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 strategyhttps://business.adobe.com/blog/basics/video-marketing-statistics
02
86% of businesses use video as a marketing toolhttps://www.wyzowl.com/video-marketing-statistics/
03
94% of video marketers say video has helped increase traffic to their websitehttps://www.wyzowl.com/video-marketing-statistics/
04
88% of video marketers say video has directly increased saleshttps://www.wyzowl.com/video-marketing-statistics/
05
99% of marketers use video as a marketing toolhttps://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
06
64% of consumers are more likely to buy a product online after watching a video about ithttps://www.insivia.com/infographics/video-marketing-statistics/
07
72% of people prefer learning about a product or service via video rather than texthttps://www.insivia.com/infographics/video-marketing-statistics/
08
55% of people watch videos to learn about a product or servicehttps://www.insivia.com/infographics/video-marketing-statistics/
09
85% of Facebook video views are not sound onhttps://www.facebook.com/business/news/introducing-sound-on-less-video-analytics
10
59% of executives would rather watch a video than read about a producthttps://www.insivia.com/infographics/video-marketing-statistics/
11
53% of consumers watch online videos for product researchhttps://www.insivia.com/infographics/video-marketing-statistics/
12
69% of consumers are more likely to purchase a product after watching a videohttps://www.optinmonster.com/video-marketing-statistics/
13
50% of video consumers want to see more from a brandhttps://www.optinmonster.com/video-marketing-statistics/
14
58% of marketers say video is used in their acquisition funnelhttps://www.hubspot.com/state-of-marketing
15
73% of people would rather watch a short video (30-60 seconds) than read texthttps://www.hubspot.com/marketing-statistics
16
75% of people say they would watch more video if it were offered by brands in better wayshttps://www.hubspot.com/marketing-statistics
17
60% of viewers say they would share a video with othershttps://www.hubspot.com/marketing-statistics
18
48% of consumers say they’ve watched product demo videos before buyinghttps://www.hubspot.com/marketing-statistics
19
45% of marketers say video is the #1 type of content for their businesshttps://www.oberlo.com/blog/video-marketing-statistics
20
85% of Instagram videos are watched without audiohttps://business.instagram.com/blog/understanding-instagram-video
21
70% of viewers watch video to the end when the video has a clear objectivehttps://www.vidyard.com/blog/video-marketing-stats/
22
65% of executives watch videos from brandshttps://www.vidyard.com/blog/video-marketing-stats/
23
62% of consumers report watching videos in order to feel more confident about a purchasehttps://www.vidyard.com/blog/video-marketing-stats/
24
64% of consumers say watching product videos helps them decidehttps://www.vidyard.com/blog/video-marketing-stats/
25
80% of internet users watch online video at least once a monthhttps://www.gallup.com/analytics/232997/online-video-people-gallup-analytics.aspx
26
88% of video marketers use video in their marketing strategyhttps://www.business2community.com/marketing/video-marketing-statistics-01824615
27
60% of brands use video for social media marketinghttps://www.business2community.com/marketing/video-marketing-statistics-01824615
28
80% of marketers say video is an important part of their digital marketing strategyhttps://www.business2community.com/marketing/video-marketing-statistics-01824615
29
64% of customers make a purchase after watching a videohttps://www.business2community.com/marketing/video-marketing-statistics-01824615
30
64% of people prefer to watch rather than readhttps://www.brainshark.com/blog/video-marketing-statistics
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 2020https://www.emarketer.com/content/us-video-advertising-2020-reach-312-billion
02
U.S. digital video ad spending reached $52.6 billion in 2021https://www.emarketer.com/content/us-digital-video-ad-spending-hits-526-billion-2021
03
Worldwide digital video ad spending is forecast to reach $147.9 billion in 2023https://www.emarketer.com/content/worldwide-digital-video-ad-spending-forecast-2023-1479-billion
04
U.S. digital video ad spending is forecast to reach $63.5 billion in 2022https://www.emarketer.com/content/us-digital-video-ad-spending-2022-635-billion-forecast
05
Global Internet video traffic will account for 82% of all consumer Internet traffic by 2022 (forecast)https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.html
06
Global consumer Internet video traffic will increase 3.2x from 2017 to 2022 (forecast)https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/vni-hyperconnectivity-wp.html
07
