Focusing on the right video marketing statistics can make all the difference between correctly optimizing your video marketing strategy and continuing to follow outdated industry trends.
If you’re starting out, the right data can also help you decide whether video marketing is a worthwhile investment.
The problem? There are way too many video stats out there — some old and irrelevant, some fresh but buried in industry reports/behind gated sources.
So we decided to do the legwork for you and put together this list of fresh stats — promise there’s no stat older than 2020 in here — and clear action points to help you stay on top of your video marketing game.
Plus, we’ve got data on all the essential aspects of video marketing. Here’s a rundown:
Skip to a section
- Our Top 5 findings (And What They Mean for You)
- Top 3 Video Marketing Statistics
- Online Video Consumption Statistics
- Stats on the Effectiveness of Video Marketing
- Social Media Video Marketing Statistics
- Video Advertising Statistics
- Video on Mobile Statistics
- Types of Videos to Create
- What makes good video content
So dig in. But first:
[#TOC1]Our Top 5 findings (And What They Mean for You)[#TOC1]
- The number of people watching videos is growing. Video engagement levels — how much of each video consumers watch — are also growing.
- Video length is growing. But videos that get the most attention are bite-sized videos no longer than a minute. If you’ve to create long-form video, keep it under 20 minutes.
- People love consuming fresh, new, and unique video content. They also appreciate it when creators/brands bring their perspectives to the table.
- Businesses are leveraging and seeing results from videos in different fields. From using video to improve SEO and lift sales to educating customers on their product/service, video is a strong communication and marketing medium.
- Consumers love videos that tell a story, are relevant to them, and tug at their emotions. Video production quality isn’t as important to viewers as a good story is.
[#TOC2]Top 3 Video Marketing Statistics[#TOC2]
Let’s kick off this video marketing statistics roundup by looking at the top stats:
- 86% of businesses use video as a marketing tool (Wyzowl)
- 88% of people would like to see more videos from brands in 2022 — an increase of 3% from last year (Wyzowl)
- 54% of viewers watch a video all the way to the end. This is up from 45% watching complete videos in 2020 (Vidyard)
[#TOC3]Online Video Consumption Statistics[#TOC3]
Now let’s look at how many people watch videos (and for how long):
- People watch 19 hours of weekly online video on average in 2022 (Wyzowl)
This is an hour’s increase in per week video consumption compared to the 18 hours of video that folks watched per week in 2021. If we compare this number to four years ago, there’s a whopping increase of 8.5 hours (!) of weekly video consumption.
- There are 248.9 million digital viewers in the US alone in 2022 (Statista)
This number stood at 244.3 million in 2021 and 239.4 million in 2020.
On a global scale, the total number of people who watch videos surpassed the 3 billion mark in 2020 — outpacing expectations due to the pandemic. Growth, however, is expected to slow down a bit according to eMarketer’s forecast.
- 3 out of 4 digital video viewers stream or download videos at least once a month (eMarketer)
Of the 3 billion people who watch videos worldwide, 40% stream or download videos per month.
So who watches the most videos in the world? China. It has the highest digital video viewer share. Short-form video content and live streaming are both pretty popular there.
- In 2022, there will be over 140 million AVOD viewers by year-end (eMarketer)
Ad-supported video-on-demand (AVOD) viewers will rise by 8.6% year over year. This number is slated to increase according to eMarketer’s forecast.
Quick recall, AVOD is any platform where video content is professionally produced such as Hulu.
How did the pandemic affect video marketing?
More people started consuming more video content than forecasted before the pandemic hit. Here’s what they said about videos during the pandemic:
- 65% of people took to reevaluating their life and goals — saying online video was a particularly useful resource for it (Google)
85% of viewers who watch YouTube more (compared to 30% for other video platforms) also said they did so because the content there is “fresh, new, or unique.”
- 58% said digital video helped them learn new skills (Google)
One respondent also went on to say, “Video can show all different sides of an issue, rather than just one.”
Not to mention, 8 in 10 video consumers using streaming platforms said the service made them happy.
[#TOC4]Stats on the Effectiveness of Video Marketing[#TOC4]
But does video marketing help businesses drive home revenue? Absolutely!
