47 YouTube Video Marketing Statistics That Your Business Simply Can’t Ignore (2024)

Written By Ollie Couch

Click here to jump to YouTube Video marketing stats.

Introduction

If Baby Shark’s 13 billion views are anything to go by it’s pretty clear that YouTube gives you access to one of the world’s largest audiences.

Today YouTube has become one of the most important companies on the internet.

As the second largest search engine on the planet and with an active monthly audience in the billions.

Why then is YouTube is one of the least understood marketing platforms for brands and agencies alike?

If you’re not convinced YouTube is for you, this article should help tip the scales in its favour.

Enjoy our list of top YouTube stats for 2024!

Take a look at our video marketing statistics blog for a more generalist overview of the importance of video for your next marketing campaign.

YouTube User Demographics & Reach Statistics. (2024)


1. What’s YouTube’s Global User Base?

YouTube has a global user base of 2 billion monthly active users.

Source: Google Investor Realtions Page


2. What Age Groups Use YouTube?

81% of YouTube’s audience is between the ages of15-25 and 96% of online U.S. teens use YouTube.

Source: Statista report on YouTube audience demographics


4. How Popular Is YouTube?

YouTube is the second-most visited site on the internet with over 14 billion monthly visits.

Source: Similarweb

5. How Many People Watch YouTube on Mobile?

22% of users access YouTube via mobile.

Source: eMarketer report on digital video consumption

What Content Do People Watch On YouTube? (2024)


6. What Do People Watch On YouTube?

  • 83% of young adults have used YouTube to watch soothing content.

  • 82% of people watch YouTube as entertainment

  • 18% use YouTube to follow brands and companies

  • 7% use YouTube to strengthen their professional work. 

  • 37% of viewers ages 30 to 49 use YouTube as a source of news.

Source: Sprout Social, "Social Media Trends Report 2024", Tubular Labs, "Global Video Benchmark Report 2023", LinkedIn, "Workplace Learning Report 2023"


7. Are YouTube Shorts Popular?

YouTube Shorts, launched in 2021, has quickly become popular, with more than 30 billion daily views and over 1.5 billion monthly active users.

Source: YouTube Official Blog, "YouTube Shorts Celebrates a Year of Creativity and Connection"


8. Do people watch movies and TV on YouTube?

Approximately 60% of Gen Z viewers use YouTube to find content related to TV shows and movies they have recently watched​!

Source: Google/Ipsos, "YouTube and TV Show/Movie Engagement,"

9. Do immersive shopping experiences work on YouTube?

“Hauls,” “shop with me,” and gift guides are gaining popularity, with 80% of online shoppers seeing the products they plan to buy in these videos​.

Source: YouTube Creator Academy, "Shopping on YouTube: Trends and Tips for Content Creators"

10. What format to viewers prefer on YouTube?

About 68% of users watch videos on specific topics across multiple formats, such as long-form, short-form, podcasts, and live streams.

Source: Google/Ipsos, "Multi-Format Content Consumption on YouTube"

Engagement & Content Consumption On YouTube. (2024)


11. Do people prefer live TV or Online Platforms?

Video Preference: 6 out of 10 people prefer online video platforms to live TV.

Source: Nielsen, "Total Audience Report Q3 2023"


12. Is music popular on YouTube?

"Song" and "Songs" were the top YouTube search queries in 2023.

Source: Google Trends


13. Do people watch sport on YouTube?

Sports viewership on YouTube is expected to reach 90 million by 2025.

Source: PwC, "Global Sports Media Survey 2023"

YouTube Statistics For Business. (2024)


14. How many marketers use YouTube?

About 53% of B2B content marketers use YouTube.

Source: Content Marketing Institute, "B2B Content Marketing Report 2023"

15. Is influencer marketing big on Youtube?

YouTube is the second most important social media channel for influencer marketing.

Source: Influencer Marketing Hub, "The 2023 Influencer Marketing Benchmark Report"

16. Is YouTube good for brand discovery?

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

Source: Think with Google, "YouTube: Influencing the Purchase Journey"

17. Do businesses use YouTube?

62% of businesses post video content on YouTube.

Source: Wyzowl, "State of Video Marketing 2023"

YouTube Advertising Statistics. (2024)


18. How much does YouTube make from advertising?

YouTube's worldwide advertising revenues amounted to 7.95 billion U.S. dollars in the third quarter of 2023, representing an increase of 12 percent compared to the third quarter of 2022.

Source: Google Investor Relations website

19. Do paid ads work on YouTube?

Paid ads on YouTube mobile are 84% more likely to receive attention than TV ads.

Source: Google/Ipsos, "Mobile Video Effectiveness on YouTube"

20. Are YouTube ads better than FaceBook or
Instagram ads?

YouTube ads receive 1.8 times more attention than on other social platforms.

Source: Nielsen, "Digital Ad Attention Report Q3 2023"

21. What YouTube Ads get the best results?

Relevant video ads get three times more attention than regular video ads.

Source: YouTube Creator Academy, "Best Practices for Video Ads"

22. Are YouTube’s TruView ads effective?

TrueView Ads are preferred by eight out of 10 YouTube viewers.

