3 Most Recent Data on Video Marketing in 2025
Around 82% of internet traffic will be video by 2025, with users spending an average of 100 minutes per day watching online videos, proving it’s no longer just an add-on but the backbone of digital marketing.
Platforms like TikTok and Instagram now drive 70% higher engagement with short-form clips, while YouTube long-form videos contribute to 90% of online learning consumption.
Hence, it makes sense why 89% of marketers actively use video marketing, and 95% see it as a crucial tool in 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 89% of marketers are incorporating video into their marketing strategies. Most marketers are seeing results, as 90% report positive ROI from video marketing.
Short-form videos are viewed by 66 percent of consumers as the most engaging type of content. Over 82% people admit that watching a video influenced their purchase decision.
Users typically spend 88% more time on websites that feature video content.
Nearly 89% of consumers want brands to produce more video content. Video makes up roughly 82.5% of all global internet traffic.
Online Video Marketing Usage Statistics 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 showed strong and steady growth in the industry.
This peak didn’t happen overnight. 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 video trends.
Percentage Of Marketers Using Videos For Marketing
The following table displays the percentage of marketers who use videos for marketing purposes over the years:
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%
Source: Wyzowl
In 2025, the percentage of marketers who see video as a crucial marketing tool increased to 95%, up from 88% in 2024.
However, 2024 saw a notable decline, dropping to 88% from 96% in 2023. 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 jumps happened between 2015 and 2018, when the percentage rose from 78% to 85%, a 7% increase in just three years.
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 fact that 95% of marketers in 2025 will be aware of its significance, up from 78% in 2015, demonstrates that video is now the industry's dominant force. Here is a table displaying the percentage of marketers who consider videos as a crucial marketing tool.
Year Share Of Marketers
2025 95%
2024 88%
2023 96%
2022 92%
2021 93%
2020 92%
2019 91%
2018 85%
2017 82%
2016 88%
2015 78%
Source: Wyzowl
85% of video marketers plan to maintain or increase their investment in the video.
Conversely, 15% of the marketers stated that they plan to reduce their spending on videos.
Here is a breakdown of the share of marketers that are planning to invest more, the same, or less in videos for marketing:
Investment In Videos Percentage Of Marketers
Invest more 60%
Invest same 25%
Invest same 15%
Source: Wyzowl
The majority of the video marketers (39%) have created testimonial videos.
In contrast, explainer videos accounted for 38% of marketers' investments and were the second most frequently produced type of video. Videos for social media, presentations, and product demonstrations round out the top five types of videos produced. Here is a table displaying the most created video types by marketers:
Video Type Percentage Of Marketers
Testimonial videos 39%
38% explainer videos Social media videos 34%
Presentation videos 34%
Product and demo videos 32%
Videos for sales 30% Teaser videos 30%
30% of video ads Videos of customer service 28% 25% are videographics. Employee Onboarding videos 25%
Customer onboarding videos 22%
Staff training videos 22%
App demo videos 22%
Source: Wyzowl
30 percent of marketers who do not use short-form videos at the moment intend to start investing in them. Short-form videos have the highest ROI and engagement compared to other video formats.
As a result, 3 out of 10 marketers who have yet to enter the short-form video market are eager to begin this year. At the same time, a quarter of marketers are planning to increase their investment in short-form videos this year.
Source: Hubspot.
93% of the marketers say that video marketing gave them a positive ROI.
Comparatively, 90% of the marketers in 2024 stated the same.
These numbers display a 3% increase in the share of marketers who have received good returns on their video marketing investments.
Back in 2016, just 76% of marketers who invested in video marketing received good returns. The data clearly shows that a significant portion of marketers who invest in video marketing are seeing strong returns.
Share Of Marketers Who Witnessed Positive ROI
Here is a table displaying the share of video marketers who received a good ROI after adopting videos in their marketing strategy:
Year Percentage of Marketers
2025 93%
2024 90%
2023 92%
2022 87%
2021 87%
2020 88%
2019 83%
2018 78%
2017 83%
2016 76%
Source: Wyzowl
91% of marketers reported that videos have boosted their sales.
In the same way, 87% of marketers reported this in 2023, a remarkable increase from 64% in 2016. At the same time, 88% of marketers mentioned that videos have been effective in generating leads, while 82% noted that videos helped keep visitors on their websites for longer.
Additionally, 9 out of 10 marketers said that videos have played a key role in boosting brand awareness.
Source: Wyzowl.
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%
3-5 minutes 47 percent 5 to 30 minutes 39%
30 to 60 minutes 26%
More than 60 minutes 17%
Source: Wistia
Video livestreams reached 26.8% of the audience.
They have the third-highest reach among all the video types. The highest reach is recorded for music videos, with a weekly reach of 50.2%.
Organic engagement increases by 41% when websites use video content in their primary Video SEO.
At the same time, comedy, memes, and viral videos have the second-highest reach of 35%, while educational videos reach 26% of the audience.
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. Here is a table displaying the popular video content types worldwide by weekly usage reach:
Type of Video Content Reach of Video Content
Music video 50.5%
35 percent comedic, meme, or viral video Live stream video 26.8% Sports clips or highlights video 26.4%
Product review video 26%
25.2% tutorial or instructional video Educational video 24.9%
Sporting event or commentary 24.6 percent Videos and vlogs by influencers (23.2%) Gaming video 22.8%
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,
Internet video traffic has increased by 88% since 2017, compared to 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: Nealschaffer.
