Wibbitz: 3/4 of US Internet users watch videos on YouTube or Vimeo

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Marketers can’t ignore video advertising. eMarketer predicts that U.S. video ad spending will reach $15.42 billion this year and grow to $22.18 billion by 2021.

New research from AI video creation service Wibbitz found that nearly three-quarters of U.S. internet users watch video content on YouTube or Vimeo (73.9%). Since Vimeo almost exclusively provides high-quality videos for professional content creators or those aspiring to become professionals, it’s likely that Vimeo only accounts for a small portion of that audience.

Facebook followed closely behind, with about 1 in 6 respondents using Facebook, and about 1 in 4 users using Instagram to watch videos.

Wyzowl’s research found that marketers around the world consider YouTube and Facebook to be the most effective platforms for video marketing.

Wibbitz's research also shows that only about 10% of respondents engage with the majority of videos they watch on social media. At the same time, more than half of respondents only engage with videos that are relevant to them, highlighting how important segmentation and targeting tools are for advertisers looking to buy inventory on social video platforms.

When it comes to the types of content that Americans like to watch the most, Wibbitz found that entertainment topped the list (56.5%), followed by how-to videos (51.0%), news reports (48.4%), and educational/information videos (47.6%).

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization