93 Statistics on Video Marketing in 2025 [Latest Data and Trends] By 2025, video will account for 82% of all internet traffic, and users will spend an average of 100 minutes per day watching online videos, demonstrating that video is now more than just an add-on; it is the foundation of digital marketing. Short-form videos now get 70% more engagement on platforms like TikTok and Instagram, while long-form videos on YouTube account for 90% of online learning consumption. As a result, it makes sense that 89 percent of marketers use video marketing regularly and 95 percent consider it an essential component of their strategy. To help you understand why video dominates digital strategy, we present the most recent statistics on video marketing, video SEO, traffic shifts, and consumption trends in this article. Video Marketing Statistics 2025: At A Glance
Currently, approximately 91% of marketers are incorporating video into their marketing strategies. 90% of marketers report positive ROI from video marketing, indicating that most are seeing results. Two out of three consumers (66%) find short-form videos the most engaging type of content.
Over 80% of people say that watching a video influenced their decision to buy something. Websites with video content typically attract a 88 percent increase in time spent by visitors. Close to 89% of consumers want to see more video content from brands.
Around 82.5% of all internet traffic worldwide is video. Statistics on the Use of Online Video Marketing in 2025 After two years of stability, the percentage of marketers using video marketing dropped slightly to 89% in 2025. In retrospect, the years 2023 and 2024 saw the greatest participation, with 91% of marketers actively employing video marketing. This demonstrated the industry's robust and consistent expansion. This peak did not occur instantly. Between 2020 and 2023, the percentage gradually increased from 85% to 91%, as more marketers adopted video marketing.
However, one of the biggest jumps happened much earlier.
From 2017 to 2018, the percentage shot up from 63% to 81%—an 18% rise that likely signaled a significant shift in marketing trends.
The proportion of marketers who use videos in marketing The percentage of marketers who use videos for marketing purposes over time is shown in the following table: The percentage of marketers who use video marketing this year 2025 89%
2024 91%
2023 91%
2022 86%
2021 86%
2020 85%
2019 87%
2018 81%
2017 63%
2016 61%
Wyzowl is the source In 2025, the percentage of marketers who see video as a crucial marketing tool increased to 95%, up from 88% in 2024.
However, there was a significant drop in 2024, from 96% in 2023 to 88% in 2024. This was a rare dip after years of steady growth, suggesting that certain challenges or shifting trends may have impacted video marketing adoption.
In the grand scheme of things, video marketing has come a long way. One of the most significant increases occurred between 2015 and 2018, when the percentage increased by 7% in just three years, going from 78% to 85%. This rapid growth was likely fueled by the rise of social media videos and short-form content.
Overall, video marketing has grown from being a new trend to being an important part of marketing plans. The percentage of marketers recognizing its importance has grown steadily from 78% in 2015 to 95% in 2025, proving that video is now a dominant force in the industry.
The percentage of marketers who see videos as an essential marketing tool is shown in the table below. Marketer Share by Year 2025 95%
2024 88%
2023 96%
2022 92%
2021 93%
2020 92%
2019 91%
2018 85%
2017 82%
2016 88%
2015 78%
Wyzowl is the source 85 percent of marketers of video intend to keep or increase their investment in the video. On the other hand, 15% of marketers stated that they intend to cut back on spending on videos. The percentage of marketers who intend to invest more, the same, or less in marketing videos is broken down as follows: Marketers' Investment in Videos in Percentage Spend more than 60% Invest same 25%
Invest the same 15% Wyzowl is the source A total of 39 percent of video marketers have produced testimonial videos. Meanwhile, explainer videos were the second most created type of video, with 38% of the marketers investing in it.
