In today’s fast-paced world, where the attention span is decreasing year after year, videos have become the king of content.
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 offers a balance of engagement and conversion. That’s why 81% of marketers confirm that video has helped them directly increase sales.
With 91% of consumers wanting to see more online video content from brands they follow.
Video Marketing Statistics 2024: At a Glance
- Online videos have an audience reach of around 92.3% among internet users worldwide.
- 91% of people say they want to see more video content from brands.
- Video accounts for 82.5% of global internet traffic.
- 91% of marketers use video as a marketing tool.
- 66% of consumers report short-form videos as the most engaging content.
- 89% of people say watching a video has convinced them to buy a product or service.
- The average user spends 88% more time on websites that have videos.
- 85% of internet users in the United States watch online video content.
- YouTube is the most widely used video marketing platform, with 90% of video marketers trusting it.
- Only 36% of marketers have published ‘live’ video content, such as live streams on social media channels.
Online videos have an audience reach of more than 92% worldwide
Online videos recorded an audience reach of around 92.3% among internet users worldwide.
Tutorial or how-to videos had a reach of 26.4% and ranked 3rd in terms of reach. Besides, Video live streams had a reach of 27.6%.
These are the top categories that video marketers should target when creating content. This will increase the brand’s reach and solve the user intent. Eventually, this increases the authority and makes your brand trustworthy.
Product review videos also have a considerable reach.
The following table displays the reach of different types of video content.
| Type of Video Content | Reach of Video content |
|---|---|
| Overall videos | 92.3% |
| Music video | 49.4% |
| Comedy, meme, or viral video | 35.3% |
| Tutorial or how-to video | 26.4% |
| Video live stream | 27.6% |
| Educational video | 26% |
| Product review video | 25% |
| Sports clips or highlights video | 25.6% |
| Gaming video | 23.1% |
| Influencer videos and vlogs | 23.7% |
Source: Statista.
91% of people say they want to see more online videos from brands
This was an increase of 2% compared to the previous year. In 2022, 88% of people want to see more online 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.
This has led to increased demand for video, and 91% of businesses have started using Videos as marketing tools.
Source: Tech Smith, Wyzowl,
Video accounts for 82.5% of global internet traffic
Over 82% of the global internet traffic came from video streaming and downloads.
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.
89% of people say watching a video has convinced them to buy a product or service
These figures show that along with engaging the users, videos also influence consumers in making purchase decisions.
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.
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: LinkedIn.
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 also ranks first for daily online video usage.
Adults in the age group of 25 to 30 years 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.
91% of marketers use video as a marketing tool
Comparatively, 86% of marketers used video as a marketing tool in 2022. This percentage has been around the same for the past few years but is up from 61% in 2016.
Considering the increase in the demand for video content, it is no surprise that 94% of marketers are looking forward to continuing to use videos for marketing.
Video helps attract the audience’s attention, which helps increase the brand’s reach and sales.
Further, 71% of B2B and 66% of B2C marketers incorporate video into their campaigns.
Source: Blogging Wizard, Oberlo, Content Marketing Institute, Wyzowl.
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.
Only 36% of marketers have published ‘live’ video content on social media channels
Even though livestreams can get 10% more engagement than pre-recorded content, they are still largely unadopted by brands. 64% of marketers have not yet adopted live-stream video marketing.
Adopting livestreaming creates a direct line of communication between brands and their audiences. This helps to drive engagement, increase brand awareness, and boost sales.
Additionally, it is a cost-effective technique to build a connection with your consumers that provides higher returns on investments.
Source: Wyzowl, Insider Intelligence, AIContenfy.
90% 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. Moreover, 60.28% of internet traffic is received from mobile phones.
Hence, it makes sense that 9 in 10 consumers watch videos from their mobile phones.
Source: Wyzowl.
92% of marketers say they receive a good return on investment from video marketing
This is up from 87% recorded in 2022. However, five years ago, just 75% of the marketers felt the same about video marketing. Hence, within a span of five years, over 14% of marketers started to trust online marketing.
This huge increase is because videos have the potential to explain everything in a format users prefer. Tutorials or explainer videos especially generate considerable ROIs compared to other formats.
Besides, including a video on your landing page can boost your conversion rate by up to 80%.
Source: Oberlo, Wyzowl, Unbounce.
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. This is because a website is 53 times more likely to appear on the front page if it includes a video.
Further, the organic traffic on the website increases by 157%. These factors contribute to attracting qualified leads, which later results in conversion.
Source: Marketing Sherpa, Insivia, Levitatemedia.
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 an average person consumes 84 minutes worth of video content every single day. Meanwhile, People in China watch the videos daily for approximately 103 minutes.
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 make a purchase than 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.
