Video Marketing Statistics
Last updated 2026-06-25 · Compiled from public, third-party sources
Video has become the dominant marketing format: 85% of people say they've been convinced to buy a product or service after watching a video, according to Wyzowl. With 91% of businesses now using video and the average person watching roughly 17 hours of online video per week, the data shows video drives measurable lifts in conversions, engagement, and ROI.
Key Takeaways
- 85% of people have been convinced to buy a product or service by watching a video (Wyzowl).
- 91% of businesses use video as a marketing tool, an all-time high (Wyzowl).
- Adding video to a landing page can increase conversions by up to 80% (EyeView / Saleslion).
- Including 'video' in an email subject line can lift click-through rates by 65% (Syndacast).
- The average person watches about 17 hours of online video per week (Wyzowl).
The Statistics
85% of people have been convinced to buy a product or service by watching a brand's video.
Demonstrates video's direct influence on purchase decisions across the funnel.
Source: Wyzowl, State of Video Marketing (2024)
91% of businesses use video as a marketing tool.
An all-time high, up from 61% of brands in 2016.
Source: Wyzowl, State of Video Marketing (2024)
82% of marketers say video marketing has given them a good ROI.
Reflects sustained confidence in video as a high-return channel.
Source: Wyzowl, State of Video Marketing (2024)
83% of video marketers say video has directly increased sales.
Links video investment to bottom-of-funnel revenue outcomes.
Source: Wyzowl, State of Video Marketing (2024)
85% of video marketers say video has helped them generate leads.
Highlights video's role earlier in the acquisition funnel.
Source: Wyzowl, State of Video Marketing (2024)
82% of video marketers say video has helped increase web traffic.
Video acts as a discovery and SEO driver in addition to converting.
Source: Wyzowl, State of Video Marketing (2024)
93% of video marketers say video has helped increase user understanding of their product or service.
Explainer and demo videos clarify offerings faster than text.
Source: Wyzowl, State of Video Marketing (2024)
96% of people have watched an explainer video to learn more about a product or service.
Shows how routinely consumers rely on video during research.
Source: Wyzowl, State of Video Marketing (2024)
84% of consumers say they want to see more video content from brands.
Audience demand for branded video continues to outpace supply.
Source: Wyzowl, State of Video Marketing (2024)
The average person watches around 17 hours of online video per week.
Down from a pandemic peak of 19 hours in 2022, but still a large share of attention.
Source: Wyzowl, State of Video Marketing (2024)
63% of video marketers have used AI tools to help create or edit videos.
AI video production has moved into the mainstream marketing workflow.
Source: Wyzowl, State of Video Marketing (2024)
82% of businesses upload their marketing videos to YouTube.
YouTube remains the leading distribution platform for brand video.
Source: Wyzowl, State of Video Marketing (2024)
Adding a video to a landing page can increase conversions by up to 80%.
A widely cited EyeView case-study figure; real lift varies by industry and traffic.
Source: EyeView, cited by Saleslion
Including the word 'video' in an email subject line can increase click-through rates by 65%.
Video framing also reduced unsubscribes by 26% in the same study.
Source: Syndacast, cited by Saleslion
Adding video to an email can increase click-through rates by up to 300%.
Video thumbnails and embeds drive far more clicks than static email content.
Source: Martech / Forrester, cited by Saleslion
Shoppers who watch a product video are about 1.81x more likely to purchase than non-viewers.
Product-page video reduces uncertainty and supports the buying decision.
Source: Invesp
Ecommerce product pages with video can see add-to-cart rates rise significantly versus pages without video.
Demonstrations on the product page move more shoppers toward checkout.
Source: Invesp
Social videos generate roughly 1,200% more shares than text and image posts combined.
Video is the most shareable native format across social platforms.
Source: G2 / Wordstream
Over 75% of all video views now happen on mobile devices.
Vertical, mobile-first video formats dominate consumption.
Source: eMarketer / Sprout Social
TikTok posts averaged an engagement rate of about 2.80% in 2024, higher than Instagram Reels (0.65%) and YouTube Shorts (0.30%).
Short-form video engagement varies sharply by platform.
Source: Socialinsider (2024)
Instagram Reels drive roughly 49% higher engagement than other Instagram post types.
Short-form video outperforms static and carousel posts on the same platform.
Source: Sprout Social
Short-form video ads were projected to generate over $99.4 billion in revenue by the end of 2024.
Advertiser spend reflects the format's commercial pull.
Source: Firework, citing industry data (2024)
When learning about a product or service, 63% of people say they'd most prefer to watch a short video.
Short-form video is the preferred learning format over text or long video.
Source: Wyzowl, State of Video Marketing (2024)
79% of consumers say user-generated content highly impacts their purchasing decisions.
Authentic UGC video and reviews carry strong purchase influence.
Source: EmbedSocial / Stackla
Consumers say they trust user-generated content more than brand-produced advertising, with around 90% citing UGC as more trustworthy.
Authenticity makes UGC-style video effective for conversion.
Source: Stackla / EmbedSocial
40% of consumers say they're more likely to buy a product after watching a creator review it in a video.
Creator and UGC video formats directly nudge purchase intent.
Source: EmbedSocial
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Try PixelPanda FreeFrequently Asked Questions
Does video marketing actually increase conversions?
Yes. Wyzowl reports that 85% of people have been convinced to buy a product after watching a video, and case-study data (EyeView) shows adding video to a landing page can lift conversions by up to 80%. On product pages specifically, Invesp found shoppers who watch a product video are roughly 1.81x more likely to purchase.
What is the ROI of video marketing?
According to Wyzowl's 2024 State of Video Marketing report, 82% of marketers say video has given them a good ROI, 83% say it has directly increased sales, and 85% say it has helped generate leads. Marketers consistently rank video among their highest-return formats.
How much video do people watch?
Wyzowl estimates the average person watches around 17 hours of online video per week. That is down from a pandemic peak of about 19 hours in 2022 but still represents a major share of daily attention, with over 75% of video views happening on mobile.
Is short-form video worth it for brands?
Engagement data favors short-form video: TikTok averaged about a 2.80% engagement rate in 2024 (Socialinsider), Instagram Reels drive roughly 49% higher engagement than other post types (Sprout Social), and 63% of consumers say they'd most prefer a short video when learning about a product (Wyzowl). Short-form video ad revenue was projected to top $99 billion in 2024.
Why is user-generated content video so effective?
UGC is trusted: surveys find roughly 90% of consumers consider user-generated content more trustworthy than brand advertising, and 79% say UGC strongly affects their purchase decisions (Stackla/EmbedSocial). About 40% of consumers say they're more likely to buy after watching a creator review a product on video.
Does video improve email and social performance?
Yes. Including the word 'video' in an email subject line can lift click-through rates by 65% (Syndacast), and adding video to emails can raise click-throughs by up to 300%. On social, video posts generate roughly 1,200% more shares than text and image posts combined.
Can AI tools help produce marketing video?
Increasingly, yes. Wyzowl found 63% of video marketers have used AI tools to help create or edit video. Platforms like PixelPanda generate AI product and UGC-style videos, which can help smaller teams produce the short-form, product-focused video the data shows drives conversions.