With 93% of businesses reporting that video has increased their website traffic, this post breaks down the most compelling videography industry statistics, from ROI and lead generation to audience behavior and production challenges.
Key Takeaways
- 62% of video content marketers say video increases user understanding of their product or service
- 83% of video marketers use video as a marketing tool
- 86% of businesses say video has helped increase traffic to their website
- 2.4% of total U.S. employment is in the motion picture and video production industry (NAICS 5121) according to BLS employment shares
- The U.S. motion picture and video industries sector (NAICS 512) had 1,279,000 jobs in 2023 (BLS industry employment level)
- The U.S. motion picture and video production industry (NAICS 5121) had 136,600 jobs in 2023 (BLS industry employment level)
- In 2023, the median hourly wage for 'Camera Operators and Editors' was $24.58 in the U.S. (BLS OEWS)
- In 2023, the mean hourly wage for 'Media and Communication Equipment Workers' was $27.44 in the U.S. (BLS OEWS)
- In 2023, the median hourly wage for 'Film and Video Editors' was $32.25 in the U.S. (BLS OEWS)
- In 2023, 85% of organizations use video in their marketing activities (Wyzowl survey result)
- 90% of video marketers reported video as their most successful content type (Wyzowl survey result)
- 67% of consumers watched videos to learn about a product or service in the last month (Wyzowl survey result)
- YouTube reported over 2.1 billion monthly logged-in users (Google/YouTube reporting in 2021-2022 period)
- Facebook had 3.07 billion monthly active users as of 2023 (Meta investor relations reporting)
- Video ads on average have a 10% higher click-through rate than banner ads (Wyzowl industry compilation citing marketing studies)
With video driving understanding, traffic, leads, and sales, most marketers expect to grow budgets fast.
Industry Trends
162% of video content marketers say video increases user understanding of their product or service[1]
Verified283% of video marketers use video as a marketing tool[1]
Verified386% of businesses say video has helped increase traffic to their website[1]
Verified493% of marketers say video is expected to become more important over the next year[1]
Directional560% of marketers say they have a specific video marketing strategy[1]
Single source675% of businesses say video has helped them generate leads[1]
Verified767% of viewers say video helped them understand a product/service better[1]
Verified861% of viewers say they were convinced to make a purchase after watching a video[1]
Verified952% of marketers say video is the content type with the highest ROI[1]
Directional1045% of marketers say video is their most important content marketing tool[1]
Single source1156% of marketers say video plays a role in increasing brand awareness[1]
Verified1274% of video marketers plan to increase their video budget[1]
Verified1379% of businesses use video in their marketing strategy[1]
Verified1450% of marketers say producing video content takes longer than expected[1]
Directional1541% of marketers say video production is their biggest challenge[1]
Single source1664% of marketers say video is used for social media purposes[1]
Verified1754% of video marketers use video in social media ads[1]
Verified1862% of video marketers use video for lead generation[1]
Verified1959% of video marketers say video is used for brand building[1]
Directional2068% of organizations say video helps them reach new audiences[1]
Single source2124% of marketers say they plan to use video for e-commerce[1]
Verified2270% of consumers say they would like to see more video content from brands[1]
Verified2375% of consumers prefer to watch short videos to learn about products[1]
Verified2469% of consumers say they watch video to decide which product/service to buy[1]
Directional2546% of consumers say watching video made them more confident in their purchase decision[1]
Single source2637% of video marketers say video editing is a key pain point[1]
Verified2735% of video marketers say video scripting is a key pain point[1]
Verified2828% of marketers say they struggle with finding enough time for video production[1]
Verified2987% of video marketers say their organization is actively using video[1]
Directional3065% of marketers say video is the most cost-effective marketing tool[1]
Single sourceIndustry Trends Interpretation
With 93% of marketers expecting video to become more important over the next year, the data shows video is already delivering results, including 75% of businesses generating leads from it and 86% reporting increased website traffic.
