A decade ago, daily online video consumption barely grazed 15 minutes; today, the average internet user watches an astonishing 84 minutes, and this figure shows no signs of slowing down.
From boosting brand awareness and website traffic to generating leads and driving sales, video marketing balances engagement and conversion. That’s why 87% of marketers confirm that video has helped them directly increase sales.
Let’s explore the details of video marketing trends, adoption rates, ROI, engagement, and additional insights.
Video Marketing Statistics 2024: At A Glance
- 91% of marketers are currently integrating video into their marketing strategies.
- In 2024, 90% of marketers reported that video marketing provided them with a positive ROI.
- 89% of people say they want to see more video content from brands.
- Video accounts for 82.5% of global internet traffic.
- 66% of consumers report short-form videos as the most engaging content.
- In 2024, 82% of people stated that watching a video influenced their decision to purchase a product or service.
- The average user spends 88% more time on websites that have videos.
Video Marketing Usage Statistics 2024
As of 2024, 91% of marketers actively incorporate video into their marketing strategies.
However, 68% of marketers who currently do not use video content plan to adopt it into their strategies in 2024.
91% of marketers used videos for marketing in 2023 too, while 86% used videos for marketing in 2022.
In comparison, just 61% of the marketers utilized videos for marketing in 2016.
These numbers display the increased adoption of videos for marketing. Since 2016, 49.18% of additional marketers have adopted videos in their marketing strategy.
The following table displays the percentage of marketers that use videos for marketing purposes over the years:
| Year | Percentage of Marketers |
|---|---|
| 2024 | 91% |
| 2023 | 91% |
| 2022 | 86% |
| 2021 | 86% |
| 2020 | 85% |
| 2019 | 87% |
| 2018 | 81% |
| 2017 | 63% |
| 2016 | 61% |
Source: Wyzowl
88% of marketers view videos as a crucial component of their marketing strategies.
This marks a decline from 2023, when 96% of marketers considered images to be an important part of their approach.
Since 2019, over 90% of marketers have consistently regarded videos as a key element in their marketing strategies.
Here is a table displaying the percentage of marketers that consider videos as a crucial marketing tool.
| Year | Percentage Of Marketers |
|---|---|
| 2024 | 88% |
| 2023 | 96% |
| 2022 | 92% |
| 2021 | 93% |
| 2020 | 92% |
| 2019 | 91% |
| 2018 | 85% |
| 2017 | 82% |
| 2016 | 88% |
| 2015 | 78% |
Source: Wyzowl
85% of the video marketers plan to maintain or increase their investment in the video in 2024.
Conversely, 15% of the marketers stated that they plan to reduce their spending on videos in 2024.
Here is a breakdown of the share of marketers that are planning to invest more, the same, or less in videos for marketing in 2024:
| Investment In Videos | Percentage Of Marketers |
|---|---|
| Invest more | 60% |
| Invest same | 25% |
| Invest same | 15% |
Source: Wyzowl
The majority of the video marketers (39%) have created testimonial videos in 2024.
Meanwhile, explainer videos were the second most created type of video, with 38% of the marketers investing in it.
Social media videos, presentation videos and product demo videos are the other videos that make it to the top 5 most created video types.
Here is a table displaying the most created video type by marketers in 2024:
| Video Type | Percentage Of Marketers |
|---|---|
| Testimonial videos | 39% |
| Explainer videos | 38% |
| Social media videos | 34% |
| Presentation videos | 34% |
| Product and demo videos | 32% |
| Sales videos | 30% |
| Teaser videos | 30% |
| Video ads | 30% |
| Customer service videos | 28% |
| Videographics | 25% |
| Employee Onboarding videos | 25% |
| Customer onboarding videos | 22% |
| Staff training videos | 22% |
| App demo videos | 22% |
Source: Wyzowl
In 2024, 30% of marketers who currently don’t use short-form videos plan to start investing in them.
Short-form videos have the highest ROI and engagement compared to other video formats.
