Video continues to dominate the digital landscape in 2025, with both consumers and businesses increasingly relying on video content for communication, marketing, and entertainment. From the explosive growth of short-form videos on social media to the enduring impact of video on sales and ROI, the latest statistics reveal that video marketing is more important than ever.
Marketers are investing in video across platforms like YouTube, TikTok, Instagram, and LinkedIn, while consumers are watching more video content on their mobile devices than ever before. Below, we’ll dive into the most recent video marketing statistics (as of 2024–2025) and key trends, including video consumption habits, ROI figures, platform usage, consumer preferences, mobile and live video trends, and more.
Video content is projected to account for 82% of all internet traffic by 2025, underscoring the massive influence of online video.
Video Consumption Habits in 2025
Global video consumption is at an all-time high. People are not only watching more videos, but they are also sharing and engaging with video content at unprecedented rates. Here are some eye-opening stats about how audiences are consuming video in 2024–2025:
Nearly everyone watches video: 91.8% of internet users worldwide watch digital videos every week. In fact, over 78% of people watch online videos weekly, and 55% watch videos every day . Video has truly become a daily habit for the majority of internet users.
Hours spent watching: The average viewer spent about 17 hours per week watching online videos in 2023 – that’s roughly 2.5 hours per day, and the number is rising. In the US, digital video viewing is on pace to reach around 4 hours per day by 2025, surpassing time spent watching traditional TV by a wide margin.
Mobile dominates viewing: Around 75% of all video viewing now happens on mobile devices. With smartphones in hand, consumers are streaming and scrolling through videos on the go. (For example, about 70% of YouTube watch time comes from mobile alone.) This means content must be optimized for smaller vertical screens and quick engagement.
Viral and shareable: Videos have a 52% higher chance of being shared than other types of content, making them the most viral content format on the internet. The combination of visual storytelling and emotion in videos drives more social shares, which amplifies their reach.
Short-form attraction: Short videos are incredibly effective at capturing attention. 83% of marketers say that videos under 1 minute are best for engagement, aligning with the boom of TikTok, Instagram Reels, and YouTube Shorts. (We’ll discuss more on short-form video trends below.)
Product discovery: Consumers are discovering products through video content. About 37% of shoppers prefer finding new products via short-form videos on TikTok or Instagram Reels, highlighting how social video platforms have become modern discovery engines for brands.
These trends show that audiences in 2025 are hungry for video content, and they’re consuming it primarily on mobile and social platforms. For marketers and content creators, understanding these viewing habits is crucial – videos need to be mobile-friendly, concise, and engaging right from the start to match the way people watch today.
Business Adoption and ROI of Video Marketing
Video marketing has gone from a “nice-to-have” to a must-have for businesses. The vast majority of companies are using video in some capacity, and many plan to increase their investment in video content because the returns are clearly positive. Let’s look at how businesses are adopting video and what results they are seeing:
Nearly 9 in 10 businesses use video: According to Wyzowl’s latest survey, 89% of businesses use video as a marketing tool. This figure is just shy of the all-time high (91% in 2023) and illustrates that video marketing adoption is near saturation. Simply put, if your business isn’t using video, your competitors likely are. Furthermore, 95% of video marketers consider video an important part of their overall marketing strategy, reflecting widespread belief in video’s strategic value.
Continued growth: Even among the minority not using video yet, most plan to start soon. Two-thirds of marketers who don’t currently use video (68%) say they intend to begin using video in 2025. The biggest barriers cited for not using video thus far include not knowing where to start (37%), lack of time (over 25%), and uncertainty about ROI (16%). But with so many affordable video tools and success stories, these barriers are gradually lowering.
ROI is proven: An overwhelming 93% of marketers say that video marketing has given them a good return on investment (ROI) – the highest since Wyzowl began tracking. This strong ROI feedback helps explain why 93% of marketers plan to maintain or increase their video spending in 2025. Video is delivering value, so businesses are doubling down.
What does video do for businesses? Here are some of the key benefits and outcomes that marketers attribute to video marketing:
Boosted brand awareness – 96% of video marketers say video has helped increase users’ awareness of their brand. Videos are great for getting your name out there and telling your brand’s story in a memorable way.
Better understanding of products – 99% say video has improved customers’ understanding of their product or service. Complex ideas or features are much easier to convey through demo videos and explainers than text.
Lead generation and sales – 88% credit video with helping generate leads, and 84% say video content has directly increased sales for their business. Video marketing often guides customers down the funnel, from interest to conversion.
Higher website engagement – 84% report that videos have increased visitors’ time on their website (dwell time), which can improve SEO and conversion rates.
Customer support reduction – 62% of video marketers say video has helped them cut down on support queries. How-to videos and FAQs can address common customer questions, lightening the load on support teams.
With outcomes like these, it’s clear why video marketing is considered a powerhouse. Importantly, marketers are measuring video success in multiple ways – not just views. Many look at engagement metrics (likes, shares, watch time) and conversion metrics (clicks, leads, sales) to gauge ROI. This holistic approach to measurement shows that video can impact various stages of the customer journey.
