{"id":387,"date":"2026-08-19T08:25:57","date_gmt":"2026-08-19T08:25:57","guid":{"rendered":"https:\/\/wpfastserver.com\/index.php\/2024\/08\/12\/how-video-consumption-is-changing-in-2024-new-research\/"},"modified":"2026-08-19T08:25:58","modified_gmt":"2026-08-19T08:25:58","slug":"how-video-consumption-is-changing-in-2024-new-research","status":"publish","type":"post","link":"https:\/\/wpfastserver.com\/index.php\/2026\/08\/19\/how-video-consumption-is-changing-in-2024-new-research\/","title":{"rendered":"How Video Consumption Is Changing in 2024 [New Research]"},"content":{"rendered":"

Video continuously evolves as an impactful form of marketing<\/a> \u2013 and now is considered more important to consumers now than ever.Video continuously evolves as an impactful form of marketing<\/a> \u2013 and now is considered more important to consumers now than ever. If consumer connection and engagement are your goals, you must stay on top of video consumption trends. Our annual State of Video Marketing<\/a> survey with Wistia shows that video plays have increased for businesses of all sizes. Small- to medium-sized businesses increased plays by 13%, and large businesses increased plays by 5%. Here, I’ll highlight seven research-backed ways video consumption habits are changing and how marketers can respond strategically. In this article: Online Video Consumption Statistics Marketers Should Know Video Consumption Trends Video Consumption Trends by Demographic Online Video Consumption Statistics Marketers Should Know As video continues to be integral to marketing<\/a> strategies, marketers should keep the following statistics in mind: The number of digital video viewers worldwide is more than 3.3 billion. In 2024, 89% of consumers confirm they want to see more videos from brands. People are 52% more likely to share video content than any other type of content. 75% of viewers watch short-form video content on their mobile devices. 83% of marketers suggest videos should be under 60 seconds. Video Consumption Trends From video length to what attracts viewers \u2014 here\u2018s what\u2019s changing for video consumption in 2024. 1. Consumers increasingly rely on marketing videos from brands. In the past, consumers would visit websites, look at online reviews, watch commercials, and maybe watch a few YouTube videos to learn about a product. Now, with video accessible on every major social media network, they are learning to rely more heavily on this type of content in their research phase. According to HubSpot research, 62% of consumers have watched video content (i.e., product demos, reviews, FAQs, unboxings, etc.) to learn about a brand or product. In the latest Consumer Trends Report, HubSpot surveyed more than 700 consumers, and 37% prefer to discover products through short-form videos (such as TikTik\u2019s or Instagram reels), 8% prefer long-form video, and 17% favor the video livestream. The trend is clear: In 2024, consumers increasingly expect to see brand video content. Why? Videos allow consumers to know how a product or service works, discover any flaws before purchasing the item and identify perks they might not have learned in the text-based description. 2. Conversions are made directly within the video. Considering consumers are watching and relying on brand videos, failing to optimize your video for conversion is a missed opportunity. Conversions can be encouraged within videos using annotations, CTAs, or forms. Image Source A Wistia survey, which includes HubSpot insights, found that conversions are best placed at the end of videos for shorter form videos (less than one minute to five minutes long), but longer form videos, those over five minutes, benefit from a CTA placement early in the video. Interestingly, videos at sixty minutes or more have the highest conversion rate at 24% when the CTA is placed at the end. Image Source Jack Brodie, managing director and video producer at Colada Creative, is finding conversion success through an innovative and interactive video format. Brodie says, “This innovative video format is already used by brands like Nike, IKEA, Porsche, and more. We\u2018re using it with our clients, and we\u2019re positive that businesses large and small shouldn’t sleep on interactive video.\u201d Brodie expects interactive video to have as much as five times more engagement and 30% higher conversions. \u201cEcommerce brands can make their products literally purchasable within the video, and this leads to a 41% increase in products added to cart. The immersive nature of interactive video means consumers spend as much as 47% more time watching and engaging with the video,\u201d Brodie recommends. 3. Brands must create relatable and authentic content. Authentic and relatable content is a must. Our most recent survey found that 38% of consumers found that relatable content was more memorable. Additionally, when it comes to social media content, consumers prefer to see relatable and authentic videos (63%) over polished and high-production-value videos (37%). Even if you\u2018re creating informative marketing videos, bring in your brand\u2019s authenticity and relate to your consumer. Tristan Harris, demand generation senior marketing manager at Thrive Digital Marketing Agency, experimented with relatable and authentic video in social media content. Harris notes there is a significant following for reels and live videos, with the value it puts on authenticity and even immediacy. Then, there are personalized videos, which cater to the preferences of specifically identified market segments. \u201cShort-form videos also have their share of popularity. We tried to integrate this format for thought leadership here. The insights and feedback indicated that this is how our audience wants to learn now,\u201d Harris says. Harris emphasizes that the audience will remain engaged in high-quality content that is both informative and entertaining: \u201cThe storytelling and production should be given good thought as well to ensure that this meets the expectations of your target viewers.\u201d Image Source 4. Consumers prefer shorter videos. Thanks to the rise of TikTok \u2014 and the wave of short-form content that followed \u2014 consumers are seeking quick, snappy videos. Specifically, videos under three minutes fall into a sweet spot. If you’re new to video, starting with short-form videos can help you get your feet wet \u2014 and tell you what resonates with your audience. You also need to set the right pace for your video content. Before you put a marketing video online, re-watch it from the point-of-view of a somewhat busy consumer. Then, ask yourself, \u201cDoes this video quickly pull viewers into the action and keep their attention?\u201d If you\u2018re worried that parts of your video seem dull, shorten it. But, if your team thinks it\u2019s entertaining or informative the entire time, you can experiment with publishing your longer-form video and learning from its results. Daniel Anderson, founder and editor at The Money Maniac, discovered that \u201cShort-form videos can help improve your content’s<\/p>\n","protected":false},"excerpt":{"rendered":"

Video continuously evolves as an impactful form of marketing \u2013 and now is considered more important to consumers now than ever.Video continuously evolves as an impactful form of marketing \u2013 and now is considered more important to consumers now than ever. If consumer connection and engagement are your goals, you must stay on top of<\/p>\n

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