Video Content Marketing Statistics 2018

Firstly a disclaimer. Data can be presented in a favorable way and from different angles to suit the publishers business. So take these with a grain of salt. I have collected few stats about video marketing and if you do notice there are old ones please let me know and I’ll update them. Lets get to it shall we?

Product video

4x as many customers would rather watch a video about a product than read about it. (Animoto, 2015)

As this was published in 2015 you can bet it has gotten even higher. I personally prefer watching a quick video the first time I am learning about product videos. After that I decide do I want to go deeper into the product or not.

Almost 50% of internet users look for videos related to a product or a service before visiting a store. (Google, 2016)

Makes sense to me to check out videos about products before going to see them. Narrowing down the list so to speak.

53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015)

Besides that it is great for page authority to have people spend more time on your site. This will make it seem more relevant to people and boost the ranking in organic search results. Two fly’s at one go so to speak.

4 in 5 consumers believe that demo videos are helpful. Shoppers who view video are 1.81x more likely to purchase than non-viewers. (Animoto, 2015)

Believing is different than it actually being. It is more of a feeling so I wouldn’t necessary rely on this one too heavily. Of course analytics can prove this to be true in your case.

Social video

46% of marketers plan to add Facebook video to their content strategy in the next year. (HubSpot, 2017)

What else to say that video is here to stay and increase massively. Good to think is that people responding to HubSpot survey’s are already people who know and most often do inbound marketing.

45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016)

No wonder YouTube has become one of the biggest search engines in the world.

100 million hours of video are watched every day on Facebook. (TechCrunch, 2016)

Could this be influenced by people’s watching habits changing from TV to on-demand platforms?

82% of Twitter users watch video content on Twitter. (Twitter, 2015)

2015 statistics so might not be as up-to-date as you’d want but something to consider.

90% of Twitter video views are on mobile. (Twitter, 2015)

Twitter is mainly used on mobile so this statistics can be very well holding its ground still today.

Video analytics

55% of people consume video content thoroughly. (HubSpot, 2016)

This is something I don’t actually believe based on the analytics I have seen during my work.

43% of people want to see more video content from marketers. (HubSpot, 2016)

Do they actually want to see more from marketers or just relevant video’s for them?

Marketers who use video grow revenue 49% faster than non-video users. (Aberdeen, 2015)

For this I’d like to see what kind of analytics they had. Or was it just purely these marketers had video also in their arsenal?

Nearly two-thirds of consumers prefer video under 60 seconds. (Animoto, 2015)

We live in a hectic world after all.

51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Adobe, 2015)

Is this or has it changed since a lot of marketers are having video in their content marketing strategy?


48% of marketers plan to add YouTube to their content strategy in the next year. (HubSpot, 2017)

Would be great to see if they added or not.

On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google, 2016)

Cable is “dying” as on-demand video platforms like Netflix are gaining traction. Not surprised by this statistic at all.

Two-thirds of YouTube users watch YouTube on a second screen while watching TV at home. (Google, 2016)

Do they mean youngsters who are “spending time” with their parents in the living room?’

YouTube is more commonly used by larger businesses. For example, 71% of businesses with 100+ employees use YouTube, compared to 38% of the self-employed. (Social Media Examiner, 2015)

Well this is sort of a no-brainer. Larger companies have more resources to use for video creation.

YouTube has over 1.8 billion monthly logged-in users. (Google, 2018)

That is a massive amount of users and still rather untapped potential compared Facebook.


Remember to look at the statistics from different angles and all are not valid universally for your industry.

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