In 1941, the Bulova watch company aired the first-ever TV ad: a 10-second spot during a Brooklyn Dodgers and Philadelphia Phillies game, featuring the succinct slogan, “America runs on Bulova time.” The Phillies won that day, the ad cost $9, and less than two decades later, the television advertising industry was valued at $128 million.
Today, the descendant of that Bulova spot is video marketing, a digital marketing strategy that includes video ads, branded entertainment, virtual reality experiences, educational and instructional content, personalized sales videos, and more—any tactic that uses videos to build brand awareness, connect with audiences, and drive sales.
The following video marketing statistics show the current state of video marketing—and how it might evolve.
47 essential video marketing statistics for ecommerce
- Video viewership statistics
- Video marketing adoption statistics
- Video advertising statistics
- Video marketing strategy statistics
- Video marketing ROI statistics
- Video marketing analytics statistics
- Video marketing content statistics
- Video marketing performance statistics
- Video marketing channel statistics
- Video marketing video creation statistics
Video marketing involves creating video content and using it to promote a company or product. The following video marketing statistics illustrate how marketers use video to drive results.
Video viewership statistics
1. Roughly 92% of internet users worldwide watch videos online every month.
2. In the US, the top video property is Google, with more than 258 million unique viewers in March 2024.
3. In 2024, US internet users spent about 52 minutes per day watching social video content. By 2028, this is predicted to reach 57 minutes.
Video marketing adoption statistics
4. 82% of marketers say video content is becoming more important to their companies.
5. In 2024, 78% of businesses planned to make more videos.
6. In 2024, 41% of B2B marketers planned to scale video marketing content distribution.
7. Most marketers (81%) have a specific video marketing budget, representing 41% to 60% of total marketing spend.
Video advertising statistics
8. Global advertisers spent about $176 billion on video ads in 2023.
9. US advertisers spent $69 billion in 2022 on video ads—more than any other country.
10. 70% of US marketers call social media video a “must-buy,” and 69% say the same for connected TV (ads that appear on TVs connected to the internet).
11. Analysts expect US connected TV (CTV) ad spend to increase by 13% in 2025.
Video marketing strategy statistics
12. 33% of marketers say developing an effective video strategy is a struggle.
13. 53% of businesses use streaming videos for live events.
14. 78% of video marketers utilize accessibility features like transcripts, captions, and audio descriptions in online videos.
15. Nearly three-quarters of marketers (74%) take advantage of muted playback for their marketing videos.
16. About half of video marketers (48%) add videos to blog posts to generate leads.
Video marketing ROI statistics
17. 41% of marketers say that their organizations see a high return on investment (ROI) from video marketing.
18. Video content has the strongest ROI compared to other content types, according to 32% of marketers.
19. For 66% of video marketers, there’s a stronger ROI from product videos than any other video content type. Live-action, short-form videos are the most effective for ROI, lead generation, and engagement.
Video marketing analytics statistics
20. 28% of video marketers analyze engagement graphs and heat maps as a source of video performance data.
21. 19% of marketers monitor web traffic sources for video marketing content and 14% track embed locations.
Video marketing content statistics
22. According to 83% of video marketers, the best length for short-form video content is under a minute.
23. At 71%, brand video is the most popular video marketing content type.
24. Values-based video content (including company culture videos) is the second-most effective video type for lead generation.
25. About half of organizations (51%) have invested in product videos, 39% in customer testimonial videos, and 21% in user-generated content (sales).
26. With 42% of organizations investing in how-to videos and 40% in explainer videos, these marketing strategies are the most popular formats for educational and instructional videos.
27. 39% of B2B marketers report using testimonial videos for marketing purposes, and 45% say the same for explainer videos.
28. Nearly half of video marketers (48%) plan to invest the majority of future video marketing budgets on live-action video content, 30% in animated video content, and 21% in screen-capture video content.
Video marketing performance statistics
29. For 85% of marketers, video marketing effectively boosts brand engagement.
30. 87% of marketers say video marketing increases brand awareness.
31. 86% of marketers say video is an effective marketing tool for educating audiences about a product or brand.
32. 93% of organizational representatives say conversion rates for video marketing match or surpass other content formats.
33. 70% of sales teams say sales videos outperform all other content in driving conversions.
Video marketing channel statistics
34. Social media is the most important marketing channel for video content, according to 63% of marketers.
35. 53% of video marketers use social media videos that drive landing page links for lead generation.
36. The majority of video marketers (77%) host online videos on YouTube. Vimeo and Hubspot tie for second, each with 36%.
37. 27% of viral marketing videos are YouTube videos, making the platform the most popular host of viral marketing content. TikTok comes in second with 24% of viral marketing video content, and Instagram takes third with 18%.
38. 89% of Gen Z audiences watch videos on YouTube, and 71% of the demographic consumes video content on TikTok.
39. 90% of video marketers use YouTube videos for marketing purposes and 86% use Facebook.
40. In 2024, 67% of marketers worldwide plan to use Instagram more for video marketing in the future.
41. Meanwhile, 66% of marketing professionals hope to use YouTube more for video marketing.
Video marketing video creation statistics
42. The biggest challenge of video marketing, according to 39% of marketers, is finding time for the video creation process.
43. 61% of marketers use Adobe Premiere Pro for video editing.
44. Businesses with in-house video creators have higher ROIs and fewer hurdles when creating videos.
45. 21% of businesses use freelancers for video creation, and 16% use video marketing agencies.
46. A quarter of marketers report spending between $1,000 and $5,000 on the average marketing video, and 4% report spending more than $20,000.
47. 58% of US and UK adults express distrust for AI-generated video, but 59% of business executives say their organizations use AI tools to generate image and video content.
Video marketing statistics FAQ
How do you get started with video marketing?
To start using online video content to promote your business:
1. Set goals.
2. Research your audience.
3. Plan your video campaigns.
4. Create video content.
5. Distribute video content.
6. Monitor performance.
How effective is video content marketing?
Video marketing can help you earn more website traffic, increase brand awareness, and boost engagement. For 85% of marketing professionals, video marketing boosts brand engagement, and 87% say it increases brand awareness.
How do you measure video marketing success?
You can use marketing analytics tools to monitor the results of your video marketing efforts. Some marketing teams also use tools like heat maps to track user engagement with video content.