Online Video Consumption Statistics (2024)
Online video consumption has been on the rise with the current average viewer spending 17 hours a week watching digital videos in 2023.
For businesses, the potential to reach consumers via online videos is high. But to cater to their habits, you need to know what they are watching exactly.
Most popular videos on the internet in 2024
|
Type of video content |
Percentage of internet users who watch this type of video content |
|
Any kind of video |
91.8% |
|
Music video |
49.6% |
|
Comedy, meme, or viral video |
34.7% |
|
Video live stream |
28.8% |
|
Educational video |
25.9% |
|
Tutorial or how-to video |
25.9% |
|
Sports clip or highlights video |
25.5% |
|
Product review video |
25.0% |
|
Sports match or commentary |
24.5% |
|
Influencer videos and vlogs |
23.2% |
|
Gaming video |
22.3% |
Online video consumption trends: five most popular video types
According to the latest online video consumption statistics, 91.8% of internet users worldwide watch digital videos each week. This refers to any kind of video—from music videos and tutorials to gaming and influencer videos.
The most popular videos on the internet are music videos. Nearly half (49.6%) of all internet users watch them at least once a week. Comedy, meme, or the commonly-termed “viral” videos are the second most popular type of videos and are watched by just over one-third (34.7%) of global internet users. This is followed by video live streams, with 28.8%. Product review videos, relevant to ecommerce businesses, and sports clips or highlight videos rank next, both are consumed by 25.9% of internet users.
Other popular types of video on the internet
Another video type on the list of the most popular videos on the internet is educational videos. More than one-quarter (25.5%) of global consumers watch these online every week. They are followed by tutorial or how-to videos, with 25%. These online video consumption statistics also show that sports videos like matches and commentaries are also extremely popular among consumers. They’re watched by 24.5% of users.
Influencer videos and vlogs also rank among the most popular videos on the internet, watched by 23.2% of internet users worldwide every week. This is a statistic that can come in handy when you’re thinking about using influencer marketing to promote your brand. Rounding out the list of the most popular videos are gaming videos, which 22.3% of people watch.
Online video consumption statistics: acting on the data
As an ecommerce business, these online video consumption statistics are important as it helps you understand your buyers’ preferences. This way, you can adjust your video marketing strategy accordingly to ensure your videos are not only being watched but also reaching the right audience.
For instance, the high number of people watching tutorials or how-to videos could mean that it may be worth investing in creating a how-to product video. This is especially if your products are innovative and/or if their value proposition cannot be adequately conveyed through text or static images. Video live streams can also help to foster a sense of community with your buyers, cultivating a relationship with them.