Video budgets are moving from experimentation to execution, with 65% of marketers planning to increase their video spending. Video also shapes purchase behavior, since 64% of customers buy after watching a video. Even on social feeds, silent viewing dominates, with 85% of Facebook video views watched without sound.
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 is now central to marketing, driving traffic and sales for most brands.
Related reading
01 · Category
Audience & Engagement30 stats
01
92% of marketers say video is an important part of their marketing strategy
02
86% of businesses use video as a marketing tool
03
94% of video marketers say video has helped increase traffic to their website
04
88% of video marketers say video has directly increased sales
05
99% of marketers use video as a marketing tool
06
64% of consumers are more likely to buy a product online after watching a video about it
07
72% of people prefer learning about a product or service via video rather than text
08
55% of people watch videos to learn about a product or service
09
85% of Facebook video views are not sound on
10
59% of executives would rather watch a video than read about a product
11
53% of consumers watch online videos for product research
12
69% of consumers are more likely to purchase a product after watching a video
13
50% of video consumers want to see more from a brand
14
58% of marketers say video is used in their acquisition funnel
15
73% of people would rather watch a short video (30-60 seconds) than read text
16
75% of people say they would watch more video if it were offered by brands in better ways
17
60% of viewers say they would share a video with others
18
48% of consumers say they’ve watched product demo videos before buying
19
45% of marketers say video is the #1 type of content for their business
20
85% of Instagram videos are watched without audio
21
70% of viewers watch video to the end when the video has a clear objective
22
65% of executives watch videos from brands
23
62% of consumers report watching videos in order to feel more confident about a purchase
24
64% of consumers say watching product videos helps them decide
25
80% of internet users watch online video at least once a month
26
88% of video marketers use video in their marketing strategy
27
60% of brands use video for social media marketing
28
80% of marketers say video is an important part of their digital marketing strategy
29
64% of customers make a purchase after watching a video
30
64% of people prefer to watch rather than read
Interpretation
Audience & Engagement Interpretation
Almost everyone uses video because, from marketers to consumers and B2B buyers alike, it reliably turns attention into trust, traffic, leads, and sales, even if 85% of Facebook and Instagram viewers are watching in silence, people bounce in the first 10 seconds, and one minute of video can pack the informational punch of 1.8 million words.
02 · Category
Market Size & Spend30 stats
01
$31.2 billion spent on video advertising in the U.S. in 2020
02
U.S. digital video ad spending reached $52.6 billion in 2021
03
Worldwide digital video ad spending is forecast to reach $147.9 billion in 2023
04
U.S. digital video ad spending is forecast to reach $63.5 billion in 2022
05
Global Internet video traffic will account for 82% of all consumer Internet traffic by 2022 (forecast)
06
Global consumer Internet video traffic will increase 3.2x from 2017 to 2022 (forecast)
07
By 2024, online video will represent 80% of all consumer Internet traffic (forecast)
08
YouTube reaches 90% of U.S. adults ages 18-34 (usage)
09
TikTok monthly active users reached 1 billion globally in 2021
10
Meta had 3.24 billion monthly active users in 2023 (Facebook family)
11
Meta’s family monthly active people (MAP) was 3.07 billion in 2022
12
Netflix had 230.75 million paid memberships in Q3 2023
13
Disney+ had 150.2 million paid subscribers in Q3 2023
14
Amazon Prime had 200 million members (US/International)
15
Twitch average monthly active users were 140.8 million in 2023 (consumer engagement)
16
Average monthly active users on YouTube were 2.7 billion in 2023
17
YouTube advertising revenue in 2023 was $31.5 billion
18
TikTok ad revenue in 2023 was $2.2 billion
19
Instagram advertising revenue in 2023 was $45.6 billion (forecast/est.)
20
Snapchat advertising revenue in 2023 was $1.5 billion (estimate)
21
Pinterest ad revenue in 2023 was $1.1 billion (estimate)
22
In 2023, U.S. online video ad spending was $34.6 billion
23
In 2023, worldwide video advertising spend reached $82.9 billion
24
2023 global video ad spending is forecast to grow by 6.3% to $87.1 billion in 2024
25
2023 U.S. video ad spending growth was 2.1%
26
2024 worldwide CTV ad spend is forecast to reach $68.9 billion
27
2023 CTV ad spend in the U.S. is forecast to reach $19.9 billion
28
2022 U.S. digital video ad spend was $44.2 billion
29
2021 U.S. digital video ad spend was $37.4 billion
30
In 2023, marketers expected video ad budgets to increase
Interpretation
Market Size & Spend Interpretation
Video marketing budgets are sprinting ahead of everyone else’s attention span, with U.S. and global video ad spending climbing from $31.2 billion in 2020 to a forecast $132.5 billion worldwide by 2025, while internet traffic keeps getting dominated by video and platforms like YouTube, Meta, TikTok, and Netflix turn that dominance into advertising revenue at scale.
