In 2024, social video platforms and video content recorded around ** minutes of daily engagement on average among users in the United States. The amount of time spent watching social video among users in the country was projected to reach ** minutes per day in 2023, and about daily ** minutes by the end of 2028.

In recent years, video has become one of the most popular online formats, spanning from educational content to product reviews. During the third quarter of 2024, music videos recorded the highest category reach, with almost half of internet users worldwide reporting to watch music videos online each week. Social video engagement In recent years, YouTube and TikTok have become two of the most important social media platforms for global users, as video content commands high levels of engagement. In 2024, users worldwide spent approximately 28.4 hours using the YouTube mobile app per month. Additionally, the leading hashtags used by content creators on TikTok have amassed billions of views: as of January 2024, the TikTok hashtag “fyp” or “for you page” had reached 55 and 35 billion post views, respectively. Watching content: what device do users prefer? In 2023, televisions were the most used devices for global viewers to watch video-on-demand (VOD), with 55 percent of respondents reporting using these devices. In comparison, 13 percent of respondents reported using smartphones. Age group and generation are factors impacting viewership habits and device preferences, as younger users appear to prefer using their smartphones to consume content. According to a March 2024 survey, U.S. users aged 18-34 years were more likely to watch video content on smartphones than any other devices. By comparison, connected TVs were particularly popular for the online video audience aged 35 and older.

Introduction

Video Marketing Statistics: Video marketing has emerged as a cornerstone of digital strategies, leveraging the power of visual content to engage audiences and drive business growth. As video consumption continues to rise, companies across various industries increasingly adopt video as a critical component of their marketing efforts. The statistics surrounding video marketing reflect its growing influence, with metrics highlighting the effectiveness of different video formats, audience preferences, and the impact on consumer behavior.

From how-to guides to thought leadership pieces, video marketing is an essential tool for brands looking to connect more dynamically and impactfully with their target audiences.

In 2023, digital video consumption surpassed TV viewing time for the second time in the United States. Additionally, the forecast shows that streaming video on connected TV, mobile devices, and computers will continue to increase, reaching a viewing time of over ***** hours and ** minutes in 2028. Meanwhile, traditional TV consumption is likely to further decline in the upcoming years.

According to a survey, ********* of consumers worldwide spent *** to **** hours watching paid video streaming services in a typical week as of the second quarter of 2021. In comparison, ** percent of respondents used those services ** hours and more on a weekly basis.

According to a survey conducted in Fall 2023 among Generation Z video consumers in the United States, approximately 29.3 percent of the time they spent engaging with video format was spent on YouTube. This represents a small increase compared to the corresponding period in 2022, when teens in the U.S. spent around 29 percent of their online video time on the popular social video platform.

In 2021, more than ***** in ** video watchers in the United States aged between 18 and 24 years watched videos on *******. Among U.S. audiences aged 25 and above, YouTube viewership was ** percent. Instagram, which introduced its video feature Instagram Reels in August 2020, saw ** percent of video audiences aged between 18 and 24 years watch video content on the platform in the examined period.

A survey from 2023 found that video audiences in Sweden watched around 64 minutes of traditional television daily. Swedish users spent about 40 minutes a day watching online videos, while YouTube registered an engagement time of around 30 daily minutes.

According to a survey conducted in South Korea in February 2023, respondents answered to watch around 15.4 short-form videos on TikTok per sitting. On YouTube Shorts and Instagram Reels, the number of consumed short-form video content was more similar to each other at around 11 videos on average each.

During a survey of children in the United States from 2024 it was found that YouTube dominated their video consumption time. On average, 2-12-year-olds in the country spent one hour and 48 minutes on this video sharing platform. At the same time, kids spent one hour and 34 minutes watching content on TikTok.

According to a survey of global consumers conducted between 2021 and the end of 2023, watching live television was consistently more popular than online video consumption in the examined period. In the fourth quarter of 2024, ** percent of global consumers reported watching streamed video content, while the share of consumers worldwide reporting watching live television was approximately ** percent.

Descriptive statistics of network structure by video category.

According to a March 2024 survey of users in the United States, ** percent of respondents aged 18 to 34 years used their *********** to watch online video content weekly. By comparison, only around *** in ** respondents of the same age group reported using their ************** for the same activity. ************* were particularly popular for the online video audience aged 35 and older, while *********** were less popular among users aged 55 years and older.

According to a survey of internet users conducted in June 2023 in the United Kingdom, 77 percent of users aged between 25 and 44 years reported using Facebook at least monthly, while over 85 percent of users in the same age reported using YouTube monthly. Overall, 74 percent of social media users aged between 13 and 17 years reported engaging with TikTok, while 90 percent reported engaging with YouTube, while Instagram was used by 53 percent of respondents in the same demographic.

A survey conducted between July and October 2020 revealed that 61 percent of Generation Z and Millennials were watching more videos on social media apps during the COVID-19 pandemic. A further 56 percent claimed watching more videos on streaming platforms on television, while 52 percent were more inclined to stream videos on their smartphones.

During a 2024 survey among marketers worldwide, approximately ** percent reported plans to increase their use of Instagram for video marketing purposes in the near future. Similarly, ** percent said they would use YouTube more for that purpose. According to the same study, increased exposure and traffic were the leading benefits of social media marketing worldwide.

According to a survey conducted in Japan in November 2024, **** percent of the respondents watched free TV broadcasting on non-working days. The share was almost equally high in the case of working days. The survey showed that free broadcasting was the most commonly used type among the different kinds of video media, followed by free video streaming services and movie theaters.

As of November 2023, more than ** percent of male internet users in the United States watched videos online. In comparison, women reporting watching videos online were **** percent of the U.S. female digital population. Overall, around ** percent of internet users in the United States reported watching video content online.

This statistic shows data on the preferred time for online video consumption during the weekend in the United States in 2014. During the survey period it was found that during the weekend, 31 percent of U.S. internet users watched online videos in the afternoon.

This statistic shows data on the preferred room for home online video consumption in the United States in 2014. During the survey period it was found that ** percent of U.S. internet users watched online videos in their bedroom.