In today’s digital age, the majority of consumers prefer to watch videos over infographics or read blogs. Over 3.48 billion internet users actively consume video content worldwide.
As a result, over 9 in 10 marketers have adopted video marketing, and over 17 in 20 marketers have adopted it as their primary marketing strategy.
Let’s go through the latest facts and figures about video marketing, video consumption, its ROI, engagement and creation, video marketing costs, adoption of AI in video marketing, etc.
Video Marketing Statistics: Top Picks (2025)
- 91% of businesses worldwide use video as a marketing tool as of 2024.
- 86% of the business stated that they used videos as a primary marketing tool.
- As of 2024, over nine in ten consumers had watched explainer videos to learn more about a product or service.
- 9 in 10 marketers stated that they have received good returns on video marketing as of 2024.
- The videos that have a length of less than 1 minute have the highest engagement rates.
- 7 in 10 users purchased a product after coming across the product or a brand on YouTube.
- The ideal length of a video is 10 minutes.
- 73% of the consumers stated that they prefer to watch a short-form video when learning about a product.
Video Marketing Usage Statistics
- 91% of businesses worldwide use video as a marketing tool as of 2024.
This is an all-time high share of businesses that utilize videos as marketing tools. Comparatively, 85% of companies used video as a marketing tool in 2020, and 61% of marketers used video marketing in 2016.
Here is a table displaying further details about the share of businesses that have used video marketing over the years.
| Year | Percentage of businesses using video marketing |
| 2024 | 91% |
| 2023 | 91% |
| 2022 | 86% |
| 2021 | 86% |
| 2020 | 85% |
| 2019 | 87% |
| 2018 | 81% |
| 2017 | 63% |
| 2016 | 61% |
Source: Wyzowl
- 93% of the businesses stated that video marketing is a crucial part of their marketing strategy.
- 88% of video marketers consider video as an important part of their strategy as of 2024.
This share has declined by 8% compared to the 96% of the businesses that considered videos as an important part of their marketing strategy.
Here is a table displaying the share of video marketers who consider videos to be an important part of their marketing strategy.
| Year | Share of businesses |
| 2024 | 88% |
| 2023 | 96% |
| 2022 | 92% |
| 2021 | 93% |
| 2020 | 92% |
| 2019 | 91% |
| 2018 | 85% |
| 2017 | 82% |
| 2016 | 88% |
| 2015 | 78% |
- 68% of the marketers who were not using video marketing are planning to start using it in 2024.
- 90% of the marketers stated that videos have helped them increase the brand awareness as of 2024.
- Nearly 2 in 5 video marketers create testimonial videos as of 2024.
Testimonials are the most common use case of video marketing. At the same time, the second most preferred use case of video marketing is creating explainer videos.
The following table displays the use cases of videos according to marketers.
| Use cases of Videos | Percentage of videos |
| Testimonial videos | 39% |
| Explainer videos | 38% |
| Social media videos | 34% |
| Presentation videos | 34% |
| Product 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% |
- 86% of marketers stated that videos have helped them increase website traffic, compared to 91% in 2023.
- 87% of marketers stated that video marketing enabled them to generate more leads in 2024 and that their sales had increased significantly due to videos.
- Visitors stayed longer on the websites due to videos, according to 82% of marketers.
- 66% of marketers stated that adopting videos has helped them reduce support questions. This is an all-time high rate and an increase of 13% in the percentage of marketers who say so.
The following table displays the percentage of marketers that witnessed a reduction in support queries over the years.
| Year | Percentage of marketers |
| 2024 | 66% |
| 2023 | 53% |
| 2022 | 49% |
| 2021 | 43% |
| 2020 | 43% |
| 2019 | 41% |
| 2018 | 47% |
| 2017 | 53% |
| 2016 | 36% |
| 2015 | 30% |
Source: Wyzowl, Wistia.
Video Consumption Trends
- 92.3% of internet users watch digital videos each week.
- As of 2024, over nine in ten consumers had watched explainer videos to learn more about a product or service.
Meanwhile, in 2023, 96% of consumers watched explainer videos to understand the usage of a product or a service.
