Video Advertising Statistics

Key takeaways

1. U.S. digital video advertising revenue was $78.0 billion in 2025, up 25.4% year over year and the fastest-growing format IAB and PwC track. (IAB/PwC Internet Advertising Revenue Report) See details
2. The IAB publishes a second 2025 figure for the same market, $73.6 billion, built from buy-side billings rather than seller revenue, a difference of $4.4 billion. (IAB; IAB/Guideline; our calculation) See details
3. Alphabet reported YouTube advertising revenues of $40,367 million for 2025, growth of 28.1% across two years. (Alphabet 10-K; our calculation) See details
4. Meta's own filing says its average price per ad rose 9% but was partially offset by impressions on products such as Reels that monetize at lower rates. (Meta 10-K) See details
5. Streaming reached 49.6% of U.S. television viewing in August 2026, and YouTube alone held a record 15.8%. (Nielsen The Gauge) See details
6. Ad-supported viewing was 71.5% of U.S. TV viewing in Q2 2026, and streaming took 48.2% of that ad-supported total. (Nielsen Ad Supported Gauge) See details
7. A video ad counts as viewable after 2 continuous seconds with half its pixels in view, twice the 1 second a display ad needs. (Media Rating Council) See details
8. Published maximum ad lengths run from 92 seconds on Roku (ads of 6 to 92 seconds) to 30 minutes on LinkedIn, and a TikTok in-feed ad can run 10 minutes, so there is no single correct video ad length. (Roku; LinkedIn; TikTok) See details
9. Insivia, the agency credited with the claim that viewers retain 95% of a video message, now says it came from a small in-house survey of around 200 buyers and was not a peer-reviewed study. (Insivia) See details
10. The '80% conversion lift' from landing-page video is a vendor's best case; the one fully described test in the same white paper reports almost 32%. (EyeView Digital) See details
11. Two research firms size the 2025 digital video advertising market at USD 14.2 billion and $140.28 billion, a factor of 9.9 apart. (Straits Research; The Business Research Company; our calculation) See details

How much is spent on video advertising?

U.S. digital video advertising revenue was $78.0 billion in 2025, according to the IAB/PwC Internet Advertising Revenue Report, the longest-running census of the U.S. market. That was 25.4% more than the year before, the strongest growth of any format the report tracks, and it made video 26.5% of all U.S. internet advertising revenue. The same report put total U.S. internet advertising revenue at $294.6 billion for 2025. The prior edition recorded $62.1 billion of digital video revenue in 2024, so the series shows video growing faster than the market that contains it.

PwC collects these figures directly from publishers and ad platforms and reconciles them against public filings, which makes this a sell-side revenue census rather than a survey of what advertisers think they spent. That distinction matters for the next section.

Video ad spend by market

Five industry bodies publish a national video figure using their own method. The totals are not additive and the shares are not comparable, because each body draws the boundary of "video" in a different place.

Europe's total digital ad market reached €131 billion in 2025 on IAB Europe's count. In the UK, video was 23% of digital ad spend; in Australia it was 30% of total spend, and connected TV took 60% of publisher video expenditure, up from 51% a year earlier. Australia's financial year runs from July to June, so its FY2026 figure covers a different twelve months from every other row in the table.

Against linear television, digital video now takes the larger share of U.S. TV and video ad spend: 58% in 2025 against 42% for linear, on IAB and Guideline's published series. That series puts the crossover in 2024, not 2025. The federal government buys video advertising too: agencies obligated $1.49 billion on advertising contracts in fiscal 2025, and the Defense Department funded 64.6% of federal advertising and public relations contract dollars over fiscal 2021–2025, in our federal advertising contracts study.

Why do two IAB figures for the same year disagree?

Because they measure opposite ends of the same transaction. The IAB/PwC census reports $78.0 billion of U.S. digital video revenue for 2025; the IAB's own Digital Video Ad Spend & Strategy Report, built on Guideline's agency-billings data, reports $73.6 billion for the same market and the same year — a difference of $4.4 billion (our calculation). Neither is wrong. One counts revenue booked by sellers, the other estimates billings placed by buyers, and the two never reconcile exactly. Anyone citing "U.S. video ad spend in 2025" should say which one they mean.

The definitions diverge further across markets. IAB's U.S. video line spans CTV, social video, online video and short-form video together, and PwC's survey definitions estimate that fewer than 20% of CTV and OTT inventory is delivered outside the TV screen. IAB Europe nests video inside display, which is why its 2025 milestone is that video passed half of all display investment. IAB Canada does the reverse and puts social-platform video inside its social category while pulling YouTube out into video — with the result that Canadian social video alone, at C$3,281 million, is larger than the entire C$2.79 billion IAB Canada reports as its video category. Adding those two numbers together double-counts.

One series has also been cut. IAB UK moved its study from PwC to Oliver Wyman and restated its 2024 estimates, stating that the new data cannot be reconciled with previously released editions. A chart of UK video spend that splices figures from editions either side of that change is comparing two different studies.

What do the platforms selling video ads report to investors?

Alphabet reported YouTube advertising revenues of $40,367 million for 2025, up from $36,147 million in 2024 and $31,510 million in 2023 — all three years printed in one disaggregation table in the same annual report on Form 10-K, so the definition is consistent across them. That is growth of 28.1% across the two years (our calculation). Alphabet attributed the $4.2 billion increase in 2025 to its direct response products "followed by" its brand advertising products — the ordering is management's own, and it cuts against the common description of YouTube as primarily a brand-awareness buy.

For scale, Google advertising revenues as a whole were $294,691 million in 2025 against $237,855 million in 2023. YouTube is a growing line inside that total while Google Network, reported in the same table, shrank over the same period.

Amazon's advertising services line was 1.7 times Alphabet's YouTube ads line in 2025 (our calculation), having grown from $46,906 million in 2023 and $56,214 million in 2024. Amazon does not break out how much of that is video, so the comparison bounds the size of the whole advertising line, not the video part of it.

Meta reported worldwide average revenue per person of $57.03 for 2025 and said its average price per ad rose 9%, an increase "partially offset by a higher number of ad impressions delivered, especially in geographies and in products, such as Reels, that monetize at lower rates". The same filing says Reels monetizes at a lower rate than Meta's Feed and Stories products and that Meta expects it to keep doing so for the foreseeable future.

Three more filings are worth reading precisely. Magnite's CTV revenue was 48% of its total in 2025, a share that has barely moved in three years, which is hard to square with descriptions of connected TV as an explosive growth category on the sell side. The Trade Desk reported gross spend of $13,394,683 thousand on its platform but publishes no percentage for the CTV or video share of it, so any figure attributed to its annual report for that split is not in the document. Snap reported that advertising was 87% of its revenue in 2025, down from 91% in 2024 and 96% in 2023 as subscription revenue grew.

Netflix is the clearest example of a number that does not exist. Its 10-K for 2025 reports total revenues of $45,183,036 thousand and an increase of 16% that names advertising among the drivers, but it discloses no advertising revenue figure at all, stating only that revenues from sources other than monthly membership fees "were not a material component of revenues". Any specific Netflix ad-revenue number attributed to its filings has been estimated by someone else.

Where are video ads actually watched?

Streaming reached 49.6% of all U.S. television viewing in August 2026, its highest share to that date in Nielsen's The Gauge, a panel measurement of what people watch on the TV set. YouTube alone held a record 15.8% of U.S. television viewing that month, the largest share of any single distributor. The crossover happened in May 2025, when streaming's 44.8% first passed the combined 44.2% of broadcast and cable. By December 2025 broadcast was 21.4% of watch-time and cable 20.2%.

For advertisers the more useful cut is how much of that viewing carries ads at all. Nielsen's Ad Supported Gauge put ad-supported viewing at 71.5% of U.S. TV viewing in Q2 2026, down from 74.2% in Q4 2025 and 73.6% in Q2 2025. Within ad-supported viewing, streaming took 48.2% in Q2 2026, ahead of broadcast and cable.

That last figure is also a demonstration of how much the base matters. Measured on adults 18 and over instead of Nielsen's standard Persons 2+, streaming's share of ad-supported viewing in the same quarter falls to 44.4% — 3.8 points lower, from the same panel, the same quarter and the same definition, with only the population changed.

The UK picture

UK in-home video viewing averaged 4 hours 23 minutes per person per day in 2025, and 88% of it was watched on a TV set, according to Ofcom's Media Nations. Broadcaster content still made up 53% of that viewing, down from 56% a year earlier. YouTube accounted for 15% of all in-home video viewing, and 46% of UK in-home YouTube viewing now happens on a television set, up from 27% in 2022. Subscription and ad-funded on-demand services took 42 minutes per person per day against 51 minutes for video-sharing platforms.

Ad-supported tiers are now the majority of UK streaming homes for some services. Barb reports that 89% of UK homes with Amazon Prime Video were on its ad tier in Q2 2026, which Barb puts down to "a different approach to moving homes to its ad tier". 20.7m UK homes had access to a subscription video-on-demand service in the same quarter.

On Netflix's ad tier the two published measurements disagree. Ofcom reports 43% of UK Netflix subscribers on Standard with Ads in Q1 2026 and credits the figure to Barb; Barb's own release for the same quarter says 40% of UK Netflix homes. Part of the gap is definitional — "subscribers" against "homes with access" — but they are published as the same quantity for the same quarter, and Ofcom's own report gives two different numbers for Disney+ in different chapters. Treat the UK Netflix ad-tier share as a range of 40% to 43%, not a point.

Two company self-reports round out the picture, and they are self-reports rather than panel measurements. Roku streamed 37.9 billion hours in the quarter ended June 30, 2026, and counts hours streamed whether or not anyone is in the room; it reported 145.6 billion streaming hours across its 2025 fiscal year. Comcast reported 48 million paid Peacock subscribers as of the same date, on subscription terms it sets itself, including bundles.

How long can a video ad be?

There is no single answer, and the published limits differ by more than two orders of magnitude: from 6 seconds for a YouTube bumper to 30 minutes for a LinkedIn video ad. Every figure below comes from the platform's own specification page.

Three of these contradict what is usually repeated. TikTok in-feed ads run to ten minutes, not the sixty seconds still quoted widely. LinkedIn's thirty-minute ceiling is the longest in the set. And Google's specification for skippable in-stream ads states no maximum length, recommending under three minutes rather than capping it — so the "three-minute limit" and "six-minute limit" attributed to YouTube are not in Google's spec.

YouTube's own published numbers for its other formats are precise. A bumper is non-skippable and runs 5 to 6 seconds. A skippable in-stream ad gives the viewer the skip control after 5 seconds, and on cost-per-view bidding the advertiser is charged when the viewer watches 30 seconds, or the whole ad if it is shorter, or interacts with it — whichever comes first.

Non-skippable in-stream is the one format Google documents inconsistently with itself. Its advertiser-facing specification page defines the standard format as 7 to 15 seconds with a separate 16–30 second format for connected TV, while its creator-facing monetisation documentation says non-skippable ads are 15 or 20 seconds depending on regional standards, and may be 30 seconds on TVs only. Both pages were live on the same day. The widely repeated "20 seconds in some markets" traces only to the creator-facing page.

The trade body's own guidance is looser than any platform's. The IAB's Digital Video In-Stream Ad Format Guidelines, released in January 2016, specify three standard linear durations — 6, 15 or 30 seconds — and define a bumper as creative of 3 to 10 seconds, not the 5 to 6 seconds of a YouTube bumper.

When does a video ad count as seen?

A video ad impression counts as viewable when at least 50% of its pixels are in view and 2 continuous seconds of the ad have played, under the Media Rating Council's viewable ad impression standard, in force since August 2015. A display ad needs the same 50% of pixels but only 1 continuous second, so a video ad must clear twice the dwell time of a banner to be counted at all. This is the single most useful number on this page for anyone reading a campaign report, and it is almost never stated in roundups.

Platforms apply their own version of the same rule: Google states that a viewable impression on a YouTube Shorts ad is typically counted at 50% of the ad on screen for two continuous seconds of playback.

The technical plumbing is standardised too. The current version of the IAB Tech Lab's Video Ad Serving Template is VAST 4.3, released in December 2022. In IAB Tech Lab's AdCOM specification, placement subtype 1, "Instream", requires the player to be sound-on by default or to have clear user intent to watch, while subtype 2, "Accompanying Content", covers a player embedded between paragraphs that starts only when it enters the viewport. Those two definitions are the difference between an ad someone chose to hear and one that played beside an article, and they are frequently reported together as "video".

Who is on the other end of a video ad?

84% of U.S. adults said in 2025 that they ever use YouTube, making it the most widely used online platform Pew Research Center asks about, from a survey of 5,022 U.S. adults fielded between February 5 and June 18, 2025. 37% reported using TikTok, up from 21% in 2021. Reach is not attention, though: 33% of U.S. adults said they visit YouTube several times a day, in a separate Pew survey of 5,123 adults in early 2025.

Among teenagers the daily numbers are much higher. 73% of U.S. teens aged 13 to 17 said they go on YouTube daily in Pew's 2024 survey, and 61% said they go on TikTok daily in autumn 2025. 36% say they use at least one of the five major platforms almost constantly.

