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Video advertising and marketing in the U.S. - statistics & facts

It is no secret that digital marketing has become one of the most indispensable promotional tools of our times, and video has emerged as a particularly vital component. Few other formats can capture and retain audiences' attention as effectively as video. On top of that, the number of digital video-on-demand viewers in the U.S. - and in many other parts of the world - keeps growing every year. Seeing that it has evolved into an essential tool for education, communication, and entertainment during the COVID-19 pandemic, marketers are now focusing on video promotion more vividly than ever.

Marketer usage: unlocking the value of video

Connected TV (CTV) and social video are among the most popular content marketing tactics in the United States, and the onset of the pandemic only fostered companies’ reliance on these tools. When asked about the share of media budgets devoted to select channels, U.S. industry experts stated that they allocated roughly 20 percent of their digital marketing spend towards digital video. This figure was higher than that devoted to paid search, highlighting video’s expanding presence in today’s complex marketing mix. Looking at how companies leverage the power of video, mobile stands out as a particular focal point. Not only are smartphones the top device to watch digital video content in the U.S., but videos on small handheld screens are also more engaging than written text.

Market leaders: social media keeps boosting business

Marketers can choose from a vast selection of digital video platforms. They often turn to social media, where many customers are to be found. For instance, Youtube might reach a new peak of users in the United States: Over 210 million in 2022. As the Google-owned platform draws more users every year, it is no surprise that it has become an extremely fertile marketing ground. Similarly, Instagram and TikTok have grown into marketing professionals' favorites. The reasons: Both networks boast massive user counts and promise great exposure. In addition to posting videos and engaging with millions of internet users themselves, companies also embrace user-generated video content. Also, they leverage the global phenomenon that is influencer marketing.

Video ad spending

While companies can publish videos at practically no cost on social media platforms, websites, or other digital channels, they can also invest large sums into creating memorable video ad campaigns. In 2021, digital video ad spend in the U.S. amounted to approximately 55.3 billion U.S. dollars. According to the latest projections, spending on video ads will increase to nearly 80 billion U.S. dollars in 2023. Unsurprisingly, the lion’s share of this sum is expected to be allocated towards mobile, as consumers increasingly watch digital video content on their smartphones. By 2024, video might surpass search advertising as the leading format for mobile ad spending, confirming its rosy future.

Interesting statistics

In the following 5 chapters, you will quickly find the 40 most important statistics relating to "Video advertising and marketing in the U.S.".

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