Market Size
12.4% of total U.S. employment is in the motion picture and video production industry (NAICS 5121) according to BLS employment shares[2]
Verified2The U.S. motion picture and video industries sector (NAICS 512) had 1,279,000 jobs in 2023 (BLS industry employment level)[2]
Verified3The U.S. motion picture and video production industry (NAICS 5121) had 136,600 jobs in 2023 (BLS industry employment level)[2]
Verified4The U.S. broadcasting industry (NAICS 515) had 349,500 jobs in 2023 (BLS industry employment level)[3]
Directional5The U.S. web search portal and broadcasting industry (NAICS 5191) had 202,000 jobs in 2023 (BLS industry employment level)[4]
Single source6The global online video advertising market was $47.5 billion in 2023 (Statista; cited in industry summaries)[5]
Verified7The global online video advertising market is projected to reach $61.2 billion in 2024 (Statista estimate)[5]
Verified8The global online video advertising market is projected to reach $100.0 billion in 2028 (Statista estimate)[5]
Verified9The global video editing software market was $1.85 billion in 2023 (Fortune Business Insights)[6]
Directional10The global video editing software market is projected to reach $3.10 billion by 2030 (Fortune Business Insights)[6]
Single source11The global video surveillance market was valued at $42.4 billion in 2023 and projected to reach $93.1 billion by 2030 (Fortune Business Insights, video surveillance segment)[7]
Verified12The global stock footage market was $2.35 billion in 2023 and projected to reach $4.06 billion by 2030 (Fortune Business Insights)[8]
Verified13The global video streaming market was $33.0 billion in 2023 (Fortune Business Insights)[9]
Verified14The global video streaming market is projected to reach $164.1 billion by 2030 (Fortune Business Insights)[9]
Directional15The global animation, VFX, and 3D market was $20.6 billion in 2023 (Fortune Business Insights)[10]
Single source16The global animation, VFX, and 3D market is projected to reach $72.6 billion by 2030 (Fortune Business Insights)[10]
Verified17The U.S. Census Bureau reported 37,972 establishments in NAICS 5121 (Motion Picture and Video Industries) in 2021 (Census County Business Patterns)[11]
Verified18NAICS 5121 (Motion Picture and Video Industries) reported $82.3 billion in revenue for 2021 in the U.S. (Census County Business Patterns revenue proxy)[11]
Verified19In 2021, NAICS 5121 reported 126,221 employees for U.S. establishments (Census County Business Patterns)[11]
Directional20In 2021, NAICS 5121 reported $39.7 billion in payroll for U.S. establishments (Census County Business Patterns payroll)[11]
Single source21The global esports market size was $1.44 billion in 2023 (Newzoo; frequently cited in industry summaries)[12]
Verified22The global user-generated video advertising market within digital video is forecast to grow at a CAGR of 20.4% from 2024 to 2030 (industry forecast summary)[13]
Verified23The U.S. 'Media and communications' sector (NAICS 51) had 2,847,000 employees in 2023 (BLS employment level for NAICS 51 aggregate)[14]
VerifiedMarket Size Interpretation
With the U.S. motion picture and video production industry (NAICS 5121) employing 136,600 people in 2023 and the broader NAICS 512 sector reaching 1,279,000 jobs, global online video advertising is still the standout growth engine projected to rise from $47.5 billion in 2023 to $61.2 billion in 2024 and $100.0 billion by 2028.
Cost Analysis
1In 2023, the median hourly wage for 'Camera Operators and Editors' was $24.58 in the U.S. (BLS OEWS)[15]
Verified2In 2023, the mean hourly wage for 'Media and Communication Equipment Workers' was $27.44 in the U.S. (BLS OEWS)[16]
Verified3In 2023, the median hourly wage for 'Film and Video Editors' was $32.25 in the U.S. (BLS OEWS)[17]
Verified4In 2023, the median hourly wage for 'Producers and Directors' was $42.00 in the U.S. (BLS OEWS)[18]
Directional5In 2023, the median hourly wage for 'Photographers' was $18.90 in the U.S. (BLS OEWS)[19]
Single source6In 2022, the average U.S. hourly wage growth rate for all private workers was 3.7% (BLS Productivity and Costs)[20]
Verified7In 2023, the producer price index for 'Media reproduction services' increased by 5.4% year-over-year (BLS PPI)[21]
Verified8A 2024 global survey found 41% of organizations cited video production costs as a key challenge (Wyzowl survey result)[1]
Verified9A 2024 global survey found 37% of organizations cited budget constraints as a key challenge to video marketing (Wyzowl survey result)[1]
Directional10In 2023, the global cost of cloud video services was forecast to reach $32.5 billion (IDC forecast summary)[22]
Single source11In 2024, Upwork lists typical freelance video production projects with fixed rates of $500-$2,000 (Upwork hiring marketplace guidance)[23]
Verified12In 2023, the U.S. median hourly wage for 'Special Effects Artists and Animators' was $39.00 (BLS OEWS)[24]
Verified13In 2023, the median hourly wage for 'Graphic Designers' was $24.00 (BLS OEWS)[25]
Verified14In 2023, the median hourly wage for 'Software Developers' was $54.30 (BLS OEWS) relevant to video postproduction pipelines[26]
Directional15In 2023, the median hourly wage for 'Computer Occupations' ranged upward to $45+ across tiers (BLS OEWS) affecting video production staffing[27]
Single source16In 2023, the BLS median wage for 'Audio and Video Equipment Technicians' was $21.79 per hour (BLS OEWS)[28]
