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

Online Video Consumption Statistics: Video is now the top choice for content. With 93% of marketers using video in their overall marketing plans, the role of video in marketing has grown significantly in recent years. Social media companies have also boosted this trend by focusing on tools for creating video content.

If you need more clarification about investing in video marketing, this article gathers the latest trends from various studies. Video marketing gives marketers many ways to grow their business and promote their brands. This article will shed more light on "Online Video Consumption Statistics†.

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.

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 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.

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

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 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.

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.

During a 2025 survey among marketers worldwide, approximately ** percent reported plans to increase their use of YouTube for video marketing purposes in the near future. Similarly, ** percent said they would use Instagram 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 Fall 2024 among Generation Z video consumers in the United States, approximately 27 percent of the time they spent engaging with video format was spent on YouTube. This represents a small decrease compared to the corresponding period in 2023, when teens in the U.S. spent around 29.3 percent of their online video time on the popular social video platform.

Descriptive statistics of network structure by video category.

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.

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.

This statistic displays the results of a survey about the generational comparison among Indians in urban areas about their source of video consumption in *********. About ** percent of Gen-Z respondents watched TV content and entertainment videos online, while this was about ** percent among Gen-X consumers during the survey period.

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.

According to a survey conducted in March 2024, ** percent of adults in the United States aged 18 to 34 used their devices to watch digital videos ****************. Additionally, ** percent of U.S. adults aged 35 to 54 used their devices to watch a digital video once a week or more. Only around ** percent of respondents aged 55 and older watched online videos daily.

As of 2023, ** percent of French children aged 4 to 14 consumed video content on SVOD platforms. Only six years earlier, that value amounted to ** percent of children of that age before skyrocketing during the pandemic. On the other hand, children watching live TV slightly decreased over that same period of time.

TV shows consumption

Thanks to the success of video streaming platforms, watching TV shows has become a common past time for many people in France. In 2023, ** percent of ** to 24-year-olds reported watching TV shows regularly. Big hits such as Netflix’s “Stranger Things” and MAX’s “Game of Thrones” became cultural events and representative of a new kind of prestige productions created for the small screen.

Digital takes over video consumption

The share of young French people going to the cinema is shrinking every year, while less than a quarter of moviegoers were ** or older as of January 2024. Online alternatives have gotten increasingly popular over the past decade, especially when it comes to watching video content. As of 2023, almost half of French viewers reported watching TV shows online, about ** percentage points more than ten years ago.

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 March 2022, video consumption via connected TV (CTV) among users in the United States increased by 26.5 percent compared to the previous year, reaching 10.5 billion hours of viewership per month. Online video consumption via mobile experienced a small increase compared to March 2021, reaching 6.8 billion hours watched on monthly basis.