TL;DR: Video content statistics for 2026 show that video has moved from being a “growth channel” to a “baseline expectation” in B2B marketing. 91% of businesses now use video as a marketing tool, 82% of video marketers report positive ROI, 75% of video marketers use AI tools to create or edit content, and 84% of consumers want more video from brands. This article compiles 50+ video content statistics 2026 organized by adoption, format effectiveness, platform usage, consumption behavior, ROI, production and AI tooling, and ad spend – sourced to Wyzowl, HubSpot State of Marketing, Sprout Social, eMarketer, Statista, and other authoritative reports.
Video content is not a forecast for 2026 – it’s a 2026 budget item. The numbers below show where video is delivering measurable results for B2B teams, which formats and platforms are leading the way, how AI tools are changing production economics, and what the consumption and ROI patterns actually look like. They’re for B2B professionals making video content investment decisions: marketing leads, demand gen, content marketers, RevOps, and CMOs.
Key 2026 Conversational AI Numbers: A Brief Overview
| Metric | 2026 Figure | Source |
|---|---|---|
| Projected global video advertising spend by 2028 | $241.9 billion | Statista |
| AI video market size by 2034 (from $11.2B in 2024) | $246.03 billion | Market.us |
| Businesses using video as a marketing tool | 91% | Wyzowl |
| Marketers who consider video an important part of their strategy | 93% | Wyzowl |
| Marketers planning to spend the same or more on video in 2026 | 92% | Wyzowl |
| Consumers who want more video from brands in 2026 | 84% | Wyzowl |
| Internet users worldwide who watched online video monthly (Q2 2025) | 94.6% | Statista |
| Video marketers using AI tools to create or edit content | 63% | Wyzowl |
| Most preferred B2B video publishing platform (YouTube) | 82% of businesses | Wyzowl |
| Marketers who don't track their video spend | 17% | Wyzowl |
| B2B/enterprise share of AI video usage | 70.1% | Market.us |
Video Adoption and B2B Usage
Video content distribution has stabilized at a near-universal level – and the debate has shifted from “Are you using video?” to “What portion of your marketing budget is allocated to it?”.
- 91% of companies use video as a marketing tool in 2026, matching the all-time high first reached in 2023 after declining slightly to 89% in 2025 (Wyzowl 2026).
- 93% of marketers consider video an important part of their overall marketing strategy, down slightly from 95% in 2025 but still signaling widespread adoption and maturity across industries (Wyzowl 2026).
- 37.1% of marketers plan to increase their investment in video marketing in 2026 (HubSpot State of Marketing).
- 92% of marketers plan to spend the same or more on video in 2026 (Wyzowl 2026).
- 84% of consumers want brands to produce more video content in 2026, a figure that has stayed within 8% for the last 8 years (Wyzowl 2026).
- 63% of people prefer a short video when learning about a product or service, far ahead of text-based articles (12%), infographics (7%), sales calls (5%), ebooks or manuals (4%), and webinars (4%) (Wyzowl 2026).
- 67% of marketers who don’t currently use video say they plan to start using it in 2026 (Wyzowl 2026).
Video Format Effectiveness and Length
The debate over whether short or long content is better has moved beyond simple preference and become a question of data-driven resource allocation. Short-form dominates engagement and audience reach; long-form wins on value, lead generation, and decision-making stage.
- 66% of consumers find short-form videos the most engaging type of content (DemandSage Video Marketing Statistics).
- Videos under 90 seconds retain ~50% of viewers on average (Market Growth Reports).
- Over 77% of Gen Z and Millennial users watch short-form videos on platforms like TikTok, Instagram, and YouTube, with majority engagement even among Gen X and over half of Boomers (Statista Consumer Insights).
- Short-form video remains the most-leveraged media format in marketers’ content strategies in 2026 (HubSpot State of Marketing 2026).
- 71% of marketers believe videos between 30 seconds and 2 minutes are most effective (Wyzowl 2026).
- Live action is the most commonly created type of video – 51% of video marketers mostly create live-action video, followed by animated video (23%) and screen-recorded video (19%) (Wyzowl 2026).
- The most engaging videos tend to be shorter: the shorter the video, the higher the average percentage watched, though longer videos can still accumulate more total watch time (Wistia State of Video 2026).
- Educational and tutorial videos hold attention best across lengths: viewers watch approximately half of videos under five minutes long, and engagement remains strong even with longer formats. (Wistia State of Video 2026).
- Social media videos are the single most popular video type created (69% of video marketers), followed by explainer videos (68%), testimonial videos (57%), presentation videos (48%), and video ads (48%) (Wyzowl 2026).
Platform Usage Breakdown
YouTube remains the dominant publishing platform for B2B video, but LinkedIn has become the second most used channel – and Instagram and TikTok continue to grow.
- YouTube users collectively consume more than 1 billion hours of video every day, with 2.7 billion monthly active users (DataRefs YouTube Users Statistics).
