How Video Consumption is Changing in 2023 [New Research]


Video is more vital to consumers now than ever before. Our annual State of Video Marketing survey with Wyzowl shows that 91% of companies use video as a marketing tool, greater than any of the previous years because the surveys began.

While video is not going anywhere, it’s always expanding, changing, and evolving to suit consumer preferences and recent platforms — marketers must sustain.

Here, we’ll highlight five research-backed ways video consumption habits are changing and the way marketers can respond strategically.

Online Video Consumption Statistics Marketers Should Know

How Video Consumption is Changing in 2023
1. Consumers increasingly depend on marketing videos from brands.
2. Escapism is the secret.
3. Consumers lean into their passions.
4. Production quality is becoming more vital.
5. Consumers prefer shorter videos.
Navigating video in 2023

Online Video Consumption Statistics Marketers Should Know

As video continues to be integral to marketing strategies, marketers should keep the next statistics in mind:

  • The variety of digital video viewers worldwide is anticipated to achieve 3.5 billion.
  • In 2023, persons are watching, on average, 17 hours of online videos per week.
  • Individuals are 52% more likely to share video content than another sort of content.
  • 75% of viewers watch short-form video content on their mobile devices.
  • 83% of marketers suggest videos needs to be under 60 seconds.

How Video Consumption is Changing in 2023

From video length to what attracts viewers — here’s what’s changing for video consumption in 2023.

1. Consumers increasingly depend on marketing videos from brands.

Previously, consumers would visit web sites, have a look at online reviews, watch commercials, and perhaps watch a couple of YouTube videos to study a product.

Now, with video accessible on every major social media network, they’re learning to rely more heavily on this kind of content of their research phase.

Video Consumption

In response to HubSpot Blogs research, 66% of consumers have watched video content (i.e., product demos, reviews, FAQs, unboxings, etc.) to study a brand or product.

The trend is obvious: in 2023, consumers increasingly expect to see brand video content. Why?

Videos allow consumers to understand how a services or products works in real life, discover any flaws before purchasing the item and discover perks they won’t study within the text-based description.

Moreover, this content might appear more authentic than a heavily edited product shot, which might boost a consumer’s trust in a brand or offer.

In reality, our most up-to-date consumer trend tracker survey found 69% of U.S. consumers say it’s more vital that a marketing video be authentic and relatable than polished with high-quality video/audio.

2. Escapism is the secret.

Previously, older generations may need turned on their favorite TV sitcom or gone to the flicks to flee every day life’s stresses. While the platforms have modified, the necessity for relaxing or entertaining content has yet to alter.

Video Consumption 3

In response to HubSpot Blogs research, consumers primarily watch videos to “help me loosen up and unwind.” Moreover, people cited “To laugh or be entertained” because the second most typical reason.

Even for those who’re creating informative marketing videos, consider experimenting with funny anecdotes or adding other entertaining qualities. Are you eager about adding fun elements to your next marketing video? Get inspired by notable brands that effectively use humor of their marketing.

A few of the most well-received ads aired through the 2023 Super Bowl featured humor as a key component. Once we asked 150 viewers what their favorite Super Bowl ad was this 12 months, most selected a funny Dunkin’ ad featuring Ben Affleck.

3. Consumers lean into their passions.

Apart from on the lookout for escapism, YouTube viewers are motivated to look at content that teaches them recent things, primarily related to their passions, interests, hobbies, or social causes. In reality, in accordance with HubSpot Blogs research, 13% of consumers watch videos to “explore an interest or passion,” while 11% wish to “learn something recent.”

Odds are your product pertains to someone’s interests, hobbies, passions, or profession. That is the sort of person you’ll be wanting to look at and revel in your videos.

Making a buyer persona and audience around this kind of person will make it easier to discover video topics they’ll value, profit from, and remember.

4. Production quality is becoming more vital.

36% of consumers feel production value is “somewhat vital,” while 28% feel it’s “essential.” But fear not — this doesn’t suggest it’s essential rent a high-priced studio or enlist A-list celebs.

Video Consumption 7

As an alternative, some ways exist to provide a reasonable, solid-quality video from any home or workspace. And remember, often, a video’s success relies on its value. In other words, greater than fancy lighting is required.

Moreover, video software like Vidyard, Bonjoro, and TwentyThree makes it easy to record and send short video messages – like pitches, welcome videos, and more — to customers without having a Hollywood budget.

5. Consumers prefer shorter videos.

Due to the rise of TikTok — and the wave of short-form content that followed — consumers are in search of quick, snappy videos. Specifically, videos under three minutes fall right into a sweet spot.

optimal marketing video length according to HubSpot research-1

Should you’re recent to video, starting with short-form videos can make it easier to get your feet wet — and inform you what resonates together with your audience.

You furthermore may have to set the correct pace to your video content. Before you set a marketing video online, re-watch it from the point-of-view of a somewhat busy consumer. Then, ask yourself, “Does this video quickly pull viewers into the motion and keep their attention?”

Should you’re apprehensive that parts of your video seem dull, shorten it. But, in case your team thinks it’s entertaining or informative the complete time, you’ll be able to experiment with publishing your longer-form video and learning from its results.

Navigating Video in 2023

With each recent generation, the video world will proceed to evolve.

Nevertheless, at this point, the video landscape is changing in favor of marketers. Consumers prefer to study brands via video content and use it as a essential tool within the information-gathering phase of their buyer’s journey.

Moreover, most video consumers now strive to learn something recent about an interest or hobby moderately than simply using video to entertain themselves. This implies marketers can harness educational videos of their strategy and offer consumers content related to their area of interest while also marketing a brand or product.

Video is not going anywhere but always expanding, changing, and evolving to suit recent consumer needs and platforms.

As this content evolves with each recent generation, marketers should proceed researching video consumers’ interests, hobbies, and behaviors.


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