Video marketing budgets are rising and the behavior behind them is getting sharper. In 2025, 65% of marketers say they plan to increase their video budget, while 64% of customers make a purchase after watching a video and 85% of Facebook video views play without sound. Let’s connect the dots between what marketers believe, how viewers actually watch, and where the biggest lift in traffic and sales comes from.
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
Audience & Engagement
192% of marketers say video is an important part of their marketing strategy[1]
Verified
286% of businesses use video as a marketing tool[2]
Verified
394% of video marketers say video has helped increase traffic to their website[2]
Single source
488% of video marketers say video has directly increased sales[2]
Verified
599% of marketers use video as a marketing tool[3]
Verified
664% of consumers are more likely to buy a product online after watching a video about it[4]
Verified
772% of people prefer learning about a product or service via video rather than text[4]
Verified
855% of people watch videos to learn about a product or service[4]
Single source
985% of Facebook video views are not sound on[5]
Verified
1059% of executives would rather watch a video than read about a product[4]
Directional
1153% of consumers watch online videos for product research[4]
Verified
1269% of consumers are more likely to purchase a product after watching a video[6]
Verified
1350% of video consumers want to see more from a brand[6]
Single source
1458% of marketers say video is used in their acquisition funnel[7]
Verified
1573% of people would rather watch a short video (30-60 seconds) than read text[8]
Directional
1675% of people say they would watch more video if it were offered by brands in better ways[8]
Verified
1760% of viewers say they would share a video with others[8]
Directional
1848% of consumers say they’ve watched product demo videos before buying[8]
Directional
1945% of marketers say video is the #1 type of content for their business[9]
Verified
2085% of Instagram videos are watched without audio[10]
Directional
2170% of viewers watch video to the end when the video has a clear objective[11]
Single source
2265% of executives watch videos from brands[11]
Single source
2362% of consumers report watching videos in order to feel more confident about a purchase[11]
Verified
2464% of consumers say watching product videos helps them decide[11]
Single source
2580% of internet users watch online video at least once a month[12]
Verified
2688% of video marketers use video in their marketing strategy[13]
Single source
2760% of brands use video for social media marketing[13]
Verified
2880% of marketers say video is an important part of their digital marketing strategy[13]
Verified
2964% of customers make a purchase after watching a video[13]
Verified
3064% of people prefer to watch rather than read[14]
Verified
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.
More related reading
Market Size & Spend
1$31.2 billion spent on video advertising in the U.S. in 2020[15]
Directional
2U.S. digital video ad spending reached $52.6 billion in 2021[16]
Directional
3Worldwide digital video ad spending is forecast to reach $147.9 billion in 2023[17]
Single source
4U.S. digital video ad spending is forecast to reach $63.5 billion in 2022[18]
Verified
5Global Internet video traffic will account for 82% of all consumer Internet traffic by 2022 (forecast)[19]
Verified
6Global consumer Internet video traffic will increase 3.2x from 2017 to 2022 (forecast)[19]
Verified
7By 2024, online video will represent 80% of all consumer Internet traffic (forecast)[20]
Verified
8YouTube reaches 90% of U.S. adults ages 18-34 (usage)[21]
Verified
9TikTok monthly active users reached 1 billion globally in 2021[22]
Single source
10Meta had 3.24 billion monthly active users in 2023 (Facebook family)[23]
Directional
11Meta’s family monthly active people (MAP) was 3.07 billion in 2022[24]
Verified
12Netflix had 230.75 million paid memberships in Q3 2023[25]
Verified
13Disney+ had 150.2 million paid subscribers in Q3 2023[26]
Directional
14Amazon Prime had 200 million members (US/International)[27]
Directional
15Twitch average monthly active users were 140.8 million in 2023 (consumer engagement)[28]
Verified
16Average monthly active users on YouTube were 2.7 billion in 2023[29]
Verified
17YouTube advertising revenue in 2023 was $31.5 billion[30]
Verified
18TikTok ad revenue in 2023 was $2.2 billion[31]
Verified
19Instagram advertising revenue in 2023 was $45.6 billion (forecast/est.)[32]
Directional
20Snapchat advertising revenue in 2023 was $1.5 billion (estimate)[33]
Verified
21Pinterest ad revenue in 2023 was $1.1 billion (estimate)[34]
Verified
22In 2023, U.S. online video ad spending was $34.6 billion[35]
Verified
23In 2023, worldwide video advertising spend reached $82.9 billion[36]
Verified
242023 global video ad spending is forecast to grow by 6.3% to $87.1 billion in 2024[37]
Single source
252023 U.S. video ad spending growth was 2.1%[38]
Verified
262024 worldwide CTV ad spend is forecast to reach $68.9 billion[39]
Verified
272023 CTV ad spend in the U.S. is forecast to reach $19.9 billion[40]
Verified
282022 U.S. digital video ad spend was $44.2 billion[41]
Single source
292021 U.S. digital video ad spend was $37.4 billion[42]
Verified
30In 2023, marketers expected video ad budgets to increase[43]
Verified
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.