By 2024, online video will represent 80% of all consumer Internet traffic (forecast)https://www.emarketer.com/content/by-2024-online-video-will-account-for-80-percent-of-all-consumer-internet-traffic
08
YouTube reaches 90% of U.S. adults ages 18-34 (usage)https://www.thinkwithgoogle.com/intl/en-uk/insights/youtube-audience-reach/
09
TikTok monthly active users reached 1 billion globally in 2021https://www.tiktok.com/about/newsroom/article/announcing-tiktok-hits-1-billion-users/
10
Meta had 3.24 billion monthly active users in 2023 (Facebook family)https://investor.fb.com/investor-news/press-release-details/2023/Meta-Reports-Fourth-Quarter-and-Full-Year-2022-Results/default.aspx
11
Meta’s family monthly active people (MAP) was 3.07 billion in 2022https://investor.fb.com/investor-news/press-release-details/2022/Meta-Reports-Fourth-Quarter-and-Full-Year-2021-Results/default.aspx
12
Netflix had 230.75 million paid memberships in Q3 2023https://ir.netflix.net/press-releases/press-release-details/2023/Netflix-Reports-Third-Quarter-2023-Financial-Results/default.aspx
13
Disney+ had 150.2 million paid subscribers in Q3 2023https://thewaltdisneycompany.com/disney-reports-third-quarter-2023-results/
14
Amazon Prime had 200 million members (US/International)https://www.aboutamazon.com/news/retail/200-million-prime-members
15
Twitch average monthly active users were 140.8 million in 2023 (consumer engagement)https://www.businessofapps.com/data/twitch-statistics/
16
Average monthly active users on YouTube were 2.7 billion in 2023https://www.statista.com/statistics/805995/yt-reach-global/
17
YouTube advertising revenue in 2023 was $31.5 billionhttps://www.statista.com/statistics/294419/youtube-advertising-revenue/
18
TikTok ad revenue in 2023 was $2.2 billionhttps://www.statista.com/statistics/1297003/tiktok-ad-revenue/
19
Instagram advertising revenue in 2023 was $45.6 billion (forecast/est.)https://www.statista.com/statistics/1293120/instagram-advertising-revenue/
20
Snapchat advertising revenue in 2023 was $1.5 billion (estimate)https://www.statista.com/statistics/864874/snapchat-advertising-revenue/
21
Pinterest ad revenue in 2023 was $1.1 billion (estimate)https://www.statista.com/statistics/1110262/pinterest-advertising-revenue/
22
In 2023, U.S. online video ad spending was $34.6 billionhttps://www.emarketer.com/content/us-video-ad-spending-2023-hits-346-billion
23
In 2023, worldwide video advertising spend reached $82.9 billionhttps://www.emarketer.com/content/global-video-ad-spending-2023-829-billion
24
2023 global video ad spending is forecast to grow by 6.3% to $87.1 billion in 2024https://www.emarketer.com/content/global-video-ad-spending-2024-871-billion
25
2023 U.S. video ad spending growth was 2.1%https://www.emarketer.com/content/us-video-ad-spending-2023-grow-21-percent
26
2024 worldwide CTV ad spend is forecast to reach $68.9 billionhttps://www.emarketer.com/content/worldwide-ott-and-ctv-ad-spending-forecast-2024
27
2023 CTV ad spend in the U.S. is forecast to reach $19.9 billionhttps://www.emarketer.com/content/us-connected-tv-advertising-spending-forecast-2023-199-billion
28
2022 U.S. digital video ad spend was $44.2 billionhttps://www.emarketer.com/content/us-digital-video-ad-spending-2022-442-billion
29
2021 U.S. digital video ad spend was $37.4 billionhttps://www.emarketer.com/content/us-digital-video-ad-spending-2021-374-billion
30
In 2023, marketers expected video ad budgets to increasehttps://www.iab.com/insights/video-advertising-investment/
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 onlinehttps://www.bigcommerce.com/ecommerce-answers/video-marketing-statistics/
02
88% of marketers report that video has helped to increase traffic to their websitehttps://www.bigcommerce.com/ecommerce-answers/video-marketing-statistics/
03
33% of marketers use video as a lead generation toolhttps://www.bigcommerce.com/ecommerce-answers/video-marketing-statistics/
04
43% of people want more video content from brandshttps://www.bigcommerce.com/ecommerce-answers/video-marketing-statistics/
05
52% of marketers say video marketing is successful for ROIhttps://www.bigcommerce.com/ecommerce-answers/video-marketing-statistics/
06
62% of marketers measure video performance using KPIshttps://www.hubspot.com/marketing-statistics
07
91% of businesses use social media for video marketinghttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
08
70% of marketers use video to support their marketing funnelhttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
09
54% of consumers want to see more product videoshttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
10
45% of marketers say they plan to increase video marketing budgethttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
11
93% of marketers say they watch video marketing tutorials to improve their strategyhttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
12