- YouTube is the most widely used channel for video publishing – 82% of businesses use it (Wyzowl 2026).
- YouTube is also rated highest for effectiveness at 69%, followed by Instagram (56%), Facebook (55%), LinkedIn (50%), and webinars (42%) (Wyzowl 2026).
- 70% of marketers use LinkedIn to post videos, making it the second most widely used platform after YouTube (Wyzowl 2026).
- Among B2B teams specifically, LinkedIn is now the #1 video-sharing channel – 81% of teams share videos on LinkedIn, narrowly ahead of YouTube at 76% (Wistia State of Video 2026).
- 69% of marketers post videos on Instagram and 40% on TikTok (Wyzowl 2026).
- TikTok is used by 40% of video marketers but is rated effective by only 29% – the largest gap between “usage and effectiveness” of any major platform. (Wyzowl 2026).
- 48% of social users are most likely to interact with short-form video (under 60 seconds) on Facebook (Sprout Social 2026).
- 22% of social users interact with live video on Facebook (Sprout Social 2026).
- On YouTube, 47.9% of daily watch time is on mobile devices, 12.9% on desktops and laptops, and 39.2% on smart TVs and other devices (eMarketer).
Consumption and Viewer Behavior
The consumer segment of video content continues to grow – both in time spent watching and in the share of video traffic in total internet traffic.
- 94.6% of internet users worldwide watched online videos monthly in Q2 2025 (Statista).
- Daily social video use in the United States is close to 52 minutes per person (Statista).
- 58.8% of average daily social media time in the United States was spent watching videos in 2024, projected to rise to 60.1% in 2025 and continuing upward through 2026 (eMarketer).
- 89% of consumers say a video’s quality impacts how much they trust a brand, down from 91% the prior year but up from 87% in 2024 (Wyzowl 2026).
- There are 6.12 billion internet users worldwide as of April 2026 (73.8% of the global population), and the average user spends 18 hours 36 minutes per week on social media – a figure that includes watching online video on YouTube, TikTok, Instagram, and Facebook (DataReportal / GWI, Digital 2026).
- 96% of people have watched an explainer video to learn about a product or service (Wyzowl 2026).
Video Marketing ROI and Business Impact
Video content continues to be one of the most effective formats in B2B marketing in terms of ROI, even as customer satisfaction rates have declined from their 2025 peak.
- 82% of video marketers report positive ROI from video marketing in 2026, down from the 2025 peak of 93% but still a dominant majority (Wyzowl 2026).
- 93% of video marketers say video has increased user understanding of their product or service (Wyzowl 2026).
- 93% of video marketers say video helped them increase brand awareness (Wyzowl 2026).
- 85% of video marketers say video has helped them generate leads (Wyzowl 2026).
- 82% of video marketers say video has helped them increase web traffic, and 82% say it has helped keep visitors on their site longer (Wyzowl 2026).
- Landing pages with embedded video see up to 86% higher conversion rates than those without (Hostinger).
- 85% of people have been convinced to buy a product or service after watching a video (Wyzowl 2026).
- 80% of people have bought or downloaded an app after watching an app demo video (Wyzowl 2026).
- 57% of video marketers say video has helped them reduce support queries (Wyzowl 2026).
Measurement and Analytics
Methods for evaluating video production are changing, from simply counting views to analyzing engagement and sales funnel metrics. This is important because the metric the team focuses on when creating a video determines its quality.
- Social engagement is the fastest-rising video success metric, now the top metric for nearly a quarter of marketers (22%) – almost double its share the year before (Wistia State of Video 2026).
- The most common ways marketers measure video ROI are view counts (67%), engagement (63%), and leads or clicks (52%) (Wyzowl 2026).
- 17% of marketers don’t track their video spend at all – which makes ROI measurement structurally impossible for roughly one team in six (Wyzowl 2026).
A persistent measurement problem: a “view” means different things on different platforms – on YouTube, it’s counted after about 30 seconds, while on some social media platforms it’s counted after just a few seconds, so raw view count data can’t be compared across platforms without first being normalized (to match standard platform definitions).
The key takeaway from these numbers: teams that connect video engagement to lead and sales funnel data (rather than relying solely on view counts) are the ones who can carefully and intelligently justify video content budgets.
Video Production and AI Tools
AI has become the preferred video content creation tool for marketers – primarily due to time constraints rather than cost savings.
- 63% of video marketers use AI tools to create or edit marketing videos, up sharply from 51% the year before (Wyzowl 2026).
- 63% of marketers are actively using AI tools to edit, scale, and accelerate output without burning out their creative teams (Sprout Social 2026).
- Time is the biggest barrier to video marketing, and the primary reason for AI tool adoption (Sprout Social 2026).
- Live action video is the most commonly created type of video. 51% of video marketers have mostly created live-action video. (Wyzowl 2026).
- More than a third of teams already use AI somewhere in their video workflow, and nearly a quarter more plan to start soon (Wistia State of Video 2026).
