Video consumption is shaped by generational tastes, preferred formats, and platform habits. Gen Z favors user-generated content, while educational and comedy-style shorts make major contributions to what people watch. Mobile viewing leans heavily on vertical video, and streaming demands are rising fast—making creators and advertisers rethink how they reach audiences. Explore the data behind daily viewing time, market growth, and emerging formats like AI and metaverse experiences.
Key Takeaways
- 55% of Gen Z prefer user-generated videos over professional content per Deloitte.
- Educational videos account for 22% of total watch time among 18-34s per YouTube Trends.
- Comedy sketches dominate with 35% share of short-form video views per Tubular Labs.
- 18-24 year olds consume 3.5 hours of video daily, 40% more than average adults per Pew Research.
- Women aged 25-34 watch 28% more long-form videos than men in the same group per GlobalWebIndex.
- Gen Z (born 1997-2012) spends 54% of media time on video platforms per Nielsen.
- By 2028, video will consume 85% of mobile data traffic per Ericsson Mobility Report.
- Short-form video market to reach $250 billion by 2030 per Grand View Research.
- Metaverse video experiences projected 500 million users by 2026 per Bloomberg Intelligence.
- Global video streaming market valued at $99.3 billion in 2023, projected to $303 billion by 2030 per Grand View Research.
- Video advertising spend reached $180 billion globally in 2023 per IAB.
- OTT revenue grew 12.5% to $150 billion in 2023 per PwC Global Entertainment Report.
- In 2023, global video streaming accounted for 82.5% of all internet traffic, surpassing 73% in 2022 according to Sandvine's Global Internet Phenomena Report.
- Average daily video consumption per internet user worldwide reached 17 hours in 2023, up 5% from 2022 per eMarketer data.
- By 2025, video is projected to comprise 82% of global internet traffic per Cisco's Visual Networking Index.
Video is accelerating everywhere, with Gen Z and mobile audiences driving massive daily consumption and ad growth.
Related reading
01 · Category
Content Preferences21 stats
01
55% of Gen Z prefer user-generated videos over professional content per Deloitte.
02
Educational videos account for 22% of total watch time among 18-34s per YouTube Trends.
03
Comedy sketches dominate with 35% share of short-form video views per Tubular Labs.
04
68% of users prefer vertical video format for mobile consumption per Facebook IQ.
05
True crime documentaries saw 40% viewership spike in 2023 per Parrot Analytics.
06
Gaming live streams preferred by 45% of viewers over VOD per Twitch Analytics.
07
ASMR videos accumulated 1.5 trillion views lifetime by 2023 per YouTube.
08
72% favor ad-free premium content over free with ads per Hub Entertainment.
09
Sports highlights clips make up 28% of social video engagement per Sportradar.
10
Cooking tutorials viewed 2.5x more during weekends per Allrecipes data.
11
Horror genre video demand peaks 60% in October annually per Reelgood.
12
80% of binge-watchers prefer series over movies per Netflix research.
13
DIY home improvement videos surged 55% post-pandemic per Houzz.
14
Motivational speeches account for 15% of peak morning video plays per Insight Trends.
15
65% prefer subtitled content for non-native languages per Netflix.
16
Pet videos generate highest share rates at 12% per Socialinsider.
17
Financial advice videos watched 3x more by 25-34s per Investopedia.
18
Travel vlogs preferred 70% over static images by millennials per TripAdvisor.
19
Unboxing videos drive 25% of product discovery views per Shopify.
20
Meditation videos average 12-minute sessions, longest non-entertainment per Calm.
21
Reality TV clips shared 40% more than scripted drama per Shareablee.
Interpretation
Content Preferences Interpretation
Under the Content Preferences angle, audiences are clearly gravitating toward highly consumable and community driven formats, with 68% preferring vertical video on mobile and 55% of Gen Z favoring user generated content over professional clips.
02 · Category
Demographic Breakdown20 stats
01
18-24 year olds consume 3.5 hours of video daily, 40% more than average adults per Pew Research.
02
Women aged 25-34 watch 28% more long-form videos than men in the same group per GlobalWebIndex.
