51 Insightful Statistics About Video Marketing in 2025

Video marketing isn’t just the latest bandwagon – it’s a strategy that gets real results. Video content has impressive reach, high engagement, and can drive significant sales.

But it’s an approach that’s still emerging and finding its bearings, which leaves us with a lot of interesting questions about how marketers use video, which users they’re reaching, and what technologies are changing the way customers engage with brands.

To answer those questions, we dug into recent studies and insights to bring you some key stats about video marketing in 2025.

Why You Can Trust These Numbers

We could’ve just thrown a bunch of stats on this page, but we didn’t want to do that. Instead, we took pains to make sure that all the information we present here is genuinely useful.

Here’s what you’ll find as you scroll through this page:

• Recent and Relevant Stats: Social media and its users evolve very quickly, so we only included the latest stats. Every piece of data here has been collected in 2023 or later – because how much time users spent staring at YouTube in 2019 doesn’t tell us much about their current behavior.
• Verified Information: Instead of grabbing every stat we could find, we dug right to the source to make sure the data is accurate and trustworthy.
• Cold, Hard Numbers: While a few of the stats here point to the future, we’re not all that interested in speculation and “maybes.” So we focused on gathering data from surveys and studies, not predictions and best guesses.
• Fully Linked Sources: We’ve done our own fact checking, but you don’t have to take our word for it – every source we used is linked so you can double check the numbers to make sure they’re 100% ironclad. Though we assure you they are – we wouldn’t have included them otherwise.

The Business of Video Marketing – Industry Stats

Marketers are going all-in on video – and for good reason. Here’s how many of them are leveraging video and how they’re doing it.

1. Video is booming – 89% of companies use video marketing to promote their brand (Wyzowl, 2024)
2. Video marketers are satisfied with their results, with more than 80% of them saying it has helped increase traffic, generate leads, and boost sales (Wyzowl, 2024)
3. Nearly half (45%) of video marketers outsource some or all of their video production to outside agencies (Wyzowl, 2024)
4. About a third (30%) of video marketers publish frequently – 8 to 10 videos per month (HubSpot, 2024)
5. The frequency goes up with short-form video – 55.9% of video marketers post daily on TikTok and only 23.6% post once a week or less (Influencer Marketing Hub, 2024)

6. Video marketers lean heavily on short-form videos, with 30% aiming to create content that’s under 60 seconds (HubSpot, 2024)
7. Only 39% of video marketers use long-form video as part of their marketing campaigns (HubSpot, 2024)
8. Longer videos still dominate on YouTube, with 25.6% of video marketers saying they don’t use Shorts as part of their YouTube campaigns (Influencer Marketing Hub, 2024)
9. There are currently 7 million businesses actively creating content on TikTok (TikTok, 2024)
10. Many of those business are seeing significant results from posting – 71% of small to mid-sized businesses have sold out of a product after promoting it on TikTok (TikTok, 2024)
11. Despite its explosive growth, TikTok use (69%) still lags behind YouTube (90%) for video marketers (Wyzowl, 2024)
12. Organic reach is still huge for video content – only 1 in 2 video marketers use paid YouTube ads to promote their content (Influencer Marketing Hub, 2024)
13. It’s the same across other platforms too – 64% of video marketers rely entirely on organic traffic instead of paid ads to get their videos in front of potential customers (Wyzowl, 2024)
14. Some sectors are going extra hard on video marketing – the top 3 industries producing the most video content are:
    • Financial services (931 vids / company)
    • Tech (917 vids / company)
    • Education and public services (634 / company)

(Vidyard, 2023)

15. TikTok is where companies go to get results – 24% of video marketers say TikTok provides them the highest ROI of any social platform (HubSpot, 2024)
16. It’s not just promotion – 1 in 2 video marketers are selling directly through the TikTok Shop (Influencer Marketing Hub, 2024)

Peer-to-Peer Marketing: UGC vs. Influencers

Influencers are still showing up in our recommendations, but not everybody’s happy about it. Video marketers are taking notice and starting to shift toward user generated content (UGC).

17. Authenticity wins out – 86% of consumers trust user generated content over videos featuring influencers (EnTribe, 2023)
18. Influencers often rub viewers the wrong way – 29% of users actively distrust influencer content and 51% will scroll past it (EnTribe, 2023)
19. Companies are leaning heavily on users and small creators – 78.4% of video marketers say they leverage user-generated content in their campaigns (Influencer Marketing Hub, 2024)

20. That strategy is paying off – 55.7% of video marketers say UGC content is what performs best on TikTok (Influencer Marketing Hub, 2024)
21. Influencer marketing isn’t dead yet – 65% of video marketers say they collaborate with influencers (Influencer Marketing Hub, 2024)

Video-First Social Platforms: YouTube vs. TikTok

Most social platforms support video, but YouTube and TikTok put video first. Here’s how they compare, who’s using them, and how much time they spend watching.