- AI is most common in pre-production (planning, scripting, and ideation), with caption generation and dubbing the most common generative-AI asset uses (Wistia State of Video 2026).
- 59% of video marketers create video in-house, 32% use a mix of in-house and external, and 10% outsource entirely (Wyzowl 2026).
Captions, Accessibility and Localization
Accessibility moved from “nice to have” to a legal requirement in 2025, and captions and localization moved from being optional to being standard workflows for video content creation – a change that has implications for B2B teams selling products across multiple markets.
- 90% of teams now take active steps to make their videos accessible, and captions are the most common place they start (Wistia State of Video 2026).
- Accessibility became a compliance requirement, not just a best practice, with the European Accessibility Act taking effect – one reason caption adoption has climbed (Wistia State of Video 2026).
- The share of videos meeting at least three of Wistia’s seven accessibility criteria has grown every year since 2023 (Wistia State of Video 2026).
- Teams that use AI in their workflow are more likely to produce accessible content, particularly through automated caption generation and localization features (Wistia State of Video 2026).
- After caption generation, dubbing is the most common generative-AI use for video assets – the practical entry point for localizing content into multiple languages from a single source video (Wistia State of Video 2026).
- 76% of teams adjust a video’s aspect ratio depending on where they post it, and more than half do it every time – evidence that “localizing” a video now means adapting format per platform as well as language (Wistia State of Video 2026).
Video Ad Spend and Market Size
Video advertising spending continues to grow globally, and video is now the largest expense item in the average content marketing budget.
- Global spending on video advertising is forecast to reach $241.9 billion by 2028 (Statista).
- The broader AI video market was valued at $11.2 billion in 2024 and is projected to reach $246.03 billion by 2034, a 36.2% CAGR – with the B2B/enterprise segment accounting for 70.1% of usage and North America holding a 36.9% share (Market.us, AI Video Market, Nov 2025).
- Within that, the AI-powered video generator market ( the text-to-video and presentation-to-video tools most relevant to B2B content teams) is forecast to grow from $910.5 million in 2025 to $7.52 billion by 2035, a 23.5% CAGR. Marketing is the single largest application at 40.6%, and large enterprises account for 72.5% of the market (Market.us, AI-powered Video Generator Market, Jun 2026).
- The enterprise video market (conferencing, content management, webcasting, and analytics) is projected to grow from $30.45 billion in 2025 to $120.01 billion by 2035, a 14.7% CAGR, with 86% of remote workers using video tools weekly (Market.us, Enterprise Video Market, Jun 2026).
- The recommended benchmark is 15–25% of marketing budget allocated to video (HubSpot State of Marketing).
- 17% of marketers don’t track their video spend at all (Wyzowl 2026).
- 46% of marketers allocate a third of their budget or less to video content (Wyzowl 2026).
- The top two reasons cited for not using video are “not needed” and “too expensive” (both 24%), followed by lack of time (19%) (Wyzowl 2026).
- The recommended benchmark is 15-25% of marketing budget allocated to video (HubSpot State of Marketing).
- 41% of marketers spent money on video ads this year, up from 36% last year (Wyzowl 2026).
- On the cost trend, marketers are split: 30% believe video costs are getting cheaper, 32% noticed no change, and 38% say costs are increasing (Wyzowl 2026).
How To Use These Video Content Statistics
Statistics are only useful when they help make a decision. Three practical ways to use the numbers above:
- Budget justification. If you’re pitching a video investment to a CFO or CMO, start with an 82% ROI number, a 96% B2B-vendor-trust number, and 70% B2B buyer view rate from Google/Vidico. These three statistics allow us to consider video marketing strategy as a baseline rather than a “nice to have”.
- Format allocation. The 39%/28%/18% breakdown on most-effective video length shows that 71% of marketers find videos under 2 minutes most effective. If your video library is dominated by 5-minute explainer videos, the data suggests that you should prioritize these changes, while saving longer formats for decision-stage content like demos and webinars that hold attention when decision intent is high.
- Production economics. The jump from 51% to 63% AI adoption among video marketers in a single year is the clearest signal of where video content production is heading. Test AI for the high-volume, information-rich portions of your B2B content (demos, explainers, localization), and reserve traditional production for key campaigns where the emotional component matters most.
About This Data
The statistics in this article are taken from reputable publicly available sources, including Wyzowl’s 2026 State of Video Marketing report (12 years of annual data, 266 respondents surveyed late 2025), the Wistia 2026 State of Video Report (900+ professionals, 13M videos analyzed), HubSpot State of Marketing 2026, Sprout Social 2026 Content Strategy Report, Statista, eMarketer, DataReportal’s Digital 2026 global overview, and fact-checked market-sizing reports from Market.us (AI Video, AI-powered Video Generator, and Enterprise Video markets).
Where multiple credible figures exist for the same metric, we use the most recent and best-sourced. We re-review this article quarterly to keep the data current. Last updated: July 2026.
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Frequently Asked Questions About Video Content Statistics 2026
