video marketing statistics 2018

Video Marketing Statistics 2018

Survey: The State of Video Marketing 2018

These statistics were gathered by surveying 570 unique respondents in December 2017. The respondents consisted of both marketing professionals and online consumers. Respondents were categorised as marketers or consumers according to their answer to a preliminary question, to ensure they were only prompted to answer relevant questions.

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video marketing statistics 2018

Usage, Spend, and ROI

Businesses using video

81% of businesses use video as a marketing tool. (up from 63% in 2017)

Out of those...

99% of businesses who use video say they will continue to do so in 2018. (the same percentage as last year)

85% of businesses regard video as an important part of their marketing strategy. (up from 82% in 2017)

82% of businesses plan to spend more on video marketing in 2018. (the same percentage as last year)

78% of marketers say video gives them a good ROI. (down from 83% in 2017)

Businesses not using video

Out of the 19% of businesses that aren't using video:
65% of businesses who don't currently use video say they intend to start using it in 2018. (up from 34% in 2017)

The average person

The average person watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours.


Video has soared during the last 12 months, with a 17% leap in usage. This looks set to carry on into 2018 – around 2 out of 3 businesses not currently using video plan to start in 2018, and, almost unanimously, those who already use video plan to continue. The vast majority also plan to increase or maintain spending on video in the next twelve months – although it's interesting to note that there's been a slight fall in the number of marketers reporting positive ROI from video.

video marketing statistics 2018

Video Effectiveness

As a business

97% of marketers say video has helped increase user understanding of their product or service.

76% say it helped them increase sales.

47% say it helped them reduce support queries.

76% say it helped them increase traffic.

80% of marketers say video has increased dwell time on their website.


Video continues to benefit a wide variety of different business functions. It's most common benefit is increasing user understanding, but increased dwell time, sales, traffic, and reduced support queries are all attributed to video by sizeable chunks of marketers.

As a consumer

95% of people have watched an explainer video to learn more about a product or service.

81% of people have been convinced to buy a product or service by watching a brand's video.

69% of people have been convinced to buy a piece of software or application by watching a video.


Consumers continue to value video content highly as part of their buyer journey. While viewers most commonly use video as a starting point to build their knowledge about a product or service, it's also interesting that video has also acted as a 'tipping point' for an overwhelming majority of consumers – a decisive factor that convinces them to buy or download a product or piece of software.

Having watched a branded video that they enjoyed, 83% of consumers would consider sharing it with their friends.

85% of people say they'd like to see more video from brands in 2018.

Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.


This data underscores the popularity of video content among consumers. When marketers create content that adds value, the audience is almost overwhelmingly happy to give that video extra impact by sharing it with their own friends. Consumers are also keen to see more video content from brands over the next twelve months, and continue to prefer watching video to reading text.

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