Here is a table displaying the percentage of consumers who have watched a video to learn more about a product or a service.
| Year | Percentage of marketers |
| 2024 | 91% |
| 2023 | 96% |
| 2022 | 94% |
| 2021 | 94% |
| 2020 | 95% |
| 2019 | 94% |
| 2018 | 97% |
| 2017 | 97% |
| 2016 | 93% |
| 2015 | 80% |
- 82% of the consumers reported that they were convinced to purchase a service or a product after watching a video in 2024, while 89% of the buyers said so in 2023.
- Over 3 in 4 consumers stated that they purchased an app or downloaded it after watching a video about it.
- On average, people consume 17 hours of video content every week.
- 89% of the consumers want to see more videos from brands in 2024. Conversely, in 2023, 91% of the consumers said that they wanted to see more videos from brands.
- According to 87% of consumers, video quality impacts their trust in a brand.
- 44% of the consumers stated that they would prefer to learn about a product or a service through a short video over other methods.
Here is a table displaying consumers’ preferred ways to learn about a product or a service.
| Consumers preferred way to learn about a product or a service | Percentage of consumers |
| Webinar | 5% |
| Sales cal | 6% |
| Read article | 13% |
| View Infographic | 15% |
| Read manual | 16% |
| Watch a video | 44% |
- On average, users watch 17 hours of video content every week.
- 90% of the consumers watch videos on their mobile devices.
- 81% of the marketers are optimizing their social media video ad campaigns for mobile views.
- One-third of marketers stated that they do not use video marketing because they do not have enough time. Meanwhile, 2 in 10 marketers said they do not use video marketing as it is too expensive.
Here are other reasons marketers stated for not using video marketing as of 2024.
| Reason for not using video marketing | Share of marketers |
| Lack of time | 33% |
| Don’t know where to start | 15% |
| Too expensive | 20% |
| Don’t feel it’s needed | 10% |
| Unclear on ROI | 12% |
| Other | 9% |
Source: Wyzowl, WebFx, Influmo, Yans Media, Wistia.
Video Content Marketing
- 39% of the marketers reported that videos with a length of 30 to 60 seconds work best.
The majority of marketers reported that short-form videos are more likely to grab the attention of viewers and consumers. Conversely, just 5% of the marketers stated that they received the best results with videos that lasted 3 minutes.
Here is a table displaying the length of videos that works best according to marketers as of 2024.
| Length of videos | Percentage of videos |
| 30 seconds or less | 18% |
| 30 to 60 seconds | 39% |
| 1 to 2 minutes | 10% |
| 2 to 3 minutes | 10% |
| 3 minutes | 5% |
- As of 2024, 88% of marketers stated that videos had assisted them in increasing the user understanding of their service or product. However, in 2023, 96% of the marketers said the same.
- 14% of marketers stated that they want to try live-streaming videos for their business.
- Around a quarter of live events hosted by the companies were company updates, while 17% were updates about the company’s products. At the same time, 16% were branded live events, 9% were educational lectures, 7% were training sessions, and 2% were based on how-to-dos.
- 45% of the businesses host a live event every month, while 21% of the businesses host a live event once in four months.
- 9 in 10 businesses prefer to broadcast live events on webinar software like Zoom, GoToWebinar, or Wistia Live, while just 10% prefer YouTube, LinkedIn, Instagram, or Facebook.
Source: Wyzowl, Hubspot, Wistia.
ROI of Video Marketing
- As of 2024, 9 in 10 marketers stated that they had received good returns on video marketing. In comparison, 92% of the marketers received a good ROI on video marketing in 2023.
The following table displays the share of marketers that have received good returns on video marketing over the years.
| Year | Percentage of marketers |
| 2024 | 90% |
| 2023 | 92% |
| 2022 | 87% |
| 2021 | 87% |
| 2020 | 88% |
| 2019 | 83% |
| 2018 | 78% |
| 2017 | 83% |
| 2016 | 76% |
- 6 in 10 marketers use video engagement metrics such as likes, shares, and reposts to measure the ROI of videos. On the other hand, 28% of marketers prefer to use metrics like leads and clicks to measure the ROI of their videos.