As a result, 3 out of 10 marketers who have yet to enter the short-form video market are eager to begin this year. At the same time, a quarter of marketers are planning to increase their investment in short-form videos this year.
Source: Hubspot.
Video Marketing ROI Statistics
90% of the marketers say that video marketing gave them a positive ROI in 2024
Comparatively, 92% of the marketers in 2023 stated the same.
These numbers display a 2% decrease in the share of marketers that have received good returns on their video marketing investments in 2024.
Back in 2016, just 76% of marketers who invested in video marketing received good returns. The data clearly shows that a significant portion of marketers who invest in video marketing are seeing strong returns.
Here is a table displaying the share of video marketers who received a good ROI after adopting videos in their marketing strategy:
| Year | Percentage of Marketers |
|---|---|
| 2024 | 90% |
| 2023 | 92% |
| 2022 | 87% |
| 2021 | 87% |
| 2020 | 88% |
| 2019 | 83% |
| 2018 | 78% |
| 2017 | 83% |
| 2016 | 76% |
Source: Wyzowl
Eighty-seven percent of marketers reported that videos have contributed to boosting their sales in 2024.
Similarly, 87% of marketers reported this in 2023, too, reflecting a remarkable rise from only 64% in 2016.
At the same time, 87% of marketers mentioned that videos have been effective in generating leads, while 82% noted that videos helped keep visitors on their websites for longer.
Additionally, 9 out of 10 marketers said that videos have played a key role in boosting brand awareness.
Source: Wyzowl.
Video Engagement Statistics
Videos shorter than 1 minute achieve an engagement rate of 50%.
Shorter videos have a higher engagement rate. Conversely, longer videos have lower engagement rates.
Videos that last longer than 60 minutes have an engagement rate of just 17%.
The following table displays the video engagement rates by length of the video:
| Length Of The Video | Video Engagement Rate |
|---|---|
| Less than 1 minute | 50% |
| 1 to 3 minutes | 48% |
| 3 to 5 minutes | 47% |
| 5 to 30 minutes | 39% |
| 30 to 60 minutes | 26% |
| More than 60 minutes | 17% |
Source: Wistia
In 2024, video livestreams reached 27.7% of the audience.
They have the third-highest reach among all the video types. The highest reach is recorded for music videos, with a weekly reach of 48.2%.
At the same time, comedy, meme, and viral videos have the second highest reach of 35%, while educational videos reach 26% of the audience.
Marketers can use live stream videos, tutorials, how-to videos, Product review videos, and Influencer videos and vlogs to increase their reach and brand awareness.
Here is a table displaying the popular video content types worldwide by weekly usage reach as of Q1 2024:
| Type of Video Content | Reach of Video Content |
|---|---|
| Music video | 48.2% |
| Comedy, meme, or viral video | 35% |
| Video live stream | 27.7% |
| Educational video | 26% |
| Tutorial or how-to video | 25.8% |
| Sports clips or highlights video | 25.7% |
| Product review video | 25.3% |
| Sports match or commentary | 23.5% |
| Influencer videos and vlogs | 23.4% |
| Gaming video | 22.2% |
Source: Statista.
Video Consumption Statistics
89% of people say they want to see more online videos from brands
That’s a decrease of 2 percentage points compared to 91% of the consumers who wanted to see more videos from brands in 2023.
Comparatively, just 85% of the consumers in 2018 wanted to see more videos from brands.
This increase in demand for videos from the brands is because 83% of the people prefer watching videos over accessing instructional or informational content through text or audio.
Source: Tech Smith, Wyzowl.
Video accounts for 82.5% of global internet traffic
This is an increase of 88% compared to that recorded in 2017. In that year, video accounted for 72.3% of the internet traffic.
This increase is due to the fact that 80% of people prefer to watch videos over reading texts.
Source: Oberlo, Nealschaffer.
66% of consumers report short-form videos as the most engaging content.
Short-form videos have an average watch rate of over 81%. Besides, 59% of short-form videos are watched for 41% to 80% of their length.
Besides, 73% of consumers prefer short-form videos to search for products or services. Meanwhile, 57% of Gen Z prefer short videos to learn about products and services.
