Humans are highly visual and that makes video content more memorable and engaging than text and images—and marketers have started to realize this. Let’s take a look at some video marketing statistics that illustrate the role this played in advertising.
The percentage of marketers who incorporate videos in advertising rose from 61% in 2016 to 86% in 2021. And 93% of those who already use videos claim this is the foundation stone of their strategy.
Below we at HostingTribunal will show you more video marketing stats to help you understand how people interact with different types of content and the effect this has on businesses.
Fascinating Video Marketing Statistics (Editor’s Choice):
- By 2022, online videos will generate 82% of internet traffic.
- 85% of internet users in the US watch video content online.
- People share 1,200% more video than image- and text-based content.
- 45% of surveyed social media users watch over an hour of Facebook videos every week.
- More than half of consumers want to see more videos from businesses and brands.
- 87% of marketers use video for advertising.
- 69% of consumers prefer to learn about a product by watching a video.
- Businesses that use video marketing grow 49% faster than those that don’t.
- 86% of marketers using video content believe this increased their web traffic.
Video Over Text—Video Marketing Stats 2022
Before we plunge into all the winding pathways of internet video marketing, we need to establish some essential facts about this type of content. In this section, we’ll talk about its popularity, usage, consumer behavior, and much more.
1. 85% of internet users in the US watch online video content.
(Source: Statista)
We’ll begin our online video statistics list by looking into the percentages of internet users who watch video clips online. As you can see, in the US alone, that is 85%. But that’s not the highest number—Saudi Arabia and Turkey are in the lead, both having 95%. Right after them comes China with 92%.
2. The average time people spend watching online videos is 6 hours and 48 minutes per week.
(Source: Limelight)
Another crucial part of video marketing facts is the amount of time dedicated to online videos. The average weekly time in 2019 was 6:48 hours. This represents a 59% increase from 2016, showing that the popularity of this type of content is growing rapidly.
3. In 2019, people spent 84 minutes per day watching online videos.
(Source: MediaPost)
Although we’ll talk more about this in the section dedicated to online consumption, our video engagement statistics list wouldn’t be complete without mentioning daily usage. While the global average daily watching time in 2019 was approximately 84 minutes, in countries like Sweden and China, it went up to 103 minutes.
4. Adults from 18 to 34 watched 105 minutes of online videos per week on their smartphones.
(Source: Statista)
Before we move on to video advertising statistics, we wanted to remind you of the popularity of mobile devices, especially in this age group. Stats from the first quarter of 2018 show that the average weekly time spent on online videos for adults of all age groups is 67 minutes.
5. More than half of consumers want to see more video content from their favorite brands.
(Source: Hubspot)
Are you still wondering why you should use video marketing? It’s a very powerful tool for brands and businesses. Even better—this demand is almost equally popular among adults from all age groups, ranging from 47% to 57%.
6. 62% of internet users pay close attention to online videos.
(Source: Hubspot)
To fully understand the popularity of this type of media, we need to put it into perspective. So how much more engaging is video compared to other content forms?
Users’ attention is a crucial part of their engagement. While more than half of users pay close attention to online video content, most of them only skim through blog articles (73%) and even podcasts (78%.)
7. Video content was responsible for 75% of all internet traffic in 2018.
(Source: FierceVideo)
To fully understand the importance of video marketing, we need to take a closer look at user preferences. In 2018, 75% of internet traffic was generated by video content and according to Cisco’s Visual Networking Index, that number will rise to 82% by 2022.
8. 87% of professionals use video as a marketing tool.
(Source: Wyzowl)
2018 was the year when video advertising reached its first peak. So it doesn’t come as a surprise that video marketing research from 2019 revealed that 87% of professionals joined this craze.
This clearly shows that the demand for such content is increasing rapidly. If you haven’t done so already, now is the time to develop your video marketing strategy.
9. 79% of people who bought an app or software were convinced to do so by an online video.
(Source: Wyzowl)
The ability to influence purchasing decisions is the secret power of video marketing. Its effect is even stronger when it comes to products or services—84% of people report being convinced to make a purchase after watching a brand’s promotion clip.
An interesting part of video vs text statistics is that 69% of consumers prefer watching a video tutorial to reading an article about a service or product.
10. 88% of marketers are satisfied with the return on investment (ROI) of their video marketing strategies.
(Source: Animoto)
Video content marketing stats show that 80% of specialists that invested in video ads on social platforms are pleased with the results.
We set the scene; now it’s time to jump to the next segment of our video marketing statistics:
Connecting With the Audience—Social Media Video Statistics
In this section, we will explore how online videos on social platforms impact both consumers and businesses.