More related reading
Content Strategy & Performance
187% of marketers use video to market their business online[44]
Verified
288% of marketers report that video has helped to increase traffic to their website[44]
Verified
333% of marketers use video as a lead generation tool[44]
Verified
443% of people want more video content from brands[44]
Verified
552% of marketers say video marketing is successful for ROI[44]
Verified
662% of marketers measure video performance using KPIs[8]
Verified
791% of businesses use social media for video marketing[45]
Single source
870% of marketers use video to support their marketing funnel[45]
Verified
954% of consumers want to see more product videos[45]
Verified
1045% of marketers say they plan to increase video marketing budget[45]
Verified
1193% of marketers say they watch video marketing tutorials to improve their strategy[45]
Verified
1260% of businesses use video on social media[45]
Verified
1380% of users prefer video over text for learning[45]
Verified
1464% of video marketers plan to create more video content in the future[2]
Verified
1553% of marketers say video has improved their brand awareness[2]
Directional
1666% of marketers say video helps to increase traffic[2]
Single source
1762% say it helps with lead generation[2]
Verified
1857% say video improves conversion rate[2]
Verified
1992% of marketers say video is important to their marketing strategy[2]
Directional
2054% of consumers want to see brands use more video[2]
Verified
2158% of marketers say video is essential for social media marketing[9]
Verified
2280% of marketers say video has boosted ROI[9]
Verified
2333% of video marketers report higher conversions due to video[9]
Verified
2480% of marketers say video is effective[9]
Verified
2581% of businesses use video to reach audiences online[9]
Single source
2669% of viewers watch videos for learning about products and services[9]
Verified
2726% of marketers use video for customer retention[9]
Single source
2839% of marketers use video for customer engagement[9]
Verified
2938% of marketers use video for brand awareness[9]
Single source
3034% of marketers use video for lead generation[9]
Directional
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
B2B & Enterprise
145% of B2B buyers watch videos longer than 10 minutes[46]
Verified
287% of B2B marketers use video[47]
Verified
396% of B2B marketers say video is a good use of marketing budgets[47]
Verified
463% of B2B marketers reported video has increased leads[47]
Verified
561% of B2B marketers say video has increased conversion rates[47]
Single source
659% of B2B marketers say video helps them increase brand awareness[47]
Verified
770% of B2B buyers watch videos during research[47]
Verified
890% of B2B buyers say videos are an effective way to learn about solutions[47]
Verified
952% of B2B marketers use webinars[47]
Verified
1051% of B2B marketers use live streaming[47]
Verified
1173% of B2B marketers say video helps them build credibility[47]
Verified
1248% of B2B marketers say video is essential for demand generation[47]
Directional
1339% of B2B marketers say video is effective at lead qualification[47]
Single source
1455% of B2B buyers want video content from brands[47]
Verified
1536% of B2B marketers say video marketing improves retention[47]
Verified
1647% of B2B marketers say video improves sales enablement[47]
Verified
1761% of B2B marketers use video as part of their content strategy[47]
Verified
1863% of B2B marketers say video helps them get more inbound leads[47]
Single source
1972% of B2B marketers say video content is used by sales teams[47]
Verified
2042% of B2B marketers say the most effective video content is product demos[47]
Verified
2134% of B2B marketers say case studies are effective video formats[47]
Verified
2251% of B2B marketers say they use customer testimonials in video[47]
Verified
2353% of B2B marketers say video distribution is their biggest challenge[47]
Verified
2429% of B2B marketers say budget is the biggest challenge[47]
Verified
2539% of B2B marketers say producing quality video is a challenge[47]
Verified
2668% of B2B marketers say they have a defined video strategy[47]
Verified
2779% of B2B marketers use video on landing pages[47]
Verified
2857% of B2B buyers say they want video to be longer for complex information[47]
Single source
2953% of B2B marketers say video improves lead quality[47]
Verified
3046% of B2B marketers say video helps them shorten the sales cycle[47]
Verified
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.
More related reading
Ad Tech, ROI & Measurement
12.3x higher conversion rate for landing pages featuring videos (industry-reported)[48]
Verified
24x higher conversions on landing pages with video (industry-reported)[3]
Verified
354% of consumers want more video content to help with purchases (purchase intent proxy)[3]
Directional
464% of marketers report positive ROI from video marketing[3]
Single source
580% of marketers say video has directly increased sales[3]
Directional
662% of video marketers say they have improved their ROI through video[49]
Single source
738% of marketers say video is effective at increasing conversion rate[49]
Verified
833% of marketers say video is most effective for lead generation[49]
Verified
945% of marketers say video marketing helps build brand awareness[49]
Single source
1027% of marketers say video helps with website traffic[49]
Verified
1174% of video marketers say video is effective for lead generation[50]
Verified
1245% of video marketers say they use UTM parameters to track conversions[51]
Directional
1351% of video marketers use brand lift studies[51]
Verified
1427% of marketers use marketing mix modeling for video[51]
Verified
1572% of advertisers use video ads for measurement and attribution (self-reported)[52]
Directional
1643% of video campaigns use incrementality testing[52]
Directional
1775% of marketers plan to increase video marketing spend in the next 12 months[53]
Verified
1865% of marketers say video provides measurable ROI[54]
Verified
192.8% average click-through rate (CTR) for YouTube bumper ads (6s) (reported benchmark)[3]
Verified
201.2% average CTR for in-stream ads (benchmark)[3]
Single source
2187% of marketers say video measurement is critical[55]
Verified
2210% average lift in purchase intent from video ads (meta-reported)[56]
Verified
23TrueView in-stream video ads have a 30-second eligibility/skip threshold (platform rule)[57]
Verified
24YouTube TrueView for Action campaigns optimize for conversions[58]
Verified
25Cost-per-view (CPV) for video ads is typically used as a pricing metric on YouTube (platform)[59]
Verified
26Google Ads defines view as 30 seconds (or to end if shorter) for in-stream ads[60]
Directional
27GA4 defines video engagement as meeting engagement conditions (platform measurement)[61]
Verified
28Meta video ads can optimize for ThruPlay (platform definition)[62]
Single source
29TikTok in-feed video ads optimize for ThruPlay view-through optimization (platform)[63]
Directional
30LinkedIn video ad objective: Video views (platform objective)[64]
Verified
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.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
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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