57 Video Marketing Statistics (2024 Data)

Looking for the latest video marketing statistics? I’ve got you covered.

In this post, I’ll be sharing 50+ important statistics that marketers and brands need to know.

These stats offer eye-opening insights into how companies are using video content for marketing purposes this year, including the types of videos they’re producing, how often they make video content, where they share their marketing videos, and more.

Let’s get started…

Video marketing usage statistics

First, here are some general video marketing statistics that reveal how common it is for brands to use video for marketing purposes this year.

1. 91% of businesses now use video marketing

As of 2023, most companies are now utilizing video in their marketing strategies. That’s up from 86% the year before.

Notably, the use of video in marketing has increased substantially over the last decade. Back in 2016, only 61% of businesses were using video for marketing, for example.

Source: Wyzowl

2. 93% of businesses say video is an important part of their marketing strategy

Not only do most businesses now use video content, but the vast majority also rate video as an ‘important’ part of their overall strategy.

Source: Wistia

3. 70% of companies who don’t yet use video marketing plan to start using it soon

In 2023, 70% of those who said they weren’t using video for marketing yet said they had plans to start.

Source: Wyzowl

4. 40% of surveyed companies have been making marketing videos for 2-5 years

A further 22% said they’d been making marketing videos for 6-10 years, while 20% said 1 year, 17% said over 10 years, and 1% said they don’t make videos at all.

Source: Wistia

5. 41% of businesses who have only recently started using video marketing said they did so because it became ‘easier to create in-house’

That’s of those who started with video in 2022. A further 39% said they started because it became easier to convince decision-makers to get on board, 34% said they did so because videos became quicker to create, 30% said it was because it became more affordable, and 22% said it was because they became clearer on ROI.

Source: Wyzowl

6. The main reason for not using video marketing is due to time constraints

Surveyed businesses were asked why they don’t use video as a marketing tool. 30% said they lack the time, making this the top response. 

A further 18% said they don’t produce videos because they don’t know where to start, while 10% of people said it’s too expensive, and 10% said they couldn’t convince key decision-makers to invest in video. 

8% said they don’t feel video is needed at all, and 5% said they’re unclear on the ROI it offers.

Source: Wyzowl

Video marketing goals & KPIs

Next, let’s look at some stats that reveal the top goals marketers have when it comes to video content, and the metrics they look at to measure their success.

7. 38% of businesses say their primary marketing goal with video is to generate leads & drive sales

This was the top goal identified in a survey from Wistia. A further 31% said their primary goal was product education & adoption, while 17% said it was all about brand awareness and PR, and 8% said they were hoping to increase social media engagement/followers.

Source: Wistia

8. 63% of video marketers look at views to gauge a video’s success

According to data from Wyzowl, the most popular KPI marketers look at to determine how successful a video is is its view count. 

Engagement was the second most popular KPI, with 61% of marketers using it to measure success. Leads/clicks came third at 56%, brand awareness was fourth at 43%, and retention was fifth at 42%.

Only 11% of video marketers said they don’t track ROI at all.

Source: Wyzowl

9. 60% of video marketers say engagements are the most important metric

HubSpot’s survey found slightly different results than Wyzowl’s. They found that engagements, rather than views, were the most popular metric, with 60% of the vote.

That was followed by conversion rate (56%), view count (53%), click-through rate (52%), follower/subscriber growth (52%), and average view duration (50%).

Source: HubSpot¹

Benefits of video marketing

Why is video such an important part of any digital marketing strategy this year? Let’s look at some more stats to find out…

10. 41% of marketers say the ROI of video content is high

41% of marketers surveyed by HubSpot said they think that the return on investment (ROI) of video content is high, and 32% said it’s higher than other types of content.

Source: HubSpot²

11. 87% of marketers say video is effective at increasing brand awareness

Video excels at boosting brand awareness. If that’s one of your top marketing goals this year, it’s essential to make sure you’re sharing video content.

Source: HubSpot²

12. 85% of marketers say video is effective at engaging audiences

Video is much more engaging than other content formats and is great for getting audiences to interact with your brand.

Source: HubSpot²

13. 96% of video marketers think video has increased user understanding of their products/services

According to a survey by Wyzowl, 96% of marketers agreed that video has helped viewers to better understand their products and services. 

What’s more, 95% agreed video helps to boost brand awareness, 91% agreed it helps to drive traffic, 90% said it helps to increase leads, 87% said it helps boost sales and dwell time, and 53% said it helps to reduce support queries.