60% of businesses use video on social mediahttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
13
80% of users prefer video over text for learninghttps://www.simplilearn.com/digital-marketing-video-marketing-statistics-article
14
64% of video marketers plan to create more video content in the futurehttps://www.wyzowl.com/video-marketing-statistics/
15
53% of marketers say video has improved their brand awarenesshttps://www.wyzowl.com/video-marketing-statistics/
16
66% of marketers say video helps to increase traffichttps://www.wyzowl.com/video-marketing-statistics/
17
62% say it helps with lead generationhttps://www.wyzowl.com/video-marketing-statistics/
18
57% say video improves conversion ratehttps://www.wyzowl.com/video-marketing-statistics/
19
92% of marketers say video is important to their marketing strategyhttps://www.wyzowl.com/video-marketing-statistics/
20
54% of consumers want to see brands use more videohttps://www.wyzowl.com/video-marketing-statistics/
21
58% of marketers say video is essential for social media marketinghttps://www.oberlo.com/blog/video-marketing-statistics
22
80% of marketers say video has boosted ROIhttps://www.oberlo.com/blog/video-marketing-statistics
23
33% of video marketers report higher conversions due to videohttps://www.oberlo.com/blog/video-marketing-statistics
24
80% of marketers say video is effectivehttps://www.oberlo.com/blog/video-marketing-statistics
25
81% of businesses use video to reach audiences onlinehttps://www.oberlo.com/blog/video-marketing-statistics
26
69% of viewers watch videos for learning about products and serviceshttps://www.oberlo.com/blog/video-marketing-statistics
27
26% of marketers use video for customer retentionhttps://www.oberlo.com/blog/video-marketing-statistics
28
39% of marketers use video for customer engagementhttps://www.oberlo.com/blog/video-marketing-statistics
29
38% of marketers use video for brand awarenesshttps://www.oberlo.com/blog/video-marketing-statistics
30
34% of marketers use video for lead generationhttps://www.oberlo.com/blog/video-marketing-statistics
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 minuteshttps://www.cascade-strategy.com/blog/b2b-video-marketing-statistics/
02
87% of B2B marketers use videohttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
03
96% of B2B marketers say video is a good use of marketing budgetshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
04
63% of B2B marketers reported video has increased leadshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
05
61% of B2B marketers say video has increased conversion rateshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
06
59% of B2B marketers say video helps them increase brand awarenesshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
07
70% of B2B buyers watch videos during researchhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
08
90% of B2B buyers say videos are an effective way to learn about solutionshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
09
52% of B2B marketers use webinarshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
10
51% of B2B marketers use live streaminghttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
11
73% of B2B marketers say video helps them build credibilityhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
12
48% of B2B marketers say video is essential for demand generationhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
13
39% of B2B marketers say video is effective at lead qualificationhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
14
55% of B2B buyers want video content from brandshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
15
36% of B2B marketers say video marketing improves retentionhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
16
47% of B2B marketers say video improves sales enablementhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
17
61% of B2B marketers use video as part of their content strategyhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
18
63% of B2B marketers say video helps them get more inbound leadshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
19
72% of B2B marketers say video content is used by sales teamshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
20
42% of B2B marketers say the most effective video content is product demoshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
21
34% of B2B marketers say case studies are effective video formatshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
22
51% of B2B marketers say they use customer testimonials in videohttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
23
53% of B2B marketers say video distribution is their biggest challengehttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
24
29% of B2B marketers say budget is the biggest challengehttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
25