Tip: If you’re ramping up video production, focus on quality and consistency. Ensuring your videos are well-produced and on-message will maximize these positive outcomes.
Consumer Video Preferences and Behavior
It’s not just marketers who are enthusiastic about video – consumers have made video their preferred way to consume content from brands. Understanding what audiences want and how they react to video content can help you tailor your video marketing strategy for 2025. Here are some crucial consumer-centric stats:
Consumers prefer video to text: When asked how they’d like to learn about a product or service, 78% of people said they’d rather watch a short video, far outpacing those who prefer text-based articles (9%), infographics (3%), or presentations. The message is loud and clear: a concise video beats a wall of text for most of your audience.
Desire for more video content: 83% of consumers say they want to see more videos from brands in 2025. This is slightly down from the absolute peak (in previous years it was even higher), but it’s still an enormous majority. People enjoy engaging with brands via video – be it product demos, how-tos, or even behind-the-scenes glimpses. If you provide valuable video content, your customers are likely to appreciate it.
Influence on purchasing: Video has a powerful influence on buying decisions. 87% of people say a video has convinced them to buy a product or service. In addition, 81% have been persuaded to download an app or piece of software after watching a video about it. These statistics underscore video’s role as a persuasive sales tool – a compelling product video or customer testimonial can be the final push someone needs to convert.
Retention and understanding: It’s often said that viewers retain information better from videos. Studies show that people retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text. This higher retention, combined with the fact that 91% of consumers say video content’s quality directly impacts their trust in a brand, means that producing clear, high-quality videos can significantly enhance how your brand is perceived. A polished explainer video can make your product much more understandable and build credibility with your audience.
Authenticity matters: Modern viewers value authenticity. About 38% of consumers say they find “real and relatable” video content more memorable than highly produced ads. This trend is visible in the rise of user-generated content, influencer vlogs, and live streams – viewers connect with the human element. Brands should strive for polished content and authenticity (e.g. storytelling, behind-the-scenes looks) to fully resonate with viewers.
What do these preferences mean for marketers? Essentially, give the people what they want: more video content, delivered in a format that feels genuine and tells a story. If you can educate or entertain while also showcasing your product, you’re hitting the sweet spot. And remember that production quality still counts toward credibility – shaky or low-quality footage can undermine trust. This is where investing in good equipment and practices pays off.
Social Media Video Trends (Platforms, Short‑Form, and Live Video)
Social media platforms are the arenas where much of today’s video marketing action happens. In 2025, we’re seeing some interesting shifts in which platforms marketers prioritize, the rise of short-form video, and the continued popularity of live streaming. Below, we break down the key platform trends and stats you should know:
Most-used video platforms for marketers:
YouTube has long been the king of video, but marketers are increasingly diversifying across multiple channels. According to Wyzowl’s 2025 data, LinkedIn surprisingly jumped to the top spot (especially for B2B marketers) – but let’s look at the leaders:
YouTube – Still a cornerstone of video marketing. Around 90% of video marketers were using YouTube as of 2024, more than any other platform. (In the 2025 survey, YouTube was accidentally omitted, but historically it’s number one.) It’s also consistently rated one of the most effective channels – about 78% of marketers found success with YouTube in 2024. No surprise, given YouTube’s sheer audience size and searchability.
LinkedIn – A rising star for video content. In 2025, 70% of video marketers said they use LinkedIn for video marketing, making it the most widely-used social platform for video in the latest survey. This points to a big uptick in video among B2B brands and professionals. And it’s not just usage: LinkedIn was also reported as one of the most effective platforms, with 59% of video marketers finding success on LinkedIn. The takeaway: LinkedIn’s audience, especially for educational or professional content, is very receptive to video.
Instagram – Continues to be a powerhouse. 66% of video marketers use Instagram for video content (feed posts, Stories, Reels). Importantly, Instagram is rated the #1 most effective platform, slightly ahead of others – 61% of marketers say Instagram video delivers success for them. The popularity of Instagram Reels (short videos) and its visual nature make it ideal for brand awareness and engagement.
Facebook – Still widely used by about 66% of video marketers, though its effectiveness is rated a bit lower (around 51% report success) compared to Instagram or LinkedIn. Facebook’s huge user base and support for both short clips and long videos (plus live streaming) keep it in the mix, but it has more competition now from newer formats.
Webinars and Live Events – If we consider webinars as a platform, roughly 51% of video marketers host webinars or live video events as part of their strategy. Live video content (including webinar platforms or live social broadcasts) can be very engaging – for instance, Facebook Live videos average 6× more engagement than regular videos on Facebook. Many brands use live videos for product launches, Q&As, or interviews to connect in real-time with audiences.