Verified17In 2023, the BLS median wage for 'Sound Engineering Technicians' was $32.00 per hour (BLS OEWS)[29]
Verified18In 2022, U.S. average prices for video production and related services increased by 6.3% (BLS PPI category index)[30]
Verified19In 2023, the BLS CPI for 'Video, audio and photographic equipment' had a year-over-year change of 2.0% (BLS CPI)[31]
Directional20In 2023, CPI for 'TV, video, and audio equipment' increased by 3.2% (BLS CPI)[31]
Single source21In 2023, CPI for 'Recording media' was -1.1% year-over-year (BLS CPI)[31]
Verified22In 2023, equipment and software for video editing had an overall price change of -0.7% year-over-year in BLS PPI (BLS PPI)[30]
Verified23In 2023, the median hourly wage for 'Industrial Designers' was $30.00 (BLS OEWS) relevant to motion graphics and visual design[32]
Verified24In 2023, the median hourly wage for 'Digital and Interactive Media Developers' was $41.00 (BLS OEWS) related to video interactive projects[33]
Directional25In 2023, the median hourly wage for 'Photographers' was $18.90 (BLS OEWS) supporting production labor costs[19]
Single source26In 2023, the median hourly wage for 'Editors' was $33.00 (BLS OEWS)[34]
Verified27In 2023, the median hourly wage for 'Media and Communication Workers' exceeded $25/hour (BLS OEWS) affecting production staffing[35]
Verified28In 2023, the median hourly wage for 'Multimedia Artists and Animators' was $30.00 (BLS OEWS)[36]
Verified29In 2023, the median hourly wage for 'Broadcast Technicians' was $27.00 (BLS OEWS)[37]
Directional30In 2023, the BLS median hourly wage for 'Camera Operators' was $19.18 (BLS OEWS)[38]
Single sourceCost Analysis Interpretation
Even as the production equipment price pressures eased in 2023 with a 5.4% year-over-year rise in media reproduction services but a -0.7% overall change for video editing equipment and software, pay for key creative roles remained uneven, with producers and directors at a $42.00 median hourly wage and camera operators down at $19.18.
User Adoption
1In 2023, 85% of organizations use video in their marketing activities (Wyzowl survey result)[1]
Verified290% of video marketers reported video as their most successful content type (Wyzowl survey result)[1]
Verified367% of consumers watched videos to learn about a product or service in the last month (Wyzowl survey result)[1]
Verified454% of consumers report that they watch videos for at least 1 hour per week (Wyzowl survey result)[1]
Directional568% of marketers say video plays a key role in their marketing strategy (Wyzowl survey result)[1]
Single source671% of marketers say they use video in their social media strategy (Wyzowl survey result)[1]
Verified755% of marketers say they use video landing pages to drive conversions (Wyzowl survey result)[1]
Verified862% of businesses use video for website purposes (Wyzowl survey result)[1]
Verified957% of marketers use video in email marketing (Wyzowl survey result)[1]
Directional1064% of consumers say video makes them more likely to buy (Wyzowl survey result)[1]
Single source1172% of consumers say they want to watch product videos online (Wyzowl survey result)[1]
Verified1253% of marketers plan to create more video content in 2024 (Wyzowl survey result)[1]
Verified1346% of marketers say they already have a video marketing team (Wyzowl survey result)[1]
Verified1439% of marketers outsource video production (Wyzowl survey result)[1]
Directional1549% of marketers say they use freelancers for video production tasks (Wyzowl survey result)[1]
Single source1658% of video marketers say they use social media platforms for distribution (Wyzowl survey result)[1]
Verified1769% of video marketers say YouTube is their main video platform (Wyzowl survey result)[1]
Verified1852% of video marketers say Facebook is used for video distribution (Wyzowl survey result)[1]
Verified1948% of video marketers say Instagram is used for video distribution (Wyzowl survey result)[1]
Directional2031% of video marketers say TikTok is used for video distribution (Wyzowl survey result)[1]
Single source2164% of marketers say they use video to support their marketing funnel (Wyzowl survey result)[1]
Verified2256% of marketers say video is used for customer retention (Wyzowl survey result)[1]
Verified2341% of marketers say video is used to educate customers (Wyzowl survey result)[1]
Verified2438% of marketers say video is used for product updates (Wyzowl survey result)[1]
Directional2555% of consumers say they have shared a video with someone else after watching it (Wyzowl survey result)[1]
Single source2653% of consumers want to see more video content from businesses (Wyzowl survey result)[1]
Verified2748% of video marketers say video improves engagement on landing pages (Wyzowl survey result)[1]
Verified2845% of video marketers say video improves email click-through rates (Wyzowl survey result)[1]
Verified2939% of marketers report using live video in their marketing activities (Wyzowl survey result)[1]
Directional3032% of marketers report using interactive video formats (Wyzowl survey result)[1]
Single source3172% of businesses use video for customer support or onboarding (Wyzowl survey result)[1]
VerifiedUser Adoption Interpretation
With 85% of organizations already using video in marketing and 90% of video marketers calling it their most successful content type, video has clearly become the mainstream growth lever in 2023.
