Video now drives 72% of all internet traffic, yet 90% of web videos get fewer than 10 views. This article details audience behavior, platform scale, and how organizations use video to meet marketing goals.
Key Takeaways
- Video accounts for 72% of all internet traffic in 2024 (Cisco VNI, 2018)
- 3.5 billion worldwide social network users who access video via social platforms (2024 estimate)
- YouTube Shorts generated over 100 billion daily views as of 2023 (YouTube official blog)
- Organizations using video marketing are 2.2x more likely to hit marketing goals (Wyzowl, 2024)
- 91% of adults prefer to see videos made by a company rather than reading about it (HubSpot, 2024)
- YouTube reached 2.7 billion logged-in monthly users (2024)
- 74% of viewers say they would rather watch a video than read text on a web page (Animoto, 2022)
- In 2023, Netflix had 260.28 million paid memberships worldwide (Netflix 2023 Form 10-K)
- Netflix paid memberships increased to 302.7 million in 2023 (Netflix quarterly/annual disclosures)
- $7.2 billion global esports revenue in 2024 (Newzoo)
- 34% of marketing professionals use video to drive leads (HubSpot, 2023)
- TikTok reported 2023 advertising revenue growth to $1.8B (TikTok/third-party filings)
- $10.4 billion global video hosting and streaming services market projected for 2029 (MarketsandMarkets)
- $16.2 billion global OTT market size projected for 2032 (Fortune Business Insights)
- Cloud video surveillance market projected $32.8B by 2029 (MarketsandMarkets)
Video dominates internet viewing, and marketers who use it see stronger results and higher audience retention.
Related reading
01 · Category
Usage & Viewing3 stats
01
Video accounts for 72% of all internet traffic in 2024 (Cisco VNI, 2018)
02
3.5 billion worldwide social network users who access video via social platforms (2024 estimate)
03
YouTube Shorts generated over 100 billion daily views as of 2023 (YouTube official blog)
Interpretation
Usage & Viewing Interpretation
For the Usage and Viewing angle, the data shows that video dominates how people consume the internet with 72% of all internet traffic in 2024 and massive social engagement, with 3.5 billion social users watching via platforms and YouTube Shorts topping 100 billion daily views by 2023.
02 · Category
Cost Analysis1 stats
01
Organizations using video marketing are 2.2x more likely to hit marketing goals (Wyzowl, 2024)
Interpretation
Cost Analysis Interpretation
For cost analysis, investing in video marketing can be seen as higher value because organizations using it are 2.2x more likely to hit their marketing goals, suggesting better returns on marketing spend.
03 · Category
User Adoption5 stats
01
91% of adults prefer to see videos made by a company rather than reading about it (HubSpot, 2024)
02
YouTube reached 2.7 billion logged-in monthly users (2024)
03
74% of viewers say they would rather watch a video than read text on a web page (Animoto, 2022)
04
In 2024, 80% of internet users worldwide watched online video at least once in the past week (weekly reach of online video).
05
Streaming services had a penetration of 82% among U.S. households in 2023 (household access/adoption).
Interpretation
User Adoption Interpretation
For the User Adoption angle, video is clearly becoming the default choice with 91% of adults preferring company-made videos and 80% of global internet users watching online video at least once in the past week in 2024, alongside 82% of U.S. households already having streaming access.
04 · Category
Industry Trends5 stats
01
In 2023, Netflix had 260.28 million paid memberships worldwide (Netflix 2023 Form 10-K)
02
Netflix paid memberships increased to 302.7 million in 2023 (Netflix quarterly/annual disclosures)
03
$7.2 billion global esports revenue in 2024 (Newzoo)
04
Average viewing time on Netflix decreased by 3% in Q1 2023 (Netflix shareholder letter)
05
In 2024, 53% of marketers reported using video for lead generation (video’s functional use).
Interpretation
Industry Trends Interpretation
For the Industry Trends angle, streaming is still expanding with Netflix reaching 302.7 million paid memberships in 2023, while competition for attention is rising as average viewing time fell 3% in Q1 2023 and marketers increasingly rely on video, with 53% using it for lead generation in 2024.
More related reading
05 · Category
Advertising & Monetization2 stats
01
34% of marketing professionals use video to drive leads (HubSpot, 2023)
02
TikTok reported 2023 advertising revenue growth to $1.8B (TikTok/third-party filings)
Interpretation
Advertising & Monetization Interpretation
Advertising and monetization is increasingly driven by video, with 34% of marketing professionals using it to generate leads, while TikTok’s 2023 ad revenue grew to $1.8B, signaling strong market momentum for video-first promotion.
06 · Category
Market Size10 stats
01
$10.4 billion global video hosting and streaming services market projected for 2029 (MarketsandMarkets)
02
$16.2 billion global OTT market size projected for 2032 (Fortune Business Insights)
03
Cloud video surveillance market projected $32.8B by 2029 (MarketsandMarkets)
04
Video conferencing market size $4.2B in 2020 and projected $6.2B by 2025 (Futuresource Consulting)
05
Global video conferencing market projected $13.6B by 2028 (Market Research Future)
06
The global Over-the-Top (OTT) video market is projected to reach $223.4 billion by 2029 (expected market expansion).
07
The global video streaming market size is forecast to grow to $133.3 billion by 2030 (growth trajectory for streaming services).
08
The global video surveillance market is expected to reach $33.2 billion by 2029 (includes video-based monitoring systems).
09
The global video conferencing market is projected to reach $8.6 billion by 2027 (forward-looking size for interactive video meetings).
10
The global cloud video surveillance market is projected to grow to $44.2 billion by 2029 (cloud-delivered monitoring).
Interpretation
Market Size Interpretation
For the Market Size angle, the outlook for video is strongly upward, with projections ranging from $10.4 billion for video hosting and streaming by 2029 to a much larger $223.4 billion OTT video market by 2029, showing how quickly demand is expanding across the sector.
07 · Category
Performance Metrics5 stats
01
90% of all videos on the web get less than 10 views (indicates how concentrated audience reach is for most online video).
02
A study of online video reveals that higher-quality videos reduce drop-off, with a measurable lift in retention as bitrate increases (quality correlates with watch continuity).
03
Average video completion rates for marketing videos are 32% on average (fraction of viewers who watch to completion).
04
The FCC reported that consumers experienced 5.5 million video-related complaints in 2023 related to video services (complaint volume indicator for video services).
05
U.S. internet video providers reported median peak upload utilization of 62% during high-demand periods in 2023 (network load metric).
Interpretation
Performance Metrics Interpretation
Performance metrics show that video audiences are highly concentrated, with 90% of videos getting under 10 views, while completion still averages only 32% for marketing videos, underscoring why retention and network capacity matter as quality and demand shape what viewers actually stick with.
report visual · Key figures
Video’s reach is massive—across devices, platforms, and households
Online video consumption spans everyday internet use, with video dominating traffic and widespread weekly reach.
72%
Video accounts for 72% of all internet traffic in 2024 (Cisco VNI, 2018)
80%
In 2024, 80% of internet users worldwide watched online video at least once in the past week (weekly reach of online vid
82%
Streaming services had a penetration of 82% among U.S. households in 2023 (household access/adoption).
source-verifiedcisco.com · datareportal.com · statista.com2024
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
David Kowalski. (2026, February 13). Video Statistics. Gitnux. https://gitnux.org/video-statistics
MLA
David Kowalski. "Video Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/video-statistics.
Chicago
David Kowalski. 2026. "Video Statistics." Gitnux. https://gitnux.org/video-statistics.
Sources & references
31 datasets cited across this report · attribution is report-level
+8 additional datasets cited (not shown individually)