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94 Video Marketing Statistics to help you think about your marketing strategy

I compiled 94 video marketing statistics from primary resources that will make you think about your online marketing strategy.


I looked at original research conducted by YouTube and Facebook and respected marketing research agencies they have worked with along with other 3rd party sources.

I’ve had a YouTube channel for 10 years and primarily share private “how to” videos for clients website work using screen sharing software from Camtasia.

Bear in mind video is only one content marketing approach; you can check out other content frameworks here.

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General Video Statistics

1 US adults will spend an average of 66 minutes each day with video on digital devices.

 

2 Video is predicted to account for 79% of internet traffic by 2020 according to Cisco VNI.

 

3 60% of YouTube’s watch time is on mobile.

 

4 100 hours of video is uploaded every minute.

 

5 On average, consumers spend two minutes longer on retail sites with video.

 

6 Shoppers who view video are 1.81 times more likely to purchase than non-viewers.

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Periscope Video and Football

7 60,000 fans watched Kilmarnock v Rangers on Periscope in February 2016 because UEFA said the game clashed with Champions League. 13179 attended the match in person.

8 100,000 football fans watched Hibernian v Hearts on Periscope because UEFA banned the game as it clashed with Champions League fixtures that evening. 20,205 attended the match in person.

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Instagram Video Statistics

9 70% of Instagram Stories video views are played with sound on.

10 42% of businesses surveyed said they plan to use Instagram in future in 2017.

11 Around 9% of Instagram posts are videos.

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Twitter Video Statistics

12 82% of Twitter users watch video content on the platform.

13 90% of Twitter video views occur on mobile devices.

14 Videos that feature people in the opening moments are up to 2x more likely to drive consumers to opt-in to view.

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Snapchat Video Statistics

15 10 billions videos watched per day on Snapchat.

16 22% of senior advertising buyers plan to advertising on Snapchat in 2016.

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Facebook Video Statistics

17 60 seconds was the average length of the most shared videos on Facebook.

18 80% of local businesses have a Facebook page and 62% are buying Facebook ads.

19 The top 2 video creators across all video platforms are Unilad and The Lad Bible.

20 The top 2 video creators on Facebook are Unilad and The Lad Bible.

21 The top 2 video creators on YouTube are T-Series and Ryan ToysReview.

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Video Marketing Budget Statistics

22 38% of US marketers planned to draw funds from TV budgets to support digital video ad spend (December 2015).

23 82% of businesses surveyed said video is important part of marketing strategy.

24 Video advertising revenue in 2015 was $7,537 million, in 2021 it will be $16,823 million.

25 Video advertising accounts for 0.06% of the USA’s GDP.

26 Spending on desktop online video advertising is projected to grow 21% every year until 2019.

27 22% of senior advertising buyers plan to advertise on Snapchat in 2016.

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Buyer Behaviour and Video Marketing

28 Viewers who completed a YouTube ad are 23 times more likely to visit or subscribe to a brand channel, watch more by that brand or share the brand video.

29 46% of consumers said they made a purchase as a result of watching a brand video on social media.

30 91% of consumers have watched an explainer video to learn about a product than read text on a page.

31 84% of consumers told us that they have been convinced to make a purchase after watching a brand’s video.

32 63% of businesses use video as a marketing tool.

33 56% of businesses surveyed use explainer video on their home page.

34 (53%) of businesses surveyed said that video has helped them reduce the number of support calls that they receive.

35 There has been a 12% increase in web traffic with marketers using video.

36 64% of parent are likely to buy toys, clothes or books that feature their child’s favourite TV or movie character.

37 94% of businesses surveyed said that a Webinar is an effective marketing tool.

38 85% of parents say they research what to buy online at least once a month.

39 78% of parents buy products online at least once a month.

40 37% of parents made specific online purchases for their children in the last 3 months.

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iPhone Video Statistics

41 3 out of the top 6 free iPhone apps in the USA are video apps.

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TV versus YouTube Advertising

42 25% of advertising time is spent looking at other screens.

43 55% of advertising time is spent multi-tasking, switch or skipping channels.