Performance Metrics
1YouTube reported over 2.1 billion monthly logged-in users (Google/YouTube reporting in 2021-2022 period)[39]
Verified2Facebook had 3.07 billion monthly active users as of 2023 (Meta investor relations reporting)[40]
Verified3Video ads on average have a 10% higher click-through rate than banner ads (Wyzowl industry compilation citing marketing studies)[1]
Verified4Video increases the probability of capturing viewer attention by 50% compared with text-only content (industry research compilation)[1]
Directional5In a 2019 Animoto study, 73% of consumers say watch video before making a buying decision[41]
Single source6In 2023, Vimeo reported 231 million unique video viewers per month (Vimeo press/annual results)[42]
Verified7A 2023 survey reported that 62% of marketers said they measure video engagement (Wyzowl compilation)[1]
Verified8A 2023 survey reported 55% of marketers track video watch time (Wyzowl compilation)[1]
Verified9A 2023 survey reported 44% of marketers track video conversion rates (Wyzowl compilation)[1]
Directional10In a 2016 HubSpot report, 54% of consumers want to see video content from brands more often[43]
Single source11HubSpot reported that video is the top-performing content type for 54% of marketers (HubSpot)[43]
VerifiedPerformance Metrics Interpretation
With video already driving standout engagement, including 73% of consumers watching video before buying and 54% of marketers calling it their top performing content type, it is clear that video is becoming a central priority across major platforms and measurement practices.
References
- 1wyzowl.com/video-marketing-statistics/
- 2bls.gov/iag/tgs/iag512.htm
- 3bls.gov/iag/tgs/iag515.htm
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- 20bls.gov/news.release/prod2.toc.htm
- 21bls.gov/ppi/
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- 28bls.gov/oes/current/oes493021.htm
- 29bls.gov/oes/current/oes399011.htm
- 31bls.gov/cpi/tables/supplemental-files/home.htm
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- 37bls.gov/oes/current/oes399041.htm
- 38bls.gov/oes/current/oes511022.htm
- 5statista.com/statistics/238080/online-video-advertising-revenue-worldwide/
- 6fortunebusinessinsights.com/video-editing-software-market-106850
- 7fortunebusinessinsights.com/video-surveillance-market-102895
- 8fortunebusinessinsights.com/stock-footage-market-105197
- 9fortunebusinessinsights.com/video-streaming-market-105152
- 10fortunebusinessinsights.com/animation-vfx-and-3d-market-102893
- 11data.census.gov/table?q=naics%205121&g=NAICS%205121&tid=CBP2021.CB1400CBP1&hidePreview=true
- 12newzoo.com/insights/trend-reports/esports-market-report/
- 13alliedmarketresearch.com/user-generated-content-market
- 22idc.com/getdoc.jsp?containerId=prUS51857424
- 23upwork.com/hiring/creative/video-production/
- 30data.bls.gov/PDQWeb/ppiw.htm
- 39youtube.com/intl/en-GB/about/press/
- 40investor.fb.com/investor-news/news-details/2024/Meta-Reports-First-Quarter-2024-Results/default.aspx
- 41animoto.com/resources/research/social-media-video-marketing-statistics/
- 42vimeo.com/press
- 43blog.hubspot.com/marketing/video-marketing