In Ireland, video thumbnail click-through rates are projected at around 4.8% in 2026, indicating improved relevance and targeting of video content. Engagement times are also growing, with viewers watching nearly three minutes per session, reflecting increased interest in longer, quality videos. Digital ad spending on video content continues to rise, reaching approximately €180 million, signaling strong investment in digital marketing strategies across various sectors.
The majority of Irish viewers prefer platforms like YouTube, which captures about 65% of the video consumption market, emphasizing its dominance in digital advertising. A significant portion of the population, 78%, watches videos weekly, highlighting the importance for brands to optimize video content for engagement. As digital consumption grows, Irish businesses are expected to allocate more resources to video marketing to capitalize on this trend.