44 62% of all YouTube mobile advertising, paid or non-paid, receives viewers’ attention compared to only 45% of TV.

45 Paid YouTube mobile advertising is 84% more likely to receive attention than TV advertising.

46 Mobile YouTube viewers do not multitask during adverts to the degree that TV viewers do; TV viewers are annoyed by the amount of adverts.

47 When an advert is on TV, 66% of viewers use another device.

48 When an advert is on YouTube, 6% of viewers use another device.

49 When an advert is on TV, 56% of viewers do something else in the room.

50 When an advert is on YouTube, 14% of viewers do something else in the room.

51 When an advert is on TV, 55% of viewers leave the room.

52 When an advert is on YouTube, 2% of viewers leave the room.

53 When an advert is on TV, 49% of viewers fast forward or skip the ad if possible.

54 When an advert is on YouTube, 86% of viewers fast forward or skip the ad if possible.

55 When an advert is on TV, 41% of viewers change channel or flip to another window.

56 When an advert is on YouTube, 6% of viewers change channel or flip to another window.

57 When an advert is on TV, 10% of viewers mute the advert.

58 When an advert is on YouTube, 8% of viewers mute the advert.

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Tweens and Video Statistics

59 25% of ‘tweens’ have created online videos; some with parental approval.

60 69% of US, UK and Canadian parents are comfortable with content kids (under 12) are shown on streamed video subscription services.

61 YouTube accounts for 15% of kids daily content viewing.

62 Netflix accounts for 13% of kids daily content viewing.

63 78% of kids have at least one tablet.

64 90% of kids have at least one smartphone.

65 64% of parent are likely to buy toys, clothes or books that feature their child’s favourite TV or movie character.

66 85% of parents say they research what to buy online at least once a month.

67 78% of parents buy products online at least once a month.

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YouTube Sports Videos

68 57% of sports viewers say they watch related video content before sports events.

69 49% of sports viewers watch sports or fitness videos on YouTube whilst watching live sports on TV.

70 49% of sports viewers watch sports or fitness videos on YouTube whilst watching live sports on TV.

71 60% of sports viewers say YouTube is one of the first places they go after major sports events or news.

72 79% of YouTube sports viewers say YouTube has sports and fitness video content they can’t find anywhere else.

73 YouTube has 8.5 million sports related videos attracting 280 billion views.

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YouTube Video Statistics

74 Adults aged 18-54, 71% choose YouTube first to learn something new; eg: a yoga pose.

75 Adults aged 18-54, 69% choose YouTube first to guide them through an activity; like a workout.

76 Viewers who completed a YouTube ad are 23 times more likely to visit or subscribe to a brand channel, watch more by that brand or share the brand video.

77 53% of online video viewers watch online video to be inspired or entertained.

78 70% of millennials agree they can find a YouTube video on anything they want to learn.

78 Searches related to “how-to” are up 70% year on year on YouTube.

80 18-34 year olds say YouTube is the best place to learn about a product or service that interests them.

81 95% of YouTube adverts are audible.

82 93% of YouTube adverts are viewable.

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Beauty Business Statistics and YouTube

83 Beauty content on YouTube grew by 50% from 2014 to 2015.

84 66% of beauty consumers agree that YouTube is one of the best sites to help me visualise how different products fit into my lifestyle.

85 Top reasons for turning to social media for beauty include how to videos, reviews and before and after transformations.

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YouTube Ranking Factors

86 The number one ranking factor for a YouTube video is views.

87 The number two ranking factor for a YouTube video is likes.

88 62% of all videos on YouTube’s first page are in high definition.

89 Longer videos outrank shorter videos.

90 The average length of a video ranking on the first page of YouTube is 14 minutes and 50 seconds.

Facebook and Instagram Video

91 People gaze 5 times longer at video than at static content on Facebook and Instagram.

92 People look 40% longer at 360 video than standard video.

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Travel Videos and YouTube

93 People watching travel videos in 2016 increased 118% on previous year.

94 78% of travel related searches on YouTube are one or two word searches.

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