11. Videos on social media have influenced the purchase decisions of 73% of consumers.
(Source: Animoto)
Social media video stats clearly show us that the demand for such content from companies is high. Video presence on social media is now an essential part of the brands’ image.
12. 2016 predictions claimed that Facebook would consist almost entirely of videos by 2021.
(Source: Quartz)
Although this prediction doesn’t correspond with the actual 2021 Facebook video statistics, it is a perfect illustration of the power of video content.
13. 58% of consumers look up a brand on social media before visiting the company’s website.
(Source: Animoto)
More than half of consumers prefer social media over official websites as a source of information about brands. Social media video statistics also tell us that 60% of active buyers found out about the brand on social media.
Video ads on these platforms were the main reason why 24% of customers bought more products in 2020 compared to the previous year.
14. Social media posts containing videos increase views by 48%.
(Source: IdeaRocket)
Video marketing stats from 2016 showed us that social media posts with video content are nearly twice more successful in terms of views. The value of short clips is most obvious on Facebook, boosting engagement by 65%.
15. Mobile devices account for 94% of the Facebook ads revenue.
(Source: YansMedia)
The reasons for this become more clear when we answer these two questions—what is the average income of Facebook users and on what device do the majority of people watch Facebook videos?
This stat seems more logical when we know that 74% of the platform’s users have above average income and that mobile devices account for 65% of total views.
16. Users watch 85% of all Facebook videos without sound.
(Source: American Press Institute)
Considering the previous stats, we shouldn’t be surprised what percentage of videos are watched without sound. Since more than half of Facebook’s total views come from mobile devices, people probably scroll through the platform on the go.
Besides, the platform encourages this kind of behavior—videos on autoplay are muted by default.
17. 93% of Twitter video views come from mobile devices.
(Source: Twitter)
To cover the full range of video marketing statistics, we need to mention that mobile devices are also ruling across other social platforms. If you’re using Twitter for advertising, make sure you’re creating mobile-friendly content.
18. Engagement with live streams is 26% higher on Facebook than on other platforms.
(Source: YansMedia)
Facebook live video statistics also tell us that users love streams so much that they watch them four times more than recorded videos. When it comes to the latter, shorter clips have an advantage, with the first three seconds having the most significant impact on user behavior.
19. Instagram Stories convince every fourth consumer to make a purchase.
(Source: Animoto)
Of course, we’re not suggesting that only live videos are compelling. If you look at Instagram video statistics from 2019, you’ll see that one in four people bought the advertised product after viewing an Instagram Story.
20. 81% of businesses choose Facebook for video marketing.
(Source: Biteable)
Social media video statistics for 2021 show us that Facebook is the preferred tool for video advertising. This isn’t surprising, considering that 62% of customers’ interest increases after watching a video about it.
21. 51% of consumers are spending their time on YouTube.
(Source: Animoto)
The Animoto survey shows that Facebook may be the first choice for businesses, but when it comes to consumers, YouTube takes the lead. It’s closely followed by Facebook with 45% and Instagram with 39%.
Video marketing stats show us that YouTube is the number one social platform for research and shopping, but we’ll get to that.
Gimme More—Video Consumption Statistics
We’ve already gone through some consumption numbers, so in this section, we’ll dive deeper into the matter.
22. Video is the most popular choice of content in marketing strategies.
(Source: HubSpot)
This tells us a lot about video popularity—this type of media overtakes both infographics and blogs.
23. 78% of internet users watch videos every week.
(Source: Social Media Week)
Consumption statistics are through the roof—55% of the weekly users watch videos daily and 54% of them demand more. This creates the perfect conditions for social media video marketing.
24. People spend 7 minutes and 21 seconds on average on pages with video content.
(Source: Wistia)
With an average of 2 minutes and 48 seconds spent on pages without video, these numbers seem even more impressive.
Video engagement stats show that users stay 2.6 times longer on pages containing video than on those with text and image content only.
25. Online video consumption has increased by 42% among people over 60, reveals data from 2020.
(Source: Limelight)
Video consumption statistics have already shown us that the numbers have increased, but it’s particularly interesting that the greatest growth (42%) comes from the elderly population. The increase in consumption for people between 46 and 60 is also notable—21%.
26. Male users watch 40% more videos than females.
(Source: WordStream)
Online video consumption stats also tell us that millennials (25-34) still watch the most videos.
We’ve seen the demographics, now let’s see whether user behavior varies according to the topic.
27. 86% of online videos on business topics are viewed on desktop browsers.
