In the past few years, how we consume video has shifted dramatically, with video emerging as the preferred medium for millions worldwide. As we move into 2024, this trend shows no signs of slowing down, with new data revealing surprising insights into video consumption habits.
Many businesses and content creators struggle to keep pace with these changing preferences. Understanding these trends is essential for staying relevant in an increasingly video-driven world.
In this article, we’ll explore the latest video consumption trends for 2024 and offer key insights that can help you adapt and thrive in this dynamic landscape.
Quick Overview
- Over 3.3 billion people watch videos online, turning the globe into a massive viewing party.
- 75% of all video viewing happens on mobile phones, making them the most popular screens in the world.
- Nearly 40% of shoppers discover new products through quick videos on TikTok and Instagram Reels, making these platforms the go-to spots for modern shopping.
- Authentic online videos win big, with 38% of viewers remembering real, relatable content more than anything else.
- Interactive digital videos are a game changer, pulling in up to five times more attention and boosting sales by 30%.
- 89% of digital video viewers are clamoring for more brand videos, signaling a massive appetite for digital content.
- Videos now have a 52% higher chance of being shared, making them the most viral form of content on the internet.
- Short is sweet, with 83% of marketers agreeing that digital videos under a minute are the most effective at capturing attention.
- Internet users worldwide overwhelmingly prefer honest and relatable videos to slick, overly-produced content, reshaping how brands craft their messages.
- AI has infiltrated video production, with 18% of businesses now using it to create everything from captions to full scripts, revolutionizing content creation.
- More B2B companies are turning to video to educate and convert customers, making it a key tool in professional video marketing arsenals.
Top 20 Surprising Data & Trends on Video Consumption for 2024
1. Global Digital Viewership: Over 3.3 billion people watch videos.
Over 3.3 billion people watch videos [1], marking a significant shift in how content is consumed globally.
This massive audience on digital videos underscores the growing importance of video as a key medium for communication, entertainment, and information.
As online video consumption statistics continue to rise, brands, video marketing professionals, and video marketers must adapt their strategies to reach and engage this vast and diverse audience.
2. Mobile Consumption: 75% of all video plays are on mobile devices.
With 75% of all video plays happening on mobile devices [2], the trend towards mobile-first consumption is more pronounced than ever.
The shift in social media video statistics means digital videos must be optimized for smaller screens, ensuring that content is easily accessible and engaging on smartphones and tablets.
This also highlights the importance of mobile-friendly platforms and formats for marketers, such as vertical videos and mobile-responsive design.
3. Product Discovery Through Videos: 37% of consumers prefer TikTok or Instagram Reels.
37% of consumers now prefer discovering products through short-form videos like TikTok or Instagram Reels.
These social media platforms have transformed from mere channels into powerful discovery tools where brands can showcase products creatively and engagingly.
The popularity of shorter videos emphasizes the need for e-commerce brands to be concise, visually appealing, and innovative in their approach to product marketing.
4. Consumer Engagement with Authentic Content: 38% of consumers find relatable content more memorable.
Relatability is key in today’s content landscape, with 38% of consumers finding authentic [3] and relatable content more memorable.
This trend indicates a shift from overly polished and scripted online videos to more genuine, human-centered storytelling.
Brands prioritizing authenticity in their educational videos are likelier to build trust and foster deeper connections with their audiences.
5. Interactive Video Engagement: Interactive videos lead to more engagement and higher conversion rates.
Interactive videos are a game-changer, potentially generating up to five times more engagement and 30% higher conversion rates.
These influencer videos allow viewers to actively participate in the content through clickable links, quizzes, or choose-your-own-adventure style formats.
Live videos keep viewers engaged longer and give brands valuable insights into consumer preferences and behaviors.
6. Consumer Preferences: 89% want to see more brand videos.
A staggering 89% of consumers want more videos from brands. This overwhelming preference for video highlights the need for companies to prioritize video in their content strategies.
Whether through tutorials, behind-the-scenes footage, or customer testimonials, brands have a clear mandate to produce more videos to meet consumer demand.
7. Sharing Behavior: Videos are 52% more likely to be shared.
Videos are 52% more likely to be shared than any other type of content. This viral potential makes video an incredibly powerful tool for spreading brand messages and reaching new audiences.
Marketers should capitalize on advertising campaigns by creating shareable content that resonates with video viewers and encourages them to pass it along to others.