Source: Wyzowl

14. 51% of people are more likely to share videos than other content types

One of the best things about video content is that it’s much more shareable than other types of posts, which makes it more likely to go viral. 

Source: Wyzowl

Top video marketing tools

What tools are brands and marketers using to produce their video marketing content? Let’s look at some more statistics to find out…

15. 66% of brands want to use generative AI to make videos this year

Over the last few years, we’ve seen a huge explosion in the use of generative AI in all sorts of industries, including marketing. This year, almost two-thirds of brands plan to use it to make videos. 

Of those that are already using it, 59% use it to auto-generate captions/transcripts, 50% use it to generate video scripts, 35% to generate visuals/music & fix overdubs, 29% use it to find key clips to edit, and 26% use it to help create social promotion copy.

Source: Wistia

16. 57% of companies use a screen and/or webcam recorder to make videos

According to Wistia, most marketers (57%) record the content for their videos using a webcam or screen recorder. 

52% use a full recording setup with a camera, light, mic, etc. 47% use a live streaming platform, 46% use an online video editor, 40% use animation/motion graphics, and 20% use a teleprompter.

Source: Wistia

17. 70% of video marketers use a DSLR camera to record videos

HubSpot also surveyed marketers to ask about what equipment they use to record videos and found that the top response was DSLR cameras (70%). iPhone cameras were the next top response (44%), compact cameras came third (35%), and webcams fourth (31%).

Source: HubSpot²

18. 61% of video marketers use Adobe Premier Pro to edit videos

Adobe Premiere Pro is the most popular editing software according to HubSpot’s survey, with 61% of marketers reporting using it. A further 31% use iMovie, making this the second most popular editing tool.

Source: HubSpot²

19. 77% of marketers use YouTube to host their videos

Once you’ve made your marketing videos, you need somewhere to host them. For that, the vast majority of marketers use YouTube (77%). Hubspot and Vimeo are tied in second place, with 36% of marketers using one of these two hosting services.

Source: HubSpot²

Video creation statistics

Next, let’s look at some statistics that tell us more about the video creation process, and the types of videos marketers & brands are making.

20. 41% of marketing videos are under 5 minutes long

According to video marketing platform Wistia, 41% of videos uploaded to the platform are <5 minutes long. 

Of those, 12% are <1 minute long, 18% are 1-3 minutes long, and 11% are 3-5 minutes long. A further 35% are 5-30 minutes long, 11% are 30-60 minutes long, and 13% are over 60 minutes long.

Source: Wistia

21. The biggest challenge brands face when creating marketing videos is ‘time and bandwidth’

61% of companies surveyed by Wistia said this was the biggest barrier. A further 44% pointed to team size, resources, and technical capability limitations, while 36% said the issue was cost and budget, and 32% said their main problem was with ideas or their content strategy.

Source: Wistia

22. 45% of businesses make ‘product’ videos

The most commonly-made marketing video is the ‘product video’, according to data from Wistia. Educational/instructional videos came second (38%), webinars/live events came third (32%), and social media videos fourth (35%).

Source: Wistia

23. 66% of marketers make ‘live-action’ videos

Two-thirds of marketers say they create ‘live-action’ videos, according to data from Wyzowl, making this the #1 video category. 55% said they create ‘animated’ videos.

Source: Wyzowl

24. 71% of marketers make ‘social media videos’

71% of marketers surveyed by Wyzowl said they make social media videos. Other popular video types included ‘explainer’ videos (70%), ‘presentation’ videos (50%), testimonial videos (46%), video ads (46%), and teaser videos (42%).

Source: Wyzowl

25. 62% of businesses say ‘individuals at the company’ make their marketing videos

Furthermore, 46% said they have an in-house video producer or team to make their videos, while 21% said they use freelancers, and 16% outsource to a video production agency.

Source: Wistia

26. 57% of marketers say creating videos is easy

Over half of all marketers now think making videos is ‘easy’. This is no doubt largely due to the large number of tools to streamline the process, such as online video editors and stock footage repositories, auto-caption software, generative AI, social media automation tools, etc.

Source: HubSpot²

27. 78% of video marketers use accessibility features in their videos

Accessibility features include things like transcripts, captions, audio descriptions, etc.

Source: HubSpot²

28. 36% of marketers have used ‘live’ video in their strategy

Around a third of marketers say they’ve incorporated some kind of live video in their marketing strategy, which may include things like webinars or livestreams. 64% say they haven’t used live video content.