Video has also become the way people meet news, which is where a large share of video ad inventory sits. Averaged across 48 markets, 54% of respondents used social media and video networks to access online news in 2026 — ahead of news organisations' own sites and apps for the first time — in the Reuters Institute Digital News Report, a YouGov survey of 97,520 people. In the U.S., 34% of all adults say they regularly get news on YouTube, while 53% of TikTok users say they regularly get news there. Those two percentages have different denominators and cannot be compared directly, which is a mistake roundups make constantly.

How people watch differs sharply by platform, and so does whether they meant to. In the Reuters Institute's 2026 survey, 55% of people who watch news video on TikTok watch clips under two minutes, while 23% of those who watch news video on YouTube watch videos longer than 20 minutes weekly. 55% of people who get news on YouTube say they are doing so intentionally, against 54% on TikTok who say they come across it while on the platform for other reasons. An ad placed against intentional viewing and one placed against incidental scrolling are not the same product.

Two caveats from the same sources. 42% of Reuters Institute respondents in 2026 say they sometimes or often actively avoid the news, up from 29% when the question was first asked in 2017. And in the UK, where 94% of adults use YouTube on Ofcom's 2025 measurement, 27% of children aged 8 to 17 who had spent money online in the past month said adverts were one of the things that encouraged them to spend — the one figure here that is about advertising's effect rather than its reach, and it concerns children.

What the popular video advertising numbers really say

The claims below carry most of the marketing writing about video advertising. None of them says what it is cited for.

"Viewers retain 95% of a message from video and 10% from text"

This traces to the agency Insivia, and Insivia has retracted it. Its own site now describes the 95% figure as a claim "marketers have repeated" rather than a research finding, saying it "originated from a small survey we conducted over 16 years ago. It was directional. It was not a peer-reviewed neuroscience study." Insivia describes that survey as covering around 200 B2B buyers, with recall self-reported and no published instrument.

The earliest datable publication we could find is Insivia's own 2013 list of video statistics, where the 95% line appears with no source named. Counting that list item by item, 38 of its 50 statistics name a source in the line itself and 12 do not — and this is one of the 12. So is "one minute of video is worth 1.8 million words", which is usually credited to Forrester Research and which is arithmetic rather than research: 1,000 words per image, multiplied by 30 frames a second, multiplied by 60 seconds. What to cite instead: nothing. Insivia, the origin, now calls it a directional figure from a small survey of its own and not a research finding.

"Video on a landing page increases conversions by 80%"

The origin is a white paper published by EyeView Digital, a company that sold landing-page video. Its actual sentence is that "in some cases the boost in conversion was over 80%" — a best case across the vendor's own client tests, not an average. The two tests the paper describes in full give different numbers: adding video to the eToro landing page raised conversion by almost 32%, and the 86% figure that circulates alongside the 80% claim is EyeView's TutorVista result after several rounds of optimising the video, not the effect of adding one. EyeView’s own January 2010 case-study index describes the same TutorVista result differently, as conversion “increased by over 80% in the very first iteration” (EyeView Digital, Internet Archive capture), so even the vendor’s two accounts disagree on how the number was reached. Lists usually credit the 80% to Unbounce, the landing-page software company, because its August 2010 guide relayed it: "A study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%" (Unbounce, August 2010, Internet Archive capture). Later Unbounce posts repeated the figure without naming EyeView. Unbounce’s own August 2021 analysis, which compared pages with and without video across approximately 35,000 customer landing pages in each of three periods from late 2020 to early 2021, concluded that "video appears to have a minimal or negative impact on the performance of a landing page—regardless of the conversion goal" (Unbounce, August 2021).

The related email claim has two separate origins, both from 2009. Forrester's free summary of its May 2009 report says that, according to interviews with marketing executives, video without sound, animated GIFs and clickable screenshots of videos "can increase click-through rates by two to three times" (Forrester, Internet Archive capture), which is where the 200–300% comes from: executives' estimates covering GIFs and screenshots, not a measurement of video. The email vendor Implix, now GetResponse, reported in December 2009 that across more than 800,000 emails sent by its own customers, those containing video got 96.38% higher click-through rates (GetResponse, Internet Archive capture). By 2013 a statistics list had narrowed that to "an introductory email" with a 96% lift. The same 2013 list gives an explainer-video conversion lift of 20%, credited to Unbounce — a quarter of the figure repeated today from the same document. That figure is a single client result: the explainer studio Switch Video reports it for a video it made for its client Rypple, from Rypple’s own split test. The trace is on our motion graphics statistics page. What to cite instead: Unbounce’s August 2021 analysis of about 35,000 customer landing pages in each of three periods, which found video had a minimal or negative effect on conversion. If you need the 80%, give it in EyeView’s own words: a best case from one vendor’s client tests, published in 2010.

"82% of internet traffic is video"

This is a Cisco forecast, not a measurement, and the denominator is usually wrong. Cisco's November 2018 announcement projected IP video at 82 percent of total IP traffic by 2022, up from 75 percent — a statement about network bytes, not about what people watch. Cisco's "video" summed internet video, video on demand, video exchanged through file sharing, video-streamed gaming and video conferencing, and Cisco gave a range of 80 to 90 percent rather than a point estimate. The same paper then uses 82 percent a second time against a different base — consumer internet traffic — which is why the number circulates attached to several incompatible definitions. Cisco discontinued the forecast series. The white paper itself says that "IP video traffic will be 82 percent of all IP traffic (both business and consumer) by 2022" (Cisco VNI white paper, 2017–2022, Internet Archive capture). Its address, like that of Cisco’s earlier complete VNI white paper, now redirects to Cisco’s general service-provider page, so the many statistics pages that link it point to a page without the figure. Lists that add “a million videos cross the internet every second by 2022” have changed an older Cisco line. Cisco’s 2016–2021 white paper said that “every second, a million minutes of video content will cross the network by 2021” (Cisco VNI white paper, 2016–2021, Internet Archive capture): minutes of video, not videos, and 2021, not 2022. The 2017–2022 paper has no per-second line. What to cite instead: Cisco VNI forecast, November 2018: IP video would be 82% of all IP traffic, business and consumer, by 2022, up from 75% in 2017. That is a forecast of network bytes, not a measurement.

"64% of consumers purchase after watching branded social videos"

The survey behind it asked something narrower. In June 2017 Animoto, a company that sells a video-making app, published a survey of 1,000 consumers and 500 marketers in which 64% of consumers said "watching a marketing video on Facebook has influenced a purchase decision in the last month" (Animoto, Internet Archive capture). That is a self-reported influence, from one platform, over one month, not a share of people who bought. Tubular Insights, the video marketing site formerly called ReelSEO, wrote the survey up that month as "64 Percent of Consumers Purchase After Watching Branded Social Video Content" (Tubular Insights, as republished by MarketingHub, Internet Archive capture), and statistics lists repeat that version, credited to Tubular. Both originals are gone: Tubular Insights’ articles now redirect to the Tubular Labs home page, and Animoto’s 2017 post redirects to its 2024 report. What to cite instead: Animoto’s June 2017 survey, in Animoto’s words: 64% of the consumers it surveyed said a Facebook marketing video had influenced a purchase decision in the past month.

"93% of businesses got a new customer from a video on social media"

This comes from Animoto’s surveys of marketers who already make video, and it measures at least one customer, not a rate. In October 2018 Animoto reported that "Ninety-three percent reported having landed a new customer or client thanks to a video on social media", from an online survey of 501 marketers who work at companies that had produced at least two videos in the past year, alongside 1,017 consumers (Animoto release, MarTech Series, October 2018). Its October 2019 release for the 2020 report gave the same figure, "93% of businesses landed a new customer because of a video on social media", from 500 marketers chosen the same way (Animoto release, Streaming Media, October 2019), and Animoto repeated 93% in November 2021 without describing that survey (MarTech Series, November 2021). "A new customer or client" means at least one, at any time, so the figure says nothing about how often social video converts, and the people answering were already investing in video. Animoto sells video-making software. Lists turn "marketers at companies that make video" into "businesses" in general. Animoto’s own posts for the 2018 and 2020 reports now redirect to its 2024 report, so the press releases are the surviving record. What to cite instead: Animoto, October 2018: 93% of 501 marketers at companies that make video said they had landed at least one new customer or client thanks to a video on social media.

The consumer half of the same October 2018 study, 1,017 consumers surveyed online, is the source of three more lines that lists repeat. Animoto reported that 73 percent of consumers said a brand’s social media presence had an impact on a purchase decision, that 46 percent said they watched more video ads on social media than commercials on television, and that 48 percent said a brand’s video on Instagram had affected a purchase decision, up from 31 percent when Animoto asked in 2017 (Animoto release, MarTech Series, October 2018). All three are self-reported answers to Animoto’s online survey, and the 73% is about a brand’s social media presence in general, not about video.

"70% of marketers say video converts better than any other medium"

A 2014 survey of marketers sponsored by a video platform, and the "any other medium" was added later. Demand Metric’s Video Content Marketing Metrics Benchmark Study, sponsored by Vidyard, surveyed marketers online from July 15 to 29, 2014 and kept 235 of 295 responses for analysis (Demand Metric report page, Internet Archive capture). Vidyard summed up the result as "Over 70% of respondents claim that video performs better than other content for producing conversions" (Vidyard, August 2014, Internet Archive capture). The wording lists now use first appeared in a December 2014 MarketingProfs article by Vidyard’s chief marketing officer, which said "more than 70% of marketing professionals report that video converts better than any other medium" (MarketingProfs, December 2014, Internet Archive capture). It is what a small, self-selected group of marketers said about their own content in 2014, compared with "other content" rather than with every medium. What to cite instead: Demand Metric for Vidyard, July 2014 online survey of marketers (235 usable responses): over 70% said video performs better than other content for producing conversions.

"51% of marketing professionals name video as the type of content with the best ROI"

A 2013 survey in which video came second, from a question that allowed several answers. CopyPress, a content marketing company, surveyed 329 marketing decision makers in January 2013 for its State of Content Marketing Study and asked which types of content "work from an ROI perspective" (CopyPress, February 2013, Internet Archive capture). The chart’s top two answers were 62.2% and 51.9%, and eMarketer’s chart of the same data labels them featured articles and video. eMarketer’s article described featured articles, with "62.2% saying they provided some of the best content ROI", and added that half the respondents thought video was "overpriced" (eMarketer, March 2013, Internet Archive capture); its chart, though, was titled "Content with the Best ROI According to Marketing Professionals Worldwide", which is where "the best ROI" came from. Later lists dropped the several-answers format and the fact that articles came first, and many now credit Insivia, whose 2017 list now redirects to an unrelated page. What to cite instead: CopyPress, January 2013 survey of marketing decision makers (284 answered the question): 51.9% said video was among the content types that work from an ROI perspective, behind featured articles at 62.2%.

"Using ‘video’ in an email subject line boosts open rates by 19% and click rates by 65%"

An average across one email platform’s campaigns, not a test of the word. Adestra, an email software company, analysed a sample of over 90,000 of its customers’ email campaigns, each sent to at least 5,000 addresses, for its 2013 Subject Line Analysis Report, and reported each keyword as the average deviation from the mean (Adestra report, 2013, SlideShare copy). Its own summary of the word "video" was: "Just uploaded a new “Video” (+18.5%, +64.8%)? Promote it!", meaning open and click rates that far above the average campaign. In B2C publishing the same comparison came to 27.6% for opens and 96.6% for clicks. It compares campaigns that happened to use the word with all campaigns, so it describes those senders rather than what adding the word does. Statistics lists round it to 19% and 65%, add a 26% fall in unsubscribes, and credit Syndacast or Experian. What to cite instead: Adestra, 2013 Subject Line Analysis Report (over 90,000 campaigns): campaigns with "video" in the subject line averaged 18.5% higher open rates and 64.8% higher click rates than the average campaign.

"93% of marketers use video"

A video-marketing trade group’s 2013 survey of its own readers, not a count of all marketers. The Web Video Marketing Council ran it with the video-marketing blog ReelSEO, sponsored by the video producer Flimp Media, and its summary says that "93% of marketing professionals are using online video for marketing and communications in 2013" (Web Video Marketing Council, October 2013, Internet Archive capture). The full report, reissued in February 2014, shows the question behind it, "Do you plan to use video for online marketing, sales or communications in 2014?": 486 of the 521 people who answered said yes, or 93.3% (2014 reissue of the report, Internet Archive capture). So the figure mixes current use with plans, and the respondents were readers of the council’s and ReelSEO’s sites who chose to answer a survey about video. Lists often credit it to Invodo, a product-video company whose statistics page is now offline, or to eMarketer; both only repeated it. The council’s own site no longer responds. What to cite instead: Web Video Marketing Council and ReelSEO, 2013 survey of their readers: 93% of the 521 marketers who answered said they used, or planned to use, video for marketing, sales or communications.