TikTok – The 2025 Wyzowl data didn’t explicitly list TikTok’s usage, but other research shows TikTok’s importance. In a HubSpot survey, TikTok was among the top 3 platforms marketers planned to invest more in for 2025, with about 27.6% of marketers increasing focus on TikTok (virtually neck-and-neck with YouTube and Instagram. TikTok’s explosive growth (over 1 billion users) and its short-form, algorithm-driven feed make it a fertile ground for viral marketing – especially for reaching younger demographics.
Other platforms – Some video channels have niche or declining use. For example, Snapchat, Twitter/X, and VR/360° video are utilized by relatively few marketers (often <15% use them), and an even smaller fraction rate them as effective channels for marketing. These may be lower priority unless your target audience specifically lives on those platforms.
Short-form video trend:
If 2024 had a buzzword in marketing, it was short-form video. This includes TikTok videos, Instagram Reels, YouTube Shorts, Facebook Reels, etc., typically under 60 seconds (and often just 15–30 seconds). Key stats and insights on short-form:
Marketers love short-form: Short videos are now the most commonly used video format among marketers, with 29% of marketers saying they leverage short-form videos in their content mix – more than any other format. Moreover, when asked which content type delivers the best ROI, short-form video ranked #1 (21% of marketers said short videos give the highest ROI). This is a testament to how effective quick, snackable content can be for engagement and brand awareness.
Shorts by the numbers: The scale of short-form video consumption is astounding. YouTube Shorts, for example, generate over 70 billion daily viewsand have around 2 billion monthly logged-in viewers as of mid-2023. TikTok, similarly, sees billions of views each day across its global user base. Engagement on these bite-sized videos is high – one analysis found that YouTube Shorts have the highest engagement rate (5.9%) among short-form platforms. It appears users can’t resist a continuous feed of quick-hit videos.
Content strategy: Interestingly, while ultra-short videos dominate in quantity, longer videos can still hold value in certain contexts. For instance, on TikTok many top creators stick to <30 second videos, but data from Tubular Labs noted that TikTok videos in the 5–10 minute range (a newer, longer format for TikTok) actually received the highest average views per video. On platforms like YouTube, short videos drive higher engagement rates (people tend to watch a higher percentage of a short video), but longer videos naturally accumulate more total watch time. This means a balanced strategy might involve short clips for quick engagement and longer videos (like tutorials, webinars, or vlogs) for deeper dives and watch time.
Live streaming and webinars:
Live video deserves its own mention as a continuing trend:
Adoption of live: About 19% of marketers incorporate live streaming video (e.g. live social videos, webinars, live events) in their strategy. Live videos can feel more authentic and interactive, allowing real-time audience participation through comments or Q&A.
Growth and revenue: The live streaming market is booming. One forecast expects live video streaming to grow into a $184 billion market by 2027, up from just $30 billion a few years ago. Platforms like Twitch (for gaming/live communities) and live commerce in e-commerce are contributing factors.
Engagement: As noted earlier, live videos often see significantly higher engagement than pre-recorded. Viewers spend more time on live streams and are more likely to comment or react during the broadcast. This makes live content great for building community. Just ensure you promote your live sessions in advance to gather an audience, and be prepared (live is unpredictable but that’s part of the charm!).
Across all these platforms and formats, a unifying theme is that video is driving engagement everywhere. Social networks themselves prioritize video content (thanks to higher user engagement), which means the algorithmic gods will favor your content if it’s video. Marketers in 2025 should evaluate which platforms align best with their audience: for B2B, LinkedIn and YouTube might yield great results; for Gen Z or consumer brands, TikTok and Instagram are likely indispensable. Often, a multi-platform approach works best – repurpose and optimize your videos for each platform’s style and length.
And don’t forget to design videos with mobile in mind (vertical format, captions for sound-off viewing, etc.). Given that users hold their phones vertically ~94% of the time, creating vertical or square videos for mobile feeds will ensure a better viewing experience and completion rate.
Conclusion
In 2025, video marketing is a crucial and evolving field, presenting numerous opportunities. It's no longer an option but a necessity Audiences are consuming more video than ever at every stage of the buyer journey. They prefer video for learning, find it influential in purchase decisions, and even expect brands to deliver more video content. On the business side, nearly all marketers are leveraging video and reaping significant rewards – from higher ROI to improved brand awareness, lead generation, and sales.
To thrive in video marketing during 2025, focus on these key strategies:
Use effective formats: Short-form clips, how-to tutorials, product demos, and live videos resonate strongly with viewers.
Meet audiences where they are: Share your videos on the platforms your target customers frequent (social media, YouTube, etc.).
Prioritize quality and value: Create high-quality content that educates or entertains. Remember, viewers judge a brand by its video quality (91% say it affects their trust).
Be consistent: Regularly publish valuable videos to build a library of content. Consistency encourages people to binge-watch your videos and share them, extending your reach.
In summary, video marketing in 2025 is an exciting and essential arena. By leveraging these trends and tactics, you can engage viewers, amplify your message, and drive real results for your business.