03
Gen Z (born 1997-2012) spends 54% of media time on video platforms per Nielsen.
04
Users over 55 years old increased video streaming by 35% to 2 hours daily in 2023 per AARP.
05
Urban millennials watch 62% of videos on mobile vs 45% for rural peers per Kantar.
06
Hispanic Americans consume 25% more video content than non-Hispanic whites per Nielsen.
07
Students aged 18-22 average 4.2 hours daily video during weekdays per Common Sense Media.
08
Parents with children under 12 watch 30% less video alone per IPG Mediabrands.
09
Low-income households (under $30k) spend 1.8 hours less on premium video than high-income per Deloitte.
10
LGBTQ+ users engage 22% more with video content per GLAAD Media Institute.
11
Gamers aged 13-17 watch 3.8 hours of gaming videos weekly per Newzoo.
12
Single adults 30-44 consume 45% more solo video than married counterparts per Statista.
13
African American youth watch 50% more music videos daily per BET Networks.
14
Remote workers average 2.5 hours extra video during work hours per Owl Labs.
15
College graduates watch 1.2 hours more educational videos weekly per Coursera.
16
Baby boomers (55-73) prefer 72% live TV video over streaming per FCC.
17
Asian Americans stream 33% more foreign-language videos per Nielsen.
18
Teens 13-17 discover 85% of music via short video platforms per MIDiA.
19
Fitness enthusiasts 25-34 watch 2 hours weekly workout videos per Les Mills.
20
Empty nesters (55+) increased video by 28% post-retirement per Merrill Lynch.
03 · Category
Future Projections19 stats
01
By 2028, video will consume 85% of mobile data traffic per Ericsson Mobility Report.
02
Short-form video market to reach $250 billion by 2030 per Grand View Research.
03
Metaverse video experiences projected 500 million users by 2026 per Bloomberg Intelligence.
04
AI-generated video content to comprise 30% of streams by 2027 per Gartner.
05
6G networks to enable holographic video for 1 billion users by 2030 per Qualcomm.
06
Interactive shoppable video sales to hit $1.5 trillion globally by 2028 per McKinsey.
07
Global video conference usage to double to 10 trillion minutes annually by 2027 per Zoom.
08
Edge computing to reduce video latency 70% by 2026 per ABI Research.
09
User-generated AI video to grow 400% by 2027 per Forrester.
10
90% of B2B marketing to be video-based by 2025 per HubSpot.
11
Live commerce video sales projected $3 trillion in China alone by 2026 per iResearch.
12
Quantum video encoding to cut bandwidth 50% by 2030 per IBM Research.
13
Social video platforms to capture 60% of ad spend by 2028 per eMarketer.
14
Personalized video recommendations to boost engagement 50% by 2027 per Netflix.
15
Global 8K video adoption to reach 20% of streams by 2030 per Display Supply Chain.
16
Blockchain-verified video content market $20B by 2028 per Deloitte.
17
Ambient computing video interfaces for 2 billion devices by 2030 per IDC.
18
Voice-controlled video discovery to dominate 40% searches by 2026 per Voicebot.ai.
19
Sustainable video streaming to reduce carbon footprint 25% by 2030 per Green Media.
More related reading
04 · Category
Industry Impact21 stats
01
Global video streaming market valued at $99.3 billion in 2023, projected to $303 billion by 2030 per Grand View Research.
02
Video advertising spend reached $180 billion globally in 2023 per IAB.
03
OTT revenue grew 12.5% to $150 billion in 2023 per PwC Global Entertainment Report.
04
500,000 content creators earned over $100k from video monetization in 2023 per Influencer Marketing Hub.
05
Video production jobs increased 18% to 2.1 million globally in 2023 per BLS.
06
CTV ad market hit $30 billion in U.S. 2023 per eMarketer.
07
Subscription fatigue led to 1.2 million U.S. cancellations monthly average in 2023 per Antenna.
08
Video tech investments totaled $15 billion in startups 2023 per CB Insights.
09
Piracy cost industry $29.2 billion in U.S. video revenue loss 2023 per MPAA.