Source: Google/Kantar, "TrueView Brand Lift Study"

YouTube Video Marketing Stats (2024)


23. Is YouTube good for selling products?

More than a third of people who use YouTube have bought products discovered on YouTube.

Source: Think with Google, "YouTube: Influencing the Purchase Journey"


24. Is YouTube good for Tutorials?

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

Source: YouTube Creator Academy, "How to Create Effective Tutorial Videos"


25. Is Youtube a search engine?

YouTube is the second largest search engine globally

Source: Comscore, "YouTube Search Market Share Report"


26. Is video good for learning?

Research has found that up to 95% of a message is retained when obtained via video.

Source: Forbes, “How To Incorporate Video Into Your Social Media Strategy”


27. Do shoppers use YouTube for their purchasing decisions?

Over half of shoppers say online video has helped them decide which brand or product to buy.

Source: Google/Ipsos, "YouTube's Impact on Consumer Purchase Decisions"


28. Can YouTube drive sales?

78% of marketers say video has directly helped increase sales.

Source: Wyzowl, "State of Video Marketing Report" (2024)


29. YouTube can help you reach new customers!

93% of brands gained a new customer because of a video on social media.

Source: Google/Forrester, "The ROI of YouTube for Brand Awareness"


30. YouTube can help customers understand your products!

93% of consumers find post-purchase videos helpful for understanding their product.

Source: Think with Google, "The Power of Post-Purchase Videos"


31. Video can reduce the need for support calls!

43% of video marketers say video has reduced support calls.

Source: Forrester Research, "The Impact of Video on Customer Service Costs"


32. Is YouTube the best social media for selling products?

YouTube is the #1 purchase-driver on social media.

Source: Social Media Examiner, "Social Media Marketing Industry Report"


33. Is YouTube good for helping consumer decisions?

87% of people say YouTube helps them make purchase decisions faster.

Source: Google/Kantar, "YouTube's Role in Accelerating Purchase Decisions"


34. Is YouTube the world’s favourite video platform?

83% of consumers worldwide prefer YouTube for video content over other platforms.

Source: GlobalWebIndex, "Social Media User Trends Report"


35. What do people watch on YouTube?

65% of video viewers watch YouTube for user generated content.

Source: YouTube Official Blog, "YouTube Rewind 2023: Top Global Trends"


36. Do people buy products on YouTube?

Over 40% of global shoppers have bought products they discovered on YouTube.

Source: Google/Ipsos, "The Evolving Landscape of Online Video Shopping"


37. Do funny videos go viral on YouTube?

Research has shown that funny videos have the best chance of going viral.

Source: Databox, “How to Make a YouTube Video Go Viral (with 8 Easy Tips)”


38. Do most businesses manage their own YouTube?

Most businesses manage YouTube content by themselves.

Source: Sprout Social, "Social Media Management Report"


39. Should I post weekly videos on YouTube?

Many businesses post new YouTube videos every single week.

Source: YouTube Creator Academy, "Publishing Frequency Best Practices"


40. Do people watch recommended content on YouTube?

70% of content watched on YouTube is recommended by the platform.

Source: YouTube Official Blog, "The Power of YouTube Recommendations"


41. Do people find product on YouTube?

90% of users discover new brands or products on YouTube.

Source: Think with Google, "YouTube: Leading the Way in Product Discovery"


42. Is YouTube good for brands?

70% of people have bought a brand after seeing it on YouTube.

Source: YouTube Blog, “BrandConnect for Influencer Advertising”


43. Are YouTube ads better than TV ads?

Video ads get 3X the eyes of regular TV ads.

Source: Google/Nielsen, "Attention Rates: YouTube Ads vs. Television Ads"


44. Do Marketers use YouTube?

YouTube ranks 3rd with marketers as a preferred social media marketing channel.

Source: Social Media Today, "2024 State of Social Media Marketing"


45. Does YouTube offer a high ROI?

YouTube also ranks 3rd among social media platforms offering the highest ROI.

Source: Wordstream, "Social Media ROI Report"

46. Is YouTube used for escapism?

90% of young YouTubers watch videos that help them feel like they're in a different place.

Source: Google/Ipsos, "The Psychology of YouTube Watchers"


47. How big is YouTube’s global reach?

YouTube covers 80% of the internets population’s language preferences.

Source: YouTube Official Blog


48. Do longer videos work on YouTube?

Longer videos (over 10 minutes) are gaining more engagement and watch time.

Source: Tubular Labs report on video length trends and audience engagement


49. How many brands actively use YouTube?

Over 90% of U.S. brands have an active YouTube channel.

Source: Sprout Social, “Full YouTube Statistics Checklist for 2023”

That’s it with the stats, now for the final bit of the article!

Conclusion: YouTube’s A Must For The Digital Marketer.


In 2024, YouTube stands as a colossus in the digital world, shaping the way we consume, create, and connect through video. These statistics underscore its un-rivaled position as a marketing powerhouse and a cultural touchstone. For marketers, understanding and leveraging these insights is key to tapping into YouTube's vast potential and staying ahead in an increasingly competitive landscape.

 
Ollie Couch
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