Online video consumption has been on the rise with the current average viewer spending 17 hours a week watching digital videos in 2023. 

For businesses, the potential to reach consumers via online videos is high. But to cater to their habits, you need to know what they are watching exactly.

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Type of video content

Percentage of internet users who watch this type of video content

Any kind of video


Music video


Comedy, meme, or viral video


Video livestream


Educational video


Sports clip or highlights video


Product review video


Tutorial or how-to video


Influencer videos and vlogs


Gaming video


According to the latest online video consumption statistics, 92.3% of 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. Nearly half (49.6%) of all internet users watch them at least once a week. Comedy, meme, or the commonly-termed “viral” videos are the second most popular type of videos and are watched by just over one-third (35.2%) of global internet users. This is followed by video live streams, with 28.5%, and educational and sports videos, with 26.4% each.

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Next on the list of the most popular videos on the internet is one that’s relevant to ecommerce businesses—product review videos. More than one-quarter (25.7%) of global consumers watch these online every week. They are followed by tutorial or how-to videos, consumed by 25.5% of internet users. 

This next statistic can come in handy when you’re thinking about using influencer marketing to promote your product. Influencer videos and vlogs also rank among the most popular videos on the internet. They’re ninth on the list, watched by 23.8% of internet users worldwide every week. This is followed by gaming videos, which 23.1% of people watch. 

Online video consumption statistics: acting on the data

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 live streams can also help to foster a sense of community with your buyers, cultivating a relationship with them. 

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