Video Marketing Statistics 2026: Usage, ROI, Platforms and B2B

What are the key video marketing statistics for 2026?

If you only need one table, this is it. Every figure was checked on the page or document it comes from on 14 November 2026. The sections below give the detail, the trend and the caveats.

How many businesses use video marketing?

91% of businesses use video as a marketing tool, according to Wyzowl's State of Video Marketing 2026. That matches the all-time high it first recorded in 2023, after a dip to 89% in the 2025 edition. When Wyzowl first asked in 2016 the figure was 61%. Among the businesses that use video, 93% say it is an important part of their strategy.

It matters what this number is. Wyzowl's report is a survey: 266 unique respondents in late 2025, a mix of marketing professionals and online consumers, separated by a screening question so each group only answered questions meant for it. It is the longest-running series on the topic, now in its twelfth consecutive year, which is why the trend is more useful than any single year. With a sample that size, a move of two or three points from one year to the next is within the noise.

Source: Wyzowl, Video Marketing Statistics 2026 (State of Video Marketing, 12 years of data), survey of 266 respondents, fieldwork late 2025, fetched 14 Nov 2026. "Report year" is the edition, so 2026 is the survey run in late 2025.

The businesses that do not use video give two reasons more than any other: 24% say they do not feel it is needed and 24% say it is too expensive, followed by lack of time (19%). Even so, 67% of the non-users say they plan to start in 2026, one point lower than the year before.

Source: Wyzowl State of Video Marketing 2026, video marketers. Respondents could choose more than one video type, and rounded shares for "how video gets made" add up to 101%.

The biggest single change in the 2026 edition is AI. The share of video marketers who have used AI to help create or edit video rose 12 points in a year, from 51% to 63%, the largest move on any question in the report. HubSpot's State of Marketing 2026 points the same way: it reports that nearly 75% of marketers use AI for media creation, including video and images, and that 44% use video or animation generators (HubSpot). Advertisers are doing it inside the ad platforms too: Meta said adoption of its video generation features by advertisers grew 25% quarter on quarter in July to September 2026 (Meta Q3 2026 prepared remarks).

Cite: "91% of businesses use video as a marketing tool and 93% of video marketers call it an important part of their strategy (Wyzowl State of Video Marketing 2026, survey of 266 respondents)." Kiin Labs, kiin.co/research/video-marketing-statistics#adoption

Does video marketing deliver ROI?

82% of video marketers say video has given them a good ROI, according to the Wyzowl 2026 survey. That is down 11 points from 2025's all-time high of 93%, and the lowest reading since 2019. It is still a large majority, but it is the first sharp fall in the series, and it comes in the same year marketers split on cost: 38% say video is getting more expensive to make, 30% say cheaper and 32% the same.

Two things to keep in mind. First, this is self-reported ROI, and the report also finds that 17% of video marketers are not sure what share of their budget goes on video at all. Second, the most common ways marketers measure video success are attention metrics: views (67%) and engagement (63%) come before leads and clicks (52%) and bottom-line sales (32%). A "good ROI" judged on views is a different claim from one judged on revenue.

Source: Wyzowl State of Video Marketing 2026, video marketers, survey late 2025.

Wyzowl and HubSpot ask differently worded questions, so "92% will spend the same or more" and "37% plan to increase investment" are not in conflict: HubSpot counts only those who will increase.

HubSpot's 2026 survey is the best update to the old "52% of marketers say video has the best ROI" line. HubSpot no longer asks for a single "best ROI" format; it asks for the top three. 49% of marketers put short-form video in their top three formats for ROI, against 29% for long-form video and 25% for live streaming, which makes video the top three of the list (HubSpot State of Marketing 2026).

What measured data says. Surveys tell you what marketers believe. When we measured video against static ads in the same LinkedIn accounts, video won on attention and lost on action: it held people 42% longer than an image, but every landing page click, lead and form fill cost more. That is in section 12. The two views fit together if you judge video on the job you gave it.

Cite: "82% of video marketers say video gives them a good ROI, down from 93% a year earlier (Wyzowl State of Video Marketing 2026)." Kiin Labs, kiin.co/research/video-marketing-statistics#roi

How much video do people watch?

Video makes up around 75% of all mobile data traffic, according to Ericsson's Mobility Report, measured at the end of 2025 (Ericsson). That is the best current replacement for the much-quoted "82% of internet traffic will be video" line, which was a Cisco forecast for 2022. We found no newer edition of that Cisco forecast.

In the living room, streaming is now about half of all TV time in the US. In August 2026, streaming was 49.6% of TV watch time and YouTube alone was a record 15.8% of everything watched on US TV sets, twice the share of Netflix at 7.7% (Nielsen, The Gauge, published 22 Oct 2026). Nielsen will change The Gauge's method from the September 2026 interval, so the next readings will not be strictly comparable.