8. Video Length Preference: 83% of marketers believe the most effective videos are under 60 seconds.
Short and sweet wins the day, with 83% of marketers believing that the most effective videos are under 60 seconds [4]. In a fast-paced digital environment, concise videos are more likely to capture and retain viewers’ attention.
This preference for brevity aligns with the rise of social media platforms like TikTok and Instagram Reels, where short-form video content is king.
9. Demand for Authenticity: Viewers prefer genuine and relatable videos.
Viewers are increasingly drawn to genuine and relatable videos, preferring them over highly polished productions.
This trend reshapes the video production landscape, encouraging brands to focus on authenticity and real-life stories rather than heavily scripted or edited content.
The demand for authenticity reminds viewers to value transparency and emotional connection.
10. Use of AI in Video Production: AI tools are increasingly used for creating video content.
AI is making its mark on video production, with 18% of businesses incorporating AI tools into their workflows.
From generating captions to drafting scripts and editing, AI streamlines the video creation process and allows for more personalized content.
As AI technology advances, its role in video production is expected to grow, offering new opportunities for innovation and efficiency.
11. Rise of Video in B2B Marketing: More B2B companies use video for lead generation.
Video is becoming an increasingly popular tool in B2B marketing, with more companies using it for lead generation and customer education.
Online videos can simplify complex information, making it more accessible and engaging for business audiences.
The video marketing trend pushes B2B marketers to incorporate more video content, from educational videos to personalized videos, into their strategies.
12. E-commerce & Interactive Videos: Interactive video formats can increase product additions to the cart.
Interactive video formats are proving to be a powerful tool in e-commerce, potentially increasing product additions to cart by 41%.
These formats create a more immersive and engaging shopping experience by allowing customers to interact with products directly within the video.
For e-commerce brands, this trend offers a new way to boost conversions and enhance the customer journey.
13. Short-form Video ROI: Short-form videos have been reported to have the highest ROI.
Short-form videos lead the pack in terms of ROI, significantly increasing website traffic and engagement.
Compared to long-form video, this high return on investment makes short-form video an attractive option for marketers looking to maximize their impact with minimal resources.
The effectiveness of these bite-sized videos underscores their value in social media marketing strategies.
14. Strategic Placement of CTAs: The placement of CTAs within videos is becoming more strategic.
The placement of calls to action (CTAs) within videos is becoming increasingly strategic, focusing on maximizing conversion rates.
The timing and placement of CTAs, whether at the beginning, middle, or end of a video, can significantly influence viewer behavior.
Marketers are experimenting with different strategies to find the optimal placement that drives the best results.
15. Businesses’ Video Production Plans: 45% of companies plan to create more product videos.
As video continues to dominate content strategies, 45% of companies plan to create more product videos, while 38% aim to increase educational content.
This focus on promotional and informative videos reflects the dual role of video content in driving sales and building brand authority.
Companies recognize the need for a balanced approach that addresses consumer curiosity and educational needs.
16. Video Integration Across Platforms: Brands integrate video content across multiple platforms.
Brands increasingly integrate content across every social media platform, including websites, social media, and digital ads.
This multi-channel approach ensures that online video reaches audiences wherever they are, providing a consistent and cohesive brand message.
This trend highlights the importance of a holistic video strategy that considers each platform’s unique characteristics and audiences.
17. Engagement on Social Media: Videos remain the most shared form of content.
Videos continue to dominate social media as the most shared form of content, reinforcing their role as a key driver of engagement.
Social platforms like Facebook, Instagram, and LinkedIn prioritize video content, making it essential for ecommerce brands to include video in their social media strategies.
The high engagement levels associated with online videos on social media make them valuable tools for building brand awareness and fostering community.
18. Videos in Email Marketing: Incorporating video ads into emails has become a powerful tool.
Incorporating videos into email marketing campaigns has become a powerful way to boost engagement and conversion rates.
Videos can make emails more dynamic and engaging, increasing the likelihood that recipients will open and interact with the content.
This trend pushes marketers to explore creative ways to integrate video into their email strategies, from previews to full video embeds.
19. Diverse Video Content Strategy: Brands are diversifying their video content types.
Brands are diversifying their video to include a range of formats, such as webinars, product demos, and behind-the-scenes footage.
This variety helps to keep audiences engaged and allows brands to address different stages of the customer journey.
A diverse video strategy enables brands to showcase their expertise, build trust, and provide value in multiple ways.
20. Video Distribution Channels: 67% of businesses prefer their website for video distribution.
When it comes to video distribution, 67% of businesses prefer using their website, followed by email blasts (49%) and LinkedIn (43%).