Due to these facts, 85% of marketers believe short-form videos are the most effective format for video content.
Source: Oberlo, Social Sprout.
82% of people say watching a video has convinced them to buy a product or service
These figures show that videos also influence consumers’ purchase decisions and engage the users.
Further, 87% of the marketers reported that they witnessed an increase in their sales after investing in video marketing. Hence, it is crucial for businesses to invest in video content to create an impact on the users and increase their profits.
Source: Wyzowl, Oberlo, Forbes.
The average user spends 88% more time on websites that have videos
Videos help to increase traffic to your website. They keep consumers engaged, which leads to an increase in the duration of visits.
Plus, videos help the users retain 95% of the information explained, compared to 10% when it is read.
Further, the increase in click-through rate with video is as high as 96%, and videos are shared 1200% more times than links and text combined.
This is because people are more likely to believe the information that is being presented if it is explained through video.
Source: Forbes
85% of internet users in the United States watch online video content
Comparatively, 95% of internet users in Saudi Arabia and Turkey prefer to watch online content. Besides, Saudi Arabia ranks first in daily online video usage.
Adults in the 25- to 30-year-old age group watch the most online videos. Meanwhile, men spend 40% more time watching videos on the internet than women.
The following table displays the penetration rate of online video content in different countries worldwide.
| Country | Share Of Internet Users Watching Online Video Content |
|---|---|
| Saudi Arabia | 95% |
| Turkey | 95% |
| China | 92% |
| New Zealand | 91% |
| Mexico | 88% |
| Australia | 88% |
| Philippines | 87% |
| Spain | 86% |
| India | 85% |
| Brazil | 85% |
| United States | 85% |
Source: Statista, Scope Weekly.
YouTube is the most widely used video marketing platform, with 90% of video marketers trusting it.
With 2.7 million monthly active users, YouTube is one of the most preferred online social media platforms with video content. Users spend 46 minutes daily on YouTube.
Hence, marketers consider it to be one of the best platforms to advertise their video content.
Facebook and Instagram follow YouTube. Further, most B2B marketers prefer LinkedIn for video marketing.
The following table displays the share of marketers that prefer different social media platforms for video marketing.
| Platform | Marketers That Prefer The Platform For Video Marketing |
|---|---|
| YouTube | 90% |
| 86% | |
| 79% | |
| 79% | |
| 54% | |
| TikTok | 35% |
Source: Wyzowl.
75% of consumers watch video content on mobile devices.
These high view rates from smartphones are because they can be watched on the go and from anywhere.
Source: Wyzowl, Hubspot.
A person watches an average of 17 hours of online video per week
This number has decreased from the average of 19 hours recorded in 2022.
Globally, the average person consumes 84 minutes of video content every day. Meanwhile, People in China watch videos for approximately 103 minutes daily.
Source: Wyzowl, The Social Sheperd.
Nearly 50% of internet users look for videos related to a product or service before visiting a store.
This shows that internet users consider video product reviews crucial when looking forward to purchasing a product.
Through videos, consumers can learn things they wouldn’t know about a product or service if they’d read texts alone. Four times as many consumers would rather watch a video about a product, rather than read about it.
Further, Shoppers who view demo videos are 1.81 times more likely to purchase non-viewers. Besides, 65% of executives have navigated to a vendor’s site, and 39% have called a vendor after watching a marketing video.
Source: Forbes, Emarketer, Biteable, Think with Google.
Video Performance Stats
Videos over 60 minutes have an average pay rate of 58%.
Longer videos usually have a higher play rate compared to shorter videos. Videos less than 1 minute have an average play rate of 23%, while videos of 1 to 3 minutes have an average pay rate of just 12%.
The following table displays the average play rate benchmark by the length of the videos.
| Length Of The Video | Average Play Rate |
|---|---|
| Less than 1 minute | 23% |
| 1 to 3 minutes | 12% |
| 3 to 5 minutes | 17% |
| 5 to 30 minutes | 35% |
| 30 to 60 minutes | 50% |
| More than 60 minutes | 58% |
Source: Wistia
Video over 60 minutes has an average conversion rate of 13%.
