Video advertising and marketing in the U.S. - statistics & facts

It is no secret that digital marketing has become one of the most indispensable promotional tools of our times, and video has emerged as a particularly vital component. Few other formats can capture and retain audiences' attention as effectively as video. On top of that, the number of digital video-on-demand viewers in the U.S. - and in many other parts of the world - keeps growing every year. Seeing that it has evolved into an essential tool for education, communication, and entertainment during the COVID-19 pandemic, marketers are now focusing on video promotion more vividly than ever.

Marketer usage: unlocking the value of video

Connected TV (CTV) and social video are among the most popular content marketing tactics in the United States, and the onset of the pandemic only fostered companies’ reliance on these tools. When asked about the share of media budgets devoted to select channels, U.S. industry experts stated that they allocated roughly 20 percent of their digital marketing spend towards digital video. This figure was higher than that devoted to paid search, highlighting video’s expanding presence in today’s complex marketing mix. Looking at how companies leverage the power of video, mobile stands out as a particular focal point. Not only are smartphones the top device to watch digital video content in the U.S., but videos on small handheld screens are also more engaging than written text.

Market leaders: social media keeps boosting business

Marketers can choose from a vast selection of digital video platforms. They often turn to social media, where many customers are to be found. For instance, Youtube might reach a new peak of users in the United States: Over 210 million in 2022. As the Google-owned platform draws more users every year, it is no surprise that it has become an extremely fertile marketing ground. Similarly, Instagram and TikTok have grown into marketing professionals' favorites. The reasons: Both networks boast massive user counts and promise great exposure. In addition to posting videos and engaging with millions of internet users themselves, companies also embrace user-generated video content. Also, they leverage the global phenomenon that is influencer marketing.

Video ad spending

While companies can publish videos at practically no cost on social media platforms, websites, or other digital channels, they can also invest large sums into creating memorable video ad campaigns. In 2021, digital video ad spend in the U.S. amounted to approximately 55.3 billion U.S. dollars. According to the latest projections, spending on video ads will increase to nearly 80 billion U.S. dollars in 2023. Unsurprisingly, the lion’s share of this sum is expected to be allocated towards mobile, as consumers increasingly watch digital video content on their smartphones. By 2024, video might surpass search advertising as the leading format for mobile ad spending, confirming its rosy future.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Number of digital video viewers worldwide: 3.1bn

Number of digital video viewers in the U.S.: 244.3m

Digital video ad spend in the U.S.: 55.34bn USD

Editor’s Picks Current statistics on this topic

Digital video advertising spending in the United States from 2019 to 2023 (in billion U.S. dollars)

Online Advertising

Digital video advertising spending in the U.S. 2019-2023

Distribution of digital video ad views in the United States in 1st half 2022, by distribution platform type

Online Advertising

Digital video ad views in the U.S. 2022, by platform

Issues that frustrated internet users most about ads in ad-supported video content in the United States in June 2021, by age group

Online Advertising

Pain points of ads in online video content in the U.S. 2021

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Overview

Premium Statistic Digital video advertising spending in the U.S. 2019-2023
Digital video advertising spending in the U.S. 2019-2023
Digital video advertising spending in the United States from 2019 to 2023 (in billion U.S. dollars)
Premium Statistic Digital Market Outlook: digital video ad spending in the U.S. 2017-2026, by device
Digital Market Outlook: digital video ad spending in the U.S. 2017-2026, by device
Digital video advertising spending in the United States from 2017 to 2026, by device (in billion U.S. dollars)
Premium Statistic Digital video ad spend in the U.S. 2022, by type
Digital video ad spend in the U.S. 2022, by type
Digital video advertising spending in the United States in 2022, by type (in billion U.S. dollars)
Premium Statistic Ad spending per internet user of video advertising in the U.S. 2018-2027
Ad spending per internet user of video advertising in the U.S. 2018-2027
Ad spending per internet user of the video advertising market in the United States from 2018 to 2027 (in U.S. dollars)
Premium Statistic Mobile ad spend in the U.S. 2017-2026, by format
Mobile ad spend in the U.S. 2017-2026, by format
Mobile advertising spending in the United States from 2017 to 2026, by format (in billion U.S. dollars)