This preference for owned channels highlights the importance of maintaining control over the distribution and presentation of video content.
By prioritizing streaming services, businesses can ensure that their video content aligns with their brand messaging and effectively reaches their target audience.
FAQs
How is media consumption changing?
Media consumption is rapidly evolving, driven by technological advancements and shifting consumer preferences. People increasingly favor digital formats over traditional media, with video emerging as the dominant form of content.
The rise of mobile devices, faster internet speeds, and platforms like YouTube, TikTok, and Instagram have made viral videos more accessible and engaging.
This shift has led to a fragmented media landscape where consumers curate their content experiences across multiple platforms and devices.
What is the future of video content?
The future of video content is poised to become even more integral to our daily lives. We expect to see more personalized, interactive, and immersive video experiences as video continues dominating online engagement.
Innovations like virtual reality, augmented reality, and AI-driven content creation will further enhance how we interact with video, making it a medium not just for entertainment but also for education, communication, and commerce.
Businesses will increasingly rely on video to connect with audiences, offering unparalleled storytelling and brand-building opportunities.
Why are short videos a trend?
Over the past decade, short videos have become a trend largely due to their ability to capture attention in a fast-paced digital environment quickly.
With platforms like TikTok and Instagram Reels leading the way, short-form viral videos cater to our shrinking attention spans, offering quick, digestible snippets of entertainment or information.
How-to videos, music videos, YouTube videos, YouTube Shorts, and influencer videos are easy to consume on the go and highly shareable, making them powerful tools for viral marketing. The brevity of short videos also allows creators to focus on concise, impactful messaging, which resonates well with audiences.
How effective is video marketing?
Video marketing has proven to be extremely effective in today’s digital age. Videos are engaging and memorable, making them a powerful tool for brand awareness and customer conversion.
According to video marketing statistics, video creation allows businesses to convey complex messages in an easily digestible format, often leading to higher engagement rates than text or static images.
Video marketing also benefits from video content’s viral nature. For instance, TikTok users are likelier to share videos with their networks, amplifying a campaign’s reach and impact.
How much of global internet traffic is video?
According to recent studies, video accounts for a staggering portion of global internet traffic—over 80%. This dominance in online video consumption statistics is a testament to the pervasive nature of existing content in our online lives, whether for streaming, social media, or educational purposes.
As internet speeds continue to improve and more people gain access to digital devices, video’s share of internet traffic is only expected to grow with internet users worldwide, further solidifying its role as the primary medium for online communication.
Why is video more effective than text?
Video is often more effective than text because it combines visual and auditory elements to create a richer, more engaging experience. Videos can convey emotions, demonstrate products in action, and tell stories in ways that text alone cannot.
This multi-sensory engagement helps to capture and retain attention, making it easier for viewers to absorb and remember the content.
Additionally, the video’s dynamic nature allows for more creative expression, which can resonate more deeply with audiences.
Does video consume more data?
Yes, video consumes more data than text. Streaming video, especially in high definition or 4K, requires significant bandwidth, which can be a concern in areas with limited internet speeds or data caps.
However, as technology advances and internet infrastructure improves, video data demands are becoming less of a barrier. Many social media platforms and marketing channels offer options to adjust video quality based on the viewer’s connection, making video more accessible to a broader audience.
Key Takeaways
The data and video consumption trends for 2024 highlight a world where video is not just a dominant medium but an essential tool for communication, marketing, and entertainment.
From the explosive growth in global digital viewership to the powerful impact of short-form content and the integration of AI in video production, it’s clear that digital video will continue to shape how we interact with the world.
As businesses and creators navigate this dynamic environment, understanding these trends is crucial for staying relevant and engaging with audiences meaningfully.
The shift towards more personalized, authentic, and interactive video experiences reflects viewers’ evolving expectations. They now demand content that is engaging and tailored to their needs and preferences.
How will you transform these trends into opportunities? Share your insights with us!
References:
- https://medium.com/@antoinelacombled/cracking-the-youtube-shorts-algorithm-a-study-of-3-3-billion-views-4711fdf7931b
- https://www.emarketer.com/topics/topic/mobile-video
- https://www.businesswire.com/news/home/20230222005276/en/Consumers-Continue-to-Seek-Influencers-Who-Keep-It-Real
- https://www.forbes.com/councils/forbescommunicationscouncil/2019/12/19/why-marketers-should-integrate-video-marketing-into-their-content-strategy/