Source: Wyzowl

Video marketing optimization statistics

The stats below reveal insights that can help marketers to optimize their videos to improve their performance.

29. 78% of consumers say it’s more important that marketing videos are ‘authentic and relatable’ than ‘polished’

Consumers seem to value authenticity above production value, according to a survey by HubSpot. Only 22% said they’d prefer the video to be polished with high-quality video/audio over videos that feel relatable and authentic.

Source: HubSpot¹

30. 39% of marketers say short-form video has the best ROI & gets the most engagement

When asked which video format offers the best return on investment, the largest number of respondents pointed to short-form video (39%). This is significantly more than those who said long-form video (16%), videographics (11%), webinars (10%) and live streams (8%).

What’s more, 39% of marketers also said short-form offered the best engagement. It’s clear, then, that short-form video is vital to any video marketing strategy this year.

Tip: Check out these short-form video ideas to help you grow on TikTok.

Source: HubSpot¹

31. 83% of marketers say the best short video length is <60 seconds

When making short-form videos, most marketers think that the optimal length is under a minute long. This is short enough to keep the viewer’s attention and as such, often generates the best average view duration and engagement rate.

Source: HubSpot²

32. 74% of marketers optimize their videos for muted autoplay

Plenty of social media users scroll through their feeds without sound. As such, it makes sense that smart video marketers optimize their videos to play on mute, such as by adding in-video subtitles and captions.

Source: HubSpot²

33. 49% of brands say the CTA button is the most useful interactive feature in a marketing video

Almost half of surveyed companies say that the call-to-action button is the most important feature in interactive marketing videos for generating conversions. A further 19% say it’s the email collection form, while 7% say it’s the annotation link.

Source: Wistia

Video marketing distribution statistics

Which platforms and channels do brands distribute their videos on once they’ve made them? Let’s find out.

34. YouTube is the most popular video marketing distribution channel

90% of companies say they use YouTube for video marketing, making it the top distribution platform. This makes sense given that YouTube is one of the largest social media platforms with over 2.5 billion users, according to the latest social media statistics.

 A further 86% use Facebook, while 79% use LinkedIn, 79% use Instagram, 54% use Twitter, and 35% use TikTok.

Source: Wyzowl

35. …And the most effective video marketing distribution channel

78% of surveyed video marketers also say YouTube is an ‘effective’ video marketing distribution channel. In comparison, 69% say LinkedIn, 67% say Instagram, 59% say Facebook, 27% say TikTok, and 24% say Twitter.

Source: Wyzowl

36. 27% of marketers say YouTube is the best platform for going viral

Most marketers think YouTube is the best place to post your videos if you want them to go viral. TikTok was the second-top pick (24%) and Instagram came third (18%).

Source: HubSpot²

37. 67% of companies primarily share marketing videos on their website

Wistia found different results than HubSpot. According to their data, a company’s website is the most common distribution channel (67%) for marketing videos. 

Next is email (49%), followed by LinkedIn (43%), YouTube (40%), and Instagram (22%). The difference between these results and those from HubSpot may reflect the difference in survey demographics.

Source: Wistia

How often do brands publish marketing videos?

Wondering how frequently companies share marketing videos? Here are some more video marketing statistics that shed light on that question.

38. 36% of businesses create new videos monthly 

The most common frequency for creating new marketing videos is every month (36%). ‘Weekly’ comes next (29%), followed by ‘A few times a year’ (28%). Only 6% of businesses say they create new videos daily.

Source: Wistia

39. The average small business made 15 videos last year

‘Small businesses’ in this data set refers to those with under 50 employees. 

In comparison, the average medium-sized business (50-200 employees) made 84 videos last year, and the average large business (200+ employees) made 118 videos.

Source: Wistia

40. 79% of marketers post 2-10 videos a month

This seems to be the ‘sweet spot’. Only 12% of marketers say they publish more frequently than that.

Source: HubSpot²

41. 78% of surveyed businesses say they plan to create more videos this year

A further 21% said they plan to keep it somewhat the same, while only 1% said they plan to make fewer videos.

Source: Wistia

Video marketing benchmarks

Here are a few stats that show average video performance benchmarks that you can use to measure your success against.

42. 54% of marketing videos get <10k views

Don’t be disheartened if your videos fail to get over 10k views—over half of all marketing videos don’t reach that benchmark. What’s more, 16% of marketing videos get less than 1k views. Only 16% of marketing videos manage to break the 100k view count.

