Study

Video Consumption Statistics 2024 (Average video consumption per user)

The average attention span of someone consuming videos is 47 seconds in 2023. It’s a coin toss whether decreased attention span is contributing to shortening video length or vice versa. 

People’s video consumption habits are changing rapidly, as are the videos available online to accommodate them. 

  • There will be 4.2 billion digital consumers by 2027. 
  • People consumed 17 hours of online video per week in 2023. 
  • Online videos have reached 92.3% of internet users. 
  • YouTube mobile app users spent 23.1 hours on the app per month in 2022. 
  • Globally, people watch videos for over 103 minutes per day
  • People share video content 52% more times than any other content on social media.
  • The average video retention rate is 54%. 

Key Metrics:

Out of 5.30 billion internet users, 3.5 billion reportedly watched digital videos once per month in 2023. This means 66% of the internet is consuming videos every month. 

This is a 500 million increase in consumption from 2020, when 3 billion consumed videos once a month. 

In fact, 92.3% of the internet has come across a video once per week, even if they don’t stop to consume it. 

Music videos are the most consumed video format

49.4% of internet users watch music videos once per week. Comedy, memes and viral videos reach another 35.3%. Videos that are most likely to go viral? Live action videos according to 49% of marketers

Then, we have how-to videos and live streams, which are popular among 26.4% and 27.6% of internet viewers. 

17 Hours of Average Video Consumption Per User

An average person consumes 17 hours of video content per week in 2023. Surprisingly, this is down from 2022 and 2021, when consumption per person was 19 hours and 17 hours, respectively.

YearHours per Week
201810.5
201914
202016
202118
202219
202317

In fact, the video consumption rate took a downward curve for the first time since 2018 when it was 10.5 hours in 2023. The biggest jump in video consumption also occurred from 2018 to 2019.

The pandemic increased the time people spend on the internet and videos by extension, which naturally dwindled in 2023 as people got busy in the real world. 

Most Downloaded Video Streaming App

TikTok won the crown of the most downloaded video app worldwide in 2022 with 672 million downloads. Netflix followed this with 165 million downloads. 

Video Streaming AppsNumber of Downloads
TikTok672 million
Netflix165 million
YouTube154 million
Disney+147 million
Amazon Prime Video123 million
YouTube Kids99 million
HBO Max87 million
MX Player74 million
Hotstar64 million
Pluto TV61 million

Netflix is also the streaming app with the highest amount of downloads per month in 2023, registering 13.9 million in September. Hotstar came hot in heels at second place with 12.74 million downloads, which could be due to its tie-up with Disney in India. 

Worldwide, Disney was the 4th most downloaded app in 2022, with 147 million, in video streaming. YouTube, despite being the second most popular app in the world, came third with 154 million downloads. It’s quite likely because YouTube already has most of the internet on the app. 

Celebrity Names Have Lost Internet

According to Google, people care two times more about whether the video taps into their interest than whether the production value is high. It also matters four times less than before whether the video features a celebrity. 

6 out of 9 countries didn’t care whether the video had famous actors. 

Viewers Like Exploring New Content

Watching movies and shows has become low priority, with Millenials and Gen Z preferring to learn a new hobby or get information about a new topic instead. 

In particular, 34% of YouTub users and 32.5% of YouTube users admit to being open to exploring new concepts.

Video Consumption By Device

Despite 90% of consumers using their smartphone for watching social media videos , 70% of the global streaming occurred on a smart TV or a regular TV. In particular, smart TV has 35.3% of global viewership

Especially the LATAM region had 43.3% of viewership on smart TV. Yet, in comparison, Asian people watched most shows on a smartphone. This might be because a considerable chunk of them think of smart TV as a luxury. 

Globally, for Video on Demand (VOD) content, smartphone had 37% of viewership share. Right after was Television, in which 33% of viewers opted to consume content. 

Overall, consumers still prefer to watch movies and TV shows on big screens, set-top boxes (STB) and TVs, with viewers watching content on them for 102 minutes and 88 minutes daily

The same can’t be said for smartphones, which had a total of 30 minutes of VOD consumption. 

Live Video Is Consumed Heavily On YouTube

52% of live video viewers find live videos to watch on social media. YouTube has the highest number of live video viewers, getting 52% of the demographic. Considering YouTube is popular for game live streams, this is expected. 