"73% of B2B marketers say video positively impacts ROI"

A 2015 reader survey by the same trade group as the 93% figure, and the finding is about marketing results, not ROI. In the third quarter of 2015 the Web Video Marketing Council, ReelSEO and Flimp Media surveyed 350 people: 70% worked for B2B companies, 20% for B2B marketing agencies and 10% for educational and nonprofit organizations. ReelSEO’s write-up lists the results as "73% confirm that video has positively impacted marketing results", "96% of B2B respondents are engaged in video content marketing" and "41% of those surveyed plan to increase spending on video marketing", while its headline reads "73% of B2B Marketers Say Video Positively Impacts Marketing ROI" (ReelSEO, November 3, 2015, Internet Archive capture). Lists copy the headline and credit it to Tubular Insights, the name ReelSEO’s blog later took; that address now redirects to the Tubular Labs home page. In the same survey 44% named measuring the ROI of video as one of their challenges. The report says the questionnaire went out through publisher websites, blogs and email newsletters and was collected with SurveyMonkey (report PDF, October 2015, Internet Archive capture of its opening pages), so the respondents chose to answer a survey about video, and ReelSEO wrote that the 96% "didn’t come as too much of a surprise". What to cite instead: Web Video Marketing Council, ReelSEO and Flimp Media, 2015 B2B Video Content Marketing Survey: 73% of 350 self-selected respondents said video had positively impacted their marketing results, and 44% said measuring the ROI of video was a challenge.

"Video marketers get 66% more qualified leads per year"

The 66% compares two growth rates; it does not mean 66% more leads. Aberdeen Group’s May 2016 report Understanding the Expanding Benefits of Marketing with Video, by analyst Andrew Moravick, says Aberdeen documented the marketing initiatives of 223 marketers between the third and fourth quarters of 2015, and it calls those with a concerted focus on video, the 41% who had made video a strategic initiative, “video marketers”. It then reports that video marketers had “a 66% greater increase in MQLs delivered to sales”: their marketing-qualified leads grew 11.19% year over year, against 6.74% for all other marketers, and by the same arithmetic they had “54% more growth in brand awareness”, 10.48% against 6.82% (Aberdeen Group report, May 2016, copy hosted by e-xplorations.com). 11.19 is 66% larger than 6.74, and that ratio is the whole claim. Two teams that each sent sales 100 qualified leads one year would send about 111 and 107 the next, a gap of about 4%. Lists shortened the findings to “66% more qualified leads per year” and “a 54% increase in brand awareness” and now often credit them to OptinMonster or Oberlo; some link Aberdeen’s report page on v1.aberdeen.com, a host that no longer resolves. The figures compare two groups of marketers, so they do not show that video caused the difference. What to cite instead: Aberdeen Group, Understanding the Expanding Benefits of Marketing with Video (May 2016): marketing-qualified leads delivered to sales grew 11.19% a year at companies that made video a strategic initiative, against 6.74% at other companies.

"76% of marketers plan to add video to their sites"

The survey asked about social media plans, not websites. Social Media Examiner, a social media marketing publisher, surveyed 3,813 marketers in January 2012, recruited through Twitter, social shares and an email to its list, for its 2012 Social Media Marketing Industry Report, which says: "A significant 76% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2012" (Social Media Examiner report, April 2012, Internet Archive capture). "YouTube and video marketing" was one of the social channels respondents rated, and the most common plan was to do more of it. Later lists rewrote the finding as a plan to add video to websites and set it against "blog integration", which the report does not compare. The report’s PDF address now returns an error, and its old landing page redirects to the current year’s report. What to cite instead: Social Media Examiner, January 2012 survey of 3,813 self-selected marketers: 76% planned to increase their YouTube and video marketing, the highest share for any social channel in the survey.

"60% of marketers use video" (and "73% plan to increase it")

A 2016 survey of one publisher's email list, about social media marketing. Social Media Examiner's 2016 Social Media Marketing Industry Report says that "a significant 60% of marketers use video in their marketing and 73% plan on increasing their use of video" (Social Media Examiner 2016 report, Internet Archive capture). The survey ran in January 2016: Social Media Examiner emailed a list of 400,000 marketers and closed the survey after five days with 5,086 participants, the largest group from small businesses. The 60% is the share of those respondents who used video among the content in their social media marketing, so it describes people who chose to answer a social media publisher's survey, ten years ago, not all marketers. The PDF is no longer on Social Media Examiner's site. What to cite instead: Social Media Examiner, January 2016 survey of 5,086 marketers from its email list: 60% used video in their social media marketing.

"4 times as many consumers would rather watch a video about a product than read about it"

This is a 2015 Animoto survey, and it compares two groups of answers rather than measuring an effect. Animoto, which sells a video-making app, announced in May 2015 that its Online and Social Video Marketing Study "surveyed 1,051 U.S. consumers and revealed that four times as many consumers would rather watch a video about a product than read about it" (Animoto release, PR Newswire, May 2015). The web survey ran February 9 to 11, 2015, with a stated margin of error of plus or minus 3.1 percent. "Four times as many" compares the people who preferred a video with the people who preferred reading; the release does not publish either share, and it says nothing about how much more people buy, remember or engage. Some lists merge it with a separate line from the same survey, that 4 in 5 consumers say a video showing how a product or service works is important, and write "80% would rather watch a video about a product". The same post has two more lines that lists still quote: “1 in 4 consumers actually lose interest in a company if it doesn’t have video”, and customers are “nearly 50% more likely to read email newsletters that include links to video” (Animoto cheat sheet post, May 2015, Internet Archive capture). Both are survey answers, not measured behaviour. Animoto’s own post and infographic for the survey (Animoto, May 2015, Internet Archive capture) now redirect to its 2024 report. What to cite instead: Animoto, February 2015 web survey of 1,051 U.S. adults: four times as many said they would rather watch a video about a product than read about it.

Several millennial lines in statistics lists come from the same survey. The most quoted, “80% of millennials consider video when researching a purchase”, uses the wording of Animoto’s blog post: “80 percent of millennials consider video content when researching a purchase decision” (Animoto blog, June 2015, Internet Archive capture). That post now redirects to Animoto’s 2024 report. Animoto’s release the same day used the same line as a subheadline, “80 Percent of Millennials Consider Video Content When Researching a Purchase Decision”, and in its text put it as 80 percent who “find video helpful when researching a purchase decision online”, alongside seven in 10 who are likely to watch a video when shopping online (Animoto release, PR Newswire, June 2015). The same release said “Nearly three-quarters of millennials find video helpful when comparison shopping” and “Six in 10 millennials prefer to watch a company video over reading a company newsletter” (Animoto release, PR Newswire, June 2015). The release gives no exact share for the three-quarters line; MediaPost’s report that day listed “74% of them find video helpful when shopping online” (MediaPost, June 2015). All of these figures cover the millennial respondents only, a subgroup of unstated size, and lists that write “60% of people prefer video to a newsletter” have dropped both “millennials” and “company”.

"64% of users are more likely to buy a product online after watching a video"

A different 64%, and a 2010 comparison that lists have turned into a share of people. In its "State of the U.S. Online Retail Economy in Q2 2010" webinar, comScore’s chairman Gian Fulgoni showed a slide stating that "retail site visitors who also view video are 64% more likely to purchase" and "spend 2 minutes longer onsite per visit", sourced to comScore Video Metrix 2.0 for June 2010 (comScore webinar deck, slide 42, copy on SlideShare). The 64 comes off the slide’s chart, a comScore Buying Power Index on which all internet users score 100: retail site visitors score 137, retail site visitors who also view video score 201, and the 64 is the gap between those two bars. So the comparison is with all retail site visitors, video viewers included, not with visitors who skipped video, and as a ratio 201 against 137 is about 47% higher (our calculation). It is an index of buying power in comScore’s U.S. panel, not 64% of anyone and not a purchase rate. The slide does not say the video was watched on the retailer’s site, or that watching it caused the purchase, and the deck’s own advice slide adds that "almost all online spenders are video viewers". Statistics lists now give it as "64% of users are more likely to buy a product online after watching a video", which adds both a share and a cause. What to cite instead: comScore panel data for June 2010: U.S. retail site visitors who also watched online video scored 201 on comScore’s Buying Power Index, against 137 for all retail site visitors, a gap comScore described as "64% more likely to purchase".

"Native Facebook videos get 10 times the reach of YouTube links"

The number is real, but it measured one kind of reach, in 2013. Socialbakers, a social media analytics company now called Emplifi, compared 554 videos that brand pages uploaded to Facebook directly with 4,731 YouTube links that brand pages posted to Facebook between December 4, 2012 and March 3, 2013. It found that the Facebook videos "achieved a 10 times higher viral reach than YouTube links did" (Socialbakers, March 2013, Internet Archive capture). Viral reach, in Socialbakers’ definition, is the share of people reached through another user’s like, comment or share. Paid reach was left out and total reach was not compared. The same posts’ average engagement rates were 0.22% for the Facebook videos and 0.10% for the YouTube links, roughly double rather than ten times. The post’s address now redirects to an unrelated 2024 Emplifi guide, so lists that cite it link a page that no longer contains the figure. What to cite instead: Socialbakers’ March 2013 study of brand pages, in its own terms: from December 2012 to March 2013, videos uploaded natively to Facebook had 10 times the viral reach of YouTube links.

Socialbakers published a second video figure two years later. In February 2015 it wrote that photos had become the Facebook post type least likely to reach audiences, and that brands saw “a 135% increase in organic reach, on average, when you post a video instead of a photo”, or a 148% increase counting only reach among a page’s own fans (Socialbakers, February 2015, Internet Archive capture). The post gave no sample size and said “none of this is prescriptive”: it compared average reach of brand posts during one stretch of Facebook’s News Feed, and its address now leads to a missing Emplifi page.

"YouTube is 11.3 times bigger than Facebook in hours of video viewed"

This is a 2015 panel estimate for the U.S., and the 11.3 is a division nobody printed. VentureBeat reported in October 2015, using data from the web analytics company SimilarWeb, that “Every single day, Americans spend an aggregate of 8,061 years on YouTube, compared to 713 years watching video on Facebook”, and headlined it as YouTube being “more than 11 times bigger” (VentureBeat, October 2015, Internet Archive capture). 8,061 divided by 713 is 11.31 (our calculation), which is where “11.3x” comes from. The same article’s worldwide figures, almost 46,000 years a day on YouTube and about 5,625 years of Facebook video, give a ratio of about 8.2 (our calculation), so the global gap was smaller than the U.S. one.

Both sides are SimilarWeb estimates from a device panel, not figures from either company, and the comparison is all time on YouTube against time spent watching video on Facebook. The article gives no measurement period. Lists that drop “Americans” turn a U.S. estimate into a global one. What to cite instead: VentureBeat with SimilarWeb panel data, October 2015: Americans spent about 8,061 years a day on YouTube and 713 years watching Facebook video, roughly 11 times as much.

"Users sharing video choose Facebook 46% of the time"

One vendor’s share buttons in one holiday quarter. In January 2012 Invodo, a company that made product videos for online retailers, reported from its video player on about 100 retail and brand websites that "46% of Q4 video shares were on Facebook. Email was nearly as popular, accounting for 40% of shares, and Twitter was used 14% of the time" (Invodo blog, January 2012, Internet Archive capture). The three figures add to 100% because they split the only three share buttons the player offered, so they show which button shoppers pressed on those shopping sites in late 2011, not how video is shared across the web. Invodo’s own statistics page said "users sharing video on retail and brand sites"; lists dropped the retail sites. Invodo’s domain has since lapsed and now redirects to an unrelated site. What to cite instead: Invodo, Q4 2011 data from its player on about 100 retail and brand sites: of the video shares made with it, 46% went to Facebook, 40% to email and 14% to Twitter.

"90% of people discover new brands or products on YouTube"

This is Google reporting a survey about its own platform. Think with Google, Google’s publication for marketers, wrote that "90% of people say they discover new brands or products on YouTube", crediting a Google/Magid Advisors survey, "The Role of Digital Video in People’s Lives", of 20,000 people aged 18 to 64 from the general online population of ten countries, carried out in August 2018 (Think with Google, Internet Archive capture). Google repeated it as "over 90%", next to the two figures below, in a January 2019 article, "A new way to think about online video’s role in the purchase funnel" (Think with Google, January 2019, Internet Archive capture). It is what respondents said about themselves, and the page publishes neither the question nor what counted as discovering a brand. Think with Google has since moved to business.google.com, and the article’s address now redirects to that site’s home page. What to cite instead: the Google/Magid Advisors survey of August 2018, in which 90% of 20,000 online adults in ten countries said they discover new brands or products on YouTube.

"More than half of shoppers say online video helped them decide which brand or product to buy"

Another Google survey about online video, published on another Think with Google page that no longer exists. In August 2019 Think with Google reported that "more than half of shoppers say online video has helped them decide which specific brand or product to buy", and that "more than 55% of shoppers globally say they use online video while actually shopping in-store" (Think with Google, August 2019, Internet Archive capture). Both figures come from a Google/Ipsos survey, "How People Shop with YouTube", of 24,017 people aged 18 to 64 in ten countries who go online at least monthly and had bought something in the past year, carried out in July 2018. They are what respondents said about online video in general, not about ads or about YouTube alone, and the article gives neither the questions nor a breakdown by country. The article’s address now redirects to the home page of Think with Google’s successor at business.google.com. What to cite instead: Google/Ipsos, July 2018: more than half of 24,017 online shoppers in ten countries said online video had helped them decide which specific brand or product to buy.

"92% of potential buyers use visuals as a purchasing factor"

A 2004 survey of 221 office workers at a Seoul shopping mall, about colour, not video or online shopping. Reporting on the Seoul International Color Expo, a colour-industry trade show, the Korean magazine Digital Contents wrote in October 2004 that the expo’s secretariat had surveyed 221 office workers visiting the COEX Mall and that 92.6% said visual elements were important when buying products (Digital Contents, October 2004, PDF, in Korean). An English summary by the colour consultancy Colorcom gives it as "92.6 percent said that they put most importance on visual factors when purchasing products" and adds shares for touch, hearing and smell that the Korean report does not contain (Colorcom). Marketing infographics carried that wording into video statistics lists, which now present it as a fact about all buyers, often crediting the product-video company Invodo. What to cite instead: Seoul International Color Expo secretariat, September 2004 survey of 221 office workers at a Seoul mall: 92.6% said visual elements were important when buying products.