Here is a table displaying the metrics marketers use to measure the returns on video.
| Metrics | Percentage of marketers |
| Video engagement | 60% |
| Audience engagement | 43% |
| Video Views | 40% |
| Brand Awareness | 39% |
| Bottom line sales | 32% |
| Leads/ Clicks | 28% |
| Other | 2% |
Source: Wyzowl.
Video Engagement Stats
- The videos that have a length of less than 1 minute have the highest engagement rates. Meanwhile, videos that last more than 60 minutes have the lowest engagement rates.
Here is a table displaying the engagement rates of videos according to their length.
| Length of video | Engagement Rates |
| 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% |
| Over 60 minutes | 17% |
- Companies hosting their videos on Wistia witnessed an increase of 15% in plays, and an increase in total watch time soared by 44%.
- The play rate is highest for videos that have a length of over 60 minutes.
The following table displays the play rates of videos with different rates.
| Length of video | Play Rates |
| 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% |
| Over 60 minutes | 58% |
- Videos that last over 60 minutes have the highest conversion rates of 13%.
Conversely, the videos that last less than one minute have the lowest conversion rate of 1%.
Videos that have a length of over 5 minutes are more likely to have higher conversion rates.
Here is a table displaying the conversion rates of videos according to their length.
| Length of video | Conversion Rates |
| 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% |
| Over 60 minutes | 13% |
Source: Hubspot, Wistia.
Video Creation Statistics
- As of 2024, 49% of companies create live-action videos. This is the most commonly created type of video, followed by animated videos.
Here is a table displaying the types of videos that were created.
| Type of Videos | Companies that create videos |
| Live Action Videos | 48% |
| Screen Recorded Videos | 22% |
| Animated Videos | 24% |
| Other Videos | 8% |
- 36% of the companies create videos monthly, while 29% create videos every week.
Another 28% of the companies stated they created videos just a few times in 2023. Conversely, 6% of the businesses created businesses daily.
- Nearly 4 in 10 marketers create their video content in-house as of 2024.
That’s down from 60% of the video marketers that created content in-house in 2023. Besides, nearly 1 in 4 marketers prefer external vendors to create video content.
Here is a table displaying how marketers create video content.
| Modeo of creation | Percentage of marketers in 2024 | Percentage of marketers in 2023 |
| In house | 38% | 60% |
| External | 24% | 11% |
| Mix of both | 38% | 29% |
- On average, small businesses create 15 videos per year. At the same time, 84 videos are created by middle-sized companies, and 118 videos are created by large enterprises on average every year as of 2023.
- Four in 10 businesses started creating videos in the last 2 to 5 years, while 22% have been creating videos for the past 6 to 10 years.
- 45% of the companies look forward to creating videos showcasing their expertise in 2024.
At the same time, 38% of companies look forward to creating educational and instructional content, and 35% want to create social media videos.
Additionally, 32% of companies want to host webinars and live events, 26% wish to create customer testimonials, and 27% want to create promotional videos.
Another 18% of the businesses stated that they are looking forward to making more sales videos, 17% want to create original series, and 9% wish to create videos on company culture.
Source: Wyzowl, Hubspot, Wistia.
Video Marketing Channels
- 90% of the companies use YouTube for video marketing as of 2024.
YouTube is the most preferred channel for marketing, followed by Facebook, Instagram, and LinkedIn, with 86%, 79%, and 76% of companies using them, respectively.
The least used video marketing channel is Virtual Reality. Only 56% of the companies use it for video marketing. Other least-used video marketing channels are 360 Video and Snapchat.
The following table displays the preferred video marketing channels by marketers as of 2024.
| Video Marketing Channel | Percentage of marketers |
| YouTube | 90% |
| 86% | |
| 79% | |
| 76% | |
| Webinar | 70% |
| 69% | |
| TikTok | 69% |
| Facebook Live | 68% |
| Interactive Video | 65% |
| Snapchat | 57% |
| 360 Video | 56% |
| Virtual Reality (VR) | 56% |
- According to more than 3 in 4 marketers, YouTube is the most effective channel for video marketing in 2024.
