Video Marketing Statistics Australia 2024

Video marketing remains a powerful channel for user engagement and advertisement for businesses globally, including Australia. 

We investigate the key statistics and trends shaping Australia’s video marketing in 2024 to provide a complete outlook on how businesses and SEO specialists can use video and video SEO to connect with their audience.

Video Platforms Market Share Statistics

A late 2023 global survey of marketing professionals revealed that 90% of them mainly use YouTube for video marketing. With its new Reels feature, Facebook ranked second with up to 86% of marketers using the platform, while its sister platform, Instagram, ranked third-most popular with 79%.

TikTok, a rapidly rising platform, was used by 69% of respondents as their main marketing tool.

Source: Statista

When it comes to company market share, YouTube owner Alphabet consistently topped the competition from 2018 to 2022, garnering around AU$418.22 billion in 2022. Xfinity and internet company Comcast ranked second-biggest, with AU$179.53 billion in consolidated revenue.

TikTok developer ByteDance Ltd currently sits fourth, just behind Meta Platforms, but compared with other biggest-earning companies, ByteDance’s revenue skyrocketed from only $10.94 billion in 2018 to more than $118.31 billion in 2022.

YouTube & Its Impact on Video Marketing

When discussing video, YouTube almost always pops up in the conversation. From a marketer and business perspective, video content provides a visual and richer opportunity to showcase their brand, products, and services.

We can see this trickle down into video marketing as a survey by Wyzowl revealed that 91% of businesses utilise video content as a marketing tool, an all-time high since 2016.

Source: Wyzowl

Furthermore, YouTube is the most effective video marketing platform, standing at 78%, just ahead of Facebook (71%), Instagram (64%), and TikTok (52%).

Why TikTok is ranked so far down is actually quite interesting. It implies the struggle for B2B brands to find the right audience, voice, and campaigns on TikTok’s heavily B2C platform.

One main reason YouTube is changing video content consumption is its massive democratisation of knowledge. Anyone, including authoritative brands, can create and upload videos on the platform, making information more accessible to everyone globally.

This also gave rise to influencer marketing, which allows influencers to use their voices to share knowledge and insights. Examples include AsapSCIENCE and Vsauce for science-related content, MKBHD and Mrwhosetheboss for tech-related content, and other niche influencers and content creators.

Another crucial way YouTube excels at changing our content consumption is by tailoring content to individual users based on preferences and viewing history. These complex algorithms allow users to see relevant content, resulting in a more engaging viewership experience.

Speaking of content, news has also become a staple in YouTube for many users. The platform emerges as a reliable news source for many people that traditional media struggles to keep up. 

Video & SEO Statistics

A YouTube study by Backlinko found that a higher YouTube search ranking correlates to more comment interactions, viewership, and engagements (likes and shares). Video length may also influence the number of views and ranking, as most videos on YouTube’s front page have an average length of approximately 15 minutes.

Besides, videos that attract new subscribers tend to have higher YouTube rankings than those that do not.

Viewership also affects engagement. A separate study shows that 93% of businesses attract new customers by posting a new video on their social media. Furthermore, 90% of consumers watch product videos and reviews to help them decide whether to buy.

With Google search in the picture, video content is 50 times more likely to rank higher and get 1200% more engagement than plain text content. Over 51% of video marketers consider video content to have the highest ROI than other types of SEO content.

How different demographics engage with online video

A 2022 survey showed that every 8 of 10 respondents aged 18 to 49 watch YouTube videos monthly. The same study found that YouTube records around 122 million active users, 62% of which are males and 38% are females.

Target Internet’s study on how different age groups use social media revealed the following insights on video content:

Gen Z (12 to 15 years old)

YouTube is the third most popular news source, followed by TikTok at #2 and Instagram at #1. Additionally, 27% of Gen Z respondents said Instagram is their most important social media platform. 19% said they can’t do without WhatsApp, and 13% can’t do without Messenger.

Millennials (26 to 41 years old)

This age group spends an average of 2 hours and 34 minutes on social media daily, posting on TikTok and Instagram to appear successful. Dress for the job you want, so they say.

When engaging with Millennials, we recommend producing high-quality and values-centric content that Millennials can share and become engaged participants in cyberspace. Think of your audience as more focused on career-building and naptime than sugar, spice, and everything nice.

Gen X (42 to 57 years old)

The Gen X generation is relatively affluent and more eager to shop. However, 82% of Gen X respondents reported a stronger sense of authenticity for brands. 32% of them also use social media to research and buy products. 

In the youth-obsessed culture where the youngest consumers mostly embrace social content trends, developing strategies that resonate with older generations may work in your favour, especially with a generation with the biggest spending power.

Average attention duration/span per video

As video content becomes a more preferred medium for consuming online content, platforms like YouTube, Instagram, and TikTok have focused more on accessibility and personalised engagement. The average person spends more than 100 minutes watching online videos daily, emphasising the growing impact of video content on user behaviour and everyday life.