"55% of shoppers research products on mobile devices"

We could not find a study behind this figure. The earliest version we found is an October 2016 Salesforce Canada blog post: "Currently, 55 per cent of shoppers research on mobile devices, where visual content helps them narrow down their product choices" (Salesforce Canada blog, October 2016). It links to the statistics page of Invodo, a product-video company. That page now redirects to an unrelated site, the Internet Archive’s 2016 copy loaded its statistics by script and shows none of them, and no earlier Invodo list we read carries the number. What to cite instead: nothing with this wording; use a dated survey of shoppers from a named publisher.

"40% of consumers say video increases the chance they’ll purchase on a mobile device"

This traces to an Adobe chart with no numbers on it, and video was its lowest bar. The earliest version we found is on Invodo’s video statistics page, which by August 2012 said “Nearly 40% of consumers report that videos increase their likelihood of making a purchase on a mobile device” and credited the Adobe Mobile Consumer Survey, 2012 (Invodo, August 2012, Internet Archive capture). Adobe’s 2012 white paper surveyed more than 1,200 U.S. mobile users in March 2012 and asked, “What visual features will increase your likelihood to make a purchase on your mobile device?” (Adobe white paper, 2012, Internet Archive capture). Its chart prints no figures. Read against the gridlines, the Videos bar is at about 35% (our reading), the lowest of the five features, behind side-by-side product comparisons, 360-degree spin, zoom or pan, and alternative images.

Adobe’s 2013 edition asked the same question of more than 3,075 mobile users in five countries and labelled its bars: videos got 31%, fifth of six (Adobe white paper, 2013, Internet Archive capture). That is the report a 2014 Brightcove post linked for “Almost 40 percent of consumers” (Brightcove blog, April 2014, Internet Archive capture), and by 2016 a statistics deck had dropped the “almost”. Both surveys measured which features people said would make them more likely to buy, not what they bought. What to cite instead: Adobe, March 2013 survey of 3,075 mobile users in five countries: 31% picked videos as a visual feature that would increase their likelihood of buying on a mobile device, fewer than picked product comparisons, 360-degree spin or zoom.

"40% of consumers bought a product they found on YouTube"

This comes from the same Google/Ipsos survey as the claim above. A Think with Google data page published in May 2019 stated that "over 40% of global shoppers surveyed say they have purchased products they discovered on YouTube", citing "How People Shop with YouTube", the July 2018 survey of 24,017 online shoppers aged 18 to 64 in ten countries (Think with Google, May 2019, Internet Archive capture). It records what shoppers said about buying something they had first seen on YouTube, at any time. It does not measure purchases caused by YouTube ads, and it is not a U.S. figure. Lists shorten it to "40 percent of consumers". The page’s addresses now redirect to the home page of Think with Google’s successor at business.google.com. What to cite instead: Google/Ipsos, July 2018: over 40% of 24,017 online shoppers in ten countries said they had bought products they discovered on YouTube.

"70% of YouTube viewers bought a brand after seeing it on YouTube"

This is a Google-commissioned survey about Google’s own platform, and it is about buying, not about belief. YouTube’s BrandConnect page for advertisers stated that "seventy percent of viewers say that they bought a brand as a result of seeing it on YouTube", citing a Google/Talk Shoppe "whyVideo" study of 2,000 U.S. video users aged 18 to 64 from the general population, carried out in February 2020 (YouTube BrandConnect, Internet Archive capture). That page now redirects to a general Google Ads page that does not carry the figure. Neal Mohan repeated it on YouTube’s official blog in March 2021: "70% of YouTube viewers say they bought a brand as a result of seeing it on YouTube" (YouTube Official Blog, March 2021). It is what respondents said, with no time frame for the purchase and no published question wording. It is a different figure from the 2016 one in the next section, which lists round to "nearly 70%". What to cite instead: Google/Talk Shoppe, U.S., February 2020: 70% of 2,000 video users aged 18 to 64 said they had bought a brand as a result of seeing it on YouTube.

"Nearly 70% of YouTube users say videos influence their purchasing decisions"

The figure behind this is 68%, from a 2016 Google survey of people who watch YouTube every month. Think with Google published that "68% of YouTube users watched YouTube to help make a purchase decision", citing a Google/Ipsos Connect "YouTube Cross Screen Survey" of 1,186 U.S. consumers aged 18 to 54 who watch YouTube at least once a month, carried out in July 2016 (Think with Google, Internet Archive capture). The same line appeared on Think with Google’s page "The latest YouTube stats on when, where, and what people watch", which many lists link (Internet Archive capture). It records that people had watched YouTube while making a purchase decision, not that videos influenced the decision, and it covers monthly YouTube users only. Lists round it up to "nearly 70%" and turn it into a belief about influence. Both pages are gone: the data point’s address redirects to the home page of Think with Google’s successor at business.google.com, and the stats page’s address now leads to an unrelated 2025 YouTube trends article. What to cite instead: Google/Ipsos Connect, U.S., July 2016: 68% of 1,186 monthly YouTube users aged 18 to 54 said they had watched YouTube to help make a purchase decision.

"YouTube users are 3x more likely to watch a tutorial than read instructions"

This is a stated preference among YouTube users, from a 2017 Google survey. A Think with Google infographic of July 2018, "3 ways digital video has upended shopping as we know it", says that "when it comes to learning about new products, YouTube users are 3X more likely to prefer watching a YouTube tutorial video than reading the product’s instructions". It cites a Google/Ipsos Connect "Human Stories" study of 4,917 U.S. adults aged 18 to 54 who use YouTube at least monthly, from May 2017 (Think with Google infographic, PDF). The same infographic has two more figures that lists repeat. One says "80% of shoppers who watched a YouTube video related to a purchase they were planning to make said they watched in the beginning of their shopping process", from a Google/Ipsos study of 252 U.S. YouTube viewers in July 2017; some lists turn it into "80% of YouTube users say video helps them decide to purchase", which the infographic does not say. The other says that in the past year "70% of millennial YouTube users watched YouTube to learn how to do something new or learn more about something they’re interested in" (Human Stories, May 2017). The article’s addresses now redirect to the home page of Think with Google’s successor at business.google.com, but Google’s PDF of the infographic is still online. What to cite instead: Google/Ipsos Connect, May 2017: when learning about new products, U.S. YouTube users aged 18 to 54 were 3 times as likely to prefer a YouTube tutorial to reading the product’s instructions.

"65% of people use YouTube to help them solve a problem"

The 65% is a real Google figure, but it answers a different question. It comes from "The Values of YouTube", a survey 2and2 carried out for Google in the U.S. in October 2017 among 1,006 people aged 18 to 54, 918 of whom used YouTube monthly. Respondents chose which platforms they turn to for a range of needs. In Google’s chart of the answers, "Why people turn to YouTube", 65% is the figure for "To help me fix something in my home or car", the top bar; "To help me solve a problem" is 54% (Think with Google chart, still hosted by Google). The chart does not say whether its percentages are of all respondents or only of YouTube users. Think with Google published the survey in a December 2017 article, "Why you should lean into how-to content in 2018", which adds that "more than 7 in 10 viewers use the platform for help with a problem they’re having with their work, studies, or hobbies" and that 86% regularly turn to YouTube to learn something new (Think with Google, December 2017, Internet Archive capture). Lists that cite the article for "65% ... solve a problem" have put the label of one bar on the number of another. All of these are what U.S. respondents said, not measured viewing. The article’s address now redirects to the home page of Think with Google’s successor at business.google.com. What to cite instead: 2and2/Google, October 2017, U.S.: 54% said they turn to YouTube to help them solve a problem, and 65% to help them fix something in their home or car.

"Nearly 50% of internet users look for videos related to a product or service before visiting a store"

A 2016 survey of U.S. adults, published by Google on a Think with Google page that no longer exists. In May 2016 Think with Google reported that "nearly 50% of internet users looked for online video related to a product or service they were interested in before visiting a store", crediting a Google/Ipsos Connect GPS Omnibus survey of 2,013 U.S. online respondents aged 18 and over, carried out in March 2016 (Think with Google, May 2016, Internet Archive capture). Google asked again a year later: a March 2017 Google/Ipsos Connect survey, “The Growing Influence of Mobile on Shopping”, of 2,015 U.S. online adults found that more than 50% had looked for videos related to a product or service before visiting a store (Think with Google, 2017 data page, Internet Archive capture). Both are what respondents said they had done, they cover any online video rather than ads or YouTube alone, and neither page gives the question or a time frame. Many lists credit HubSpot instead: HubSpot’s marketing statistics page carried the line, credited to Google, 2016 (HubSpot, 2019 Internet Archive capture), and the current version of that page no longer includes it. All of Think with Google’s addresses for these figures now redirect to the home page of its successor at business.google.com. What to cite instead: Google/Ipsos Connect, March 2016: nearly 50% of 2,013 U.S. online adults said they had looked for online video about a product or service they were interested in before visiting a store.

"6 out of 10 people would rather watch online video than TV"

The survey behind this compared online video platforms with live TV, among U.S. adults who already watch video every week. In April 2016 Think with Google published an infographic, "The Latest Video Trends: Where Your Audience Is Watching", stating that "6 out of 10 people prefer online video platforms to live TV". Its source note credits a Google/comScore custom survey carried out in the U.S. in January 2016 among 2,940 adults aged 18 and over "who like to watch video content in a typical week", with video content defined to include TV shows and movies (Think with Google infographic, PDF). That is a preference between platforms among regular video watchers, not a finding that most people would rather watch online video than television. The article page that statistics lists link now redirects to the home page of Think with Google’s successor at business.google.com, but Google’s PDF of the infographic is still online. What to cite instead: Google/comScore, January 2016: 6 out of 10 of 2,940 U.S. adults who watch video weekly said they prefer online video platforms to live TV.

"YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network"

The original claim covered phones only and a single month in 2015. The same April 2016 infographic says: "On mobile alone, YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network". It cites a Google-commissioned Nielsen study from December 2015 that compared YouTube’s reach among people aged 18 to 49 on Nielsen’s U.S. mobile panel with the reach of 124 individual U.S. cable and broadcast networks, measured on television only (Think with Google infographic, PDF). So YouTube on phones is set against each TV network separately, not against television as a whole, and lists usually drop "on mobile alone". A September 2016 Think with Google infographic narrows it again: "On mobile alone, in an average week: YouTube reaches more 18+ year-olds during prime-time TV hours than any cable TV network" (Think with Google infographic, September 2016, PDF). Its source note is a Google-commissioned Nielsen comparison for April 2016 that counted anyone who watched for at least one minute and set YouTube on smartphones against each cable network separately, with broadcast networks left out. Google published the conclusion but no audience figures, and the article that carried the infographic now redirects to Google’s business home page. What to cite instead: Google-commissioned Nielsen study, December 2015: on mobile alone, YouTube reached more U.S. 18- to 49-year-olds than any of 124 individual broadcast or cable networks reached on TV.

"Views of branded video content are up 99%"

A year-on-year count from a video analytics vendor's own tool, from 2017. In August 2017 Tubular Insights, the blog of the analytics company Tubular Labs, reported that according to Tubular's new sponsored-video product, DealMaker, "views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017" (Tubular Insights, August 17, 2017, Internet Archive capture). The same article dates the Facebook comparison to the second quarter of 2016 and counts only Facebook videos marked as branded that received at least 10,000 views; it gives no separate base period for YouTube. So the figures are growth in views of the sponsored videos Tubular's tool tracked, published to promote that tool, not a share of all video viewing and not a measure of how well branded video performs. The article also said that 92% of views on sponsored videos across YouTube were on videos uploaded by individual creators and influencers rather than brands. The original address now redirects to Tubular's home page, so lists that cite it point to nothing. What to cite instead: nothing as a current growth rate. For where video audiences are now, use Nielsen's measured shares in Where are video ads actually watched?

"Adults over 55 are YouTube's fastest-growing audience"

A 2015-to-2016 growth rate in Google-commissioned Nielsen data. Think with Google's page on YouTube audience demographics said that from 2015 to 2016, time spent on YouTube almost tripled among adults 55+, and grew 80% faster among them than among adults overall, while it more than doubled among all adults 18+ (Think with Google, Internet Archive capture). Google published growth rates only, with no minutes or share of viewing, so the fast growth may have started from a small base, and the figures describe one year a decade ago. The page itself never used the words "fastest-growing"; lists added them. The address now redirects to a general Google page. What to cite instead: for who watches now, the current measured shares in Where are video ads actually watched?

"2 billion video views per week are monetized on YouTube"

A Google figure from October 2010 that lists kept repeating for years. On Google’s third-quarter earnings call on October 14, 2010, Jonathan Rosenberg, then its senior vice president of product management, said YouTube "is monetizing over 2 billion views per week, that’s up over 50% year-over-year" (Google Q3 2010 earnings call transcript, filed as a trial exhibit in Oracle v. Google). A monetized view is one that carried an ad; Google gave no revenue figure. YouTube’s press statistics page then stated that "YouTube is monetizing over 2 billion video views per week globally" (YouTube statistics page, December 2010, Internet Archive capture); that page has since been retired. On the same call Rosenberg put YouTube at over 2 billion views a day, so about one view in seven carried an ad (our calculation). Lists from 2012 and later that quote the figure, often crediting ReelSEO, are repeating a 2010 number. What to cite instead: Google, Q3 2010 earnings call: YouTube was monetizing over 2 billion views a week, up more than 50% from a year earlier.

