Are Consumers Watching More Video During the Pandemic? The 2021 Video Marketing Statistics Say So.
Each year, Wyzowl releases a new “State of Video Marketing” report. For their 2021 study, they interviewed over 800 video producers, consumers, business owners and marketing executives. It was their biggest sample ever.
This year’s report is unique for a different reason—it’s the first time they’ve published findings during a pandemic.
And as you can imagine, last year’s lockdowns and stay-at-home orders had a profound effect on video viewing habits.
Effects On Consumers
According to Wyzowl, people now watch an average of 18 hours of online video each week. That’s an increase of 2 hours compared to 12 months ago, and 7.5 hours compared to 3 years ago.
Put another way, daily video viewing increased from 1.5 hours a day in 2018 to 2.5 hours a day in 2020.
Video Sharing statistics are also included in the study. Consumers are TWICE as likely to share videos with their friends compared to other social media posts, blog articles and product pages.
Effects On Marketers
The pandemic didn’t just affect consumers. It also affected how business owners and marketers use video.
74% said the pandemic made them more likely to use video marketing. And 60% of marketers expect the pandemic to affect their video budget in 2021. 70% said their spending will increase.
But perhaps the biggest video change of the past year was the use of Webinars as a marketing tactic.
62% of marketers used Webinars last year, compared to just 46% the year before.
More Video Marketing Statistics
More than 99% of people who use video for marketing say they’ll continue using video in 2021.
96% of video marketers plan to increase or maintain their current spending levels.
For the seventh consecutive year, YouTube was the most widely used platform for video marketers—87%
86% of video marketers say video has increased traffic to their website.
94% of video marketers say video has helped increase user understanding of their product or service.
78% of video marketers say video has directly helped increase sales.
84% of video marketers say video has helped them generate leads.
Of course, this blog post features only a fraction of the video marketing statistics included in the State of Video Marketing 2021 report from Wyzowl. There are additional insights in the report about the effects of the COVID pandemic, the ROI of video marketing, how marketers measure success, year over year trends and more.
If you’d like to download the entire report from Wyzowl, you can find it here.
ABOUT THE AUTHOR
Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.