10
FAST channels grew to 1,000+ globally serving 200 million users in 2023 per Amagi.
11
Video analytics tools market expanded 25% to $12 billion in 2023 per MarketsandMarkets.
12
70% of video revenue from top 10% creators in 2023 per Oxford Economics.
13
Streaming wars consolidation saved $5 billion in content costs 2023 per KPMG.
14
Video CDN market revenue $18.5 billion in 2023 per IDC.
15
Influencer video marketing ROI averaged 5.2x in 2023 per Traackr.
16
Esports video viewership generated $1.8 billion sponsorships 2023 per Newzoo.
17
Video personalization tech boosted retention 30%, adding $10B value 2023 per McKinsey.
18
Global video compression patents filed 4,200 in 2023 per IFPI.
19
Ad-blocker usage cost video ads $48 billion loss globally 2023 per PageFair.
20
VR/AR video market projected $52 billion by 2027 from $4.9B base 2023 per Fortune Business Insights.
21
Video as a service (VaaS) platforms served 60% of enterprises, revenue $8B 2023 per Gartner.
05 · Category
Overall Consumption Metrics30 stats
01
In 2023, global video streaming accounted for 82.5% of all internet traffic, surpassing 73% in 2022 according to Sandvine's Global Internet Phenomena Report.
02
Average daily video consumption per internet user worldwide reached 17 hours in 2023, up 5% from 2022 per eMarketer data.
03
By 2025, video is projected to comprise 82% of global internet traffic per Cisco's Visual Networking Index.
04
In Q4 2023, U.S. adults spent 4 hours 12 minutes daily on video streaming apps, per Nielsen's Total Audience Report.
05
Global online video views hit 47 billion per day in 2023, according to Brightcove's State of Video Report.
06
Video consumption on mobile devices grew 25% YoY in 2023, reaching 58% of total video views per AppsFlyer.
07
In 2023, 91% of global internet users watched online videos weekly, up from 89% in 2022 per Statista.
08
Average video session length worldwide increased to 8.5 minutes in 2023 from 7.9 minutes in 2022, per VidIQ.
09
Live video streaming accounted for 12% of total video consumption hours in 2023 globally, per Streamlabs.
10
Short-form video consumption surged 35% in 2023, making up 40% of mobile video time per Sensor Tower.
11
In 2023, connected TV (CTV) video viewing reached 3.2 hours per day per U.S. household, per Nielsen.
12
Global video ad views totaled 1.2 trillion in 2023, up 18% YoY per IAB Video Ad Viewability Report.
13
Video consumption in emerging markets grew 28% in 2023, led by India and Brazil per DataReportal.
14
70% of global video traffic in 2023 was delivered via CDNs, per Akamai State of the Internet.
15
Daily video watch time on OTT platforms hit 8.5 billion hours in 2023 per Parrot Analytics.
16
Video buffering incidents dropped 15% in 2023 due to better networks, per Conviva State of Streaming.
17
In 2023, 85% of video consumption occurred on Wi-Fi networks globally per Allot.
18
Global video file sizes averaged 12MB per stream in 2023, up 20% YoY per Limelight Networks.
19
User-generated video views grew 22% to 15 billion daily in 2023 per Tubular Labs.
20
4K video consumption tripled to 18% of total streams in 2023 per Mux.
21
Video engagement rate averaged 45% globally in 2023, per Wistia Research.
22
Peak video traffic hours saw 2.1 Tbps globally in 2023 per Kentik.
23
Ad-supported video tiers drove 25% more consumption in 2023 per Antenna.
24
Global video piracy streams hit 190 billion in 2023 per MUSO.
25
Video consumption during evenings peaked at 65% of daily total in 2023 per Similarweb.
26
360-degree video views grew 40% to 5% of VR consumption in 2023 per Jaunt.
27
Interactive video completion rates reached 62% in 2023 per Eko.
28
Global video metadata usage increased 30% for recommendations in 2023 per Gracenote.
29
Video startup time averaged 2.3 seconds globally in 2023 per Cloudflare.