- 93% of people say video converts the same or better than other forms of content (Vidyard)
- 50% say video helped them get more customers (MotionCue)
- 87% of marketers say video has given them positive ROI (Wyzowl)
Let’s unpack these results that businesses are driving with video marketing. According to the same survey by Wyzowl:
Video helps with SEO
👉 87% share video has helped them increase traffic.
👉 82% of marketers say video has helped them increase dwell time.
Video helps with brand awareness and product education
👉 93% say video has helped increase brand awareness.
👉 94% of marketers say video has helped them increase their target audience’s understanding of the company’s product or service.
Video helps with lead generation
👉 86% of marketers say video has helped generate leads.
Video helps grow sales
👉 49% say video has helped reduced support calls.
👉 81% say video has helped directly increase sales.
Consumers don’t disagree. If anything, they expect brands to create more videos and learn a lot from them. They’ve also made a purchase after having watched a video.
- 76% say product/service explainer videos help them make a buying decision (MotionCue)
- 88% of people admit a brand’s video has convinced them to buy a product/service (Wyzowl)
Similarly, 78% of people share they’ve bought or downloaded software or app after having watched a video about it.
- 46% of buyers admit to engaging with video in the early and mid-stages of their journey with a brand (Brightcove)
But that’s not all. When it comes to learning about products or services:
- 96% of people have watched an explainer video to learn about a product or service (Wyzowl)
Interestingly, that’s the way they prefer learning about products and/or services with 73% saying they prefer watching short videos for learning.
It’s no wonder that:
- 92% of marketers continue to take video as an “important part” of their marketing strategy (Wyzowl)
As for the remaining marketers, why aren’t they creating videos?
We know that a sizeable number of marketers (86%, remember?) use video. But what about the rest? What are the challenges holding them back?
Wyzowl’s survey reveals:
- 23% of non-video marketers say they don’t use video due to a lack of time
- 16% say they don’t know where to start
- 13% don’t use video because they say it’s not needed
- 10% say video marketing is expensive
- 7% aren’t clear on the ROI that video can drive and 5% aren’t able to get decision-makers on board with the idea
- 79% of non-video marketers say they plan to start using video marketing in 2022
Also, those who have freshly dabbled into video creation have some interesting observations that can easily convince the folks above to try video marketing:
- 38% say it has become quicker and less time-consuming to make videos
- 27% say video creation has become more affordable
- 22% say they’ve become clearer about the video ROI after having invested in it
- 46% also say it has become easier to convince stakeholders about the value of video marketing (I mean look at alll these mind-blowing numbers *gestures around this piece*)
As for those who have had their skin in the game for some time:
- 99% of people using video marketing say they’ll continue using it
- 66% will also either increase or maintain what they spend on video production in 2022
Video Production Budget
Speaking of video spending, let’s look at what other businesses are budgeting for video creation:
- 40%, the majority, spend between $0 to $500 on a video on average (Wyzowl)
According to the same survey, 29% spend between $1,001 to $5,000 on video production. Only 1% spend between $10,001 to $20,000.
[#TOC5]Social Media Video Marketing Statistics[#TOC5]
Next, let’s give you some general video stats for social media, followed by channel-specific data.
- 58% of US viewers watch videos on social media channels (Statista)
Not only that but people are twice more likely to share video content as compared with other content types on social media.
- 54% of marketers say video is the most useful content type for accomplishing social media marketing goals (Sprout Social)
In fact, 93% of businesses have acquired new customers with social media videos.
With that, let’s get specific.
YouTube video marketing statistics
- In 2021, over 8 in 10 video viewers in the US between the age bracket of 18-24 years watched videos on YouTube (Statista)
In the age 25 and above range, 68% of people watched YouTube videos. Overall, people now watch more than 20 hours of mobile YouTube content each month
- In 2022, YouTube’s total viewership is expected to hit 210 million, up from 192 million in 2018 (Statista)
- Over 1.5 billion users logged into the platform to watch YouTube Shorts every month (YouTube)
Last year (2021), YouTube Shorts also hit the 15 billion global daily views milestone.
