In Wyzowl's Video Marketing Statistics 2018 Survey, statistics were gathered by surveying 570 unique respondents in December 2017. The respondents consisted of both marketing professionals and online consumers. They share their insights in The State of Video Marketing 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)
Shoppers are consuming video everywhere! Specifically, businesses can reach them on YouTube. The new AudienceSCAN survey found 23.1% of U.S. adults viewed a television commercial on YouTube in the past six months.
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)
It's a great time for small businesses to utilize the video advertising services of their local TV stations. The latest AudienceSCAN study showed 11.6% of U.S. adults watched video from a local television website during the past six months.
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.
In fact, the most recent AudienceSCAN study revealed 23% of Online Video Watchers took action after seeing pre-roll video ads (the video that plays before the video you want to watch) in the past month.
Video has soared during the past 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.