Ericsson measures mobile networks only, not fixed broadband. Nielsen's Gauge covers US TV sets only, not phones or computers. DataReportal's time-spent figure is survey-based and covers all social media use, not video alone.

The old "people watch 100 minutes of online video a day" figure came from Zenith's Online Video Forecasts, last published around 2021 for 2022. There is no like-for-like update. The measures above are better because they come from network traffic and TV meters rather than a forecast. What they say is the same thing, more strongly: video is now the default way people use both phones and TVs.

Cite: "Video is about 75% of all mobile data traffic (Ericsson, end of 2025), and YouTube took a record 15.8% of all US TV viewing in August 2026 (Nielsen)." Kiin Labs, kiin.co/research/video-marketing-statistics#consumption

How does video influence what people buy?

85% of people say they have been convinced to buy a product or service by watching a brand's video, and 96% have watched an explainer video to learn about a product or service (Wyzowl State of Video Marketing 2026, consumer respondents). These are the two consumer figures most often quoted from Wyzowl, and both have held in a narrow band for years: "convinced to buy" has ranged from 82% to 89% since 2019, and "watched an explainer" from 91% to 98%.

Source: Wyzowl State of Video Marketing 2026, consumer respondents, editions 2024 to 2026.

When people are asked how they would most like to learn about a product or service, 63% choose a short video, far ahead of reading an article (12%), an infographic (7%) or a sales call (5%). This is the current version of the "72% prefer to learn about a product through video" figure that The B2B House and many others quoted from a 2018 HubSpot survey. Wyzowl's question offers more options, which is one reason its number is lower.

Source: Wyzowl State of Video Marketing 2026, consumers. Published shares total 95%.

For B2B buyers the most useful current evidence comes from LinkedIn's B2B Institute rather than a consumer survey: nearly two-thirds of B2B buyers say social video helps shape their buying decisions, and buyers pay attention to an ad for 3.7 seconds on average (LinkedIn B2B Institute, Winning the B2B buying group with video). More in section 11.

Cite: "85% of people say a brand's video has convinced them to buy, and 63% would most like to learn about a product from a short video (Wyzowl State of Video Marketing 2026)." Kiin Labs, kiin.co/research/video-marketing-statistics#consumers

How big is YouTube in 2026?

YouTube made $11.2 billion from ads in July to September 2026, up 9% from $10.3 billion a year earlier, according to Alphabet's third-quarter results (Alphabet, 28 Oct 2026). Across the four quarters to September 2026, YouTube ad revenue added up to $43.5 billion. Including subscriptions, YouTube's revenue passed $60 billion in 2025 (Alphabet, 4 Feb 2026).

Sources: Alphabet earnings releases for Q4 2025, Q1 2026, Q2 2026 and Q3 2026, supplemental revenue tables. Growth is our calculation from the reported figures and matches the rounded rates Alphabet states. YouTube ads was 13.7% of Google advertising revenue in Q3 2026.

YouTube is the most used and the highest rated video channel among marketers in Wyzowl's survey: 82% of video marketers have used it and 69% rate it effective. That replaces the old "YouTube has over 2 billion logged-in monthly users" line. YouTube itself no longer leads with a logged-in user count; the best public reach figure is the 2.77 billion people its ads can reach, which DataReportal takes from Google's own advertising tools. The old "YouTube mobile consumption grows 100% every year" claim is from around 2015 and should not be used.

For B2B advertisers, YouTube and Google video are part of a paid search and capture plan more often than a standalone channel. How we use them alongside search is on our Google Ads page.

Cite: "YouTube made $11.2 billion from ads in Q3 2026, up 9%, and $43.5 billion over the four quarters to September 2026 (Alphabet)." Kiin Labs, kiin.co/research/video-marketing-statistics#youtube

What about TikTok, Instagram, Facebook and Snapchat?

TikTok's ads can reach 2.33 billion people, according to ByteDance's advertising tools as tracked by DataReportal in October 2026, second only to YouTube's 2.77 billion (DataReportal). TikTok does not publish a monthly active user figure of its own; the "1.9 billion" and "2 billion" numbers in circulation are third-party estimates, so we do not use them.

Among marketers, TikTok is used less and rated lower than the older video platforms. In Wyzowl's 2026 survey, 40% of video marketers have used TikTok and 29% rate it effective, against 69% and 56% for Instagram. HubSpot's State of Marketing 2026 finds that 57% of marketers use TikTok, and that TikTok is the social channel most marketers plan to use more in 2026 (HubSpot). The difference is the sample: HubSpot asks all marketers, many of them consumer brands; Wyzowl asks video marketers.