22. Even with strong competitors, YouTube remains the top video platform, with 83% of US adults using it (Pew Research, 2024)
23. TikTok is a worthy contender, but still very much the runner-up – only 33% of US adults use TikTok (Pew Research, 2024)
24. It’s the same when we look at global numbers – YouTube has 2.5 billion active monthly users, while TikTok has 1.6 billion (Statista, 2024)
25. There’s a generational gap in video platforms – 62% of Americans aged 18 to 29 use TikTok, showing that it skews to a much younger demographic than YouTube (Pew Research, 2024)
26. Teens haven’t given up on YouTube yet – 93% of American teenagers use YouTube, compared to 63% who are on TikTok (Pew Research, 2023)
27. Younger adults are TikTok power users – 53% of Gen Z spend at least one hour per day on TikTok (Numerator, 2024)

28. YouTube can draw in eyeballs too – users spend on average 48.7 minutes each day watching videos on YouTube (Oberlo, 2024)
29. There’s no shortage of video – over 500 hours of content gets uploaded to YouTube each minute (YouTube, 2024)
30. YouTube’s efforts to lure users back from TikTok might be working – YouTube Shorts now get over 70 billion views per day (YouTube, 2024)
31. Search is still big on YouTube – 41.3% of YouTube users make use of the search function, compared to only 10% of TikTok users (Datos, 2024)
32. Algorithmic discovery rules TikTok, with 40% of users being perfectly satisfied with the content that shows up on their For You Page (Pew Research, 2024)
33. TikTok has a proven record of driving sales – 56% of US consumers have bought a product after seeing it featured on TikTok (HubSpot, 2024)
34. TikTok users are keen to use it to learn about products – 71% have discovered new products they want to buy on the platform, 70% have learned about local brands thanks to scrolling on their FYP, and 56% have used TikTok to make more informed purchasing decisions (TikTok, 2024)
35. Users aren’t just shopping on TikTok, they’re buying as well – 37% of TikTok users purchased a product from TikTok Shop or a link in a video (Fit Small Business, 2024)
36. TikTok shoppers are loyal customers – 37% of users who bought something on TikTok made another purchase within the next 5 months (Earnest Analytics, 2024)

Content Creation Made Easy: AI and Video Marketing

Most marketers have begun leaning on AI tools – and video marketing is no exception. Here’s how AI is being used in the creation process.

37. AI isn’t just for writing blog posts – 91% of video marketers use AI tools to produce video content (HubSpot, 2024)
38. Many of them are using AI in front of the camera as well – 51.9% of video marketers say they are open to using AI avatars in their TikTok content (Influencer Marketing Hub, 2024)
39. The shorter the video, the more likely it is to be automated – 31% of companies use AI to create short videos but only 18% use it to produce long-form videos (Semrush, 2024)
40. Users are unlikely to be bothered by the virtual content they’re seeing – in fact, 57% of TikTok users are interested in AI tools and solutions (TikTok, 2024)
41. Although still widespread, many marketers are pulling back from AI content creation – the number of marketers using AI to create content has dropped by 22.5% between 2023 and 2024 (Influencer Marketing Hub, 2024)

Immersive Experiences: Virtual and Augmented Reality

Most marketing videos are still static, but companies are also using VR and AR to help customers get up close and personal with their products.

42. VR is a small but growing segment – there are currently 73.3 million VR users in the United States, representing 21.5% of the total population (Oberlo, 2024)
43. Very few marketers have hopped on the virtual reality bandwagon, with only 9% of companies creating VR content (Wyzowl, 2024)
44. Although very few companies are investing in it, spending on VR marketing content hit $174 million USD in 2024 (Statista, 2024)

45. Augmented reality is far outpacing its virtual counterpart – 67% of advertising agencies create AR content as part of their campaigns (Market.us, 2024)
46. Immersive marketing works – companies report a 20% increase in conversion rates when using AR and VR (IJIRAH, 2024)
47. Although video marketers are jumping on augmented reality, the user base is still slim – 69% of Americans don’t use AR technology at all and only 17% use it at least once per week (Statista, 2024)

Know Your Customer: Who Is Consuming Video Content?

Marketing firms are investing in video, but who are they reaching? Here’s a breakdown of the types of users consuming video content.

48. The MTV era is long gone, but music videos still have the greatest reach – 48.2% of users watching them each week, followed by comedy videos (35%) and livestreams (27.7%) (Statista, 2024)
49. There’s a generational gap in content length – 80% of Gen Alpha has a strong preference for short-form content, about 63% of Gen Xers and Boomers would rather watch long-form videos, while Gen Z and Millennials consume a mix of both (AMT Lab, 2024)
50. Women are heavily represented in TikTok’s user base – 40% of American women use TikTok while only 25% of men do (Pew Research, 2024)
51. High-income earners far prefer YouTube – 90% of Americans earning over 100K use YouTube compared to only 26% of them log into TikTok (Pew Research, 2024)