Captivating Audiences: 20 Video Consumption Trends to Watch in 2025

Global Reach: 3.3 Billion Viewers 

More than 3.3 billion people are watching videos online, cementing video’s status as a dominant communication tool. This vast audience demands that brands tailor their strategies to capture and engage this global viewership.

Mobile-First Video: 75% of Views

With 75% of video consumption happening on mobile devices, optimizing content for smartphones and tablets is crucial. This includes embracing vertical videos and ensuring quick loading times on mobile platforms.

Product Discovery on TikTok and Reels

Social shopping is booming, with 37% of consumers discovering new products through short-form videos on TikTok and Instagram Reels. Brands must leverage these platforms for innovative, engaging product marketing.

Relatability Drives Engagement

Authenticity is key, with 38% of viewers finding relatable, genuine content more memorable. Moving away from overly polished videos and focusing on storytelling helps brands build trust and emotional connections.

Interactive Videos Dominate

Interactive videos—those with clickable links, quizzes, or viewer participation—generate up to five times more engagement and boost conversion rates by 30%. This trend is especially valuable for brands looking to deepen consumer interaction.

Demand for Brand Videos Soars

A staggering 89% of consumers want more videos from brands, signaling a clear mandate for businesses to increase their video content, from behind-the-scenes clips to customer testimonials and tutorials.

Videos Are More Shareable

Videos are 52% more likely to be shared than other content, making them a key tool for viral marketing. Brands should focus on creating shareable, engaging videos that resonate with viewers.

Short-Form Video Reigns Supreme

With 83% of marketers believing videos under 60 seconds are the most effective, it’s clear that short, concise content is the way forward, especially on platforms like TikTok, YouTube Shorts, and Instagram.

Authenticity Over Polish

Viewers increasingly prefer real, unscripted videos over heavily produced content. This shift towards authenticity challenges brands to showcase their human side and focus on relatable, transparent messaging.

AI in Video Production

AI tools are revolutionizing video production, with 18% of businesses now using AI for tasks like generating captions, writing scripts, and even editing. AI streamlines the process, offering businesses a cost-effective way to produce personalized content.

B2B Marketing Turns to Video

More B2B companies are using video to educate and convert clients, recognizing its power to simplify complex information and drive lead generation.

Interactive E-Commerce Videos

Interactive videos that allow consumers to shop directly within the video format are proving highly effective, increasing product additions to cart by up to 41%. This immersive experience is becoming a game-changer in e-commerce.

Short-Form Video ROI

Short-form videos provide the highest return on investment (ROI) compared to other content types, significantly boosting traffic and engagement with minimal resources.

Strategic CTA Placement

Marketers are becoming more strategic with where they place calls to action (CTAs) in videos. Whether at the start, middle, or end, optimizing CTA placement can dramatically improve conversion rates.

Rise of Product Videos

45% of companies plan to create more product-focused videos in 2025, reflecting the growing demand for visual content that showcases products in action.

Cross-Platform Video Integration

Brands are increasingly integrating videos across multiple platforms—from websites to social media—ensuring they meet their audience wherever they are.

Video Still Dominates Social Sharing

On social platforms like Facebook, Instagram, and LinkedIn, video remains the most shared type of content, reinforcing its power as a tool for building brand awareness.

Video in Email Campaigns

Incorporating videos into email marketing boosts engagement and conversion rates, making emails more dynamic and increasing the likelihood that recipients will engage.

Diversified Video Content Strategies

Brands are diversifying their video content to include product demos, webinars, and behind-the-scenes footage, keeping audiences engaged and addressing different stages of the customer journey.

Websites as Video Hubs

67% of businesses prefer to host their videos on their websites, ensuring control over distribution and presentation while driving traffic to owned channels.