Intro: Why Video Still Rules in 2025
At Gisteo, we’ve been helping brands tell their stories through explainer and marketing videos since 2011. Every year, video continues to dominate as one of the most powerful tools in the marketing toolkit. And 2025 is no exception. With the rise of short-form video, AI-powered production, and mobile-first viewing habits, the video marketing stats continue to prove what we’ve always believed: video works.
Whether you’re trying to boost engagement, increase conversions, or simply educate your audience, there’s a video marketing stat below that’ll back you up. We’ve pulled together 100 of the most important, up-to-date video marketing statistics across categories like strategy, ROI, consumer behavior, short-form video, and more.
About the Video Marketing Stats
Every video marketing statistic in this list comes from reliable, up-to-date sources that regularly publish research on video marketing trends. These include annual studies by respected companies like Wyzowl, Vidico, Lemonlight, Wistia, WebFX, Wix, Insivia, LinkedIn, Shopify, Siege Media, Lifewire, Hubspot, Sprout Social, and others. This isn’t just a random list—it’s a data-backed snapshot of where video marketing stands in 2025 and where it’s headed next.
100 Video Marketing Stats:
📈 Adoption & Strategy
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95% of marketers consider video an essential part of their strategy, up from 88% in 2024.
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91% of businesses use video as a marketing tool in 2025.
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78% of brands plan to increase their video output in 2025.
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68% of marketers not currently using video plan to start in 2025.
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30% of marketers state that video plays a bigger role in their strategy than their website.
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36% of marketers aim to increase brand awareness through video marketing.
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48% of content marketers believe their companies aren’t utilizing video marketing to its full potential.
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39% of companies identify lack of time as the biggest obstacle in running video marketing campaigns.
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15% of marketers are unsure where to start with video marketing.
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10% of marketers don’t see a need for a video strategy.
💰 ROI & Performance
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93% of marketers report that video has provided a good ROI—the highest since tracking began.
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88% of marketers say video marketing has helped them generate leads.
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84% of marketers state that video has directly increased sales.
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84% of marketers report that video has increased dwell time on their website.
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62% of marketers say video has helped reduce support queries.
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66% of marketers measure ROI through video engagement metrics like likes, shares, and reposts.
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62% measure ROI through video views.
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49% measure ROI through leads and clicks.
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40% assess ROI based on brand awareness and PR.
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36% evaluate ROI through customer engagement and retention.
👥 Consumer Behavior
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98% of consumers have watched an explainer video to learn more about a product or service.
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87% of consumers have been convinced to buy a product or service by watching a video.
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81% of consumers have bought or downloaded an app after watching a video about it.
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83% of consumers want to see more video content from brands in 2025.
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91% of consumers say video quality impacts their trust in a brand.
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78% of people prefer to learn about a product or service by watching a short video.
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64% of viewers make a purchase after watching branded videos.
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73% of consumers use short videos for product research.
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57% of Gen Z consumers use short videos for product research.
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91% of consumers have watched an explainer video to learn more about a product or service.
📱 Short-Form Video
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Short-form video delivers the highest ROI compared to other marketing trends and will secure more investment in 2025 than any other format.
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By 2025, short-form video content is expected to account for 90% of internet traffic.
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Revenue from short-form video ads is anticipated to surpass $10 billion.
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66% of video ads are now under 30 seconds.
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Videos under 15 seconds perform best on Instagram and X (formerly Twitter); 15–60 seconds on TikTok; over 60 seconds on YouTube.
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Short-form videos generate more than twice the engagement of longer videos.
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44% of marketers plan to use short-form videos in their e-commerce strategies.
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31% of marketers report the highest ROI from short-form videos compared to images and other content types.
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50% of videos uploaded to Wistia in 2024 have at least three accessibility features, up from 11% in 2021.
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The use of captions in videos has increased by 572% since 2021.
📊 Video Types & Formats
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73% of marketers have created explainer videos, making it the most common use case.
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69% have created social media videos.
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60% have produced video testimonials.
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54% of marketers prefer live-action videos for their authenticity and relatability.
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30% of marketers believe video marketing is more important than their website.
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42% of video marketers spend between $0 and $500 on an average video.
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25% of companies allocate 10% or less of their marketing budget to video marketing.
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20% of marketers find video marketing too expensive.
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12% of marketers are unclear about the ROI of video marketing.
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10% of marketers don’t see a need for a video strategy.
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Live-action videos are the most commonly created type, with 54% of marketers producing them, followed by animated videos (24%) and screen-recorded videos (15%).
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Customer testimonial videos on case study pages keep viewers engaged almost halfway through, indicating their value in building trust.
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Videos embedded in galleries, blog posts, and landing pages see engagement rates above 40% on average.
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Explainer videos are the most common type of video created, with 73% of marketers producing them.
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Social media videos are created by 69% of marketers, making them the second most common video type.