66% of consumers report short-form videos as the most engaging content.
Short-form videos have an average watch rate of over 81%. Besides, 59% of short-form videos are watched for 41% to 80% of their length.
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.
Due to these facts, 85% of marketers believe short-form videos are the most effective format for video content.
Source: Social Sprout.
82% of people say watching a video has convinced them to buy a product or service.
These figures demonstrate that videos also engage users and influence consumer purchasing decisions. Further, 87% of the marketers reported that they witnessed an increase in their sales after investing in video marketing.
Hence, businesses must invest in video content to create an impact on the users and increase their profits.
Source: Wyzowl, Forbes.
The average user spends 88% more time on websites that have videos.
Videos help to increase traffic to your website. They keep consumers engaged, which leads to longer visits.
Plus, videos help users retain 95% of the information explained, compared to 10% when it is read.
Additionally, video has a higher click-through rate of up to 96%, and more people share videos than links and text together. This is due to the fact that when information is explained through video, people are more likely to believe it. Learn about these web traffic stats in our detailed report.
Source: Forbes
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 in the 25- to 30-year-old age group watch the most online videos. 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.
Country Share Of Internet Users Watching Online Video Content
Saudi Arabia 95%
Turkey 95%
China 92%
New Zealand 91%
Mexico 88%
88% Australia 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 around 49 minutes daily on YouTube.
Source: BroadBandSearch
As a result, it is regarded as one of the best platforms by marketers for promoting their video content. Facebook and Instagram follow YouTube. Further, most B2B marketers prefer LinkedIn for video marketing.
The percentage of marketers who prefer different social media platforms for video marketing is shown in the table below. Platform Marketers That Prefer The Platform For Video Marketing
YouTube 90%
Facebook 86%
Instagram 79%
LinkedIn 79%
Tweeter 54% TikTok 35%
Source: Wyzowl.
Check social media statistics before you start your content creation journey.
75% of consumers watch video content on mobile devices.
These high viewing rates from smartphone usage stats are because they can be watched on the go and from anywhere.
Source: Wyzowl, Hubspot.
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 shows that internet users consider video product reviews crucial when looking forward to purchasing a product.
Users of the Internet 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 than non-viewers.
Besides, 65% of executives have navigated to a vendor’s site, and 39% have called a vendor after watching a marketing video.
Source: Forbes, Emarketer, Biteable, Think with Google.
Video Marketing Facts
Brands are increasingly investing in short-form video (30%), long-form video (29%), and live streaming (30%), while traditional formats continue to decline in usage.
In 2025, visual storytelling will have officially overtaken text-heavy formats as a core content strategy for marketers.
Here is the media format used by both B2B and B2C marketers:
Media Format Share of B2B Marketers Share of B2C Marketers
Video in its short form 30% 30% Images 29% 30%
Interviews 24% 21%
Blog posts 23% 20%
Long-form video 19% 18%
18% 21% user-generated content Live streaming video 17% 22%
Source: Hubspot
Video Performance Stats
The average pay rate for videos with more than 60 minutes is 58 percent. Longer videos usually have a higher play rate compared to shorter videos. Videos less than 1 minute have an average play rate of 23%, while videos of 1 to 3 minutes have an average play 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%
3 to 5 minutes 17%
5 to 30 minutes 35%
30 to 60 minutes 50%
More than 60 minutes 58%
Source: Wistia
Videos over 60 minutes have an average conversion rate of 13%.
Similar to play rate, video conversion rates are higher for longer videos than shorter videos.
Videos that last less than a minute have an average conversion rate of just 1%, and videos between 1 and 3 minutes have a conversion rate of 4%.
Conversely, videos between 5 and 30 minutes have a conversion rate of 11%, and videos that last over 60 minutes have the highest conversion rate.
The average conversion rates are shown in the table below, broken down 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 percent 5 to 30 minutes 11%
30 to 60 minutes 8%
More than 60 minutes 13%
Source: Wistia
Utilizing video accelerates revenue growth by 49% year over year. They also have 27% higher click-through rates and 34% higher web conversions.
This is an effect of higher traffic and engagement rates. They lead to an increase in click-through and conversion rates, eventually increasing the revenue of the business or the brand.
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. It is 53 times more likely that a website with a video will 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.
Source: Wyzowl
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 report using AI tools throughout the video production process.
Video marketers have started adopting AI tools for video creation and editing tasks to speed up content production.
Wyzowl is the source According to 85% of marketers, the adoption of generative AI will transform the way they create content.
59% of marketers already use generative AI to auto-generate captions and transcription.
Meanwhile, 49.8% of marketers use generative AI to generate scripts, outlines, and ideas.
The following table displays the ways marketers use generative AI for video creation:
Usage of Generative AI Percentage of Marketers
Auto-generating captions or transcripts 59%
Generating a script, outlines, or ideas 49.8%
Generating visuals, music, or fixing overdubs 25.1%
Finding key clips to edit 29.3%
Helping create social promotion copy 25.5%
13.5% Don't use AI tools for videos or plan to. 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%
Social media videos 35%
Webinars and live events 32%
Testimonials from customers 26% Promotional videos 27%
Sales videos 18%
Original series 17%
Company culture videos 9%
Source: Wistia, Hubspot.
In conclusion, video marketing is used by over nine out of ten marketers today. With 93% of marketers reporting positive ROI, and 88% 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.