18 Eye-Opening Video Consumption Statistics for the Most Curious Watcher
Updated · Nov 17, 2022
Video content is among the most effective ways to attract and engage the audience.
Many companies recognize this and use online videos as an inevitable part of their successful marketing strategies. On the other hand, consumers also perceive information nicely through videos. That’s why video content is at peak popularity now.
If you want greater clarity on the topic, follow our video consumption statistics below. You’ll discover answers to the big questions:
How often do people view videos online?
What’s global video consumption?
Why do businesses use video content so much?
But first, let’s start with some cornerstone facts:
Engaging Online Video Consumption Stats (Editor’s Choice):
- People spend an average of 100 minutes per day watching online videos.
- Nine of ten consumers admit they want to see more brand videos.
- 73% prefer watching short videos when learning about a service or product.
- More than 500 million Facebook users watch videos on the platform every day.
- 77% of Americans between 26 to 35 years old use YouTube.
- 3.5 billion people are predicted to watch digital videos globally by 2023.
- 88% said watching a brand’s video persuaded them to buy a product/service.
- 92% of marketers consider videos essential to their marketing strategy.
Insightful Video Marketing Statistics for 2022
Videos have indeed become an essential part of the marketing strategy. If businesses use them, rest assured they work. Otherwise, nobody would invest in creating such content.
You, as a consumer, also play a big part in that.
Let’s see how people and companies are entangled in video consumption:
1. In 2021, nine of ten people confirmed they wanted to see more videos from brands.
Video marketing is a powerful tool to raise brand awareness and generate leads. And companies know that people love viewing online videos.
In 2021, people spent more time at home because of the pandemic. That’s why the video demand and consumption were even higher than usual.
2. 92% of marketers believe that videos are a significant part of their strategy.
You see that video creation is a massive tendency among marketers. Currently, video usage by businesses is 86%. And it’s been doing pretty well since 2018 when it first hit the above 80% mark.
Moving on to other fascinating video consumption statistics:
3. Watching a brand’s video convinced 88% of consumers to purchase a product or service.
That’s how helpful video content is for brands, and they know it.
Watching a video encouraged 78% of people to download an app or software.
Furthermore, 96% of users viewed an explanatory video to research more information about a service or product.
4. 73% of people prefer to watch a short video to learn more about a product/service.
This statement proves there is a tremendous demand for videos. And we’re only at the beginning of the video marketing statistics. There’s plenty more proof to come.
Other methods of learning about a product or service in percentages of people that favor them:
- Reading a text article, post, or website—11%
- Viewing an infographic—4%
- Downloading a manual or ebook—3%
- Attending a pitch or webinar—3%
- Receiving a sales call or demo—3%
So do people prefer video over reading?
In this context, the answer is a firm “Yes.”
73% go to short videos; 11% favor reading text.
5. Lack of time is the number one reason why some marketers don't use videos.
23% of marketing professionals don’t include video in their strategy simply because they don’t have time for it.
It’s a legit reason… but they are missing a lot.
6. Online video’s share of total ad spend is to increase by 2024, while television’s share is expected to drop.
(Source: Zenith Media)
Zenith’s video advertising statistics predict that the TV ads budget might reduce by 3.8% between 2021 to 2024, reaching 20.8%.
However, online video ad spend is projected to increase from 8.8% to 11.1% during the same period.
Television is losing its audience, and ads cannot reach as many people as before. That will make them less efficient in the long run, which is why brands are moving to digital advertising channels.
7. 18% of marketers integrated video into their strategy for the first time in 2021.
Wyzowl’s video marketing stats show that 43% of those first-time video users implemented such visual content in their strategy because of new challenges like the coronavirus.
46% turned to videos for the first time because it became easier to create them in-house.
Another 46% were able to convince other business counterparts of video content’s impact.
Latest Video Consumption Trends in 2022
Online videos are a massive trend right now that won’t go away soon.
Now, ask yourselves what kind of content you view the most.