30
55% of video sessions ended in under 1 minute in 2023 per Adobe Analytics.
Interpretation
Overall Consumption Metrics Interpretation
Across Overall Consumption Metrics, video’s dominance is accelerating, with streaming rising from 73% of all internet traffic in 2022 to 82.5% in 2023 and projected to reach 82% by 2025, while daily viewing climbs to 17 hours per internet user worldwide.
06 · Category
Platform Usage24 stats
01
YouTube holds 37% market share of global video platform usage in 2023 with 2.7 billion monthly active users.
02
TikTok video views reached 1 billion per day across 150 countries in 2023 per ByteDance reports.
03
Netflix streamed 257 million hours of content daily in Q4 2023 per investor filings.
04
Instagram Reels accounted for 50% of time spent on Instagram videos in 2023 per Meta.
05
Disney+ had 150 million subscribers watching 1.5 billion hours weekly in 2023 per earnings call.
06
Twitch live streams averaged 31 million hours watched daily in 2023 per Stream Hatchet.
07
Facebook Watch videos garnered 8 billion views daily in 2023 per Meta transparency report.
08
Snapchat Spotlight short videos saw 250 million daily views in 2023 per Snap Inc.
09
Amazon Prime Video had 200 million subscribers with 4 hours average weekly viewing in 2023.
10
Vimeo Pro users uploaded 350 million videos totaling 15 petabytes in 2023 per annual report.
11
LinkedIn video views grew 45% to 3.5 billion daily professional views in 2023 per LinkedIn.
12
Dailymotion hosted 300 million monthly video views in 2023 per Vivendi reports.
13
Bilibili anime videos averaged 1.2 billion daily plays in China 2023 per company filings.
14
Roku Channel free ad-supported videos reached 80 million monthly streams in 2023.
15
HBO Max (Max) saw 95 million subscribers streaming 2 billion hours monthly in 2023.
16
Pinterest video Pins generated 450 million monthly views in 2023 per Pinterest business.
17
Kwai (Kuaishou) short videos hit 30 billion daily plays globally in 2023.
18
Peacock streamed 28 million subscribers with NFL driving 50% viewership in 2023.
19
Rumble video platform grew to 80 million monthly active users in 2023.
20
TED app videos accumulated 2.5 billion lifetime views by end of 2023.
21
Crunchyroll anime subscribers watched 15 billion hours in 2023 per Sony.
22
X (Twitter) video views reached 8 billion daily in 2023 per platform metrics.
23
Vimeo OTT platforms delivered 1 billion hours of subscription video in 2023.
24
Paramount+ hit 60 million subscribers with 2.7 billion hours quarterly in 2023.
Interpretation
Platform Usage Interpretation
Across major platforms, engagement is highly concentrated with YouTube leading at 37% global market share in 2023 and massive daily viewing figures like TikTok’s 1 billion video views per day and Netflix’s 257 million hours streamed each day, underscoring that platform usage is driven by a few giants attracting overwhelming time and attention.
report visual · Comparison
Video Consumption Statistics statistics snapshot
Selected headline statistics from verified sources for a stable visual baseline.
68% of users prefer vertical video format for mobile consumption per Facebook IQ.68%
55% of Gen Z prefer user-generated videos over professional content per Deloitte.55%
Gaming live streams preferred by 45% of viewers over VOD per Twitch Analytics.45%
True crime documentaries saw 40% viewership spike in 2023 per Parrot Analytics.40%
Comedy sketches dominate with 35% share of short-form video views per Tubular Labs.35%
Educational videos account for 22% of total watch time among 18-34s per YouTube Trends.22%
Reference
Cite This Report
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APA
David Sutherland. (2026, February 13). Video Consumption Statistics. Gitnux. https://gitnux.org/video-consumption-statistics
MLA
David Sutherland. "Video Consumption Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/video-consumption-statistics.
Chicago
David Sutherland. 2026. "Video Consumption Statistics." Gitnux. https://gitnux.org/video-consumption-statistics.
Sources & references
100 datasets cited across this report · attribution is report-level
akamai.com
aboutamazon.com
shopify.com