- YouTube is the most popular channel to watch live content as 52% tune in live on the platform (eMarketer)
Considering its popularity:
- 88% of video marketers say they plan to include YouTube in their 2022 video marketing strategy (Wyzowl)
TikTok video marketing statistics
Although lots of folks were skeptical about the success of video marketing on TikTok when it launched, the data has been proving it nothing but a powerhouse — see for yourself below.
One thing to remember before we proceed: TikTok has recently increased its maximum video length from 3 minutes to 10 minutes — it was originally 1 minute.
- There are officially 1 billion active monthly users on TikTok (Wallaroo Media) Of them, 83% of users have posted a video.
- TikTok users spend 26 hours on the app per month (Wallaroo Media) In fact, TikTok screen time per user only keeps growing:
Data also shows TikTok is also the social media platform with the highest level of user activity. People now use it more than Facebook, which showed the highest activity previously.
So what are people doing on the app besides making videos:
- 60% use TikTok to find entertaining/funny content (GlobalWebIndex survey)
- 49% of users discover something new, whereas, 35% learn something new on TikTok (TikTok)
- 37% of users discover a product on the app and buy it right away (TikTok)
- 38% have interacted with a video posted by a brand as they actively research products (TikTok)
Creators are also doing strong on TikTok as:
- 35% of users discover products and brands from creators and 65% enjoy it when creators post about products and brands (TikTok)
- Collaborating with creators on TikTok increases view-through rates by 193% (TikTok)
- 44% of businesses expect to increase their spending on TikTok (WARC)
As for data-backed tips to improve your content’s performance on the platform:
- Highest performing videos on TikTok last between 21-34 seconds (TikTok)
Videos within this range see a 1.6% increase in impressions.
- 93% of the top-performing videos on TikTok use audio (TikTok)
In fact, research shows that 68% of people are more likely to remember a brand better if their TikTok video features a song they like.
- 44% of users prefer fun or entertaining branded content on the channel (TikTok)
- Adding captions to TikTok videos increases impressions by 55.7% (Hootsuite)
Instagram video marketing statistics
Primarily a visual platform, here’s how the video landscape looks on Instagram:
- 91% (9 out of 10) of active users watch videos on IG weekly (Instagram)
Of the videos people watch on the social network, short-form videos are the winner with 66% saying they find them the most engaging in-feed social content type. 37% say the same about live video. And 24% say this about long-form videos.
- 39% of users say their interest in a brand or product increased after viewing it in their Instagram story (Instagram)
- 50% of users have also visited a website to buy a product after watching video content in their Stories (Instagram)
Since this is great news for businesses:
- 68% of marketers say they plan to include Instagram videos in their video marketing strategy in 2022 (Wyzowl)
Facebook video marketing statistics
- Facebook ranks second to YouTube for live video viewership, boasting 42.6% viewership (eMarketer)
- Live video on Facebook gets more engagement (1.59% higher) than pre-recorded video (0.92% engagement rate) (Statista)
- 85% of Facebook videos, the majority, are watched without sound (SproutSocial)
- Facebook videos that are 2-5 minutes long get the most engagement on the platform (HubSpot)
- Square mode videos on Facebook get 35% more views than landscape mode. Square videos also get more likes and engagement (SproutSocial)
- 62% of Facebook users show an increased interest in a product after having viewed a video on the platform (Facebook)
This explains why:
- 79% of marketers post videos on the network and 65% plan to include Facebook videos in their video marketing strategy in 2022 (Wyzowl)
Twitter video marketing statistics
While a lot of people think text-based content is the only way to grow on Twitter, there’s a lot of potential for growth using video too. Here’s data proving this:
- Tweets with videos get 10 times more engagement than tweets without video (Twitter)
- Video ads on Twitter save over 50% on cost per engagement (Twitter)
- Twitter videos get over 2 billion views daily, a 67% year-on-year growth (Twitter)
- 93% of videos views on Twitter happen on mobile (Twitter)
- 15-sec long video ads see 3 times higher completion rate than 30-second ads (Twitter)
- Text overlays and closed captions offer 28% longer view times (Twitter)
- 29% of markers plan to add Twitter video to their video marketing strategy for 2022 (Wyzowl)
Other social video stats
Bundled below are LinkedIn and Pinterest video statistics:
- People watch about 1 billion videos daily on Pinterest (Pinterest)
- Pinterest users are 60% more likely to watch a video to find a product they’re looking to purchase (Pinterest)
- 68% of video marketers plan to add LinkedIn video to their video strategy for 2022 (Wyzowl)
[#TOC6]Video Advertising Statistics[#TOC6]
- In 2021, digital video ad spending in the US was estimated to be $55.34 billion (Statista)
The same source says video ad spending will increase to $78.5 billion by 2023, double of what was spent in 2019.