Facebook is the second most popular, with 42.6% of live video viewers. Facebook gets a huge number of shopping livestream videos, going on for hours at times. 

In fact, live videos have 27% more minutes of watch time than VODs. At the current rate, the live video streaming market is expected to reach $330.51 billion by 2030

As such, 63% of users between the ages of 18 to 34 in the US alone admitted they watch videos multiple times a day. Then again, 24% of US adults between 35 to 54 have said they have never watched a livestream video. This means live stream videos are particularly popular among Millenials and Gen Z. 

According to iab, 44% have even reduced their TV consumption because of live streaming. 

Social Media Video Statistics 2024

The 60-second short-form video we know today was popularized by TikTok. Even in the third quarter of 2023, TikTok has 272.2 million video downloads worldwide. 

Is it surprising 75% of people watch short-form content on their mobile phones? YouTube shorts, TikTok, and Instagram Reels have all made video consumption all too easy on mobile devices. 

YouTube Short Statistics

YouTube shorts got 50 billion views daily in 2022. Even at the initial launch, YouTube had over 30 billion viewers per day. It is suggested YouTube Shorts generated 70 billion views per day in 2023

While 60 seconds is acceptable, the average length of a YouTube short is 15 seconds. 

The video with the highest number of views among shorts? FUNNY DIY FOOT SOAP, which has over 10 million likes and over 581 million views

Unsurprisingly, data from Tubular Labs suggests 25.6% of YouTube shorts came from India. Right behind is the US, with 23.4% of YouTube shorts coming from them. 

TikTok Video Statistics

Even between January and March of 2023, 14 billion videos were uploaded on TikTok. The app has the power to make its regular users spend 95 minutes per day on it

Even children spend 75 minutes per day on TikTok across the globe. This means a person spends 6.06 hours on TikTok consuming videos per week. 

TikTok’s growth is obvious by the fact it had 1.5 billion registered users in 2023

Instagram Reel Stats

Users share reels 1 billion times a day through direct messages. However, when it comes to watch time, Instagram reports 10 times lower numbers than TikTok. 

17.6 million hours of Reels are consumed by users on Instagram per day. Meanwhile, TikTok can boast 197.8 million hours of user engagement. 

Yet, the adoption rate for Instagram shows is far higher. 74% of Instagram users are also Reel viewers. This has grown significantly from 69% and 62% in September and March of 2022. 

Yet, only 54% of survey respondents of Morgan Stanley claimed to have turned to TikTok in 2023. 

When HypeAuditor also analyzed 77.6 million posts, it was confirmed Reels have the highest reach on Instagram at 33.8%.

More Than 15 seconds, Less Than 60 seconds 

Short form videos receive 2.5 times more engagement than long-form video. But that doesn’t mean you should keep decreasing the video length.

Videos under 54 seconds saw an engagement rate of 6.67% on TikTok. Meanwhile, videos around the length of 10 to 15 seconds have an engagement rate of 5.25%. 

We see the same trend with videos around the length of 30 to 53 seconds, increasing the engagement rate to 6.08%. 

Yet, when videos are less than 9 seconds in length, engagement rises to 6.09%.

Similarly, people watch 15 seconds ads until the end 5 times more than 30 seconds ads on Twitter. 

People Consume Social Media Videos With The Sounds Off

85% of videos on Facebook are watched without sounds on. People either rely on closed captions or get the crux of the content through visual cues. 

This is in direct contrast to 76% of video ads needing sounds on. To combat this, closed captioning has become pretty common. 

World’s Most Used Social Video Platform 

YouTube and TikTok are the first and second most used social media video platforms. While Facebook and Instagram can be considered video platforms, videos aren’t primary there. 

Additionally, when it comes to high usage time, TikTok ranks higher than Instagram at 5. YouTube ranks highest with 23.4 hours monthly. 

YouTube Consumption Usage Statistics 2024

Key Metrics:

  • 500 hours of videos are uploaded to YouTube every minute. 
  • YouTube gets 30,000 hours of new content every hour. 
  • YouTube has a value of $86 billion in 2022. 
  • YouTube’s watch time is almost equal to mainstream TV. 
  • Over 1 billion hour of YouTube content is consumed every day by the world. 

YouTube is a video consumption platform with no other usage. Observing how viewers interact with YouTube can provide the most accurate picture of consumer trends. 

