Research shows that the demand for video content is outstripping the current supply. Which isn’t surprising if you think about it. We’re consuming videos at unprecedented rates; TikTok transformations, unboxing videos, DIY tutorials, gaming walk-throughs, explainer videos, webinars, demonstrations, and reviews. People are watching more video online than ever before – in fact the amount of online video we watch has almost doubled since 2018.
Audiences are watching more video than ever
While the time spent watching videos has risen consistently for the past 3 years, from 12.2 billion minutes to 14.6 billion minutes, the rate of videos uploaded has remained the same. This means that audience demand to watch is outpacing the supply.
Why do we love video?
People will…
be twice as likely to share video content than any other type of content.
watch 500 million hours of video content on YouTube alone, with only 16% saying they read text word for word.
remember more of what they watch than what they read. 80% can recall a video they watched in the past month whereas only 10% could remember something they read.
Don’t get left behind
How long should a video be?
In summary…
People love video and they’re sharing it like crazy which means it’s fast becoming an essential component of your marketing toolkit. As a format it’s always expanding, changing, and evolving to satisfy consumer needs and emerging platforms.