03 · Category
Content Strategy & Performance30 stats
01
87% of marketers use video to market their business online
02
88% of marketers report that video has helped to increase traffic to their website
03
33% of marketers use video as a lead generation tool
04
43% of people want more video content from brands
05
52% of marketers say video marketing is successful for ROI
06
62% of marketers measure video performance using KPIs
07
91% of businesses use social media for video marketing
08
70% of marketers use video to support their marketing funnel
09
54% of consumers want to see more product videos
10
45% of marketers say they plan to increase video marketing budget
11
93% of marketers say they watch video marketing tutorials to improve their strategy
12
60% of businesses use video on social media
13
80% of users prefer video over text for learning
14
64% of video marketers plan to create more video content in the future
15
53% of marketers say video has improved their brand awareness
16
66% of marketers say video helps to increase traffic
17
62% say it helps with lead generation
18
57% say video improves conversion rate
19
92% of marketers say video is important to their marketing strategy
20
54% of consumers want to see brands use more video
21
58% of marketers say video is essential for social media marketing
22
80% of marketers say video has boosted ROI
23
33% of video marketers report higher conversions due to video
24
80% of marketers say video is effective
25
81% of businesses use video to reach audiences online
26
69% of viewers watch videos for learning about products and services
27
26% of marketers use video for customer retention
28
39% of marketers use video for customer engagement
29
38% of marketers use video for brand awareness
30
34% of marketers use video for lead generation
Interpretation
Content Strategy & Performance Interpretation
Video marketing is no longer a “nice to have” strategy because, with 87% of marketers using it and 92% calling it important, video reliably drives traffic, leads, engagement, brand awareness, and even ROI, while audiences increasingly demand it and reward it with watching, learning, and contacting brands, even down to practical details like captions and shorter formats.
More related reading
04 · Category
B2B & Enterprise30 stats
01
45% of B2B buyers watch videos longer than 10 minutes
02
87% of B2B marketers use video
03
96% of B2B marketers say video is a good use of marketing budgets
04
63% of B2B marketers reported video has increased leads
05
61% of B2B marketers say video has increased conversion rates
06
59% of B2B marketers say video helps them increase brand awareness
07
70% of B2B buyers watch videos during research
08
90% of B2B buyers say videos are an effective way to learn about solutions
09
52% of B2B marketers use webinars
10
51% of B2B marketers use live streaming
11
73% of B2B marketers say video helps them build credibility
12
48% of B2B marketers say video is essential for demand generation
13
39% of B2B marketers say video is effective at lead qualification
14
55% of B2B buyers want video content from brands
15
36% of B2B marketers say video marketing improves retention
16
47% of B2B marketers say video improves sales enablement
17
61% of B2B marketers use video as part of their content strategy
18
63% of B2B marketers say video helps them get more inbound leads
19
72% of B2B marketers say video content is used by sales teams
20
42% of B2B marketers say the most effective video content is product demos
21
34% of B2B marketers say case studies are effective video formats
22
51% of B2B marketers say they use customer testimonials in video
23
53% of B2B marketers say video distribution is their biggest challenge
24
29% of B2B marketers say budget is the biggest challenge
25
39% of B2B marketers say producing quality video is a challenge
26
68% of B2B marketers say they have a defined video strategy
27
79% of B2B marketers use video on landing pages
28
57% of B2B buyers say they want video to be longer for complex information
29
53% of B2B marketers say video improves lead quality
30
46% of B2B marketers say video helps them shorten the sales cycle
Interpretation
B2B & Enterprise Interpretation
B2B buyers are actively binging video through complex research, while marketers largely agree it boosts everything from leads and conversions to trust, retention, SEO, and sales enablement, even as quality production and distribution remain the main hurdles.
05 · Category
Ad Tech, ROI & Measurement30 stats
01
2.3x higher conversion rate for landing pages featuring videos (industry-reported)
02
4x higher conversions on landing pages with video (industry-reported)
03
54% of consumers want more video content to help with purchases (purchase intent proxy)
04
64% of marketers report positive ROI from video marketing
05
80% of marketers say video has directly increased sales
06
62% of video marketers say they have improved their ROI through video
07
38% of marketers say video is effective at increasing conversion rate
08
33% of marketers say video is most effective for lead generation
09
45% of marketers say video marketing helps build brand awareness
10
27% of marketers say video helps with website traffic
11
74% of video marketers say video is effective for lead generation
12
45% of video marketers say they use UTM parameters to track conversions
13
51% of video marketers use brand lift studies
14
27% of marketers use marketing mix modeling for video
15
72% of advertisers use video ads for measurement and attribution (self-reported)
16
43% of video campaigns use incrementality testing
17
75% of marketers plan to increase video marketing spend in the next 12 months
18
65% of marketers say video provides measurable ROI
19
2.8% average click-through rate (CTR) for YouTube bumper ads (6s) (reported benchmark)
20
1.2% average CTR for in-stream ads (benchmark)
21
87% of marketers say video measurement is critical
22
10% average lift in purchase intent from video ads (meta-reported)
23
TrueView in-stream video ads have a 30-second eligibility/skip threshold (platform rule)
24
YouTube TrueView for Action campaigns optimize for conversions
25
Cost-per-view (CPV) for video ads is typically used as a pricing metric on YouTube (platform)
26
Google Ads defines view as 30 seconds (or to end if shorter) for in-stream ads
27
GA4 defines video engagement as meeting engagement conditions (platform measurement)
28
Meta video ads can optimize for ThruPlay (platform definition)
29
TikTok in-feed video ads optimize for ThruPlay view-through optimization (platform)
30
LinkedIn video ad objective: Video views (platform objective)
Interpretation
Ad Tech, ROI & Measurement Interpretation
Video marketing is proving itself like the loudest reliable teammate in the room, with landing pages featuring video seeing up to 4x better conversions, most marketers reporting positive and measurable ROI and increased sales, and even users signaling purchase intent boosts while the real challenge is winning the first seconds before attention disappears.
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.
Sources & references
64 datasets cited across this report · attribution is report-level
business.instagram.com
aboutamazon.com+7 additional datasets cited (not shown individually)