Videos for social media, presentations, and product demonstrations round out the top five types of videos produced. The most frequently produced video types by marketers are listed in this table: The percentage of marketers who use video 39% of testimonial videos Explainer videos 38%
Videos for social media 34% Videos of presentations 34% Videos of product and demo demos 32% Sales videos 30%
30% of teaser videos 30% of video ads Customer service videos 28%
25% are videographics. Videos for employee onboarding Customer onboarding videos 22%
Videos of staff training 22% Videos of app demos 22% Wyzowl is the source 30 percent of marketers who do not use short-form videos at the moment intend to start investing in them. When compared to other video formats, short-form videos have the highest engagement and return on investment. As a result, 3 out of 10 marketers who have yet to enter the short-form video market are eager to begin this year. In the same vein, a quarter of marketers have the intention of increasing the amount of money they spend on short-form videos this year. The source is Hubspot. 90% of the marketers say that video marketing gave them a positive ROI.
In comparison, 92% of marketers in 2023 made the same statement. The proportion of marketers who have seen positive returns on their investments in video marketing has decreased by 2%, as shown by these figures. In 2016, only 76% of marketers who made an investment in video marketing saw positive returns. It is abundantly clear from the data that a sizeable portion of marketers who make investments in video marketing receive substantial returns. The proportion of marketers who reported positive ROI The percentage of video marketers who saw a positive return on investment after incorporating videos into their marketing strategy is shown in the table below: Percentage of marketers by year 2024 90%
2023 92%
2022 87%
2021 87%
2020 88%
2019 83%
2018 78%
2017 83%
2016 76%
Wyzowl is the source Eighty-seven percent of marketers reported that videos have contributed to boosting their sales.
Similarly, 87% of marketers reported this in 2023, too, reflecting a remarkable rise from only 64% in 2016.
At the same time, 87% of marketers mentioned that videos have been effective in generating leads, while 82% noted that videos helped keep visitors on their websites for longer.
In addition, nine out of ten marketers stated that videos have significantly increased brand awareness. Wyzowl is the source. Video Engagement Statistics
Videos shorter than 1 minute achieve an engagement rate of 50%.
Engagement rates are higher for shorter videos. Conversely, longer videos have lower engagement rates.
Videos that last longer than 60 minutes have an engagement rate of just 17%.
The following table displays the video engagement rates by length of the video:
Length Of The Video Video Engagement Rate
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 percent 17% more than 60 minutes Wistia is the source 27.7% of viewers watched video livestreams. They have the third-highest reach among all the video types. The highest reach is recorded for music videos, with a weekly reach of 48.2%.
When websites use video content in their primary Video SEO, organic engagement rises by 41%. While educational videos reach 26% of the audience, comedy, memes, and viral videos have the second-highest reach of 35%. Our live streaming statistics can help marketers increase their reach and brand awareness by understanding videos, tutorials, how-to videos, product review videos, influencer videos, and vlogs. A table depicting the most popular video content types worldwide by weekly usage reach can be found here: Reach of Video Content Type of Content Video music 48.2% 35 percent comedic, meme, or viral video Live video stream 27% Educational video 26%
25.8% tutorial or instructional video 25.7% of sports highlights or clips Product review video 25.3%
Sporting event or commentary 23.5 percent Influencer videos and vlogs 23.4%
Gaming video 22.2%
Source: Statista.
Video Consumption Trends Statistics
89% of people say they want to see more online videos from brands.
That’s a decrease of 2 percentage points compared to 91% of the consumers who wanted to see more videos from brands in 2023.
Comparatively, just 85% of the consumers in 2018 wanted to see more videos from brands.
This increase in demand for videos from the brands is because 83% of people prefer watching videos over accessing instructional or informational content through text or audio.
Source: TechSmith, Wyzowl.
Video accounts for 82.5% of global internet traffic,
This is an increase of 88% in internet video traffic compared to that recorded in 2017. In that year, video accounted for 72.3% of the internet traffic.
This increase is because 80% of people prefer to watch videos over reading texts.
80% Of People Prefer To Watch Videos Over Reading Texts
Source: Oberlo, Nealschaffer.
66% of consumers report short-form videos as the most engaging content.
Short-form videos have an average watch rate of over 81%. Moreover, between 41% and 80% of short-form videos are watched. Short-Form Videos As The Most Engaging Content
Besides, 73% of consumers prefer short-form videos to search for products or services.
Meanwhile, 57% of Gen Z prefer short videos to learn about products and services.