"80% of internet users remember the video ads they saw online in the past month"

A 2007 survey of people who already watched online video, asking whether they had ever seen a video ad. The Online Publishers Association, a trade group of online publishers now called Digital Content Next, and the research firm OTX surveyed 1,422 U.S. online video users between April 21 and May 1, 2007 for "Frames of Reference". Its summary says "80% recall seeing a video ad and 52% have taken action, including 16% making a purchase" (OPA report, June 2007, Internet Archive capture). The question was "Have you ever seen a video ad on the Internet...?", so the 80% describes online video users, not all internet users, and ever, not the past 30 days. The breakdown that lists attach (46% took action, 26% looked for more information, 22% visited the website named in the ad, 15% visited the company, 12% purchased) is not in the report; the earliest version we found is a video production company’s blog post from July 2012 that names the OPA but links nothing. The OPA’s old site no longer responds. What to cite instead: Online Publishers Association and OTX, April to May 2007 survey of 1,422 U.S. online video users: 80% had ever seen a video ad online, and 52% had taken some action after one.

"Over 100 million people watch YouTube TV on their TV screens each month"

The source says something broader. In a June 2020 Think with Google article, "How the streaming boom has landed us back in the living room", Google’s Brian Albert wrote that "over 100 million people watch YouTube and YouTube TV on their TV screens each month in the U.S.", citing YouTube’s internal data for March 2020 (Think with Google, June 2020, Internet Archive capture). That counts YouTube and YouTube TV together. Lists that leave out "YouTube and" turn it into a figure for YouTube TV, Google’s paid live-TV service, which the article does not measure on its own. Lists repeat two more figures from the same article. One says "global watch time of both ad-supported and purchased feature-length movies is up 800% year over year, and watch time for live content is up 250%". Both are YouTube’s own watch time, not the movie or live-streaming market, and they compare March 11 to April 10, 2020, the first weeks of the pandemic lockdowns, with the same dates in 2019. The article’s text says "global", while its source note says U.S. The other, that 72% of households with wireless internet stream video on their connected TV screens, is a Comscore figure the article quotes without naming the report or its date. The article’s address now redirects to the home page of Think with Google’s successor at business.google.com. What to cite instead: YouTube internal data, U.S., March 2020: over 100 million people a month watched YouTube and YouTube TV on TV screens.

"50% of 18- to 34-year-olds would stop what they’re doing to watch a new video from their favorite creator"

The survey asked 268 people who already subscribe to a YouTube creator. Think with Google’s September 2016 infographic "5 Online Video Trends to Inform Your 2017 Media Plan" says that "Half of 18- to 34-year-old YouTube subscribers would drop what they’re doing to watch a new video by their favorite creator". Its source note credits a Google-commissioned Ipsos Connect survey, "The YouTube Generation Study", of 268 U.S. YouTube creator subscribers aged 18 to 34, carried out in November 2015 (Think with Google infographic, PDF). That is a small sample of existing subscribers answering about a creator they already follow, not half of all viewers aged 18 to 34, which is how lists usually repeat it. The article page now redirects to the home page of Think with Google’s successor at business.google.com; Google’s PDF of the infographic is still online. What to cite instead: Google/Ipsos Connect, November 2015: half of 268 U.S. YouTube creator subscribers aged 18 to 34 said they would drop what they were doing to watch a new video by their favorite creator.

"75% of all video plays are on mobile devices"

This started as a forecast about people, not plays. On February 7, 2018 eMarketer announced its first global digital video forecast under the headline "More Than 75% of Worldwide Video Viewing is Mobile". The figure behind the headline is that eMarketer expected 78.4% of the world’s 2.38 billion digital video viewers to watch on a mobile phone in 2018 (eMarketer, February 2018, Internet Archive capture). That is the share of viewers who use a phone at all, not the share of plays or of viewing time, and it is a modelled estimate built from other firms’ data rather than a measurement. Statistics lists that link the release repeat it as "75% of all video plays are on mobile devices". The release’s address now redirects to eMarketer’s newsroom index. What to cite instead: eMarketer’s February 2018 forecast, in its own terms: 78.4% of digital video viewers worldwide were expected to watch on a mobile phone in 2018.

A measured share of plays did exist, from a narrower source. Ooyala, a video-platform company, counted plays on its own customers’ players in its Global Video Index. For the fourth quarter of 2015 it reported that “Nearly half (46%) of all video plays in Q4 were on tablets and smartphones”, up from 34% a year earlier. The report itself warns that it “does not document the online video consumption patterns of the Internet as a whole”: it covers the players of Ooyala’s 500-plus broadcaster and publisher customers, not YouTube or Facebook. Tubular Insights’ summary, headlined “Millennials Ensure 46% of Video is Consumed Via Mobile”, dropped that caveat and now redirects to Tubular Labs’ home page; Ooyala’s report survives in the Internet Archive.

"YouTube ads targeted by intent get a 100% higher lift in purchase intent"

This comes from a Google/Ipsos lab experiment, not from live campaigns. In an August 2020 Think with Google article, "Consumer intent is better than demographic data for video ads", Google reported that YouTube ads "served in alignment with intent only drove significantly higher impact than those served using demos only, with a 32% higher lift in ad recall and 100% higher lift in purchase intent" (Think with Google, August 2020, Internet Archive capture). The study, "Consumer Relevance and Ad Impact", was an online experiment in February 2020 with 1,800 U.S. adults aged 18 to 64, who saw 16 YouTube ads about four life events (getting married, buying a home, moving and home renovation), served by demographics only, by intent only, or by both. A "100% higher lift" means the rise in purchase intent was twice as large; it does not mean purchase intent doubled. The same article reports 10 percentage points fewer skippers among people shown intent-matched ads, which is where the line that they "skip ads less and watch ads for longer" comes from. It is Google’s commissioned research about its own ad platform. The article’s address now redirects to the home page of Think with Google’s successor at business.google.com. What to cite instead: Google/Ipsos, U.S., February 2020 lab experiment with 1,800 adults: YouTube ads served by intent produced twice the lift in purchase intent of the same ads served by demographics alone.

"People watch 6 hours 48 minutes of online video a week"

This is a 2019 survey by Limelight Networks, a company that sold video delivery to streaming services, and it averages only people who already watch online video. Limelight’s State of Online Video 2019 reported that "on average viewers spend six hours, 48 minutes per week watching various types of online video, a 59 percent increase since 2016." The report describes its sample as 4,500 adults in France, Germany, India, Italy, Japan, Singapore, South Korea, the UK and the US who watch at least one hour of online video a week, surveyed August 1–12, 2019 through a panel company it does not name. Anyone watching less than an hour a week was screened out, so this is not the average person’s viewing time. The report’s own methodology note gives the total as 5,000 responses, although about 500 from each of nine countries comes to 4,500.

The year-on-year change was small. The 2018 edition reported six hours, 45 minutes from ten countries, including the Philippines, which the 2019 survey dropped, so the 3-minute rise (our calculation) is not a like-for-like change. The 2020 edition, fielded in August 2020 during the pandemic, reported seven hours, 55 minutes, and it is the last one we could find. limelight.com no longer resolves, so links to these reports are dead; ours go to the Internet Archive’s copies. What to cite instead: Limelight Networks, August 2019 survey of 4,500 adults in nine countries who watch at least an hour of online video a week: these viewers averaged 6 hours 48 minutes a week.

"55% of people consume videos thoroughly"

This and two other popular video figures come from one HubSpot Research survey of 1,091 online consumers in Australia, Brazil, Canada, Colombia, Germany, Ireland, Mexico, New Zealand, Singapore, the UK and the US, fielded in May 2016 and published that June as “The Future of Content Marketing”. The original research.hubspot.com report page now shows HubSpot’s “page not found”, but the same article and charts are still up on HubSpot’s blog. Asked what they pay close attention to and what they skim, 55% said they consume videos thoroughly, the highest of ten content types. That is a self-reported habit, not a measure of watch time or completion. The “43% want more video” figure comes from a second chart: 43% wanted to see more videos in the future, behind social media posts at 45% and news articles at 44%, so video came third.

The third figure is often quoted as people watching an hour of video a day. The survey’s own sentence is that 45% of respondents “watch an hour or more of video content on Facebook and YouTube a week”. It is a week, not a day, and the sample covers online consumers in eleven countries rather than any one country’s population. A January 2017 HubSpot blog post then wrote that "78% of people watch videos online every week, and 55% watch videos online every day", with no source (HubSpot blog, Internet Archive capture). The daily line is older than HubSpot’s survey: our video editing page traces "55% watch every day" to a March 2013 post by the UK video agency Three Motion, which gave no source. The post’s address now redirects to a HubSpot guide that carries neither number. What to cite instead: HubSpot Research, May 2016 survey of 1,091 online consumers in 11 countries: 55% said they consume videos thoroughly, the most of ten content types. It is a self-reported habit, not watch time.

"54% of consumers want to see more video content from a brand or business they support"

This sentence joins two answers from one 2017 HubSpot survey. HubSpot Research’s Content Trends Survey of Q3 2017 asked 3,010 consumers in the US, Germany, Colombia and Mexico two separate questions and published each answer as a chart on November 6, 2017. Asked “What kind of content do you want to see from a brand or business you support?”, 54% picked videos, ahead of emails or newsletters at 46%, social images at 41% and social videos, counted separately, at 34% (HubSpot Research chart, Internet Archive capture). That question has no “more” in it. The “more” comes from the other question, “In general, what content types do you want to see more of in the future?”, where 53% picked videos, ahead of news articles at 46% and social media posts at 44% (HubSpot Research chart, Internet Archive capture). That one is about content in general, not content from brands.

Both questions let people pick several answers (each chart’s shares add up to far more than 100%), and both measure stated preferences in four countries, not what anyone watched. In HubSpot’s 2016 survey above, video came third at 43% on the “more of in the future” question; in 2017 it came first, though the two samples cover different countries. The brand chart’s address now redirects to a HubSpot statistics post that no longer exists, so links to it are dead. What to cite instead: HubSpot Research, Q3 2017 survey of 3,010 consumers in the US, Germany, Colombia and Mexico: 54% said videos are a kind of content they want to see from a brand or business they support, the top answer.

"95% of B2B buyers say video plays a crucial role in their purchase decisions"

This is a 2022 survey commissioned by Brightcove, which sells a video platform to businesses, and carried out by the research firm Ascend2. According to Brightcove’s report, Ascend2 sent an online questionnaire to a panel of 305 people responsible for purchase decisions at B2B companies with $50 million or more in annual revenue in North America and the UK, fielded February 10–17, 2022. Its finding: “Nearly all (95%) B2B buyers surveyed say video plays an important role in deciding to move forward with a purchase.” The same report is the source of two other popular figures. 93% said video is important in building trust in a company’s ability to deliver on its promises. 97% of recent video viewers said they would be more receptive to sales communication after watching a company’s video; that figure covers the respondents who had recently watched, not all buyers.

The word “crucial” was added later. Spiceworks’ April 2022 news story, which many pages cite, was headlined “95% B2B Buyers Say Videos Play Crucial Role in Their Purchase Decisions”; the report itself says “important role”. Versions such as 95% of buyers “engaging with video during their purchasing journey” are not what the report says. The Spiceworks story now redirects to the site’s home page, and Brightcove’s report is still online. What to cite instead: Brightcove and Ascend2, February 2022 survey of 305 B2B purchase decision-makers at companies with $50 million or more in revenue in North America and the UK: 95% said video plays an important role in deciding to move forward with a purchase.

"Facebook users find video 5x more engaging than images"

This is a Facebook IQ lab measurement of where people looked, not a measure of engagement. In March 2017 Facebook’s research arm published “Moving Pictures: The Persuasive Power of Video”, reporting that “people gaze 5x longer at video than at static content on Facebook and Instagram”. Its footnote names the source as a Kantar Media lab, run for Facebook IQ in May 2016, of 114 people aged 18 to 30 in the UAE and the UK who watch short online video at least monthly. Their eye movements and facial expressions were tracked while they scrolled their own feeds. A companion survey of 1,999 people in the same two countries supplied the article’s other figures, and the same lab found participants gazed 40% longer at 360-degree video than at standard video.

The word “engaging” came from a March 2017 Tubular Insights post headlined “Facebook Users Find Video 5x More Engaging Than Images”, which many statistics lists still cite. That post now redirects to Tubular Labs’ home page, and the original insights.fb.com address no longer loads. Meta still hosts the article on its business site, but the current version drops the footnotes describing the 114-person lab, so our links go to the Internet Archive’s 2017 copies. What to cite instead: Facebook IQ and Kantar Media, May 2016 lab study of 114 people aged 18 to 30 in the UAE and the UK: they gazed 5x longer at video than at static content in their Facebook and Instagram feeds.