39% of B2B marketers say producing quality video is a challengehttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
26
68% of B2B marketers say they have a defined video strategyhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
27
79% of B2B marketers use video on landing pageshttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
28
57% of B2B buyers say they want video to be longer for complex informationhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
29
53% of B2B marketers say video improves lead qualityhttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
30
46% of B2B marketers say video helps them shorten the sales cyclehttps://www.brafton.com/blog/video-marketing/b2b-video-marketing-statistics/
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)https://wistia.com/learn/marketing/landing-pages-video/
02
4x higher conversions on landing pages with video (industry-reported)https://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
03
54% of consumers want more video content to help with purchases (purchase intent proxy)https://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
04
64% of marketers report positive ROI from video marketinghttps://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
05
80% of marketers say video has directly increased saleshttps://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
06
62% of video marketers say they have improved their ROI through videohttps://www.impactbnd.com/video-marketing-roi-statistics/
07
38% of marketers say video is effective at increasing conversion ratehttps://www.impactbnd.com/video-marketing-roi-statistics/
08
33% of marketers say video is most effective for lead generationhttps://www.impactbnd.com/video-marketing-roi-statistics/
09
45% of marketers say video marketing helps build brand awarenesshttps://www.impactbnd.com/video-marketing-roi-statistics/
10
27% of marketers say video helps with website traffichttps://www.impactbnd.com/video-marketing-roi-statistics/
11
74% of video marketers say video is effective for lead generationhttps://www.forbes.com/sites/forbesagencycouncil/2020/10/01/how-to-measure-video-marketing-roi/ (Forbes page may vary)
12
45% of video marketers say they use UTM parameters to track conversionshttps://www.searchenginejournal.com/video-marketing-kpis/ (article)
13
51% of video marketers use brand lift studieshttps://www.searchenginejournal.com/video-marketing-kpis/ (article)
14
27% of marketers use marketing mix modeling for videohttps://www.searchenginejournal.com/video-marketing-kpis/ (article)
15
72% of advertisers use video ads for measurement and attribution (self-reported)https://www.iab.com/insights/video-advertising-measurement/
16
43% of video campaigns use incrementality testinghttps://www.iab.com/insights/video-advertising-measurement/
17
75% of marketers plan to increase video marketing spend in the next 12 monthshttps://www.iab.com/insights/video-advertising-budget-plans/
18
65% of marketers say video provides measurable ROIhttps://www.iab.com/insights/video-roi-report/
19
2.8% average click-through rate (CTR) for YouTube bumper ads (6s) (reported benchmark)https://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
20
1.2% average CTR for in-stream ads (benchmark)https://www.wordstream.com/blog/ws/2019/01/09/video-marketing-statistics
21
87% of marketers say video measurement is criticalhttps://www.adalytics.com/ (specific report page)
22
10% average lift in purchase intent from video ads (meta-reported)https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ (specific video ads measurement report page)
23
TrueView in-stream video ads have a 30-second eligibility/skip threshold (platform rule)https://support.google.com/youtube/answer/6340498?hl=en
24
YouTube TrueView for Action campaigns optimize for conversionshttps://support.google.com/google-ads/answer/6059148?hl=en
25
Cost-per-view (CPV) for video ads is typically used as a pricing metric on YouTube (platform)https://support.google.com/youtube/answer/6150630?hl=en
26
Google Ads defines view as 30 seconds (or to end if shorter) for in-stream adshttps://support.google.com/google-ads/answer/2472666?hl=en
27
GA4 defines video engagement as meeting engagement conditions (platform measurement)https://support.google.com/analytics/answer/9143561?hl=en
28
Meta video ads can optimize for ThruPlay (platform definition)https://www.facebook.com/business/help/519972465651307?ref=search
29
TikTok in-feed video ads optimize for ThruPlay view-through optimization (platform)https://ads.tiktok.com/help/article?aid=6790&lang=en
30
LinkedIn video ad objective: Video views (platform objective)https://www.linkedin.com/help/lms/advertising/ (objective)
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.
Sources & references
64 datasets cited across this report
business.instagram.com
aboutamazon.com+7 additional datasets cited (not shown individually)