85 percent of marketers think that short-form videos are the best way to present video content. Source: Oberlo, Social Sprout.
82% of people say watching a video has convinced them to buy a product or service.
These figures show that videos also influence consumers’ purchase decisions and engage users.
In addition, 87% of marketers reported seeing an increase in sales as a result of their video marketing investments. Hence, businesses must invest in video content to create an impact on the users and increase their profits.
Source: Wyzowl, Oberlo, Forbes.
The average person spends 88% more time on video-rich websites. Your website will get more visitors if you use videos. They keep customers interested, which makes them stay for longer. Plus, videos help users retain 95% of the information explained, compared to 10% when it is read.
Further, the increase in click-through rate with video is as high as 96%, and videos are shared 1200% more times than links and text combined.
This is because people are more likely to believe the information presented if it is explained through video. Learn about these web traffic stats in our detailed report.
Forbes, Inc. 85% of internet users in the United States watch online video content.
Compared to other countries, 95% of internet users in Saudi Arabia and Turkey prefer to watch online content. Besides, Saudi Arabia ranks first in daily online video usage.
Adults between the ages of 25 and 30 watch the most videos online. Meanwhile, men spend 40% more time watching videos on the internet than women.
85% Of Internet Users In The United States
The following table displays the penetration rate of online video content in different countries worldwide.
The percentage of Internet users in each country who watch online video Saudi Arabia 95%
Turkey 95%
China 92%
New Zealand 91%
Mexico 88%
Australia 88%
Philippines 87%
Spain 86%
India 85%
Brazil 85%
United States 85%
Source: Statista, Scope Weekly.
YouTube is the most widely used video marketing platform, with 90% of video marketers trusting it.
With 2.7 million monthly active users, our YouTube statistics show that it is one of the most preferred online social media platforms with video content.
Users spend 46 minutes daily on YouTube.
Hence, marketers consider it to be one of the best platforms to advertise their video content.
YouTube is followed by Instagram and Facebook. Further, most B2B marketers prefer LinkedIn for video marketing.
The following table displays the share of marketers who prefer different social media platforms for video marketing.
Platform Marketers That Prefer The Platform For Video Marketing
YouTube 90%
Facebook 86%
79% Instagram LinkedIn 79%
Twitter 54%
35% TikTok Source: Wyzowl.
Before you begin the process of creating content, look at the statistics on social media. 75% of consumers use mobile devices to watch video content. These high viewing rates from smartphone usage stats are because they can be watched on the go and from anywhere.
Hubspot and Wyzowl are the sources. A person watches an average of 17 hours of online video per week.
This number has decreased from the average of 19 hours recorded in 2022.
Globally, the average person consumes 84 minutes of video content every day.
Meanwhile, People in China watch videos for approximately 103 minutes daily.
Globally An Average Person Consumes
Source: Wyzowl, The Social Sheperd.
Nearly 50% of internet users look for videos related to a product or service before visiting a store.
This demonstrates that when anticipating a purchase, internet users place a premium on video product reviews. Internet Users In Video Marketing
Through videos, consumers can learn things they wouldn’t know about a product or service if they’d read texts alone.
Four times as many consumers would rather watch a video about a product, rather than read about it.
Further, Shoppers who view demo videos are 1.81 times more likely to purchase non-viewers.
In addition, 39% of executives have contacted a vendor after watching a marketing video, and 65 percent of executives have visited a vendor's website. Forbes, Emarketer, Biteable, and Think with Google are the sources. Facts About Video Marketing While the use of traditional formats continues to decline, brands are increasing their investments in short-form video (30%), long-form video (29%) and live streaming (30%). Visual storytelling will officially have overtaken text-heavy formats as marketers' primary content strategy in 2025. Take a look at the numbers as follows: Media Format's Use by Marketers in Part Live streaming video 30%
Short-form video 30%
29% long-form video Content created by users 23% Pictures 22% 21% of blog posts Interviews 18%
Source: Hubspot 2
Video Performance Stats
The average pay rate for videos with more than 60 minutes is 58 percent. When compared to shorter videos, the play rate of longer videos is typically higher. Videos less than 1 minute have an average play rate of 23%, while videos of 1 to 3 minutes have an average pay rate of just 12%.