Similar to play rate, video conversion rates are higher for longer videos than shorter videos.
Videos that last less than a minute have an average conversion rate of just 1%, and videos between 1 and 3 minutes have a conversion rate of 4%.
Conversely, videos between 5 and 30 minutes have a conversion rate of 11%, and videos that last over 60 minutes have the highest conversion rate.
The following table displays the average conversion rates by the video length:
| Length Of The Video | Average Conversion Rate |
|---|---|
| Less than 1 minute | 1% |
| 1 to 3 minutes | 4% |
| 3 to 5 minutes | 2% |
| 5 to 30 minutes | 11% |
| 30 to 60 minutes | 8% |
| More than 60 minutes | 13% |
Source: Wistia
Companies that use video grow their revenue 49% faster YoY
They also have 27% higher click-through rates and 34% higher web conversions.
This is an effect of higher traffic and engagement rates. They lead to an increase in click-through and conversion rates, eventually increasing the revenue of the business or the brand.
Source: Jilt.
Video marketers get 66% more qualified leads per year
Further, 84% of marketing professionals claim video helped them with lead generation.
Videos help nurture leads by attracting 300% more traffic. A website with a video is 53 times more likely to appear on the front page.
These factors contribute to attracting qualified leads, which later result in conversion.
Source: Marketing Sherpa, Insivia, Levitate media.
Video Creation Statistics
38% of marketers create their content in-house in 2024.
This is down from 60% of the marketers who created content in-house in 2023.
Meanwhile, 24% of video marketers prefer to get their content created from external vendors, and 38% of marketers rely on both in-house and external vendors for content creation.
Source: Wyzowl
Three-fourths of video marketers make use of AI tools to create or edit marketing videos.
AI has been embraced across nearly every industry worldwide, and video marketing is no exception. In fact, in 2024, 75% of video marketers report using AI tools throughout the video production process.
Video marketers have started adopting AI tools for video creation and editing tasks to speed up content production.
Source: Wyzowl
According to 85% of marketers, the adoption of generative AI will transform the way they create content in 2024.
59% of marketers already use generative AI to auto-generate captions and transcription.
Meanwhile, 49.8% of marketers use generative AI to generate scripts, outlines, and ideas.
The following table displays the ways marketers use generative AI for video creation:
| Usage of Generative AI | Percentage of Marketers |
|---|---|
| Auto-generating captions or transcripts | 59% |
| Generating a script, outlines, or ideas | 49.8% |
| Generating visuals, music, or fixing overdubs | 25.1% |
| Finding key clips to edit | 29.3% |
| Helping create social promotion copy | 25.5% |
| Don’t use or plan to use AI tools for videos | 13.5% |
Source: Hubspot, Wistia.
Nearly half of businesses, about 45%, expressed a desire to produce more product videos.
These companies believe that product videos are a great way to highlight their products and expertise. Additionally, 38% of businesses are eager to create educational and instructional content.
Meanwhile, 35% of businesses want to create social media videos and 32% are looking forward to hosting webinars and live events.
Here is a table displaying the type of video constant that companies are looking forward to creating:
| Type of Video | Percentage of Companies |
|---|---|
| product videos | 45% |
| educational and instructional content | 38% |
| social media videos | 35% |
| Webinars and live events | 32% |
| customer testimonials | 26% |
| promotional videos | 27% |
| sales videos | 18% |
| original series | 17% |
| company culture videos | 9% |
Source: Wistia, Hubspot.
Conclusion: Over 9 In 10 Marketers Today Use Video For Marketing
Videos tend to engage audiences more than other content formats. In particular, the popularity of short-form videos has surged in recent years as consumers have shown a strong preference for them.
As a result, nearly 30% of businesses that have not used video marketing are looking forward to investing in short-form videos in 2024.
Additionally, current video marketing trends and consumer preferences indicate that video usage is set to rise even more in the coming decade.