"Videos in search results get a 41% higher click-through rate than plain text"

We could not find a measurement behind this figure. The earliest version we can date is a March 2011 ReelSEO post summarising a talk by Manny Rivas of the search agency aimClear at the SMX West conference. It states that “Videos in universal search results have a 41% higher click through rate than their plain text counterparts” and names no source. aimClear’s own write-up of its study, published the same day, describes something else. It ran 978 keywords through Google and Bing and recorded which video platforms supplied the video results, 2,051 videos in Google and 156 in Bing. It reports no click-through data.

ReelSEO later became Tubular Insights, and the post now redirects to Tubular Labs’ home page; our link goes to the Internet Archive’s copy. What to use instead: nothing general. Click-through on video results depends on the query and the result layout, and the 2011 layouts no longer exist.

"62% of Google searches include video"

This is one SEO company’s count of result boxes, not a share of all Google searches. Searchmetrics, which sells SEO software, tracked the U.S. Google results for its own keyword sample through 2012 and charted which kinds of “Universal Search” integrations appeared, the video, image, map, shopping and news boxes shown between the ordinary links. Video was the most common: 76% of integrations in January 2012 and 62% in December (Searchmetrics infographic, March 2013, Internet Archive capture). The base is the integrations, and several can appear for one keyword, so the shares add up to more than 100%. Searchmetrics also wrote that the share of its keywords with any integration at all fell during the year, to 75% by December (Searchmetrics blog, March 2013, Internet Archive capture).

So the 62% was the low point of a decline, measured on result boxes for a sample of tracked keywords. Search Engine Land reported it the next day as video “moving from a high point of appearing around 80% of the time to a low of 62%” (Search Engine Land, March 29, 2013, Internet Archive capture), and a January 2016 deck by Adelie Studios, a video studio, credited Marketing Land, which had only reposted the infographic, for “62% of Google searches include video” (Adelie Studios deck, SlideShare, Internet Archive capture). HubSpot’s much-linked “16 Video Marketing Statistics” post was that deck, embedded, and the post’s address no longer exists. Google’s result pages have changed many times since 2012. What to cite instead: Searchmetrics, U.S. keyword sample, December 2012: video made up 62% of the Universal Search boxes shown, down from 76% in January.

"The global video advertising market is worth $X billion"

Market-research resellers do not agree on this within an order of magnitude. For the same named market and the same year, Straits Research puts it at USD 14.2 billion and The Business Research Company at $140.28 billion — a factor of 9.9 between them (our calculation). Technavio answers the question "What is the Digital Video Advertising market size?" with $636.3 billion, which its own scope table shows is market growth over 2025–2029 rather than a size at all. Three firms, three incompatible quantities, none of them publishing a method on the page the figure appears on. Where a total is genuinely needed, the IAB/PwC census and its national equivalents in the table above are measurements of booked revenue with a stated method behind them.

One claim we could not settle either way: the share of internet users running an ad blocker. Every figure we could find traces either to a vendor selling ad-block circumvention or to roundups with no source, and it appears in neither the Reuters Institute's 2026 report nor Ofcom's 2025 and 2026 reports. We have left it off this page rather than repeat a number we cannot stand behind.

Every popular claim our research pages trace, 658 in all, is on one page: popular video statistics, fact-checked.

How we built this page

We started from the questions people search for about video advertising statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 288 figures from 70 publishers.

On September 18, 2026, every figure then on the page was re-fetched from its source with the cache cleared and matched against the recorded wording; all 110 sourced rows confirmed at their source on that pass. Figures added since are dated in the change log. Figures come from SEC filings on EDGAR, the IAB's own reports and those of IAB Europe, IAB UK, IAB Australia and IAB Canada, Media Rating Council and IAB Tech Lab standards, platform specification pages, Nielsen, Barb, Ofcom, Pew Research Center and the Reuters Institute. Ofcom blocks automated requests, so its reports were read from Internet Archive captures dated August and September 2026. We left out Netflix's advertising revenue and its ad-tier user count, because Netflix discloses neither; the CTV share of spend often attributed to The Trade Desk's annual report, because that filing contains no such percentage; Meta's published video ad specifications, which we could not read without bypassing a block; and the share of internet users running an ad blocker, for which we found no primary source.

We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.

Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:

This edition contains no Mark Studios customer data.

Limitations

• "Video advertising" is not one measured quantity. The IAB's U.S. video line bundles CTV, social video, online video and short-form; IAB Europe nests video inside display; IAB Canada splits social video away from its video category. National shares on this page are not comparable with each other.
• Sell-side and buy-side totals never reconcile. The two 2025 U.S. figures published by the IAB itself differ by $4.4 billion because one counts revenue booked by sellers and the other estimates billings placed by buyers.
• Company figures are worldwide and mix video with everything else. Alphabet's YouTube ads line excludes YouTube subscriptions; Amazon's advertising line covers sponsored products as well as video and is not broken out. None of them is a U.S. video-only number.
• Panel measurements and company self-reports are different evidence. Nielsen, Barb and Ofcom measure panels; Roku and Comcast report their own counts on definitions they set. This page labels which is which, and shows one case where changing only the age base moves a Nielsen share by 3.8 points.
• Platform specifications change without notice. Ad length and aspect-ratio figures are a snapshot taken on September 18, 2026, and several of those pages state no last-updated date.
• Origin traces prove what a document says, not that no earlier source exists. Where we report that a claim has no traceable original, that is the result of the searches described, and two of the documents involved sit behind paywalls we did not bypass.

How to cite this page

For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/video-advertising-statistics#SPD-002. To cite the page as a whole:

Mark Studios. "Video Advertising Statistics." Last verified Sep 18, 2026. https://www.markstudios.com/research/video-advertising-statistics

@misc{markstudios_video_advertising_statistics_2026,
  author = {{Mark Studios}},
  title = {{Video Advertising Statistics}},
  year = {2026},
  month = sep,
  url = {https://www.markstudios.com/research/video-advertising-statistics},
  note = {Last verified 2026-09-18}
}

Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.

Sources

Download the evidence table (CSV)