Source: HubSpot¹

43. The average engagement rate of a <1 minute marketing video is 50%

According to data from Wistia, the average engagement rate of a short video (under 1 minute) is around 50%, and the average time watched is around 16 seconds.

Note that engagement rate seems to negatively correlate with video length. According to the same data set, videos over 60 minutes long have an average engagement rate of just 17%.

Source: Wistia

44. The average conversion rate of a <1 minute marketing video is just 1%

This means that you can probably expect around 1 conversion for every 100 views your short-form videos get. However, note that the conversion rate increases with video length. Videos over 60 minutes long have a 13% conversion rate, on average, according to Wistia.

Source: Wistia

How much do brands spend on video marketing?

Here are some stats that reveal more about the costs of video marketing this year.

45. 42% of video marketers spend less than $500 on each video

A further 18% spend between $501 and $1,000 on each video (on average), while 25% spend $1,001 to $5,000, 9% spend $5,001 to $10,000, 3% spend $10,001 to $20,000, and 4% spend $20k+

Source: Wyzowl

46. Most marketers allocate 11-50% of their budget to video

Around 6/10 marketers said their video budget falls somewhere within this range, but there’s a lot of variation within that. For example, 16% of respondents said they spend 21-30% of their budget on video, while 14% said they spend 31-40%, etc.

Source: Wyzowl

47. 39% of video marketers think video is becoming more expensive

As of 2023, 39% of surveyed video marketers said they thought the costs of video were increasing, while 35% said they thought there was no change, and 26% said they thought they were decreasing. 

Source: Wyzowl

48. 57% of businesses plan to devote more resources to video this year

A further 38% said they plan to keep it about the same, while just 4% said they’d devote fewer resources to video this year.

Source: Wistia

49. 69% of marketers say they’ve spent money on video ads

The remaining 31% focus exclusively on organic video performance. 

Source: Wyzowl

50. Video ad spending is estimated to reach $191.3 billion this year

And is expected to show a CAGR of 6.04% over the next 4 years, reaching $241.9 billion by 2028. The average ad spending per user in the video advertising market is $34.50

Source: Statista¹

Online video consumption statistics

Before we wrap up, let’s look at some general statistics about how internet users view video content this year.

51. There are 3.37 billion digital video viewers globally

That’s over a third of all the people on earth, and closer to half of all global internet users.

Source: Statista²

52. People watch 17 hours of online video content each week, on average

In comparison, the average person spent just 10.5 hours watching online video content each week back in 2018. 

Source: Wyzowl

53. Total marketing video plays are up +15% this year

What’s more, total time watched is up 44% year-over-year.

Source: Wistia 

54. 91% of consumers want to see brands produce more online video

Consumers aren’t tired of marketing video content just yet. On the contrary, the vast majority say they’d prefer brands to make more online videos.

Source: Wyzowl

55. 52.3% of people say they mainly use the internet for ‘watching videos’ 

A survey of internet users aged 16-64 asked participants what their main reason for using the internet was, and 52.3% of people said they mainly use it for ‘watching videos, TV shows, or movies’, making this the third top response. 

It ranked below only ‘finding information’ (60.9%) and ‘staying in touch with family and friends’ (56.6%).

Source: Datareportal

56. 92% of internet users watch video content weekly

Of those, 49.7% watch music videos, while 35.3% watch comedy, meme, or viral videos; 27.7% watch video livestreams, 25.7% watch video tutorials, 25.6% watch educational video, 25.2% watch product review videos, 24.8% watch sports cup or highlights videos, 23.8% watch influencer videos and vlogs, and 23.2% watch gaming videos.

Source: Datareportal

57. 16-24 year olds are more likely to watch online video content

94.4% of females in this age range and 93.1% of males report watching online video content every week. In contrast, only 85.6% of females and 85.4% of males aged 55-64 watch video content weekly.

Source: Datareportal

Final thoughts

That concludes my roundup of video marketing statistics

Overall, it’s clear that video remains a crucial part of any digital marketing strategy this year, with short-form video and ‘authentic/relatable’ content being particularly important.

And the good news is brands are creating more videos in less time thanks to the development of new tools like generative AI. 

Looking for more social media video statistics? Check out our roundup of Facebook Video statistics and YouTube Shorts statistics. You might also want to check out these influencer marketing stats.

Planning to post videos on Instagram? Take a look at these awesome Instagram video ideas to boost your following.