2025 is fast approaching, and as we say every year, video just keeps getting more important. In terms of marketing strategy, it’s impossible to ignore video as we enter 2025. It’s simply everywhere—traditional broadcast spots, digital OOH placements, social ads, OTT, and countless other channels that are invaluable to marketing success.
Video raises the bar across owned, earned, and paid channels, and it’s expected to continue to dominate the marketing field in 2025. With that in mind, we’ll borrow a popular adage that’s especially relevant for the video space: “The best time to start was yesterday. The second-best time is now.”
In other words, if your business is still putting off video content for some unknown date in the future, you’re continuing to lose out on its many benefits right now. You may have even read last year’s version of this article, promising yourself you’d finally prioritize video for 2024. Well, 2024 came and went, and those that doubled down on video are reaping the rewards.
If you’re not quite convinced, here are 67 statistics that prove the importance of video marketing for 2025 and beyond—including original data from our team at Lemonlight. Check them out!
[Note: This page has been updated from 2024 to reflect the latest statistics for 2025.]
Video Marketing Statistics 2025
As you can probably guess from the size of this list, there are tons of stats about video content. So, to make this valuable info just a little bit more digestible, we’re going to break the statistics into the following categories:
- Stats by marketing goal (Attract, Engage, Nurture, Close, Delight)
- Stats by social channel (TikTok, YouTube, Facebook, Instagram, Twitter, LinkedIn)
- Stats for video marketing industry trends
- Stats for consumer video viewing habits
Let’s dive in!
Lemonlight Original Research
In Febuary 2024, Lemonlight launched a video marketing survey to gain a deeper understanding of the ways our own audience interacts with video, specifically in the age of AI.
The statistics below came from our 2024 research report survey, which received a total of 950 responses from marketers across the country. We’ll be running the same survey in January 2025, followed by a comprehensive report that captures the state of video marketing and compares 2024 data to our 2023 data. Stay tuned for that report in Q1 2024!
In the meantime, here’s what we found to be relevant going into 2024:
Key Stats
- 84% of respondents in 2024 indicated they had used AI in some form during the video production process, with 22% creating content solely in-house and 18% relying on external support for certain production tasks.
- 68% of marketers reported that engagement remains the top metric they track, followed by watch time and click-through rate, with conversion rate closely behind.
- 96% of marketers now believe that AI will play an increasingly crucial role in marketing strategies over the next few years, a significant jump from the 2023 results.
- 87% of marketers plan to integrate video into their strategies moving forward, slightly down from last year’s figure of 89%, reflecting growing interest in short-form content and AI-powered formats.
- 81% of respondents in 2024 stated they “Very much” or “Somewhat” enjoy watching brand videos, with only 2% reporting that they do not enjoy brand video content at all.
Production Practices
- 53% of respondents indicated that they plan to spend $5,000 or less on their projects, while 20% reported plans to spend $15,000 or more, reflecting a shift toward more cost-effective production enabled by AI tools.
- 55% of marketers said they would focus on creating AI-assisted explainer videos or brand videos this year, with AI tools helping to streamline the storytelling process.
- 74% of respondents stated they share between two and six videos per month across various channels, a slight increase from 2023, driven by AI-enabled production efficiencies.
Video Distribution
- Website and social media platforms remained the top two channels for video distribution, with a rising interest in using AI for better platform optimization.
- If respondents had to choose one social platform for video distribution, 32% would choose YouTube, 28% would choose LinkedIn, and 22% would choose Instagram, marking a slight shift in platform preferences.
- The majority of marketers agreed that the success of a video campaign is determined largely by audience engagement metrics, with the effectiveness of AI tools in enhancing personalization being a growing consideration.
Consumer Habits
- Still, only 2% of respondents stated that they do not enjoy watching brand video content.
- YouTube, TikTok, and Instagram were the top three platforms consumers reported using to watch video content, with TikTok showing the fastest growth in 2024.
- 62% of consumers said they prefer to watch video content on a smartphone, with laptops coming in second at 18%, a trend consistent with previous years.
- The top two traits consumers reported as important for engaging video content were authenticity and AI-driven personalization, followed closely by clear messaging and storyline.
Statistics for Video Marketing by Marketing Goal
Next, we wanted to explore video marketing statistics broken down by overarching marketing goals. As marketers know all too well, there are countless frameworks to conceptualize common marketing goals, and everyone’s marketing funnel will look a little bit different.
At Lemonlight, we use, “Attract, Engage, Nurture, Convert, Delight” to reflect our goals throughout the customer lifecycle. We’ve used that framework to break down the video stats below, but if you use another framework in your organization, you’ll see the overlap.
In short: video is incredibly useful for any marketing goal your organization is pursuing. (Quick note here: if you’re not sure how to use video to align with your 2024 marketing goals, there’s nothing our creative team love more than helping you find the right match! Schedule a call here to tap into our video expertise.)
If you’re not quite convinced of video’s power, here are the stats to back that up.
Using Video to Attract Your Audience
When it comes to attracting new customers, it makes sense that video content is effective. It combines visual imagery, sound, and extras like effects or text headings to paint a fuller picture of your concept than any one component alone. Plus, since video is dynamic, it grabs attention better than static images or walls of text. Here’s what we know about video for the attract stage.
- 90% of marketers say video has helped them generate leads. (Wyzowl)
- In 2023, online video accounted for 82.5% of all web traffic. (DemandSage)
- Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
- Over 90% of people say they discover new brands or products on YouTube. (Google)
Using Video to Engage New Contacts
Once you’ve attracted your audience, the next step is to engage your new contacts. This stage is all about connection, and you might focus on channels like social media or email marketing to continue to build rapport with your audience. Video is great for the engage stage because it’s an authentic way for viewers to learn more about your organization without feeling pushed to make a purchase right away. Here are some stats about the engage stage.
- 86% of marketers say video has helped them increase traffic to their website. (Wyzowl)
- 83% of marketers say video has increased dwell time on their website. (Wyzowl)
Using Video to Nurture Prospective Customers
At the nurture stage, your aim is to continue to connect with your audience and show them why your product or service is the solution to their needs. But rather than focusing on pushing a sale, you’re using the nurture stage to build a relationship. Here are a few stats about how video serves the nurture stage.
- * This article was originally published here