It is also the social media platform with the second-highest number of monthly users after Facebook, at 2.7 billion

YouTube’s impact is most obvious in its ad revenue, which amounts to 7.9 billion in the third quarter of 2023. This is a 12% increase from 2022, meaning the platform’s popularity still isn’t slowing down. 

In fact, YouTube has over 9 channels with over 100 million subscribers. Out of which, T-Series has 237 million subscribers, party due to its huge Indian fanbase. 

YouTube Streaming By Country

YouTube has a global reach of 37.5%, which is way lower than expected considering its total number of monthly active users. 

98.7% of the United Arab Emirates is on YouTube. Israel ranks second with 93.1% and Saudi Arabia at 91.5%. It seems Middle Eastern countries have a higher chance of using YouTube. 

The European countries also have a high YouTube penetration rate, amounting to 91.3% for the Netherlands,  91.1% for the United Kingdom, and 90.9% for Norway. 

The Netherlands, in particular, saw 9.9 million YouTube users in 2023. This makes YouTube the second-most popular social media platform in the country. 

Nigeria has the lowest YouTube adoption numbers at 23.1%. Not so surprising, as even until 2021, Nigeria only had 5.29 million YouTube users

YouTube Streaming Consumption Statistics 2024

From 2014 to 2020, the number of videos uploaded to YouTube per minute grew by 40%. At present, video receives and processes more than 500 hours of videos per minute

27% of the total internet watch 17 hours of video per week. 

Most Watched Video on YouTube

The most-watched video on YouTube is Baby Shark Dance with over 13.72 billion views. Johny Johny Yes Papa and Bath Song take third and fourth place with 6.85 billion and 6.52 billion views, respectively. What do all these songs have in common? These are what you would children’s songs.

The exception comes in the form of songs like Despacito which is in second place with 8.33 billion views and Shape of You, which is in fifth place with 6.15 billion views. 

Hours Spent on YouTube Mobile

YouTube mobile app registered over 23.1 hour watch hours per month for an average person. 

South Korea, in particular, registered over 40 hours of average video consumption per user, the highest for any country. This is expected, considering 46 million people are on YouTube in South Korea – a country with a population of 50 million. It’s become a source of free speech for the country. 

In comparison, the USA has 239 million YouTuber users, against a population of 339 million. This means only 70% of the USA’s population consists of active YouTube consumers, with a watch hour per week of 21.3 hours.

Right after South Korea, India registered the second-highest watch hours with 29.2 hours on average per week. It’s the country with the highest number of YouTube audiences at 462 million. Yet, the total YouTube penetration rate in the country is a mere 38.4%, one of the lowest in the world. 

Meanwhile, Germany’s watch hours are the lowest at 10.8 per week. 

82% of teens and adults in the UK use YouTube to consume video content. Similarly, 60% of adults in the US hop on to YouTube multiple times a day. 

In comparison, the second most popular social video platform- TikTok- gets visits from 54% of adults twice per day. 89% of marketers believe YouTube remains unbeatable when it comes to long-form content. 

Final Thoughts

48% of content marketers feel their company isn’t underestimating the full potential of videos. 43% also feel restricted by the lack of in-house editors and videographers. 

If you are one of them, it’s time to show these video statistics to your organization. The impact of video on social media will quickly change their mind about showing less effort to YouTube. 

In the end, 88% of video marketers are actually satisfied with their ROI. 

Frequently Asked Questions (FAQ)

1. How many videos are on the internet?

It’s impossible to track how many videos are on the internet. YouTube alone has over 900 million videos with over 37 million channels. 

So, it’s safe to say there are over 1.5 billion videos on the internet. If we actually look at the rate of how many videos are uploaded on YouTube, TikTok, Instagram and other video platforms- chances are the numbers are over 2 billion. 

2. How many people watch YouTube daily?

YouTube gets 122 million daily visitors per day. These numbers combine both app and website visitors. This also matches with the number of 3.5 billion people watching videos per month. 

3. How have our video consumption habits changed in the past few decades?

Millennials and Gen Z grew up on the internet, which drastically changed their consumption habits. 90% of Gen Z opt for a streaming service whenever they want to watch a movie or TV show. 

In general, they have lost interest in movies, moving towards short-form, informative video content that either aligns with their interest or introduces them to a new concept.