Video marketing is a core tactic across industries, with 92% of marketers saying it’s important to their strategy. The data shows how it impacts website traffic, sales, lead generation, and landing-page conversions. We also look at where budget and results align—like 64% of marketers reporting positive ROI—and how audience demand for more video shapes content length and format.
Key Takeaways
- 92% of marketers say video is an important part of their marketing strategy
- 86% of businesses use video as a marketing tool
- 94% of video marketers say video has helped increase traffic to their website
- $31.2 billion spent on video advertising in the U.S. in 2020
- U.S. digital video ad spending reached $52.6 billion in 2021
- Worldwide digital video ad spending is forecast to reach $147.9 billion in 2023
- 87% of marketers use video to market their business online
- 88% of marketers report that video has helped to increase traffic to their website
- 33% of marketers use video as a lead generation tool
- 45% of B2B buyers watch videos longer than 10 minutes
- 87% of B2B marketers use video
- 96% of B2B marketers say video is a good use of marketing budgets
- 2.3x higher conversion rate for landing pages featuring videos (industry-reported)
- 4x higher conversions on landing pages with video (industry-reported)
- 54% of consumers want more video content to help with purchases (purchase intent proxy)
Video drives measurable results, boosting traffic, sales, ROI, and ad spending growth worldwide.
Related reading
01 · Category
Audience & Engagement30 stats
01
92% of marketers say video is an important part of their marketing strategy[1]
02
86% of businesses use video as a marketing tool[2]
03
94% of video marketers say video has helped increase traffic to their website[2]
04
88% of video marketers say video has directly increased sales[2]
05
99% of marketers use video as a marketing tool[3]
06
64% of consumers are more likely to buy a product online after watching a video about it[4]
07
72% of people prefer learning about a product or service via video rather than text[4]
08
55% of people watch videos to learn about a product or service[4]
09
85% of Facebook video views are not sound on[5]
10
59% of executives would rather watch a video than read about a product[4]
11
53% of consumers watch online videos for product research[4]
12
69% of consumers are more likely to purchase a product after watching a video[6]
13
50% of video consumers want to see more from a brand[6]
14
58% of marketers say video is used in their acquisition funnel[7]
15
73% of people would rather watch a short video (30-60 seconds) than read text[7]
16
75% of people say they would watch more video if it were offered by brands in better ways[7]
17
60% of viewers say they would share a video with others[7]
18
48% of consumers say they’ve watched product demo videos before buying[7]
19
45% of marketers say video is the #1 type of content for their business[8]
20
85% of Instagram videos are watched without audio[9]
21
70% of viewers watch video to the end when the video has a clear objective[10]
22
65% of executives watch videos from brands[10]
23
62% of consumers report watching videos in order to feel more confident about a purchase[10]
24
64% of consumers say watching product videos helps them decide[10]
25
80% of internet users watch online video at least once a month[11]
26
88% of video marketers use video in their marketing strategy[12]
27
60% of brands use video for social media marketing[12]
28
80% of marketers say video is an important part of their digital marketing strategy[12]
29
64% of customers make a purchase after watching a video[12]
30
64% of people prefer to watch rather than read[13]
Interpretation
Audience & Engagement Interpretation
With 94% of video marketers reporting that video increases website traffic and 88% saying it directly boosts sales, the Audience & Engagement angle is clear that video is driving measurable action for most marketers.