1. IAB / PwC Advisory Services LLC, IAB Internet Advertising Revenue Report: Full Year 2025 (2026-04-16). Accessed 2026-09-18.
2. IAB (Interactive Advertising Bureau), Digital Ad Revenue Climbs to Nearly $300B as IAB Celebrates 30 Year Anniversary (2026-04-16). Accessed 2026-09-18.
3. IAB / PwC Advisory Services LLC, IAB Internet Advertising Revenue Report: Full Year 2024 (2025-04-16). Accessed 2026-09-18.
4. IAB Europe, IAB Europe’s AdEx Benchmark 2025 Report: European Digital Advertising Market Records 10.5% Growth to Reach €131 Billion (2026-07-07). Accessed 2026-09-18.
5. IAB UK (with Oliver Wyman), Digital Adspend 2025: UK’s digital ad market reaches £40.5bn (2026-03-03). Accessed 2026-09-18.
6. IAB Australia (compiled by PwC Australia), Internet advertising records strongest growth in four years, reaching $19.8 billion in FY26 (2026-08-31). Accessed 2026-09-18.
7. IAB Canada, 2025 IAB Canada Internet Ad Revenue Survey and 2026/27 Forecast (2026-06-23). Accessed 2026-09-18.
8. IAB (Interactive Advertising Bureau) / Guideline, 2026 Digital Video Ad Spend & Strategy Report (Full Report) (2026-07-13). Accessed 2026-09-18.
9. Alphabet Inc. (filed with the U.S. Securities and Exchange Commission), Alphabet Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-05). Accessed 2026-09-18.
10. Amazon.com, Inc. (filed with the U.S. Securities and Exchange Commission), Amazon.com, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-06). Accessed 2026-09-18.
11. Meta Platforms, Inc. (filed with the U.S. Securities and Exchange Commission), Meta Platforms, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-01-29). Accessed 2026-09-18.
12. Comcast Corporation (filed with the U.S. Securities and Exchange Commission), Comcast Corporation Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-03). Accessed 2026-09-18.
13. Roku, Inc. (filed with the U.S. Securities and Exchange Commission), Roku, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-13). Accessed 2026-09-18.
14. Magnite, Inc. (filed with the U.S. Securities and Exchange Commission), Magnite, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-25). Accessed 2026-09-18.
15. The Trade Desk, Inc. (filed with the U.S. Securities and Exchange Commission), The Trade Desk, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-27). Accessed 2026-09-18.
16. Snap Inc. (filed with the U.S. Securities and Exchange Commission), Snap Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-02-05). Accessed 2026-09-18.
17. Netflix, Inc. (filed with the U.S. Securities and Exchange Commission), Netflix, Inc. Annual Report on Form 10-K for the fiscal year ended December 31, 2025 (2026-01-23). Accessed 2026-09-18.
18. Nielsen, TV Viewing Cools Off in Nielsen's August Gauge Reports as Sports Take a Breather and School Resumes (2026-10-22). Accessed 2026-10-24.
19. Nielsen, Viewing to Content with Ads Gained Share to 73.6% of Overall TV Viewing in Q2, Nielsen's Q2 2025 Ad Supported Gauge Finds (2025-07-29). Accessed 2026-09-18.
20. Nielsen, Streaming Shatters Multiple Records in December 2025 with 47.5% of TV Viewing, according to Nielsen's The Gauge (2026-01-20). Accessed 2026-09-18.
21. Nielsen, Major Live Sports Events Bolster Broadcast in Nielsen's Q2 2026 Ad Supported Gauge (2026-08-25). Accessed 2026-09-18.
22. Nielsen, Football And Younger Viewers Drive Ad Supported TV Viewing To 2025 High, Nielsen's Q4 2025 Ad Supported Gauge Finds (2026-02-04). Accessed 2026-09-18.
23. Ofcom, Media Nations 2026: UK report (2026-07-29). Accessed 2026-09-18.
24. Barb (Barb Audiences Ltd), Barb data show that 20.7m UK homes had access to an SVOD service in Q2 2026 (2026-09-02). Accessed 2026-09-18.
25. Barb (Barb Audiences Ltd), Barb data show that 20.8m UK homes had access to an SVOD service in Q1 2026 (2026-05-21). Accessed 2026-09-18.
26. Roku, Inc. (U.S. Securities and Exchange Commission filing), Roku, Inc. Form 10-Q for the quarterly period ended June 30, 2026 (2026-08-06). Accessed 2026-09-18.
27. Comcast Corporation (U.S. Securities and Exchange Commission filing), Comcast Corporation Form 10-Q for the quarterly period ended June 30, 2026 (2026-07-23). Accessed 2026-09-18.
28. Google (Google Ads Help), About video ad formats - Google Ads Help (undated). Accessed 2026-09-18.
29. LinkedIn (Marketing Solutions Help), Video ads advertising specifications - LinkedIn Marketing Solutions Help (undated). Accessed 2026-09-18.
30. Pinterest (Pinterest Business Help), Review ad specs - Pinterest Business help (undated). Accessed 2026-09-18.
31. TikTok (TikTok Ads Manager Business Help Centre), TikTok Auction In-Feed Ads - TikTok Ads Manager (2026-06-01). Accessed 2026-09-18.
32. X Corp. (X Business Help Center), Creative ad specs - X Business Help Center (undated). Accessed 2026-09-18.
33. Roku (Roku Self Serve Help Center), Creative technical requirements - Roku Self Serve Help Center (2025-03-11). Accessed 2026-09-18.
34. Amazon (Amazon Ads), Streaming TV & Prime Video ad specs - Amazon Ads (undated). Accessed 2026-09-18.
35. Google (Google Ads Help), About video ad specs - Google Ads Help (undated). Accessed 2026-09-18.
36. Google (Google Ads Help), Non-skippable in-stream ads - Google Ads Help (undated). Accessed 2026-09-18.
37. Google (YouTube Help), Ad formats in YouTube Studio - YouTube Help (undated). Accessed 2026-09-18.
38. Interactive Advertising Bureau / IAB Technology Laboratory, Digital Video In-Stream Ad Format Guidelines (2016-01-08). Accessed 2026-09-18.
39. Media Rating Council, MRC Viewable Ad Impression Measurement Guidelines (Desktop), Version 2.0 (Final with 2015 additions) (2015-08-18). Accessed 2026-09-18.
40. IAB Technology Laboratory, Digital Video Ad Serving Template (VAST) (2024-07-18). Accessed 2026-09-18.
41. IAB Technology Laboratory, AdCOM Specification v1.0 - List: Plcmt Subtypes - Video (2022-03-01). Accessed 2026-09-18.
42. Pew Research Center, Americans' Social Media Use 2025 (2025-11-20). Accessed 2026-09-18.
43. Pew Research Center, Teens, Social Media and Technology 2024 (2024-12-12). Accessed 2026-09-18.
44. Pew Research Center, Teens, Social Media and AI Chatbots 2025 (2025-12-09). Accessed 2026-09-18.
45. Reuters Institute for the Study of Journalism, Digital News Report 2026 - Executive Summary and Key Findings (2026-06-16). Accessed 2026-09-18.
46. Pew Research Center, Social Media and News Fact Sheet (2026-10-19). Accessed 2026-10-25.
47. Reuters Institute for the Study of Journalism, From broadcast news to streaming and platforms: the changing landscape of news video (2026-06-16). Accessed 2026-09-18.
48. Ofcom, From apps to AI search: how the UK goes online in 2025 (Online Nation 2025) (2025-12-10). Accessed 2026-09-18.
49. Insivia, Why Do Viewers Retain 95% of a Video Message, But Only 10% of Text? (2026-02-23). Accessed 2026-09-18.
50. Insivia, 50 Must Know Stats About Video & Animation Marketing 2013 (2013). Accessed 2026-09-18.
51. EyeView Digital, Making Video Accountable (White Paper) (2010). Accessed 2026-09-18.
52. Unbounce, The Benefits of Using Video on Landing Pages (2010-08). Accessed 2026-10-25.
53. Unbounce (Floss Taylor), Video on Landing Pages: Does It Really Mean More Conversions? (2021-08-26). Accessed 2026-10-25.
54. Forrester Research, As Seen In The Inbox: Assessing Video Email Opportunities (report summary) (2009-05-04). Accessed 2026-09-28.
55. Implix (GetResponse), Video emails improve campaign results - check out these stats (2009-12-08). Accessed 2026-09-28.
56. Cisco Systems, Cisco Predicts More IP Traffic in the Next Five Years Than in the History of the Internet (2018-11-27). Accessed 2026-09-18.
57. Cisco Systems, Cisco Visual Networking Index: Forecast and Trends, 2017-2022 (White Paper) (2018-11-26). Accessed 2026-09-18.
58. Cisco, Cisco Visual Networking Index: Forecast and Trends, 2017-2022 White Paper (2018-11). Accessed 2026-10-25.
59. Cisco, Cisco Visual Networking Index: Forecast and Methodology, 2016-2021 White Paper (2017-09-15). Accessed 2026-10-26.
60. Animoto, The State of Social Video: Marketing in a Video-First World [Infographic] (2017-06-06). Accessed 2026-10-15.
61. Tubular Insights (Greg Jarboe), republished by MarketingHub, 64 Percent of Consumers Purchase After Watching Branded Social Video Content (2017-06-21). Accessed 2026-10-26.
62. Animoto (press release, republished by MarTech Series), Animoto releases 2018 State of Social Video: Consumer & Marketer Trends report (2018-10-24). Accessed 2026-10-16.
63. Animoto (press release on StreamingMedia.com), Animoto Social Video Trends Report Forecasts Growing Demand for Video Marketing in 2020 (2019-10-22). Accessed 2026-10-16.
64. Animoto (as reported by MarTech Series), Animoto Survey: 93% of Brands Landed a New Customer After Sharing a Video on Social Media (2021-11-16). Accessed 2026-10-16.
65. Demand Metric, Video Content Metrics Benchmark Report (report page, methodology) (2014-08). Accessed 2026-10-23.
66. Vidyard (sponsor), reporting Demand Metric, Video Content Marketing Metrics Benchmark report (Vidyard blog post) (2014-08). Accessed 2026-10-23.
67. MarketingProfs (Tyler Lessard, CMO of Vidyard), 2015 Will Be the Year of Video Marketing (2014-12-17). Accessed 2026-10-23.
68. CopyPress, 2013 State of Content Marketing Study: Interactive White Paper (2013-02-12). Accessed 2026-10-25.
69. eMarketer, Which Content Marketing Tactics Get the Best ROI? (2013-03-05). Accessed 2026-10-25.
70. Adestra (Parry Malm), 2013 Adestra Subject Line Analysis Report: Keywords for killer subject lines (2013-06). Accessed 2026-10-24.
71. Web Video Marketing Council (with ReelSEO; sponsor Flimp Media), Q4 2013 Online Video Marketing Survey and Trends Report (landing page) (2013-10). Accessed 2026-10-25.
72. Web Video Marketing Council (with ReelSEO; sponsor Flimp Media), 2014 Online Video Marketing Survey and Trends Report (reissue of the 2013 report) (2014-02). Accessed 2026-10-25.
73. Social Media Examiner (Michael A. Stelzner), 2012 Social Media Marketing Industry Report (2012-04). Accessed 2026-10-25.
74. Animoto (press release, PR Newswire), Animoto Survey: Consumers Want More Video Marketing on Web, Social and Email (2015-05-07). Accessed 2026-10-16.
75. Animoto, The 2015 Video Marketing Cheat Sheet [Infographic] (2015-05-07). Accessed 2026-10-26.
76. Animoto, Millennials Love Video (And Why You Should Too) [Infographic] (2015-06-23). Accessed 2026-10-26.
77. Animoto, Millennials Turn to Video When Making Purchases Says New Animoto Data (PR Newswire) (2015-06-23). Accessed 2026-10-26.
78. MediaPost, To Reach Millennials, Video Ads Are Crucial, Says Animoto Study (2015-06-23). Accessed 2026-10-25.
79. comScore (Gian Fulgoni, Chairman), State of the U.S. Online Retail Economy in Q2 2010 (2010-08). Accessed 2026-10-23.
80. Socialbakers (now Emplifi), Facebook Videos Have a 10x Higher Viral Reach than YouTube Links (2013-03-06). Accessed 2026-10-16.
81. Socialbakers (now Emplifi), Native Facebook Videos Get More Reach Than Any Other Type of Post (2015-02-17). Accessed 2026-10-26.
82. VentureBeat (VB Insight, SimilarWeb data), Facebook v. Google in digital video battle: YouTube is 11X bigger (2015-10-02). Accessed 2026-10-25.
83. Invodo (Russ Somers), Latest Video Shopping Statistics - Part 1 (2012-01-03). Accessed 2026-10-25.
84. Think with Google (Google/Magid Advisors), How online video empowers people to take action (undated). Accessed 2026-10-16.
85. Think with Google (Google/Magid Advisors; Google/Ipsos), A new way to think about online video's role in the purchase funnel (2019-01). Accessed 2026-10-16.
86. Think with Google (Stephanie Kumar, Google), 3 unexpected ways shoppers turn to video in the store aisle (2019-08). Accessed 2026-10-16.
87. Digital Contents magazine (Korea Database Agency), reporting the Seoul International Color Expo 2004 secretariat's survey, Color Expo 2004 report (2004-10). Accessed 2026-10-25.
88. Colorcom (Jill Morton), Why Color Matters (Not stated (captured at this URL from 2012-06)). Accessed 2026-10-25.
89. Salesforce Canada blog, 6 Trends That Will Drive Marketing in 2017 (2016-10-11). Accessed 2026-10-25.
90. Invodo, Video Statistics (Invodo resources page) (2012-08). Accessed 2026-10-25.
91. Adobe, Adobe 2012 Mobile Consumer Survey Results (white paper) (2012-07). Accessed 2026-10-25.
92. Adobe, Adobe 2013 Mobile Consumer Survey Results (white paper) (2013-06). Accessed 2026-10-25.
93. Think with Google (Google), YouTube product discover statistics (2019-05). Accessed 2026-10-16.
94. YouTube (Google/Talk Shoppe), BrandConnect for Influencer Advertising (YouTube Advertising) (undated). Accessed 2026-10-16.
95. Think with Google (Google/Ipsos Connect), 68% of YouTube users watched YouTube to help make a purchase decision (data point) (undated). Accessed 2026-10-16.
96. Think with Google (Google), Digital video is the new window shopping (infographic PDF) (2018-07). Accessed 2026-10-16.
97. Think with Google (2and2/Google), Why you should lean into how-to content in 2018 (2017-12). Accessed 2026-10-16.
98. Think with Google (2and2/Google), Why people turn to YouTube (chart, SVG) (2017-12). Accessed 2026-10-16.
99. Think with Google (Google), Video searches before store visits (2016-05). Accessed 2026-10-16.
100. Think with Google (Google), Shopping video research statistics (2017). Accessed 2026-10-16.
101. Think with Google (Google), The Latest Video Trends: Where Your Audience Is Watching (infographic PDF) (2016-04). Accessed 2026-10-16.
102. Think with Google (Google), 5 Online Video Trends to Inform Your 2017 Media Plan (infographic PDF) (2016-09). Accessed 2026-10-25.
103. Google Inc. (Jonathan Rosenberg, SVP Product Management), Google Q3 2010 Earnings Call Transcript (Oracle v. Google, Trial Exhibit 951) (2010-10-14). Accessed 2026-10-25.
104. YouTube, YouTube press statistics page (2010-12). Accessed 2026-10-25.
105. Online Publishers Association (now Digital Content Next) with OTX, Frames of Reference: Online Video Advertising, Content and Consumer Behavior (2007-06). Accessed 2026-10-25.
106. Think with Google (Google), How the streaming boom has landed us back in the living room (2020-06). Accessed 2026-10-16.
107. eMarketer, More Than 75% of Worldwide Video Viewing is Mobile (2018-02-07). Accessed 2026-10-16.
108. Ooyala, Ooyala Global Video Index Q4 2015 (2016-03). Accessed 2026-10-20.
109. Tubular Insights (Tubular Labs), Millennials Ensure 46% of Video is Consumed Via Mobile (2016). Accessed 2026-10-20.
110. Think with Google (Google/Ipsos), Consumer intent is better than demographic data for video ads (2020-08). Accessed 2026-10-16.
111. Limelight Networks, The State of Online Video 2019 (2019). Accessed 2026-10-20.
112. Limelight Networks, The State of Online Video 2018 (2018). Accessed 2026-10-20.
113. Limelight Networks, State of Online Video 2020 (2020). Accessed 2026-10-20.
114. HubSpot Research, The Future of Content Marketing: How People Are Changing the Way They Read, Interact, and Engage With Content (2016-06-25). Accessed 2026-10-20.
115. HubSpot Blog (Sophia Bernazzani), 2017 is the year of video marketing (later merged into the HubSpot video marketing guide) (2017-01-05). Accessed 2026-10-25.
116. HubSpot Research, For brands, video content is preferred (2017-11-06). Accessed 2026-10-25.
117. HubSpot Research, In the future, people want more video content (2017-11-06). Accessed 2026-10-25.
118. Brightcove (research by Ascend2), The Power of Video in the B2B Buyer's Journey (2022-04). Accessed 2026-10-20.
119. Spiceworks, 95% B2B Buyers Say Videos Play Crucial Role in Their Purchase Decisions (2022-04-20). Accessed 2026-10-20.
120. Facebook IQ (Kantar Media research), Moving Pictures: The Persuasive Power of Video (2017-03-08). Accessed 2026-10-20.
121. Tubular Insights (Tubular Labs), Facebook Users Find Video 5x More Engaging Than Images (2017-03-29). Accessed 2026-10-20.
122. ReelSEO (later Tubular Insights), How To Get Your Videos to Rank in Universal Search: A Video SEO Study (2011-03-24). Accessed 2026-10-20.
123. aimClear, Revealed: Which Video Platforms Get Results in Universal SERPs (2011-03-24). Accessed 2026-10-20.
124. Searchmetrics, Universal Search in the Google SERPs, U.S. 01-12/2012 (infographic) (2013-03-28). Accessed 2026-10-25.
125. Searchmetrics, Universal Search Results in the Google SERPs - USA 2012 (2013-03-28). Accessed 2026-10-25.
126. Search Engine Land, Google Shopping Visibility Plunges In "Universal Search" Results; Video Stays Dominant (2013-03-29). Accessed 2026-10-25.
127. Straits Research, Digital Video Advertising Market Size, Share and Growth Report (2026). Accessed 2026-09-18.
128. The Business Research Company, Digital Video Advertising Global Market Report (2026). Accessed 2026-09-18.
129. Technavio, Digital Video Advertising Market Analysis, Size, and Forecast 2025-2029 (2025-06). Accessed 2026-09-18.
130. Tubular Labs (Tubular Insights blog), Facebook Video: Views of Sponsored Video Content Jump 258% Since 2016 (2017-08-17). Accessed 2026-10-30.
131. Think with Google (Google), The Latest YouTube Stats on Audience Demographics: Who's Tuning In (2016). Accessed 2026-10-30.
132. Social Media Examiner, 2016 Social Media Marketing Industry Report (PDF) (2016-05). Accessed 2026-10-30.
133. ReelSEO (survey partner of the Web Video Marketing Council and Flimp Media), 73% of B2B Marketers Say Video Positively Impacts Marketing ROI (2015-11-03). Accessed 2026-10-31.
134. Aberdeen Group (report file hosted by e-xplorations.com), Understanding the Expanding Benefits of Marketing with Video (Andrew Moravick, report 12472) (2016-05). Accessed 2026-10-31.

Update policy and change log

We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is December 2026. Corrections go to contact@markstudios.com.