(Source: HubSpot)
Although the majority of online video traffic comes from mobile devices, mobile video marketing doesn’t play a big role in business-related clips—only 14% of them are viewed on mobile devices.
28. 96% of people watch explainer videos to learn more about a service or product.
(Source: Wyzowl)
Another interesting trend that online video consumption statistics reveal is the rise of webinars. This type of service became extremely popular in 2020. While only 46% used this format in 2019, the numbers increased to 62% in just one year.
29. Viewing frequency of square videos is 35% higher than that of landscape ones.
(Source: YansMedia)
But social media video statistics also tell us that vertical videos have 13.8% higher visibility and get up to nine times more engagement.
One thing they have in common is that short videos are more successful—abandon rates increase drastically after 15 seconds.
30. Only 1% of Facebook videos go viral.
(Source: NeimanLab)
Viral video stats reveal the ingredients of success—square format, oriented toward Spanish speakers, and/or don’t use likes as the only way of engagement.
31. 69% of marketers who don’t use video are planning to start in 2022.
(Source: Wyzowl)
We’ll wrap up this section with one crucial question—how effective are marketing videos. Well, even people who don’t use them recognize their value. And almost all professionals that have incorporated videos in their marketing strategy are planning to keep it that way. So we would say the answer is—highly.
The King of Frequency—YouTube Marketing Statistics
We’ve already mentioned YouTube's powerful increase, but the most frequently visited platform for online videos deserves a section of its own.
32. People watch one billion hours of video on YouTube daily.
(Source: YouTube About)
This amounts to billions of views. These YouTube video view statistics are not surprising given that the platform is available in 100 countries and 80 languages.
33. YouTube has over 2 billion monthly users.
(Source: YouTube Official Blog)
How many people use YouTube exactly? Well, we don’t know for sure—this is the number of monthly logged-in users. The total number is much greater since many people watch YouTube through their Google accounts.
34. YouTube has more than 22 million subscribers.
(Source: SocialBlade)
Another essential part of YouTube traffic statistics is the number of subscribers. At the time of writing this article, the live count is 22,100,000, but it’s growing every minute, if not second.
35. 54% of people watch YouTube videos to find a solution to some problem.
(Source: Think With Google)
YouTube video views statistics also indicate that 65% of people turn to YouTube for home or car repair advice. Next in line is entertainment (57%) and the third place goes to learning a new skill (56%).
36. The average length of YouTube videos is 11.7 minutes.
(Source: Statista)
Data from December 2019 pinpoints the average length of YouTube clips by category. YouTube video length statistics inform us that music content has the shortest clips with an average length of 6.8 minutes. The prize for longest content goes to gaming videos—24.7 minutes.
37. 70% of buyers who made a purchase did so after seeing the brand on YouTube.
(Source: Google Ads & Commerce Blog)
Such YouTube advertising statistics demonstrate why the platform is increasingly used for business. Recognizing this trend, developers introduce solutions that make user engagement easier and facilitate advertising.
Trying Times—Emerging Trends in Video Marketing Statistics
The unprecedented events caused by the COVID-19 outbreak have certainly influenced the demand for such type of content. We’ve prepared this extra section to present you with this and other emerging trends in the video world.
38. 91% of marketers agree that video content became more important since the beginning of the pandemic.
(Source: Wyzowl)
This will probably lead to an increase in video advertisements. Video marketing stats show that around 40% of professionals changed their strategy and 74% of them became more inclined to use such content.
39. 23% of users plan to continue watching live streams when the pandemic is over.
(Source: Impact)
Another emerging trend reflected in video marketing statistics is the rising popularity of live streams. From concerts to conferences, most events have moved online and some people are charmed by this convenience. Thanks to professional streaming software, viewers engage with performers in new, meaningful ways.
40. 31% of businesses plan to increase investment in online videos.
(Source: 50wheel)
Affected by the pandemic, some companies decided to invest in new video software, while others (22%) have simply increased the usage of their existing equipment.
41. In 2020, 24% of marketers used video for the first time.
(Source: Wyzowl)
Video marketing stats show us that for 47% of them it was a necessity posed by the COVID-19-related challenges, while others (19%) realized the potential for great ROI.
More Than it Meets the Eye—the Wrap-Up
We didn’t dissect these video marketing statistics simply to take a peek at the numbers but to show you what’s behind them.
Considering the number of people watching online videos and the level of engagement (and therefore, leads) this type of content provides, it’s a great tool to add to your marketing strategy.
Sources
Branko is a round-the-clock tech geek and loving it. His ideal vacation destination is the Akihabara District (or really any place he can take his computer). If there’s a server out there, count on him to find out what it’s made of… and tell you all about it.