02 · Category
Market Size & Spend30 stats
01
$31.2 billion spent on video advertising in the U.S. in 2020[14]
02
U.S. digital video ad spending reached $52.6 billion in 2021[14]
03
Worldwide digital video ad spending is forecast to reach $147.9 billion in 2023[14]
04
U.S. digital video ad spending is forecast to reach $63.5 billion in 2022[14]
05
Global Internet video traffic will account for 82% of all consumer Internet traffic by 2022 (forecast)[15]
06
Global consumer Internet video traffic will increase 3.2x from 2017 to 2022 (forecast)[15]
07
By 2024, online video will represent 80% of all consumer Internet traffic (forecast)[14]
08
YouTube reaches 90% of U.S. adults ages 18-34 (usage)[16]
09
TikTok monthly active users reached 1 billion globally in 2021[17]
10
Meta had 3.24 billion monthly active users in 2023 (Facebook family)[18]
11
Meta’s family monthly active people (MAP) was 3.07 billion in 2022[18]
12
Netflix had 230.75 million paid memberships in Q3 2023[19]
13
Disney+ had 150.2 million paid subscribers in Q3 2023[20]
14
Amazon Prime had 200 million members (US/International)[21]
15
Twitch average monthly active users were 140.8 million in 2023 (consumer engagement)[22]
16
Average monthly active users on YouTube were 2.7 billion in 2023[23]
17
YouTube advertising revenue in 2023 was $31.5 billion[23]
18
TikTok ad revenue in 2023 was $2.2 billion[23]
19
Instagram advertising revenue in 2023 was $45.6 billion (forecast/est.)[23]
20
Snapchat advertising revenue in 2023 was $1.5 billion (estimate)[23]
21
Pinterest ad revenue in 2023 was $1.1 billion (estimate)[23]
22
In 2023, U.S. online video ad spending was $34.6 billion[14]
23
In 2023, worldwide video advertising spend reached $82.9 billion[14]
24
2023 global video ad spending is forecast to grow by 6.3% to $87.1 billion in 2024[14]
25
2023 U.S. video ad spending growth was 2.1%[14]
26
2024 worldwide CTV ad spend is forecast to reach $68.9 billion[14]
27
2023 CTV ad spend in the U.S. is forecast to reach $19.9 billion[14]
28
2022 U.S. digital video ad spend was $44.2 billion[14]
29
2021 U.S. digital video ad spend was $37.4 billion[14]
30
In 2023, marketers expected video ad budgets to increase[24]
Interpretation
Market Size & Spend Interpretation
Video marketing spend is scaling fast in the market with U.S. digital video ad spending rising from $52.6 billion in 2021 to a forecast $63.5 billion in 2022, showing that increasing budgets are being allocated to video advertising as consumer internet video traffic grows to 82% of all traffic by 2022.
03 · Category
Content Strategy & Performance30 stats
01
87% of marketers use video to market their business online[25]
02
88% of marketers report that video has helped to increase traffic to their website[25]
03
33% of marketers use video as a lead generation tool[25]
04
43% of people want more video content from brands[25]
05
52% of marketers say video marketing is successful for ROI[25]
06
62% of marketers measure video performance using KPIs[7]
07
91% of businesses use social media for video marketing[26]
08
70% of marketers use video to support their marketing funnel[26]
09
54% of consumers want to see more product videos[26]
10
45% of marketers say they plan to increase video marketing budget[26]
11
93% of marketers say they watch video marketing tutorials to improve their strategy[26]
12
60% of businesses use video on social media[26]
13
80% of users prefer video over text for learning[26]
14
64% of video marketers plan to create more video content in the future[2]
15
53% of marketers say video has improved their brand awareness[2]
16
66% of marketers say video helps to increase traffic[2]
17
62% say it helps with lead generation[2]
18
57% say video improves conversion rate[2]
19
92% of marketers say video is important to their marketing strategy[2]
20
54% of consumers want to see brands use more video[2]
21
58% of marketers say video is essential for social media marketing[8]
22
80% of marketers say video has boosted ROI[8]
23
33% of video marketers report higher conversions due to video[8]
24
80% of marketers say video is effective[8]
25
81% of businesses use video to reach audiences online[8]
26
69% of viewers watch videos for learning about products and services[8]
27
26% of marketers use video for customer retention[8]
28
39% of marketers use video for customer engagement[8]
29
38% of marketers use video for brand awareness[8]
30
34% of marketers use video for lead generation[8]
Interpretation
Content Strategy & Performance Interpretation
Video is a core part of content strategy and performance, with 87% of marketers using it and 88% saying it increases website traffic, while 62% track results with KPIs and 52% report it delivers ROI.