• Sep 18, 2026: First published with 114 figures from 30 publishers, each checked against its original source.
• Sep 25, 2026: Traced the explainer-video conversion lift credited to Unbounce back to the single client test it came from.
• Sep 28, 2026: Traced the video-in-email click-through claim to its two 2009 originals: Forrester's summary ("two to three times", from interviews with marketing executives, covering GIFs and screenshots too) and Implix/GetResponse's analysis of 800,000 of its customers' emails (96.38%). We had dated the oldest readable form to 2013.
• Oct 15, 2026: Traced "64% of consumers purchase after watching branded social videos" to Animoto’s June 2017 survey, which asked whether a Facebook marketing video had influenced a purchase decision in the past month. The usual citation, Tubular Insights, has closed.
• Oct 16, 2026: Traced "native Facebook videos get 10 times the reach of YouTube links" to Socialbakers’ 2013 study of brand pages, which measured viral reach only, and "90% of people discover new brands or products on YouTube" to a 2018 Google/Magid Advisors survey. Both original pages are gone; we link archived copies.
• Oct 16, 2026: Traced "75% of all video plays are on mobile devices" to eMarketer’s February 2018 forecast that 78.4% of digital video viewers would watch on a phone, a share of people rather than of plays. The release is no longer online; we link an archived copy.
• Oct 16, 2026: Traced "64% of users are more likely to buy a product online after watching a video" to comScore’s Q2 2010 retail webinar, where it compared U.S. retail site visitors who also watch online video with those who do not.
• Oct 16, 2026: Traced "more than half of shoppers say online video helped them decide which brand or product to buy" to a July 2018 Google/Ipsos survey of 24,017 people in ten countries, reported by Think with Google in August 2019.
• Oct 16, 2026: Traced "nearly 50% of internet users look for videos related to a product or service before visiting a store" to a March 2016 Google/Ipsos Connect survey of 2,013 U.S. online adults, reported by Think with Google in May 2016, and its March 2017 repeat (2,015 adults, more than 50%). The original pages are gone; we link archived copies.
• Oct 16, 2026: Traced "40% of consumers bought a product they found on YouTube" to the same July 2018 Google/Ipsos survey of 24,017 shoppers in ten countries, reported by Think with Google in May 2019. The original page is gone; we link an archived copy.
• Oct 16, 2026: Traced "6 out of 10 people would rather watch online video than TV" to a January 2016 Google/comScore survey of 2,940 U.S. adults who watch video weekly, and "50% of 18- to 34-year-olds would stop what they’re doing to watch their favorite creator" to a November 2015 Ipsos Connect survey of 268 YouTube creator subscribers. Both come from Think with Google infographics whose article pages are gone; the PDFs are still online.
• Oct 16, 2026: Traced "YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network" to a December 2015 Nielsen comparison of YouTube on phones with 124 individual TV networks, from the same Think with Google infographic.
• Oct 16, 2026: Traced "YouTube users are 3x more likely to watch a tutorial than read instructions", and two related shopping figures, to a July 2018 Think with Google infographic citing 2017 Google/Ipsos surveys; the article page is gone, the PDF is still online.
• Oct 16, 2026: Traced "65% of people use YouTube to help them solve a problem" to an October 2017 2and2/Google survey of 1,006 U.S. adults, where 65% is the share for fixing something in the home or car and 54% the share for solving a problem. Google’s chart is still online; the article is gone, so we link an Internet Archive capture. Added the January 2019 Think with Google article that repeated the 90% discovery figure.
• Oct 16, 2026: Traced "over 100 million people watch YouTube TV on their TV screens each month" to a June 2020 Think with Google article, where the figure is for YouTube and YouTube TV together, from YouTube’s internal data for March 2020. The 800% movie and 250% live watch-time figures from the same article compare one lockdown month with the same dates in 2019. The article is gone; we link an Internet Archive capture.
• Oct 16, 2026: Traced "YouTube ads targeted by intent get a 100% higher lift in purchase intent" to a February 2020 Google/Ipsos lab experiment with 1,800 U.S. adults, reported by Think with Google in August 2020: the lift was twice as large, which is not the same as purchase intent doubling. The article is gone; we link an Internet Archive capture.
• Oct 16, 2026: Traced "70% of YouTube viewers bought a brand after seeing it on YouTube" to a February 2020 Google/Talk Shoppe survey of 2,000 U.S. video users, published on YouTube’s BrandConnect page (now redirected; we link an Internet Archive capture) and repeated on the YouTube Official Blog in March 2021.
• Oct 16, 2026: Traced "nearly 70% of YouTube users say videos influence their purchasing decisions" to Google’s July 2016 figure that 68% of 1,186 monthly U.S. YouTube users had watched YouTube to help make a purchase decision. Corrected the earlier note that tied this wording to the separate 2020 "70% bought a brand" survey.
• Oct 16, 2026: Traced "93% of businesses got a new customer from a video on social media" to Animoto’s 2018 and 2019 surveys of about 500 marketers at companies that already make video, where it meant at least one new customer or client. Animoto’s own posts are gone; we link its press releases.
• Oct 16, 2026: Traced "4 times as many consumers would rather watch a video about a product than read about it" to Animoto’s February 2015 web survey of 1,051 U.S. adults, a ratio between two answer groups. Animoto’s post is gone; its press release is still online.
• Oct 20, 2026: Traced "people watch 6 hours 48 minutes of online video a week" to Limelight Networks’ State of Online Video 2019, a survey of 4,500 adults in nine countries who already watch at least an hour of online video a week. The 2018 edition reported 6 hours 45 minutes from a different country set and the 2020 edition 7 hours 55 minutes. limelight.com no longer resolves, so the section links the Internet Archive’s copies.
• Oct 20, 2026: Traced "55% of people consume videos thoroughly", "43% want to see more video" and "45% watch an hour or more of video" to HubSpot Research’s May 2016 survey of 1,091 online consumers in 11 countries. Video was third for wanting more, behind social posts and news articles, and the 45% is per week, not per day. The original report page is gone; the section links HubSpot’s surviving blog copy.
• Oct 20, 2026: Traced "95% of B2B buyers say video plays a crucial role in their purchase decisions" to Brightcove and Ascend2’s February 2022 survey of 305 B2B purchase decision-makers in North America and the UK, which says “important role”; “crucial” came from Spiceworks’ headline, now offline. Added the same report’s 93% trust and 97% recent-viewer figures.
• Oct 20, 2026: Traced "Facebook users find video 5x more engaging than images" to Facebook IQ’s March 2017 article, where 5x is how much longer 114 people aged 18 to 30 in the UAE and UK gazed at video than at static posts in a Kantar eye-tracking lab; “engaging” came from a Tubular Insights headline. Both original addresses are offline; the section links the Internet Archive’s copies.
• Oct 20, 2026: Looked for the source of "videos in search results get a 41% higher click-through rate than plain text". The earliest version is a March 2011 ReelSEO summary of an aimClear conference talk, with no source; aimClear’s own write-up of its 978-keyword study reports which platforms supply video results and no click-through data.
• Oct 20, 2026: Added Ooyala’s Q4 2015 Global Video Index to the "75% of video plays are on mobile" section: a measured 46% of plays on tablets and smartphones (34% a year earlier), counted on Ooyala customers’ players only, the source behind "millennials ensure 46% of video is consumed via mobile".
• Oct 23, 2026: Corrected "64% more likely to buy": on comScore’s slide the 64 is the gap between two Buying Power Index scores (201 for retail site visitors who also watch video, 137 for all retail site visitors), not a lift over visitors who skipped video.
• Oct 23, 2026: Traced "70% of marketers say video converts better than any other medium" to Demand Metric’s July 2014 survey for Vidyard (235 usable responses, compared with "other content"); the "any other medium" wording first appeared in a December 2014 MarketingProfs article by Vidyard’s CMO.
• Oct 24, 2026: Traced "using ‘video’ in a subject line boosts opens 19% and clicks 65%" to Adestra’s 2013 Subject Line Analysis Report, an average across over 90,000 campaigns (+18.5% opens, +64.8% clicks).
• Oct 24, 2026: Updated the Nielsen TV-viewing figures to The Gauge for August 2026, released October 22, the last month before Nielsen's one-time methodology change; July's figures are kept in the evidence table's notes.
• Oct 25, 2026: Traced four more popular claims to their sources. "93% of marketers use video" is a 2013 reader survey by the Web Video Marketing Council and ReelSEO (486 of 521). "2 billion monetized views a week" is from Google’s October 2010 earnings call. "80% remember video ads" is a 2007 OPA survey of online video users asking whether they had ever seen one. "76% plan to add video to their sites" was about increasing YouTube and video marketing in a 2012 Social Media Examiner survey. Also added the September 2016 prime-time version of the "reaches more than any TV network" line.
• Oct 25, 2026: Added to the 80% landing-page claim why lists credit Unbounce (its 2010 guide relayed EyeView’s figure) and Unbounce’s own 2021 analysis of about 35,000 landing pages, which found video had a minimal or negative effect on conversion.
• Oct 25, 2026: Traced three more: "92% of potential buyers use visuals" is a 2004 survey of 221 office workers at a Seoul mall for a colour trade show; "Facebook 46% of video shares" is Invodo’s share-button split on its clients’ shopping sites in Q4 2011; and we found no study behind "55% of shoppers research on mobile".
• Oct 25, 2026: Linked the archived copy of Cisco’s 2017–2022 VNI white paper in the "82% of internet traffic is video" section; the white paper’s own address now redirects to a general Cisco page.
• Oct 25, 2026: Added a "what to cite instead" line to seven more popular-claim sections, so each one ends with a dated, sourced sentence you can use in place of the claim.
• Oct 25, 2026: Added HubSpot’s unsourced 2017 "55% watch every day" line to the 55% section, with a pointer to its 2013 origin on our video editing page.
• Oct 25, 2026: Traced "51% of marketers say video has the best ROI" to CopyPress’s January 2013 survey, where 51.9% picked video among several content types that work for ROI, behind featured articles at 62.2%.
• Oct 25, 2026: Traced “54% want to see more video content from a brand or business they support” to two separate questions in HubSpot’s Q3 2017 survey of 3,010 consumers: 54% want video from brands they support, and 53% want more video in general.
• Oct 25, 2026: Traced three lines from the 2016 deck behind a widely linked HubSpot statistics post: “62% of Google searches include video” (Searchmetrics, video’s share of result boxes in December 2012), “YouTube is 11.3x bigger than Facebook” (VentureBeat and SimilarWeb, U.S. only, October 2015), and Animoto’s 2015 millennial figures.
• Oct 25, 2026: Traced “40% of consumers say video increases the chance they’ll purchase on mobile” to Adobe’s 2012 survey, whose chart prints no figures; its video bar reads about 35%, and the 2013 edition labels video at 31%.
• Oct 25, 2026: Updated Pew Research Center’s news figures to its August 2026 survey (fact sheet updated October 19): 34% of U.S. adults regularly get news on YouTube (35% in 2025), and 53% of TikTok users regularly get news there (55% in 2025, 22% in 2020).
• Oct 26, 2026: Added the Animoto 2015 survey’s “1 in 4 lose interest” and “nearly 50% more likely to read video newsletters” lines to the 4x entry, and tagged its “4 in 5” line.
• Oct 26, 2026: Traced “a million videos cross the internet every second by 2022” to Cisco’s 2016–2021 forecast of a million minutes of video a second by 2021, on the 82% entry.
• Oct 26, 2026: Added Animoto’s 2015 “80% of millennials consider video when researching a purchase” line to the 4x entry: the blog post and the release’s subheadline said “consider”, the release’s text “find video helpful”.
• Oct 26, 2026: Added the consumer lines from Animoto’s October 2018 study (73%, 46% and 48%) to the 93% entry.
• Oct 26, 2026: Added Socialbakers’ February 2015 “135% more organic reach for video than photos” to the 10x entry.
• Oct 30, 2026: Corrected the range of published maximum ad lengths: it runs from Roku’s 92 seconds, not X’s 2 minutes 20 seconds, up to LinkedIn’s 30 minutes (a takeaway had given it as LinkedIn to TikTok). Also tightened several descriptions to their sources’ wording: Australia’s 60% is connected TV’s share of publisher video spend (video is 30% of the total), Meta’s filing compares Reels with its Feed and Stories products, Barb’s reason for Prime Video’s 89% ad tier, and Ofcom’s base of children who spent money online in the past month.
• Oct 30, 2026: Added the origin of "views of branded video content are up 99%": Tubular's 2017 count of sponsored-video views from its own DealMaker tool (MYT-168 to MYT-170), read from an Internet Archive capture.
• Oct 30, 2026: Added the origin of 'adults over 55 are YouTube's fastest-growing audience': Think with Google's 2015-to-2016 Nielsen growth rates (MYT-171 to MYT-173), read from an Internet Archive capture.
• Oct 30, 2026: Added the origin of '60% of marketers use video' and '73% plan to increase it': Social Media Examiner's 2016 survey of 5,086 marketers from its email list (MYT-174 to MYT-177), read from an Internet Archive capture.
• Oct 30, 2026: Added to the 80% landing-page trace that EyeView’s own January 2010 case-study index describes the TutorVista result as “over 80% in the very first iteration”, while its white paper puts the 86% after several rounds of testing.
• Oct 31, 2026: Added dates some sentences were missing: Netflix's revenue figures are from its 10-K for 2025, the IAB's in-stream ad format guidelines were released in January 2016, the Reuters Institute's news-video and news-avoidance figures are from its 2026 survey, and Ofcom's 94% YouTube reach among UK adults is from 2025.
• Oct 31, 2026: Added the origin of "73% of B2B marketers say video positively impacts ROI": the Web Video Marketing Council, ReelSEO and Flimp Media 2015 B2B survey of 350 readers, whose finding was about marketing results (MYT-178 to MYT-182), read from Internet Archive captures.
• Oct 31, 2026: Added an origin trace for "video marketers get 66% more qualified leads per year" (MYT-183 to MYT-188): Aberdeen Group's May 2016 report Understanding the Expanding Benefits of Marketing with Video compares year-over-year growth in MQLs delivered to sales, 11.19% for marketers who made video a strategic initiative against 6.74% for the rest, so the 66% is the ratio of two growth rates; Aberdeen's report page on v1.aberdeen.com no longer resolves.
• Nov 1, 2026: Linked the spending section to our new federal advertising contracts study.