YouTube already has 2.4 billion monthly active users, and marketers are chasing results that prove impact just as privacy pressure rises. With streaming video projected to reach 2.4 billion watchers by 2027 and 27 percent of marketers naming measurement as their toughest hurdle, the gap between spend and proof is getting tighter. Here are the most telling Pub Industry statistics shaping where attention, budgets, and data practices are headed.
Key Takeaways
- 2.4 billion monthly active users use YouTube worldwide, making it the largest streaming platform globally
- 5.04 billion people are active on social media globally in 2024
- 34% of marketers say short-form video is their highest-performing format in 2024
- 52% of US adults say they are concerned about how companies use their data in 2024
- 1 in 5 marketers planned to shift budget from display to video in 2024
- $51.6 billion is forecast global influencer marketing market size in 2023
- The global marketing automation market size is expected to grow to $7.6 billion by 2027
- The global video advertising market is forecast to reach $82.1 billion in 2025
- 38% of marketers increased marketing budget in 2024 compared to 2023
- 27% of marketers say their biggest challenge in 2024 is proving marketing impact (measurement)
- 41% of businesses report using marketing automation to improve ROI in 2024
- 46% of marketers say they use personalization at least weekly in 2024
- 54% of companies increased investments in AI for marketing in 2024
- 64% of organizations use cloud infrastructure for analytics in 2024
- Over 60% of global social media users use social networks to watch or stream video content
In 2024, video led marketing growth with rising automation, AI investment, and personalization despite measurement and data privacy concerns.
Related reading
01 · Category
Audience & Reach2 stats
01
2.4 billion monthly active users use YouTube worldwide, making it the largest streaming platform globally
02
5.04 billion people are active on social media globally in 2024
Interpretation
Audience & Reach Interpretation
With 2.4 billion monthly active users on YouTube and 5.04 billion people active on social media worldwide in 2024, pubs have unprecedented audience reach to meet drinkers where they already spend their time.
02 · Category
Industry Trends7 stats
01
34% of marketers say short-form video is their highest-performing format in 2024
02
52% of US adults say they are concerned about how companies use their data in 2024
03
1 in 5 marketers planned to shift budget from display to video in 2024
04
The GDPR imposes administrative fines up to €20 million or 4% of global annual turnover, whichever is higher
05
1.88 billion people are projected to watch streaming video (SVOD/AVOD) worldwide in 2024, reaching 2.4 billion by 2027
06
65% of marketers say they have used video in their marketing strategy
07
In 2024, 74% of marketers say they use social listening to inform marketing decisions
Interpretation
Industry Trends Interpretation
As Pub industry marketers lean into industry trends, 74% are using social listening and 34% say short-form video is their highest-performing format in 2024, showing how audience data and fast video content are driving decisions while privacy concerns remain high at 52% of US adults.
03 · Category
Market Size6 stats
01
$51.6 billion is forecast global influencer marketing market size in 2023
02
The global marketing automation market size is expected to grow to $7.6 billion by 2027
03
The global video advertising market is forecast to reach $82.1 billion in 2025
04
The global influencer marketing market is projected to reach $24.1 billion in 2024
05
The global brand safety market size is forecast to reach $12.9 billion by 2030
06
Global ARPU for digital video advertising is projected to increase at a CAGR of 8.4% from 2024–2027
Interpretation
Market Size Interpretation
From a market-size perspective, the Pub industry is set to ride rapid growth in digital advertising and related tools with global influencer marketing projected to hit $24.1 billion in 2024 and video advertising reaching $82.1 billion by 2025.
More related reading
04 · Category
Spending & ROI3 stats
01
38% of marketers increased marketing budget in 2024 compared to 2023
02
27% of marketers say their biggest challenge in 2024 is proving marketing impact (measurement)
03
41% of businesses report using marketing automation to improve ROI in 2024
Interpretation
Spending & ROI Interpretation
In the Spending & ROI landscape, 41% of businesses are leaning on marketing automation to boost ROI in 2024 while only 27% say measurement is their biggest challenge and 38% have increased budgets, showing that growth efforts are tightly linked to proving marketing impact.
05 · Category
Operational & Adoption5 stats
01
46% of marketers say they use personalization at least weekly in 2024
02
54% of companies increased investments in AI for marketing in 2024
03
64% of organizations use cloud infrastructure for analytics in 2024
04
52% of organizations have adopted server-side tagging (SS T) or plan to in 2024 for consent and measurement
05
3.7x more conversion lift is reported with personalization engines vs non-personalized experiences in a peer-reviewed study
Interpretation
Operational & Adoption Interpretation
For the Operational & Adoption angle, the key trend is that personalization is moving from experimentation to routine execution, with 46% of marketers using it weekly in 2024 and 3.7x higher conversion lift reported with personalization engines, alongside broader measurement modernization as 52% have adopted or plan server-side tagging and 64% use cloud analytics.
06 · Category
User Adoption2 stats
01
Over 60% of global social media users use social networks to watch or stream video content
02
Global average weekly time spent with video content is 6.8 hours per person in 2024
Interpretation
User Adoption Interpretation
Under the user adoption lens, the fact that over 60% of global social media users watch or stream video and that people spend an average of 6.8 hours weekly on video in 2024 shows that video is already a deeply established habit to build pubs and brands on.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Daniel Varga. (2026, February 13). Pub Industry Statistics. Gitnux. https://gitnux.org/pub-industry-statistics
MLA
Daniel Varga. "Pub Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/pub-industry-statistics.
Chicago
Daniel Varga. 2026. "Pub Industry Statistics." Gitnux. https://gitnux.org/pub-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+3 additional datasets cited (not shown individually)