For most people, that’s videos, so it’s clear this trend is indeed here to stay.
8. It’s expected that by 2023, 3.5 billion people will view digital videos globally.
In comparison, global video viewers were a bit more than three billion in 2020.
You see how video consumers are rapidly growing by the millions. That demand couldn’t have stayed unnoticed by marketers and businesses.
But there’s more:
9. A single person spends an average of 100 minutes daily watching videos online.
(Source: Zenith Media)
One hundred minutes each day equal 25 full days every year. That’s like being on vacation for a month, counting the weekends.
By the way, what would you prefer—being on vacation or watching videos?
10. Online video is the fastest-growing channel, surpassing social media.
(Source: Zenith Media)
Social media held the fastest-growing title over the past decade, but things have changed. The effectiveness of video marketing is taking its toll.
It’s predicted that online video will grow by an average of 15.4% per year between 2021 to 2024. For social media, that number is projected to be 15.1%.
On top of that, online video ad spend might reach $95 billion in 2024. That amount was $62 billion in 2021, so the increase would be over 53%.
Let's look at more social media video statistics:
11. More than half a billion people watch Facebook videos every day.
Facebook users view over 500 million videos each day. That’s a “wow” number!
And it’s about 1.5 times the population of the United States, which is roughly 332.79 million right now.
12. Short-form video content resonates the most with users.
The short-form video format is TikTok’s primary focus and has been highly successful.
So much so that Instagram, Youtube, and Facebook couldn’t miss that tendency and had to pick it up quickly.
Do you want to know what percent of internet traffic is video?
13. By the end of 2022, video is expected to be 82% of all internet traffic.
Video will be the go-to marketing format in future years. Social media is prioritizing such content since users like it so much.
However, catching the consumers’ attention is not an easy task. They have been bombarded with videos from every direction these days. So businesses must stand out from the crowd to be noticed.
Other fun video facts:
14. Music videos are one of the most-watched types of content on YouTube.
They also have the chance to reach viral status within 24 hours of upload.
As of April 2022, the most-viewed YouTube video of all time is "Baby Shark Dance." It has 10.41 billion views.
15. 77% of US internet users aged 26 to 35 accessed YouTube in the third quarter of 2020.
Online video usage in the US doesn’t fall behind the world's trend.
YouTube is the leading online video property in America. It has more than 126 million unique monthly viewers.
YouTube reach by age in the United States in Q3 2020:
- Users over 56 years—67%
- Ages 46–55—70%
- Ages 36–45—73%
- Ages 26–35—77%
- Ages 15–25—77%
16. There are over 96,000 YouTube video views in one second.
(Source: Internet Live Stats)
As of April 2022, the most YouTube users come from India—467 million.
The United States is the runner-up with 247 million viewers.
Indonesia follows with 139 million.
17. Online videos helped 70% of people research an auto product they wanted to buy.
(Source: Think with Google)
Google’s online video consumption stats reveal shoppers often turn to such visual content when they intend to buy auto-related products.
Furthermore, 65% of people who had to take their vehicle in for service first learned about the repair center through a video.
18. Explainer videos are the most commonly created video content, leading with 74%.
Other typically created videos by businesses are social media ones (68%), presentations (50%), testimonials (46%), ads (42%), etc.
Some say that video is king. For marketers, that’s absolutely true. They’ve been using it far and wide these days.
In this line of thought, consumers are those choosing who takes the throne. So we can all take credit for that.
Time to draw some conclusions:
Nowadays, video usage is off the charts—no doubt about it. Our video consumption statistics prove it quite well.
It’s an ongoing trend that may not have reached a top point yet. What we do know for sure is that it’s very well-liked by both sides—the consumer and the marketer.
We can also see a correlation between video demand and creation.
They still will be with us in the coming years.
For how long, though?
Let’s wait and see.
Unaware that life beyond the internet exists, Nick is poking servers and control panels, playing with WordPress add-ons, and helping people get the hosting that suits them.