Usage & budgets

Premium Statistic Top video ad types considered a must-buy by marketers in the U.S. 2022
Top video ad types considered a must-buy by marketers in the U.S. 2022
Leading video ad types being considered a must-buy by marketers in the United States as of March 2022
Premium Statistic Share of digital in media budgets in the U.S. 2023, by format
Share of digital in media budgets in the U.S. 2023, by format
Share of media budgets devoted to digital according to marketers in the United States in 2023, by format
Premium Statistic Top audience-related benefits of CTV and OTT advertising in the U.S. 2022
Top audience-related benefits of CTV and OTT advertising in the U.S. 2022
Leading audience-related benefits of connected TV and over-the-top advertising according to marketers in the United States in March 2022
Premium Statistic Top performance/pricing-related benefits of CTV and OTT advertising in the U.S. 2022
Top performance/pricing-related benefits of CTV and OTT advertising in the U.S. 2022
Leading performance- and pricing-related benefits of connected TV and over-the-top advertising according to marketers in the United States in March 2022
Premium Statistic Reasons for shifting ad spend to CTV/OTT in the U.S. 2021
Reasons for shifting ad spend to CTV/OTT in the U.S. 2021
Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021
Premium Statistic Shift of media budgets to OTT/CTV in the U.S. 2021, by medium
Shift of media budgets to OTT/CTV in the U.S. 2021, by medium
Sources for connected TV (CTV) and over-the-top (OTT) media budgets according to marketers in the United States in 2021
Premium Statistic Digital media challenges in the U.S. 2021
Digital media challenges in the U.S. 2021
Digital media challenges according to digital media professionals in the United States in 2021

Market leaders

Premium Statistic Ad revenue of major digital ad sellers worldwide 2022
Ad revenue of major digital ad sellers worldwide 2022
Advertising revenue of major digital ad-selling companies worldwide in 2022 (in billion U.S. dollars)
Premium Statistic Digital ad revenue share in the U.S. 2019-2023, by company
Digital ad revenue share in the U.S. 2019-2023, by company
Share of Amazon, Facebook, and Google in net digital ad revenue in the United States from 2019 to 2023
Premium Statistic Digital video ad views in the U.S. 2022, by platform
Digital video ad views in the U.S. 2022, by platform
Distribution of digital video ad views in the United States in 1st half 2022, by distribution platform type
Premium Statistic Streaming services with largest ad spend in the U.S. 2021
Streaming services with largest ad spend in the U.S. 2021
Streaming services with the highest advertising spending in the United States in 2021 (in million U.S. dollars)
Premium Statistic Leading AVOD platforms by ad revenue in the U.S. 2020-2021
Leading AVOD platforms by ad revenue in the U.S. 2020-2021
Leading ad-supported video-on-demand (AVOD) platforms in the United States between October 2020 and September 2021, by ad revenue (in million U.S. dollars)
Premium Statistic Organic vs. paid social media used by B2C marketers worldwide 2021
Organic vs. paid social media used by B2C marketers worldwide 2021
Organic vs. paid social media used by B2C marketers worldwide as of November 2021
Premium Statistic Most popular social media for influencer marketing in the U.S. 2021
Most popular social media for influencer marketing in the U.S. 2021
Share of marketers planning to use selected platforms for influencer marketing in the United States as of March 2021
Premium Statistic Share of companies investing in digital video advertising U.S. Q1 2022, by platform
Share of companies investing in digital video advertising U.S. Q1 2022, by platform
Share of companies investing in digital video advertising in the United States in 1st quarter 2022, by ad platform
Premium Statistic Digital video purchases by brand in the U.S. 2022
Digital video purchases by brand in the U.S. 2022
Digital video purchases by brand in the U.S. in 2022