The following table displays the average play rate benchmark by video length.
Length Of The Video Average Play Rate
Less than 1 minute 23%
1 to 3 minutes 12 percent 3 to 5 minutes 17 percent 5-30 minutes 35 percent 30 to 60 minutes 50%
58% more than 60 minutes Wistia is the source The average conversion rate for videos that last more than 60 minutes is 13%. Similar to play rate, video conversion rates are higher for longer videos than shorter videos.
The average conversion rate for videos shorter than one minute is just one percent, while the conversion rate for videos longer than three minutes is four percent. On the other hand, videos that last between five and thirty minutes have a conversion rate of eleven percent, while videos that last longer than sixty minutes have the highest rate. The following table displays the average conversion rates by video length:
Length Of The Video Average Conversion Rate
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%
More than 60 minutes 13%
Wistia is the source Companies that use video grow their revenue 49% faster YoY.
They also have 27% higher click-through rates and 34% higher web conversions.
This is an effect of higher traffic and engagement rates. They raise click-through and conversion rates, which ultimately boost the brand's or business's revenue. Source: Jilt.
Every year, video marketers receive 66% more qualified leads. Further, 84% of marketing professionals claim video helped them with lead generation.
Videos help nurture leads by attracting 300% more web traffic. A website with a video is 53 times more likely to appear on the front page.
These factors contribute to attracting qualified leads, which later result in conversion.
Source: Marketing Sherpa, Insivia, Levitate media.
Video Creation Statistics
38% of marketers create their content in-house.
This is down from 60% of the marketers who created content in-house in 2023.
Meanwhile, 24% of video marketers prefer to get their content created from external vendors, and 38% of marketers rely on both in-house and external vendors for content creation.
Wyzowl is the source Three-fourths of video marketers make use of AI tools to create or edit marketing videos.
AI has been embraced across nearly every industry worldwide, and video marketing is no exception. In fact, 75% of video marketers say that AI tools are used when making videos. To expedite content creation, video marketers have begun using AI tools for video creation and editing. Wyzowl is the source 85 percent of marketers believe that using generative AI will change the way they create content. 59% of marketers already use generative AI to auto-generate captions and transcription.
In the meantime, scripts, outlines, and concepts are generated by 49.8% of marketers using generative AI. The following table displays the ways marketers use generative AI for video creation:
Utilization of Generative AI by Marketers in Percentage Auto-generating captions or transcripts 59%
generating outlines, ideas, or a script 49.8% fixing overdubs, creating visuals, or creating music 25.1% Finding key clips to edit 29.3%
Contributing 25.5% of the social promotion copy Don’t use or plan to use AI tools for videos 13.5%
Hubspot and Wistia are the sources. Nearly half of businesses, about 45%, expressed a desire to produce more product videos.
These companies believe that product videos are a great way to highlight their products and expertise. Additionally, 38% of businesses are eager to create educational and instructional content.
Meanwhile, 35% of businesses want to create social media videos and 32% are looking forward to hosting webinars and live events.
Here is a table displaying the type of video content that companies are looking forward to creating:
Type of Video Percentage of Companies
Product videos 45%
Educational and instructional content 38%
Videos for social media: 35% Live events and webinars 32% Testimonials from customers 26% 27% promotional videos 18% of sales videos Original series 17%
Company culture videos 9%
Source: Wistia, Hubspot.
Conclusion: Over 9 In 10 Marketers Today Use Video For Marketing
With 90% of marketers reporting positive ROI, and 87% crediting video with boosting sales and leads, businesses cannot afford to overlook its impact.
If you are a marketer or a brand, please remember that on average, a consumer spends 17 hours per week watching online video. Monetize this attention for yourself.
As text-heavy formats lose relevance, video’s dominance will only deepen, making it the most effective medium to engage audiences and drive measurable results from 2025 and ahead.