A DataReportal report on social media shows that YouTube users worldwide spend more than 10 trillion minutes monthly on the mobile app, highlighting its sheer potential for marketing.

Besides, the average length of video content watched is only 2.7 minutes, and 59% of senior business executives would rather look at videos than read text. To keep users better engaged, we recommend doing the following:

• Be clear on your messaging
• Focus on UX
• Keep your messaging short and concise
• Tell stories
• Make the first 8 seconds count

How AI is changing video content

Years after its launch, AI-generated videos evolved significantly, from unintelligible moving frames to hyperrealistic footages that follow the laws of Physics, all generated from a text prompt.

In research by Capterra on generative AI, 53% of marketer respondents are familiar with genAI tools to create video content. Another 37% are familiar with the concept of AI-generated videos but do not know the names of such tools.

Combining both, it’s safe to say that 90% of surveyed marketers understand AI-generated video content to some extent. But how many are integrating AI tools to aid their content marketing strategies?

From the same pool of marketers, 54% say that they have already used generative AI to create video content, and 34% are looking into using such tools.

As more generative AI tools and a rapidly evolving AI industry enter the market, AI video tools can help streamline massive tasks that would take a lot of time and resources to produce, like manual editing and adding effects.

Source: Capterra

Looking at how marketers interpret generative AI’s benefit to their campaigns, 57% responded that its strong benefits include higher engagement, and 61% answered it produces quality video content.

After all, adding well-polished and high-quality video content that communicates a brand’s message on its website or social media can increase exposure and reach more people who want to interact with the business.

Advantages aside, businesses also predict a few drawbacks when using AI tools for video marketing. Those top two challenges include achieving the right video content (57%) and producing generic or redundant videos (50%).

Both of these can be prevented easily when working with actual video content creators and professional video marketers, who can establish a long-term plan for your video content campaign and ensure each video adds to the business value.

Hence, a well-executed AI video campaign requires a lot of manual oversight, as the AI tools may also limit creativity by using predefined styles and templates. You ensure the video content aligns with your marketing goals with a touch of human creativity and thorough oversight.

Do consumers trust video content more than text content?

Videos communicate messages and content differently than text. As more businesses and marketers publish information via video format, how much do consumers trust these videos more than plain text and news articles?

Data shows that 69% of shoppers and consumers would love learning about new products through videos rather than reading about them through text. That’s because video formats allow people to inspect the products visually, listen to them, and easily understand how the product works or fits (whether it’s a gadget or clothing). 

In other words, you see the products live in action, understand their features, and see how they can benefit or meet your needs.

Watching videos can also drive product sales, as 82% of people buy something after being convinced by a video about the product. Video marketing lets marketers grab customers’ attention and show them why they should purchase a product or service more effectively.

Expected growth of video marketing

The latest trends in video marketing imply that generative AI and short-form video content (Reels, TikToks, YouTube Shorts, etc.) are here to stay. 60% of marketers who still aren’t using AI tools said that they are considering using it as part of their campaign.

Smaller businesses with significantly fewer staff may also benefit from AI tools to streamline content production and maintain a robust content schedule.

Moreover, a study on Australia’s video marketing ad spending forecasts the market to reach up to AU$5.18 billion in 2024, a 5.26% Compound Annual Growth Rate (CAGR) from 2024 to 2028, where it would reach $6.37 billion.

Source: Statista

Ad spending growth for mobile may drop from 14.0% in 2024 to 7.9% in 2028, but this forecast still yields a net positive for mobile video advertising. However, desktop video advertising is expected to decrease by up to -10% in 2028. 

The drop in desktop video ad spending predicts that video marketing will favour mobile devices more as mobile SEO takes the spotlight above desktop websites.

Looking at the figures per internet user, we can see that the average ad spending in Australia is AU$160.50. This figure is expected to rise to $219.43 by 2028 as more businesses spend on video marketing.

We’ve discussed how short-form videos are becoming popular as mobile traffic increases in Australia. Ad spending on short-form videos is expected to reach AU$2.182 billion in 2024 and increase to $3.255 billion in 2028.

With AI, short-form videos, YouTube, and other popular platforms, media, and tools to develop and streamline video marketing campaigns, understanding the trends and figures can go a long way in ensuring every dollar you spend on video marketing goes a long way in effectively communicating your message and reaching to the right users.

You also don’t need to go to extreme lengths and break the bank just to join the video marketing trend. All it takes is developing a tailored SEO campaign that suits your needs, achieves your goals, and delivers lasting results as efficiently as possible.

If you want to read more industry insights and love fresh data, check out our other statistics posts:

• Australian Local SEO Statistics
• Australian Voice Search Statistics
• Australian Google Business Profile Statistics
• Australian eCommerce Statistics
• Australian Buy Now & Pay Later Statistics
• AI in Business & Marketing Statistics