More related reading
04 · Category
B2b & Enterprise30 stats
01
45% of B2B buyers watch videos longer than 10 minutes[27]
02
87% of B2B marketers use video[28]
03
96% of B2B marketers say video is a good use of marketing budgets[28]
04
63% of B2B marketers reported video has increased leads[28]
05
61% of B2B marketers say video has increased conversion rates[28]
06
59% of B2B marketers say video helps them increase brand awareness[28]
07
70% of B2B buyers watch videos during research[28]
08
90% of B2B buyers say videos are an effective way to learn about solutions[28]
09
52% of B2B marketers use webinars[28]
10
51% of B2B marketers use live streaming[28]
11
73% of B2B marketers say video helps them build credibility[28]
12
48% of B2B marketers say video is essential for demand generation[28]
13
39% of B2B marketers say video is effective at lead qualification[28]
14
55% of B2B buyers want video content from brands[28]
15
36% of B2B marketers say video marketing improves retention[28]
16
47% of B2B marketers say video improves sales enablement[28]
17
61% of B2B marketers use video as part of their content strategy[28]
18
63% of B2B marketers say video helps them get more inbound leads[28]
19
72% of B2B marketers say video content is used by sales teams[28]
20
42% of B2B marketers say the most effective video content is product demos[28]
21
34% of B2B marketers say case studies are effective video formats[28]
22
51% of B2B marketers say they use customer testimonials in video[28]
23
53% of B2B marketers say video distribution is their biggest challenge[28]
24
29% of B2B marketers say budget is the biggest challenge[28]
25
39% of B2B marketers say producing quality video is a challenge[28]
26
68% of B2B marketers say they have a defined video strategy[28]
27
79% of B2B marketers use video on landing pages[28]
28
57% of B2B buyers say they want video to be longer for complex information[28]
29
53% of B2B marketers say video improves lead quality[28]
30
46% of B2B marketers say video helps them shorten the sales cycle[28]
Interpretation
B2b & Enterprise Interpretation
For B2B and enterprise teams, video is already a core channel since 87% of marketers use it and 96% see it as a good use of budgets, with the strongest impact showing up in growth metrics like 63% reporting higher leads and 61% higher conversions.
05 · Category
Ad Tech, Roi & Measurement30 stats
01
2.3x higher conversion rate for landing pages featuring videos (industry-reported)[29]
02
4x higher conversions on landing pages with video (industry-reported)[3]
03
54% of consumers want more video content to help with purchases (purchase intent proxy)[3]
04
64% of marketers report positive ROI from video marketing[3]
05
80% of marketers say video has directly increased sales[3]
06
62% of video marketers say they have improved their ROI through video[30]
07
38% of marketers say video is effective at increasing conversion rate[30]
08
33% of marketers say video is most effective for lead generation[30]
09
45% of marketers say video marketing helps build brand awareness[30]
10
27% of marketers say video helps with website traffic[30]
11
74% of video marketers say video is effective for lead generation[31]
12
45% of video marketers say they use UTM parameters to track conversions[32]
13
51% of video marketers use brand lift studies[32]
14
27% of marketers use marketing mix modeling for video[32]
15
72% of advertisers use video ads for measurement and attribution (self-reported)[24]
16
43% of video campaigns use incrementality testing[24]
17
75% of marketers plan to increase video marketing spend in the next 12 months[24]
18
65% of marketers say video provides measurable ROI[24]
19
2.8% average click-through rate (CTR) for YouTube bumper ads (6s) (reported benchmark)[3]
20
1.2% average CTR for in-stream ads (benchmark)[3]
21
87% of marketers say video measurement is critical[33]
22
10% average lift in purchase intent from video ads (meta-reported)[34]
23
TrueView in-stream video ads have a 30-second eligibility/skip threshold (platform rule)[35]
24
YouTube TrueView for Action campaigns optimize for conversions[35]
25
Cost-per-view (CPV) for video ads is typically used as a pricing metric on YouTube (platform)[35]
26
Google Ads defines view as 30 seconds (or to end if shorter) for in-stream ads[35]
27
GA4 defines video engagement as meeting engagement conditions (platform measurement)[35]
28
Meta video ads can optimize for ThruPlay (platform definition)[5]
29
TikTok in-feed video ads optimize for ThruPlay view-through optimization (platform)[36]
30
LinkedIn video ad objective: Video views (platform objective)[37]
Interpretation
Ad Tech, Roi & Measurement Interpretation
For Ad Tech, ROI, and measurement, the data strongly suggests video is measurable and performance-driving since 64% of marketers report positive ROI and 62% say they improved their ROI through video, alongside reported conversion lifts like up to 4x higher conversions on video landing pages.
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
Leah Kessler. (2026, February 13). Video Marketing Statistics. Gitnux. https://gitnux.org/video-marketing-statistics
MLA
Leah Kessler. "Video Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/video-marketing-statistics.
Chicago
Leah Kessler. 2026. "Video Marketing Statistics." Gitnux. https://gitnux.org/video-marketing-statistics.
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