Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

US Social Users Head to YouTube, Facebook to Watch Videos

The two platforms are the most popular among consumers

Marketers simply cannot afford to ignore video advertising. eMarketer predicts that video ad spending in the US alone will reach $15.42 billion this year, and will grow to $22.18 billion by 2021.

New research from artificial intelligence-powered video creation service Wibbitz provides some insight into which social media platforms video advertisers should be paying attention to—and it's pretty much what you would expect.

The firm's December survey of US internet users found that nearly three-quarters (73.9%) used Google's video juggernaut YouTube—or Vimeo—to watch video content. It's probably safe to assume that Vimeo accounted for a small portion of viewers, given that the platform caters almost exclusively to professional content creators (or those aspiring to become professionals) with videos boasting high-end production values.

Facebook was close behind, used by about six in 10 respondents, while roughly one-quarter tuned in to video on Instagram.

Wibbitz's data makes sense when considered along with recent research from Wyzowl, which found marketers worldwide considered YouTube and Facebook to be the two most effective video platforms for marketing, in that order.

The Wibbitz study also indicated that only about 10% of respondents engaged with most of the videos they viewed on social media. Meanwhile, more than half said they would only engage with videos they deemed relevant, underscoring how important market segmentation and targeting tools are for advertisers looking to buy inventory on social video platforms.

When it came to the types of content US internet users liked to watch, entertainment topped the list, named by 56.5% of respondents, Wibbitz found. That was followed by how-to videos (51.0%), news stories (48.4%) and educational and informational videos (47.6%).