month and leaning on short-form, user-generated clips and AI-assisted scripts while only about a quarter hire production companies or experiment with interactive or 360-degree formats, because time and tight budgets, with 42% spending under $500 and 27% saying creation is their top challenge, keep many tactics constrained despite video’s SEO advantage and predictions of short-form growth.
Mobile & Tech Context
- 1Mobile video consumption rises by 100% every year.
- 275% of all video plays are on mobile devices.
- 390% of Twitter video views happen on a mobile device.
- 4Vertical video ads are watched to completion 9x more than horizontal video ads on mobile.
- 592% of Facebook users access the platform via mobile, driving mobile-first video strategies.
- 675% of viewers prefer watching vertical videos on mobile without turning their phones.
- 7Videos under two minutes long get the most engagement on mobile devices.
- 880% of consumers are more likely to watch an entire video when coptions are available.
- 9Mobile-first video creation increased by 60% in 2022 among B2B marketers.
- 10Interactive 360-degree videos have a 46% higher completion rate on mobile than standard video.
- 115G networks are expected to account for 62% of all mobile data traffic by 2027, boosting high-res video streaming.
- 1287% of smartphone users use their device's camera for video creation at least once a week.
- 13Google shows a video thumbnail next to a search result in 26% of search results for mobile users.
- 14Tablet users are 3 times more likely to purchase after watching a video than smartphone users.
- 1550% of videos are watched on a mobile device with maximum brightness settings turned down.
- 16Captioning videos improves SEO search visibility by 5-8%.
- 17Mobile video ad spend is expected to grow to $77 billion by 2025.
- 18Users hold their phones vertically 94% of the time, necessitating 9:16 aspect ratios.
- 19iPhone users spend 25% more time watching video than Android users.
- 20Loading a video nearly instantly (under 1 second) prevents a 30% bounce rate on mobile.
Interpretation
Welcome to the pocket cinema era: prioritize short, vertical, captioned, and instantly loading videos with interactive elements, because audiences overwhelmingly watch and complete video on mobile without rotating their phones, respond far better to vertical and 360 formats, and are driving massive ad spend and purchase behavior as 5G and ubiquitous camera use make mobile first content the default.
ROI & Conversion
- 192% of video marketers say video gives them a good ROI.
- 2Adding video to emails can increase click rates by 300%.
- 3Landing pages with video can increase conversion rates by up to 80%.
- 487% of marketers report that video has increased dwell time on their website.
- 5Video advertisements have an average click-through rate of 1.84%, the highest of all digital ad formats.
- 652% of marketing professionals worldwide name video as the type of content with the best ROI.
- 7Users spend 3x longer on pages with video than those without.
- 878% of video marketers say video has directly helped increase sales.
- 964% of users are more likely to buy a product online after watching a video.
- 10Companies using video grow revenue 49% faster year-over-year than those who don't.
- 1195% of video marketers say video has helped increase user understanding of their product or service.
- 12Replacing an image with a video on a landing page increases conversions by 12.62%.
- 1386% of video marketers say video has helped them generate leads.
- 1443% of marketers say video has reduced the number of support calls they receive.
- 15Personalized video campaigns can result in a 16x increase in click-to-open rates.
- 16Video content generates 1200% more shares than text and images combined.
- 17Marketers who use video grow web traffic 41% faster than non-video users.
- 1893% of brands got a new customer because of a video on social media.
- 19Using the word 'video' in an email subject line boosts the open rates by 19%.
- 20Interactive email video can elevate click-through rates by up to 65%.
Interpretation
If content is currency, video is the mint: backed by near universal marketer approval and massive lifts in clicks, conversions, dwell time, shares and revenue, it turns casual visitors into paying customers while easing support and accelerating growth.
Social Media Channels
- 1YouTube is the second most popular website in the world.
- 258% of viewers will finish watching a video if it is under 60 seconds long.
- 3TikTok has highest engagement rate per post of any social network.
- 490% of people discover new brands or products on YouTube.
- 5LinkedIn users are 20x more likely to share a video on the platform than any other type of post.
- 662% of marketers plan to use YouTube for video marketing in the next year.
- 7Facebook videos receive 135% more organic reach than photos.
- 8Tweets with video see 10x more engagement than those without.
- 9Instagram Reels generate 67% more engagement than standard Instagram videos.
- 101 billion hours of video are watched on YouTube every day.
- 11Pinterest users are 2.6x more likely to make a purchase after viewing a video on the platform.
- 12Snapchat users watch 10 billion videos every day.
- 1365% of all Instagram ad impressions come from video content.
- 14LinkedIn Live videos get 7x more reactions and 24x more comments than native video.
- 1584% of video marketers are using Facebook as one of their main video channels.
- 16YouTube Shorts receive 50 billion daily views.
- 1764% of consumers say watching a marketing video on Facebook has influenced a purchasing decision.
- 1891% of active Instagram users watch videos on the platform weekly.
- 19Twitch has over 31 million average daily visitors.
- 20Twitter video views have grown 62% year-over-year.
Interpretation
Treating video as optional dessert is a luxury brands can no longer afford, because these numbers show short, platform-native clips are the main course through which billions discover, engage with, and buy from brands across YouTube, TikTok, Instagram, Facebook, LinkedIn, Pinterest, Snapchat and Twitch.
