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Video Marketing Statistics: 40 Verified Stats With Sources

Last reviewed . Every stat links to its original source. By Muhammed Abdul Kalam · How we verify

Video now sits in almost every marketing plan, from short clips to connected TV. These figures show where attention actually goes and how marketers use video, each traced to the original source.

Key stats

6 hr 37 min

Internet users worldwide put in 6 hours and 37 minutes per week watching clips on TikTok, Instagram, and YouTube Shorts.

DataReportal, 2025
200 billion

YouTube Shorts averages over 200 billion daily views, per Alphabet's Q2 2025 earnings call.

Alphabet Inc., 2025
$60 billion

Alphabet reported YouTube crossed $60 billion in combined ad and subscription revenue for full-year 2025.

Alphabet Inc., 2025
91%

Nine in ten businesses (91%) now rely on video as a core marketing tool, per Wyzowl's 2026 survey.

Sprout Social, 2025
85%

For 85% of shoppers, watching a video played a role in their decision to make a purchase.

Sprout Social, 2025
93%

Nine in ten video marketers (93%) say the format delivers strong returns on investment, per Wyzowl.

HubSpot, 2024
$64 billion

US digital video advertising reached $64 billion in 2024, up 18% year-on-year, with $72 billion forecast for 2025.

IAB, 2024
On this page
  1. Video consumption
  2. Short-form video
  3. YouTube and connected TV
  4. How marketers use video
  5. Video results
  6. Where these numbers come from
  7. FAQs

Video consumption

What this means

Video has become the default online activity. Adults globally watch nearly an hour of short-form clips every day on top of almost five hours of longer video each week. Sound-off viewing on Facebook and AI-curated feeds mean brands can no longer rely on passive reach -- they need video engineered to work silently and to stop a scroll in the first two seconds.

Short-form video

What this means

YouTube Shorts alone hits 200 billion daily views, Meta's Reels format generates $50 billion a year, and TikTok has passed 3.5 billion monthly users. Short-form is no longer an experiment -- it is the format with the largest audience and, according to marketers, the best return. The challenge is volume: algorithms reward publishers who post consistently, which is pushing brands toward AI-assisted production.

YouTube and connected TV

What this means

YouTube now accounts for 12.8% of all US TV screen time -- more than any single streaming service -- and 84.6% of its US ad audience can be reached on a television. Connected TV is no longer a niche buy. Brands can run programmatic campaigns against the same audiences they target on mobile, with the creative impact of a large screen.

How marketers use video

What this means

Nine in ten businesses now make video, and one-third of marketers plan to increase spending. Short-form tops the priority list. The production bottleneck -- time -- is being addressed with AI tools; nearly two-thirds of video marketers already use them. LinkedIn has quietly become B2B's primary video channel, even ahead of YouTube.

Video results

What this means

The ROI case for video is unusually consistent across studies: 82–93% of marketers report positive returns, 85% of consumers credit video with influencing a purchase, and US digital video ad spend is on track to hit $72 billion in 2025. YouTube CTV ads alone drove over one billion conversions in a single year. These numbers explain why video budgets keep growing even as other marketing spend tightens.

Where these numbers come from

Alphabet Inc.

DataReportal

HubSpot

IAB

Meta Platforms

Sprout Social

Wistia

Video Marketing statistics: FAQs

What percentage of businesses currently use video as a marketing tool?

91% of businesses use video as a marketing tool as of 2026, according to Wyzowl's annual State of Video Marketing survey. That share has held near all-time highs for several consecutive years.

How much time do people spend watching short-form video per day?

Internet users globally average about 57 minutes per day (6 hours 37 minutes per week) watching short-form content like Reels, TikToks, and Shorts, according to DataReportal's Digital 2025 April Global Statshot using GWI survey data.

How large is the US digital video advertising market?

US digital video ad spend reached $64 billion in 2024, a year-on-year increase of 18%, and IAB projects it will reach $72 billion in 2025. Digital video is on track to capture nearly 60% of all US TV and video ad dollars, up from just 29% in 2020.

How many people does YouTube reach through advertising?

YouTube's ads reach 2.58 billion people worldwide. In the US, 84.6% of YouTube's ad audience can be reached on a television screen through connected TV, making it a major platform for both digital and living-room advertising, per Sprout Social.

What ROI do marketers report from video marketing?

82% of marketers say social media video gives them a positive ROI, and separately 93% report strong returns from video overall. Four in five shoppers say a video influenced their last purchase decision, making it one of the highest-impact content formats available to brands.

Glossary