On the other hand, the least effective medium for video marketing is Virtual reality, with just 1 in 2 marketers using it.
| Video Marketing Channel | Percentage of marketers |
| YouTube | 78% |
| 71% | |
| 64% | |
| Webinar | 61% |
| Interactive Video | 60% |
| 60% | |
| 59% | |
| Facebook Live | 57% |
| Snapchat | 56% |
| TikTok | 52% |
| 360 Video | 51% |
| Virtual Reality (VR) | 49% |
- 67% of the businesses stated that they prefer to distribute their videos on their websites, while 49% prefer to distribute their videos on email.
Source: Wyzowl, Hubspot, Wistia.
Social Media Video Statistics
- 7 in 10 viewers purchase after coming across a brand on YouTube.
- 9 in 10 consumers worldwide stated that they discovered a new brand or a product on YouTube.
- 86% of marketers stated that YouTube is their preferred platform to share videos.
- Nearly 8 in 10 people stated that YouTube was the most effective platform for reaching their video marketing goals.
- 56% of the marketers using TikTok are likely to increase their investments on the platform.
- Instagram reels have the highest engagement rates, at 1.23%, compared to other post types, and they generate twice as much reach as other posts.
- 1 in 2 Instagram users stated they had visited websites to purchase a service or product after coming across it on Instagram stories.
- Video posts on LinkedIn receive five times more engagement.
- 85% of the B2B marketers stated that video is an effective tool for generating leads, and 78% of the marketers stated that it helps them increase brand awareness.
- 61% of the marketers prefer TikTok for influencer marketing.
Sources: Think With Google, Dash, Metricool, Herenow, Sprout Social
Video Marketing Costs
- Six in 10 marketers have allocated 11% to 50% of the marketing budget to video content. Of these, 16%, the highest share, have allotted 21% to 30% of the marketing budget to video content.
- 85% of video marketers plan to increase or maintain their spending on video marketing in 2024. At the same time, 15% of marketers plan to reduce their spending on video marketing in 2024.
- Nearly 7 in 10 marketers have spent money on video ads, and another 3 in 10 stated that they rely on organic reach.
- 49% of marketers feel that video marketing costs are increasing, while 21 % feel that the cost of video marketing is stable. On the other hand, 29% of video marketers said that video marketing is getting cheaper.
Source: Wyzowl.
Usage of AI in Video Marketing
- 3 in 4 video marketers stated that they have used AI to create or edit marketing videos.
- 59% of businesses stated that the best way to use generative AI for video marketing is to generate captions and transcripts. At the same time, 49.8% of the businesses said that the best way to use generative AI is by generating scripts, outlines, or ideas.
The following table displays the best way to use generative AI according to businesses.
| Usage of generative AI | Percentage of businesses |
| Auto-generating captions or transcripts | 59% |
| Generating a script, outline, or ideas | 49.8% |
| Generating visuals, music, or fixing overdubs | 35.1% |
| 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% |
- In 2023, 85% of marketers stated that generative AI is likely to change the way content will be created in 2024, while 62% stated that it will become an essential part of their marketing strategy.
- 33% of businesses have already started using AI for video creation, while 71% plan to do so in the future.
- 96% of video marketers witness a positive return on investments from AI-powered video marketing.
Source: Wyzowl, Wistia, CompTIA, Digital Marketer.
Conclusion: 91% Of The Businesses Use Video Marketing
Video marketing plays a major role today in engaging consumers with your brand or reaching the targeted audience. 60% of marketers track engagement metrics like sharing, while over 4 in 10 consumers focus on customer engagement and retention to determine the success of their video marketing campaigns.
38% of businesses today rely on a mix of in-house and external teams to create high-quality content, and 75% of marketers have already adopted AI to increase the success rates of their campaigns.
Considering the increasing time consumers spend watching videos, video content is likely to gain more importance in the upcoming years, and marketers and businesses are more likely to focus on creating video content over other content types.
