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%).