Audience

Premium Statistic Digital video viewers in the United States 2018-2022
Digital video viewers in the United States 2018-2022
Number of digital video viewers in the United States from 2018 to 2022 (in millions)
Premium Statistic Digital Market Outlook: users of video-on-demand in the U.S. 2017-2027, by type
Digital Market Outlook: users of video-on-demand in the U.S. 2017-2027, by type
Number of video-on-demand users in the United States from 2017 to 2027, by type (in millions)
Premium Statistic Youtube users in the United States 2017-2025
Youtube users in the United States 2017-2025
Forecast of the number of Youtube users in the United States from 2017 to 2025 (in millions)
Premium Statistic Instagram: number of users in the United States 2020-2023
Instagram: number of users in the United States 2020-2023
Number of Instagram users in the United States from 2020 to 2023 (in millions)
Basic Statistic TikTok: number of users in the United States 20219-2025
TikTok: number of users in the United States 20219-2025
Number of TikTok users in the United States from 2019 to 2025 (in millions)
Premium Statistic Most used devices for digital videos in the U.S. 2022
Most used devices for digital videos in the U.S. 2022
Most used devices for digital videos in the U.S. in 2022
Premium Statistic U.S. device usage for weekly online video viewing 2022, by age group
U.S. device usage for weekly online video viewing 2022, by age group
Devices used to watch online video content weekly among viewers in the United States as of October 2022, by age group
Premium Statistic Installs of selected video streaming apps in the U.S. 2021
Installs of selected video streaming apps in the U.S. 2021
Number of installs of selected video streaming mobile apps in the United States from May 2020 to May 2021 (in millions)
Premium Statistic Leading video apps used by children in the U.S. 2022
Leading video apps used by children in the U.S. 2022
Most popular video apps used by children in the United States in 2022

Consumer perspective

Premium Statistic Consumer attitude to ads on streaming services in the U.S. 2022
Consumer attitude to ads on streaming services in the U.S. 2022
Attitude towards advertising on streaming services in the United States as of March 2022
Premium Statistic Popularity of ad-supported streaming content in the U.S. 2021
Popularity of ad-supported streaming content in the U.S. 2021
Share of consumers who preferred paid ad-free vs. free ad-supported streaming content in the United States as of June 2021
Premium Statistic Streaming services with most annoying ads according to viewers in the U.S. 2022
Streaming services with most annoying ads according to viewers in the U.S. 2022
Streaming services with the most annoying commercials according to viewers in the United States as of May 2022
Premium Statistic Netflix subscribers who would switch to ad-supported version in the U.S. 2022
Netflix subscribers who would switch to ad-supported version in the U.S. 2022
Share of Netflix subscribers who would switch to a lower cost ad-supported version in the United States as of May 2022
Premium Statistic Video streaming viewers paying attention to ads on streamed show U.S. 2021
Video streaming viewers paying attention to ads on streamed show U.S. 2021
Share of streaming video viewers who paid attention to ads during a show in the United States as of June 2021, by number of ads aired
Premium Statistic Number of ads accepted by streaming video viewers during a show in the U.S. 2021
Number of ads accepted by streaming video viewers during a show in the U.S. 2021
Number of ads that streaming video viewers found reasonable during a show in the United States as of December 2021
Premium Statistic Ad breaks length accepted by TV viewers during a show in the U.S. 2021
Ad breaks length accepted by TV viewers during a show in the U.S. 2021
Length of the ad breaks that streaming video viewers found reasonable during a show in the United States as of June 2021
Premium Statistic Streaming video viewer satisfaction with ad delivery options in the U.S. 2021
Streaming video viewer satisfaction with ad delivery options in the U.S. 2021
Share of streaming video viewers satisfied with selected ad delivery options during a show in the United States as of June 2021
Premium Statistic Factors that make viewers pay more attention to ads during a streamed show U.S. 2021
Factors that make viewers pay more attention to ads during a streamed show U.S. 2021
Factors that would make streaming video viewers pay more attention to ads during shows in the United States as of June 2021
Premium Statistic Pain points of ads in online video content in the U.S. 2021
Pain points of ads in online video content in the U.S. 2021
Issues that frustrated internet users most about ads in ad-supported video content in the United States in June 2021, by age group

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