Source: Wyzowl State of Video Marketing 2026, video marketers, survey late 2025. Respondents could choose more than one channel.

Instagram and Facebook. Meta does not publish video views any more, so the old "Facebook generates 8 billion video views a day" figure (from 2015) has no update. What Meta does say is directional: in July to September 2026, time spent per user on Instagram reached an all-time high and grew by double digits year on year, with strength in Reels and Feed, and Facebook Reels time spent grew by double digits both globally and in the US. Nearly 45% of recommended Instagram Reels are now less than a day old (Meta Q3 2026 prepared remarks, 21 Oct 2026). For B2B advertisers Meta is mainly a cheap reach and retargeting channel; see our Meta Ads page.

Snapchat. The old "10 billion Snapchat video views a day" figure is from 2016 and Snap no longer reports video views. On its Q3 2026 call, Snap said Spotlight eCPMs were up more than 22% year on year (Snap Q3 2026 call transcript). In Wyzowl's survey, only 16% of video marketers have used Snapchat and 8% rate it effective.

X. The old "tweets with video get 10x more engagement" and "90% of Twitter video views are on mobile" figures come from Twitter's own blog, around 2016 to 2019, before the company became X. There is no update from X. 29% of video marketers have used X for video and 16% rate it effective (Wyzowl 2026).

Cite: "YouTube ads can reach 2.77 billion people and TikTok ads 2.33 billion (DataReportal, October 2026); 82% of video marketers have used YouTube and 40% TikTok (Wyzowl 2026)." Kiin Labs, kiin.co/research/video-marketing-statistics#social-video

How is video growing on LinkedIn?

Paid video on LinkedIn grew 25% year on year in July to September 2026, and creator-led ads grew 63%, LinkedIn said in its quarterly business highlights (LinkedIn, 28 Oct 2026). The 25% figure is also on LinkedIn's About Us page as its "year-over-year growth in paid video ads". LinkedIn does not publish the dollar size of its video ad business.

The fastest-growing part is BrandLink, which places advertisers' video ads next to, or before, video from LinkedIn creators and publishers. LinkedIn says that, from July 2024 to January 2025, advertisers using BrandLink saw on average a 130% higher video completion rate and a 23% higher view rate than standard video ads, and that members who saw BrandLink ads were up to 18% more likely to become a lead (LinkedIn, 30 Apr 2025). These are LinkedIn's own platform figures, from the product's first months, measured against LinkedIn's own standard video ads.

LinkedIn figures are LinkedIn's own. Kiin Labs figures are measured across the Kiin panel, LinkedIn Audience Network excluded, 7 Oct 2025 to 6 Oct 2026, from Video on LinkedIn Ads: 2026 Benchmarks.

LinkedIn is the second most used video channel among video marketers after YouTube: 70% have used it, though only 50% rate it effective, the biggest gap between "used" and "effective" among the large platforms in Wyzowl's survey. Our own data shows why the two can disagree: on LinkedIn, video is a good buy for attention and an expensive one for clicks and leads. The numbers are in section 12, and the full study is our LinkedIn video ads benchmarks. For examples of video, document and image ads that work, see LinkedIn ad examples.

The old LinkedIn video claims, "20x more likely to be shared" and "3x more engagement than text", were from LinkedIn's native video launch material around 2017 and 2018. LinkedIn has not republished them. They are in the archive. For every other LinkedIn figure (members, revenue, demographics) see our LinkedIn statistics.

Cite: "LinkedIn paid video grew 25% year on year in July to September 2026, and creator-led ads 63% (LinkedIn)." Kiin Labs, kiin.co/research/video-marketing-statistics#linkedin-video

How much is spent on video ads and connected TV?

US digital video ad spend will reach $81.9 billion in 2026, up 11%, according to IAB's 2026 Digital Video Ad Spend and Strategy Report, and for the first time digital video will be more than 60% of all US TV and video ad spend (IAB, 5 May 2026). Digital video is growing about 20% faster than the total ad market, but at roughly half its 2022 pace.

Inside that, connected TV (CTV) ad spend will be $29.3 billion, up 11%, and social video $31.9 billion, up 13%. Social video, which in IAB's definition includes YouTube, overtook CTV in 2025 and is expected to stretch its lead in 2026. Online video (other publishers' sites and apps) is $20.7 billion, up 10%.

Source: IAB, 2026 Digital Video Ad Spend and Strategy Report, Part One (estimates by Guideline), released 5 May 2026; category figures from the report's spend-by-type chart. US only.

CTV for B2B. CTV is now open to B2B budgets through self-serve platforms, and LinkedIn launched its own CTV ads in April 2024, letting B2B advertisers put video on streaming TV with LinkedIn targeting (LinkedIn). We do not count CTV as part of LinkedIn's in-feed video in our benchmarks, and LinkedIn Audience Network is also excluded. The honest position for most B2B advertisers: CTV is a reach channel. Judge it on reach into your target accounts and on what happens to branded search and pipeline in the months after, not on clicks.

