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 49.0% of U.S. television viewing in July 2026, and YouTube alone held a record 14.2%. (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 30 minutes on LinkedIn to 10 minutes for a TikTok in-feed ad, so there is no single correct video ad length. (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 60% of publisher video expenditure that went to connected TV, 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.

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". Meta's own filing therefore states that its short-form video product earns less per impression than the surfaces it is displacing, and expects that to continue.

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 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 49.0% of all U.S. television viewing in July 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 14.2% 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, a consequence of Amazon making ads the default. 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 specify three standard linear durations — 6, 15 or 30 seconds — and define a bumper as creative of 3 to 10 seconds, not the fixed six seconds the platforms sell.

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., 35% of all adults say they regularly get news on YouTube, while 55% 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. 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 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 measurement, 27% of children aged 8 to 17 who spent money online 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

Four claims 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.

"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.

The related email claim has drifted upward over time. The 200–300% click-through lift usually attributed to a 2009 Forrester report sits behind a paywall we did not bypass; the oldest datable form of the claim we could read puts the lift at 96% and credits the email vendor Implix. 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.

"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 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.

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 114 figures from 30 publishers.

On September 18, 2026, every figure 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 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

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)

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54. Straits Research, Digital Video Advertising Market Size, Share and Growth Report (2026). Accessed 2026-09-18.
55. The Business Research Company, Digital Video Advertising Global Market Report (2026). Accessed 2026-09-18.
56. Technavio, Digital Video Advertising Market Analysis, Size, and Forecast 2025-2029 (2025-06). Accessed 2026-09-18.

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.