- Mobile video ad spending is forecasted to reach about $54 billion in 2025 (Statista)
What’s even more interesting is mobile video ad spending has overtaken desktop video ad spending in the US. In the first half of 2021 alone, views on mobile video ads totaled to rougly 13% of all digital video ad views. This figure is up by over 60% year-over-year.
[#TOC7]Video on Mobile Statistics[#TOC7]
And finally, we’ve stats showing how much time people spent on their phones consuming video content.
- 43% of folks say they watched video content on mobile (Statista)
On the other hand, 52% say they watched videos on their computer as per the same 2020 survey.
According to the same source but a different survey, almost 6 in 10 people watch social media videos on platforms like Twitter and TikTok on their mobile devices in the third quarter of 2021.
- US adults spend an average of 15 minutes per day watching videos on apps on their smartphones (Statista)
- YouTube takes 25% of the global mobile traffic. Facebook videos follow second, accounting for 17% of mobile traffic (Mobile internet phenomena report)
- In 2020, folks spent 23.1 hours on their YouTube mobile app (Statista)
[#TOC8]Types of Videos to Create[#TOC8]
Now that we can (almost) swear by the video marketing effectiveness and are impressed by its ROI, let’s talk about how businesses are using video and the popular video types.
Essentially, businesses are using video:
- 53% of marketers use video content to engage buyers and partners (Brightcove)
- 60% of businesses use video in their sales and customer conversations (Vidyard)
As for video types:
- In 2021, 80% of videos created were user-generated videos (Vidyard)
Other marketers say, they majorly use either one of these video types:
- 42% mainly use explainer videos, 33% mostly use animated videos and 15% primarily create screen-recorded videos (Wyzowl)
- 53% of businesses created some form of live video including live webinars, live streams, and virtual events in 2021 (Vidyard)
The same report reveals 19% used paid video ads, 39% used customer testimonial videos, 42% created how-to videos, 48% created social videos, and 40% created explainer videos.
[#TOC9]So what makes good video content?[#TOC9]
You know the types of videos to create, up next: how best to create them to increase your odds of success.
According to Google’s research on what makes winning YouTube videos, the following acronym is the key to making good video content: RISE.
It stands for
Also, storytelling helps. The same survey’s respondents were 4.2 times more likely to agree with “telling a good story” as being more important than finished videos that are “made by an established production company.”
H3. Video length statistics
Another point worth noting here for the success of a video is its length.
- In 2021, the average length of a video was 9:58 (Vidyard)
In 2020, this was six minutes so there’s been a significant increase in video length.
- 56% of videos in 2021 were under two-minute-long (Vidyard)
- 62% of viewers will continue watching a video until the end if it’s under 60 seconds long (Vidyard)
But what if you’re creating long-form videos — say to educate your audience or team? Keep it to 20 minutes long max.
- Long-form videos that are under 20 minutes show a 38% higher retention rate than videos over 20 minutes in duration (Vidyard)
Video distribution statistics
Another important step in a video’s success is its distribution. But which channels are helpful?
- Social media and websites are the top two channels for video distribution (Vidyard)
YouTube, landing pages, and marketing emails are also winning channels for distribution.
- 62% of people say they find a landing page with a video more interesting than one without it (MotionCue)
Get Started with Video Marketing Today
Hopefully, all this data has convinced you to invest in video marketing as a viable channel to build your brand, grow your audience, and get customers.
Remember: you don’t need expensive equipment to get started. Viewers prefer authentic content that tells a story so recording videos from your phone is a great place to begin.
Working on which channels to start creating videos on? We’ve got more fresh data to help you decide.
More video marketing stats: