![60+ Video Marketing Statistics Every Marketer Needs in 2026 [Updated Data]](https://vidico.com/app/uploads/2024/06/Video-Marketing-Statistics-1.jpg)
Video isn’t optional anymore — it’s the engine behind every high-performing marketing strategy in 2026. But here’s the challenge most Marketing Directors at tech companies face: the data shifts fast, platforms evolve quarterly, and yesterday’s benchmarks no longer hold.
At Vidico, we’ve produced 2,000+ campaigns for brands like TikTok, Square, and Spotify — so we don’t just track these video marketing statistics, we live them. Below, we break down the latest data so you can build a video marketing strategy that connects, converts, and compounds in value over time.
Quick Overview
- 91% of businesses use video as a marketing tool in 2026, matching the all-time high.
- 93% of video marketers say video is an important part of their overall marketing strategy.
- 82% of video marketers say video marketing provides a good ROI — a drop from 93% the year prior, signaling rising expectations.
- 96% of consumers have watched an explainer video to learn about a product or service.
- 85% of people say video has helped them generate leads.
- 63% of consumers prefer to watch a short video when learning about a product — more than any other format.
- Short-form videos between 30 seconds and 2 minutes are considered most effective by 71% of marketers.
- 63% of video marketers have used AI tools for video creation or editing, up from 51% the year before.
- 83% of video marketers claim video has directly increased sales.
- YouTube remains the most widely used video marketing channel, with 82% of businesses uploading video content there.
Content
General Video Marketing Statistics
1. 91% of businesses use video as a marketing tool
Video marketing adoption has returned to its all-time high, with 91% of businesses now using video in their marketing strategy. This widespread adoption underscores how central video content has become for engaging audiences and driving business growth across modern digital marketing strategies.
For tech and SaaS brands producing at scale, the question is no longer “should we invest in video?” — it’s “how do we produce enough of it, fast enough, without sacrificing video quality?”
Watch our video on what you need from a creative agency in 2025 →
2. Importance in Strategy: 88% of video marketers consider video an important part of their strategy
An impressive 88% of them consider it a key part of their approach to online video consumption.
Even more striking, 30% of marketers believe video marketing is more important to their overall marketing strategy than their website, underscoring the shift towards more dynamic and engaging content formats.
3. 67% of marketers who don’t use video plan to start in 2026
Of the marketers who haven’t yet embraced video, 67% plan to begin video marketing adoption this year. This figure has held remarkably steady, signaling a consistent pipeline of new entrants — and growing competition for attention.
4. Usage by Small Businesses: 55% of small businesses use video marketing
Adopting a solid video marketing strategy is becoming increasingly popular among small businesses, with 55% now utilizing this powerful tool [
5. YouTube dominates: 82% of businesses upload video there
YouTube remains the most widely used video marketing channel, with 82% of businesses hosting video content on the platform. LinkedIn has surged to second at 70%, followed by Instagram (69%) and Facebook (66%). For B2B brands, the LinkedIn jump is particularly significant.
Case Study: How Spotify Scaled Their Video Production with Vidico
Spotify needed to promote their podcast platform across multiple channels while maintaining brand consistency. Our systems-based approach delivered:
- 32% increase in podcast creator signups within the first month
- Consistent brand storytelling across all customer touchpoints
- Flexible templates that extended the life and value of their creative investment
“By handling production in-house, we ensure quality while significantly reducing costs. Our 10x approach helps brands test what resonates best with their audience.” – Michael Pirone, Co-Founder, Vidico
Content Creation & Types
6. Live-action is the most commonly created video type at 51%
More than half of video marketers have mostly created live-action video content, followed by animated videos at 23% and screen-recorded at 19%. For brands that want to stand out, animation offers a distinct opportunity to differentiate in crowded feeds.
7. Social media videos are the most popular use case at 69%
Social media videos top the charts as the single most popular use case for video in 2026. Explainer videos follow closely at 68%, with video testimonials at 57%, presentation videos at 48%, and paid ads at 48%.
8. 59% of businesses create video content in-house
The majority of brands now create video in-house (59%), while 32% use a mix of in-house and external production, and just 10% rely exclusively on external vendors. This shift toward in-house video creation reflects the growing accessibility of production tools — but also highlights the challenge of maintaining consistent video quality at volume.
This is exactly the gap Vidico fills. We plug into your marketing operations as an extension of your team, combining the speed of in-house with the expertise of 40+ specialists — for less than one FTE.
9. 68% of marketers create explainer videos
Explainer videos remain a top format, with 68% of marketers producing them to communicate complex information clearly. Their popularity underscores how effective they are at reducing friction in the buyer’s journey, especially for SaaS and tech products where product demos can make or break conversion.
10. Product demos are created by 39% of video marketers
Nearly four in ten video marketers are producing product demos to support sales cycles and onboard customers. Sales videos (37%), training videos (23%), and customer service videos (24%) round out the most common video formats used in B2B video strategy. Diversifying across video formats is key — marketers who rely on a single type miss opportunities at different funnel stages.
Learn how to 100x your content production in our short video →
Financial Aspects
11. 46% of marketers allocate a third or less of their budget to video
Production costs vary significantly across organizations. Most marketers (46%) invest a third of their total budget or less into video content, and 17% aren’t even tracking what they spend — a blind spot that makes measuring video marketing ROI nearly impossible.
12. 92% of marketers plan to maintain or increase video spending in 2026
Confidence in video marketing appears strong: 92% of marketers plan to spend the same or more on video in 2026. Even as budgets tighten in some sectors, video’s proven effectiveness keeps it protected from cuts.
13. 41% have invested in paid video this year
41% of marketers have spent money on paid video placements — a notable jump from 36% the year before. As platforms like YouTube, Instagram, and LinkedIn offer increasingly sophisticated targeting, paid distribution is becoming essential to any comprehensive video marketing strategy.
14. Video marketing costs are split: 38% say increasing, 32% say stable, 30% say decreasing
There’s no consensus on whether video production is getting cheaper or more expensive. AI tools are driving costs down for some, while rising expectations for video quality push budgets up for others. The key isn’t spending more — it’s building systems that make every dollar compound in value over time.
Get a free Creative Intelligence Report — $2,500 in competitive analysis, on us →
ROI & Effectiveness
15. 82% say video marketing provides a good ROI
82% of video marketers report a good return on investment from video — down from the previous year’s all-time high of 93% (Wyzowl 2026). This drop doesn’t mean video is less effective. It signals that marketers plan to hold video to higher standards, expecting more attributable results rather than just vanity metrics.
Effectiveness & Impact
16. Brand Awareness: 90% say video increases brand awareness
90% of marketers believe video significantly increases brand awareness because it captures and retains viewer attention more effectively than text or images.
Video combines visual and auditory elements, making it more engaging and memorable. This helps solidify brand recognition and recall among audiences [9].
17. Web Traffic: 86% report increased web traffic due to video
86% of marketers report that using video leads to more website traffic. This is large because training videos are highly engaging, keeping visitors on the website longer and encouraging them to explore more videos.
18. Lead Generation: 87% say video helps generate leads
Indeed, 87% of marketers attribute an increase in lead generation to their use of educational and instructional content. Video’s effectiveness in this area is tied to its ability to engage viewers more deeply and persuasively than static text or images.
19. Sales Impact: 87% claim video has directly increased sales
An impressive 87% of marketers claim sales videos have directly contributed to increasing sales. This high percentage reflects the powerful impact of video content on attracting leads and converting them into actual customers.
20. Dwell Time: 82% note that video increases visitors’ time on their website
82% of marketers observe that incorporating video content on their websites leads to visitors spending more time on the site. Online videos provide a rich and immersive experience. Therefore, longer marketing videos engage viewers deeply.
Longer site visits correlate with improved brand recall, higher trust levels, and increased likelihood of conversion, making video an effective tool for deepening audience relationships.
Customer Preferences and Behavior
21. Explainer Videos: 91% of consumers have watched an explainer video
An impressive 91% of consumers have watched an explainer video to learn more about a product or service.
Case Study: TikTok’s Scaled Video Production System
TikTok needed to maintain consistent branding while rapidly producing short-form videos for multiple teams. Our systems-based approach delivered:
- 10x increase in production speed
- 80+ designs in just 2.5 months
- 40+ creative video assets in multiple formats
“Vidico has been an incredible creative agency partner, delivering high-quality results—quickly, reliably, and at a fair price.” – Jennah Blau, Global Head of Publisher Development
22. Buying Decisions: 82% have been convinced to buy a product/service by a video
82% of consumers report being convinced to purchase a product or service after they watch videos [10]. This statistic highlights the persuasive power of video content in consumer decision-making.
23. Video Preference: 44% of consumers prefer learning about a product via video
According to recent surveys, 90% of consumers have engaged with explainer videos to learn more about products or services [11].
24. Video Trust: 87% say video quality impacts their trust in a brand
Consumers attribute a high value to video quality, with 87% stating that it impacts their trust in a brand. Brands prioritizing high-quality video production can significantly enhance consumer trust and brand perception.
25. More Videos: 89% of consumers want more brand video content
An overwhelming 89% of consumers prefer educational or instructional content due to its engaging and informative nature.
Video Performance & Best Practices
26. Short-Form Videos: 30-60 seconds is the most effective video length
Short videos (30-60 seconds) effectively capture and maintain viewer attention in today’s fast-paced digital landscape. They deliver concise messages quickly, making them ideal for platforms like social media, where internet users consume content rapidly. Check out the short-form video statistics for Australia.
27. Educational Content: 70% of marketers find educational marketing videos effective
Educational videos are valued for their ability to provide valuable information and insights to consumers. 70% of marketers find these marketing videos effective for building expertise, establishing thought leadership, and addressing consumer needs through informative content.
Case Study: Square’s Multi-Format Video Approach
Square needed to promote their retail product following their acquisition of Weebly. Our systems-based approach delivered:
- Clean, modern explainer video that simplified complex retail workflows
- Consistent brand identity across multiple channels and formats
- Framework that showcased core benefits while appealing to multiple market segments
“The quality of the output was impressive.” – Quentin Jayat, Head of User Experience, Ocado Technology
28. Live Videos: Live videos receive three times more engagement than regular videos
Live streaming videos receive significantly higher engagement, with viewers interacting three times more than scheduled uploading videos.
29. Social Media Reach: Videos on social media generate 1200% more shares than text and images combined
Videos on social media platforms have a staggering reach, generating 1200% more shares than text and images combined. This high shareability underscores the effectiveness of an interactive video in amplifying brand messages and increasing visibility across diverse audiences.
30. LinkedIn Engagement: LinkedIn users are 20 times more likely to share a video than any other post type
LinkedIn users strongly prefer video content, being 20 times more likely to share demo videos than any other type of post. This preference highlights the potential of video to drive engagement and foster professional connections on the platform.
Future Trends
31. AI in Video Creation: 75% of video marketers use AI tools for video creation
Three-quarters of video marketers leverage AI video tools for the video process and video editing, leveraging AI capabilities in automating tasks.
32. Videos on social media generate 1200% more shares than text and images
Social media videos generate a staggering 1200% more shares than text and image content combined. This high shareability makes video the single most effective format for amplifying brand messages and increasing organic visibility across platforms.
33. 360-degree Videos: 56% find 360-degree videos effective for marketing
More than half of marketers believe that 360-degree videos are effective for marketing purposes. They offer immersive experiences that can showcase products or environments from all angles, enhancing viewer engagement and interactivity.
34. Virtual Reality: VR video marketing adoption is at 56%
Virtual reality (VR) video marketing adoption is significant, with 56% of marketers leveraging VR technology to create content that captivate and engage audiences in novel ways.
35. User-Generated Content: 50% of consumers prefer online videos created by other users
Half of consumers prefer how-to videos created by fellow internet users. They value authenticity and peer recommendations, which can significantly influence purchasing decisions and build community trust around brands.
For marketers, this trend highlights the importance of incorporating user-generated content into video strategies, either by featuring customer content directly or by adopting more authentic, less polished production approaches.
Video Marketing Channels
36. YouTube Effectiveness: 78% of marketers find YouTube the most effective platform
YouTube remains the most effective platform for video distribution, with 78% of marketers leveraging its vast audience reach, searchability, and advertising capabilities with YouTube videos to Youtube users.
37. Facebook Videos: 71% say Facebook videos are effective
71% of marketers find Facebook and company culture videos effective in reaching and engaging their target audiences, utilizing the platform’s robust targeting options and social sharing features to amplify brand messages.
38. Instagram: 64% of marketers report Instagram videos are effective
Instagram videos are effective for 64% of marketers, leveraging the platform’s visual appeal and storytelling features to connect with users through engaging, short-form video content.
39. LinkedIn: 61% find LinkedIn videos effective for marketing
Instagram videos are effective for 64% of marketers, leveraging the platform’s visual appeal and storytelling features to connect with users through engaging, short-form videos.
40. TikTok: 52% of marketers find TikTok videos effective
52% of marketers find TikTok videos effective. They capitalize on the platform’s viral nature and youthful audience to create engaging, creative video campaigns that drive brand awareness and user engagement.
Video Marketing Challenges
41. Time Constraints: 33% of marketers cite lack of time as a barrier
A third of marketers face challenges due to time constraints, hindering their ability to produce high-quality video content consistently and effectively manage video marketing campaigns.
42. Cost Issues: 20% of marketers find video marketing too expensive
Cost considerations pose challenges for 20% of marketers, limiting their ability to invest in video production workflows, distribution, and advertising strategies that can maximize ROI and achieve marketing goals.
43. Starting Point: 15% need help figuring out where to start with video marketing
15% of marketers need help knowing how to begin their video marketing journey, lacking clear strategies, resources, or expertise to plan and execute video campaigns effectively.
44. ROI Uncertainty: 12% of the ROI of video marketing is unclear
12% of marketers need more clarity around video marketing efforts’ return on investment (ROI), making it challenging to justify budget allocations and optimize strategies for measurable outcomes.
45. Perceived Need: 10% don’t need a video strategy
A small percentage of marketers (10%) perceive less need for video in their marketing strategy, potentially missing out on opportunities to engage audiences through visual storytelling and multimedia content.
Video Marketing Outcomes
46. User Understanding: 88% say video improves user understanding of their product/service
88% of marketers recognize that video content enhances user understanding of products or services, effectively communicating features, benefits, and value propositions to potential customers.
47. Support Queries: 66% report reduced support queries due to video content
66% of marketers use video content to address customer inquiries and support needs, reducing the volume of queries through informative and instructional video materials.
48. Customer Retention: 42% use video to enhance customer engagement and retention
42% of marketers leverage video to foster deeper customer relationships, enhance engagement, and increase customer retention by delivering personalized, relevant, and valuable content experiences.
49. Brand Awareness: 39% measure success through brand awareness and PR
39% of marketers gauge video marketing success through improved brand awareness and positive public relations outcomes, effectively increasing visibility and recognition in target markets.
50. Lead Generation: 28% quantify video marketing success through leads and clicks
28% of marketers measure video marketing success by generating leads, clicks, and conversions, leveraging video content to drive qualified traffic, and facilitating customer acquisition strategies.
Also read:
Video Advertising Statistics
51. U.S. spending on video ads exceeds $85 billion
Businesses in the U.S. now spend more on digital video ads ($85 billion) than on traditional TV advertising ($59 billion). Digital video advertising has officially overtaken broadcast — and the gap continues to widen as more marketers plan shifts to online channels.
52. Short-form video ad spend projected to reach $122.5 billion globally in 2026
Global spending on short-form video advertising is expected to hit $122.5 billion in 2026, growing at 10.2% year over year. The money follows the attention — and attention lives in short form videos.
53. YouTube ad videos on mobile receive 62% more attention than TV ads
When YouTube ads are viewed on mobile devices, they receive 62% more attention than traditional TV ads. This aligns with the broader shift in mobile video consumption patterns and explains why more than half of all ad budgets are now allocated to online channels.
54. Videos with CTAs drive 380% more clicks
Videos with clear calls-to-action generate 380% more clicks than those without. Whether it’s a mid-roll CTA to sign up or an end-screen prompt to learn more, converting viewers into leads requires deliberate CTA placement in every piece of content you publish.
B2B Video Marketing Statistics
55. 52% of B2B marketers say video delivers the highest ROI
Over half of B2B marketers affirm that video content delivers the highest return on investment among all content types. When tech buyers are evaluating solutions, video cuts through the noise faster than any other format.
56. 50% of B2B buyers rely on video content for purchasing decisions
Half of B2B purchasers say they rely on video content when making buying decisions. This makes video essential at every stage of the B2B funnel — from awareness through evaluation to final vendor selection. See our full B2B video marketing statistics breakdown.
57. B2B video engagement is 1200% higher than text and images combined
B2B video content achieves engagement rates 1200% higher than text and image-based content combined. For SaaS and tech brands running demand generation programs, this makes video the single highest-leverage content type in your arsenal.