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Video testimonials are produced by 60% of marketers, highlighting their importance in showcasing customer satisfaction.
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Brand videos are the most popular video marketing content type, used by 71% of marketers.
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Values-based video content, including company culture videos, is the second-most effective video type for lead generation.
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Product videos are used by 51% of organizations, demonstrating their role in showcasing offerings.
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Customer testimonial videos are utilized by 39% of organizations, emphasizing their role in building credibility.
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User-generated content videos are employed by 21% of organizations, highlighting the value of authentic customer experiences.
🧠 Engagement & Retention
62. 91% of consumers say video quality impacts their trust in a brand.
63. 78% of people prefer to learn about a product or service by watching a short video.
64. 64% of viewers make a purchase after watching branded videos.
65. 96% of people have watched an explainer video to learn more about a product or service, and 89% say that watching a video convinced them to buy.
66. 96% of marketers believe that video content has increased brand awareness.
67. Nearly three-quarters of marketers believe the most effective video length is between 30 seconds and two minutes.
68. Lead generation forms embedded in videos generate more conversions than standard calls-to-action or annotation links.
69. Including a video on a landing page can increase that page’s conversion rate by as much as 80%.
70. The average conversion rate for websites that feature video content is 4.8%, compared to 2.9% for sites without video.
71. Social media posts containing video content attract twice as much engagement as those with only images.
72. Social media posts with videos generate 1,200% more shares than text and image posts combined.
73. Videos under one minute see an average engagement rate of 50%, while those over 60 minutes have a 17% engagement rate.
74. Videos embedded in galleries, blog posts, and landing pages see engagement rates above 40% on average.
75. Customer testimonial videos on case study pages keep viewers engaged almost halfway through.
📺 Platforms & Distribution
76. YouTube remains the most widely used platform for video marketers, with 90% utilizing it.
77. Facebook is the second most popular video marketing platform, used by 86% of marketers.
78. Instagram is leveraged by over 50% of marketers to distribute video content.
79. LinkedIn is used by more than half of marketers, particularly for B2B video content.
80. TikTok is utilized by 23% of marketers for video distribution, reflecting its rapid growth.
81. 77% of video marketers host their videos primarily on YouTube, emphasizing its dominance.
82. Vimeo is chosen by 36% of marketers as a primary hosting platform for videos.
83. HubSpot is also used by 36% of marketers for video hosting and distribution.
84. 63% of marketers say social media is their most important channel for video content distribution.
85. 53% of marketers use social media videos specifically to drive traffic to landing pages.
86. 71% of marketers resize their videos to optimize them for different social media platforms.
87. Videos shared on social media generate 1,200% more shares than text and image posts combined.
88. Short-form video content will constitute 90% of all internet traffic by 2025.
89. Short-form video ad revenue is expected to surpass $10 billion by the end of 2025.
90. YouTube had approximately 238 million monthly active users in the U.S. alone as of mid-2024.
91. Over half of video marketers distribute content directly through email marketing campaigns.
92. 60% of businesses embed videos in their email newsletters to increase click-through rates.
93. Emails containing videos can increase click-through rates by up to 300%.
94. 75% of users watch videos on their smartphones, highlighting mobile distribution as critical.
95. Mobile video consumption rises by approximately 100% annually.
96. 92% of mobile video viewers share videos with others, driving broader reach and engagement.
97. Videos shared on LinkedIn receive three times more engagement than text-only posts.
98. Instagram Stories and Reels attract over 500 million daily active viewers globally.
99. Videos distributed on Twitter (X) receive 10 times more engagement than tweets without videos.
100. By 2025, digital video ad spending will surpass $200 billion globally, up significantly from 2024.
🔮 Bonus: 5 Video Marketing Stats for the Future
101. Global spending on digital video advertising is projected to surpass $200 billion in 2025, up 8.4% from 2024.
102. Short-form digital video spending is expected to reach $111 billion in 2025, a year-on-year rise of 12%.
103. Over half of brands plan to significantly increase budget allocations to influencer marketing in 2025, aiming for more prominence within their marketing strategies.
104. In 2025, video content is expected to account for 82% of all global internet traffic.
105. Short-form videos are highly effective in driving purchasing decisions, with 57% of Gen Z and 73% of all consumers using short videos for product research.
Final Thoughts: Turning Insight into Action
Having data is great. Acting on it is even better. These video marketing stats aren’t just for trivia—they’re your proof points. They’re what you can take into a pitch meeting, build into a strategy deck, or use to convince stakeholders that yes, video deserves more budget, more attention, and more strategic thinking. Video marketing isn’t the future of marketing. It’s the now. And the numbers prove it.
At Gisteo, we know how to turn these video marketing insights into high-impact explainer videos, product demos, social content, and more. So if you’re ready to make your video marketing strategy not just data-driven but results-driven, let’s talk. Schedule your free consultation now.
