Online video consumption has been on the rise with the current average viewer spending 100 minutes a day watching digital videos. 

For businesses, the potential to reach consumers via online videos is high. But what exactly are they watching?

According to the latest online video consumption statistics, 91.4 percent of global internet users worldwide watch digital videos each week. This refers to any kind of video – from music videos and tutorials to gaming and influencer videos.

The most popular videos on the internet are music videos. Just over half of all internet users watch them every week. Comedy, meme, or the commonly-termed “viral” videos are the second most popular type of videos and are watched by over one-third (36.7 percent) of global internet users.

This is followed by tutorials or how-to videos, with 30.6 percent, and educational videos with 29.8 percent.

As an ecommerce business, these online video consumption statistics are important as it helps you understand your buyers’ preferences. This way, you can adjust your video marketing strategy accordingly to ensure your videos are not only being watched but also reaching the right audience.

For instance, the high number of people watching tutorials or how-to videos could mean that it may be worth investing in creating a how-to product video. This is especially if your products are innovative and/or if their value proposition cannot be adequately conveyed through text or static images. 

Video livestreams can also help to foster a sense of community with your buyers, cultivating a relationship with them. They are the fifth most popular videos on the internet, watched by 29.5 percent of internet users worldwide every week. 

Next on the list is another relevant one for ecommerce businesses – product review videos. These are watched by 27.4 percent of consumers online every week. 

This particular statistic can come in handy when you’re thinking about using influencer marketing to promote your product. This is especially considering that influencer videos and vlogs also rank among the most popular videos on the internet. Ninth on the list, 25.6 percent of internet users worldwide watch them every week. They rank just behind sports videos and gaming videos, watched by 27.1 percent and 26.3 percent of internet users, respectively.

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