58. Adding video to landing pages boosts conversions 34-86%
Research shows that incorporating video on landing pages can increase conversion rates by 34% to 86% depending on implementation quality. The average conversion rate for websites using video marketing strategy sits around 4.8%, compared to 2.9% for those without video.
Emerging Video Formats
59. 360-degree videos used by 18% of marketers
18% of marketers have incorporated 360-degree video into their strategies, and 10% report it as effective. While still niche, 360 and VR formats offer immersive experiences for specific use cases like virtual tours and product showcases.
60. VR video marketing at 19% adoption
19% of marketers are using VR video content, though only 9% find it effective. VR video marketing remains early-stage for most brands — the ROI case hasn’t caught up with the technology for mainstream adoption.
61. Presentation videos created by 48% of marketers
Nearly half of marketers create presentation videos — a video format that’s growing fast as remote selling and virtual events become the norm. For sales and investor pitch decks, video-enhanced presentations significantly outperform static slides. See Vidico’s presentation design services.
62. Videos uploaded to business platforms grew 15% year-over-year
The volume of videos uploaded to business hosting platforms increased 15% in 2023-2024, with total watch time soaring 44%. More than half of digital video viewers spend over 100 minutes daily consuming online video content — and that number keeps climbing.
FAQs
How effective are video marketing statistics?
Video marketing statistics provide insights into consumer behavior, engagement trends, and ROI metrics. They help marketers understand audience preferences, optimize content strategies, and justify investment in video campaigns based on video performance data.
How effective is online video marketing?
Online video marketing is incredibly effective in driving engagement, brand awareness, and conversions. It leverages visual storytelling to captivate audiences, convey messages more memorably than text alone, and foster deeper connections with consumers across digital platforms.
What is the average conversion rate for video marketing?
The average conversion rate for websites integrating video marketing strategies is notably higher, measuring around 4.8%. In contrast, websites that do not leverage video content typically experience a lower average conversion rate of approximately 2.9%.
How big is the video marketing market?
The video marketing market is substantial and growing rapidly as businesses increasingly prioritize digital content strategies. It spans diverse platforms, from social media to streaming services, and encompasses various industries leveraging video to reach and engage global audiences.
As consumer preferences increasingly favor video content across platforms and contexts, market growth is likely to accelerate further, creating both opportunities and competitive pressures for brands seeking to establish video marketing advantages.
Also read: Mobile Marketing Statistics, Reports & Trends
Key Takeaways
These video marketing statistics paint a clear picture: video isn’t just growing — it’s the foundation of effective video marketing in 2026. From dramatically higher engagement rates and improved brand trust to measurable conversion lifts and broader audience reach, the data confirms what leading tech brands already know.
The biggest shift isn’t whether to use video. It’s how to create video at scale — enough marketing videos, at high enough quality, without burning through budget or bandwidth. That’s the problem Content Engines solve — reusable creative systems that make every project faster and more valuable than the last.
Ready to build a video marketing strategy that compounds? Book a free strategy session to see how our systems-based approach can help your team achieve the volume, video quality, and performance your strategy demands.
References:
- https://www.linkedin.com/pulse/social-media-stats-small-businesses-must-know-shape-strategy-turner
- https://www.statista.com/statistics/1101966/video-platforms-marketing-worldwide/
- https://www.linkedin.com/advice/0/what-do-you-your-video-production-project-requires-ltlhe
- https://www.forbes.com/sites/theyec/2022/09/16/explainer-videos-and-the-key-to-making-them-great/
- https://nasmedia.medium.com/how-to-allocate-budget-across-different-media-channels-50b7e7ad8228
- https://www.statista.com/chart/31749/estimated-spending-on-tv-and-digital-video-advertising-in-the-united-states/
- https://www.statista.com/forecasts/460895/digital-video-advertising-revenue-digital-market-outlook-usa
- https://www.linkedin.com/pulse/engagement-metrics-how-professional-videos-outperform
- https://digiday.com/sponsored/how-brands-are-combining-audio-and-video-formats-to-boost-digital-campaign-success/
- https://wistia.com/learn/marketing/creative-brand-videos
- https://marriott.byu.edu/magazine/by-the-numbers/the-power-of-videos