Cite: "US digital video ad spend will reach $81.9 billion in 2026, up 11%; CTV is $29.3 billion and social video $31.9 billion (IAB)." Kiin Labs, kiin.co/research/video-marketing-statistics#ctv

Is short-form video winning?

Yes, on volume and on what marketers say works. YouTube Shorts averages 200 billion daily views (YouTube, 21 Jan 2026). In HubSpot's 2026 survey, short-form video was the most used media format in 2025 (60% of marketers, against 38% for long-form video), the format most often in marketers' top three for ROI (49%), and the top format marketers plan to invest in for 2026 (HubSpot State of Marketing 2026).

HubSpot and Wyzowl figures are survey answers. Kiin Labs figures are measured on LinkedIn ad accounts, 7 Oct 2025 to 6 Oct 2026; length from the LinkedIn API for 1,702 company videos.

What the ad data adds is how little of a video gets watched. Of every 100 times a company video starts playing in a LinkedIn feed, 37 become a two-second view, 7 reach a quarter of the video, 3 reach halfway and only 1 or 2 reach the end. The median advertiser buys 6 to 8 seconds of watch time per view (Kiin Labs, Video on LinkedIn Ads 2026). Yet the median advertiser's video runs 40 seconds. The practical rule: put the point in the first six seconds, keep the cut to 15 seconds, and make it square. Length does not change what LinkedIn charges for an impression; it changes how many people get to the end.

Cite: "Of every 100 LinkedIn video ad starts, 37 become a two-second view and only 1 or 2 reach the end; short videos of 15 seconds or less cost 54% less per completed view (Kiin Labs, 2026)." Kiin Labs, kiin.co/research/video-marketing-statistics#short-form

How do B2B buyers and marketers use video?

Nearly two-thirds of B2B buyers say social video helps shape their buying decisions, and vendors that are known across the buying group from the start are 20x more likely to be bought, according to LinkedIn's B2B Institute (LinkedIn B2B Institute, Winning the B2B buying group with video). The same research, using a WARC analysis of 1,000 B2B Cannes Lions entries, found that video-led campaigns were 3.2x more likely to report increased market share. The same page says buyers pay attention to an ad for just 3.7 seconds.

The B2B Institute page does not give a publication date or a sample size for the buyer survey. Kiin Labs figures: 676 advertisers, $10.2M of video spend, 7 Oct 2025 to 6 Oct 2026.

Several B2B figures The B2B House quoted cannot be updated. "70% of B2B buyers watch videos throughout their path to purchase" is from a Google and Millward Brown Digital study published in 2015. "59% of B2B decision makers prefer video over text" is from a Forbes Insights study of executives that Forbes has not repeated. "87% of B2B marketers use video" was a Content Marketing Institute figure; CMI's latest report, B2B Content and Marketing Trends: Insights for 2027 (4 Nov 2026), focuses on AI, budgets and owned media and does not publish a video usage figure (CMI). We keep each of those, with its original date, in the archive. The LinkedIn B2B Institute figures above are the best current replacement.

How B2B teams actually spend on video. In our panel, video is 15.7% of B2B LinkedIn ad spend and runs in 62% of accounts. Most of it, 79%, is on objectives that buy attention: video views (30%), engagement (27%) and brand awareness (22%). Only 10% runs on website visits and 7% on lead gen. That split is broadly right, because video is the expensive way to buy action. If you are building a B2B video plan, our LinkedIn Ads team and founder content team both run it, and the format choice comes before the creative.

Cite: "Nearly two-thirds of B2B buyers say social video helps shape their buying decisions, and video-led B2B campaigns are 3.2x more likely to report increased market share (LinkedIn B2B Institute, WARC)." Kiin Labs, kiin.co/research/video-marketing-statistics#b2b

What does video cost on LinkedIn? Kiin Labs data

On LinkedIn, the median advertiser pays $0.11 per video view and $2.59 per completed view on the video views objective, with a $38 CPM. Against a single image ad in the same account, video gets 42% more dwell time but costs 18% more per landing page click on the website visits objective and 62% more per lead on lead gen. Those figures are from Kiin Labs Report No. 6, which measured $10.2M of LinkedIn video spend across 676 advertisers from 7 October 2025 to 6 October 2026 (Video on LinkedIn Ads: 2026 Benchmarks).

The surveys in this page say video works. The ad data says what it works for. Video is two products sold as one: as attention it is fair value, as action it is the most expensive feed format we measured outside brand awareness. Most accounts buy it for one job and judge it on the other.

Source: Kiin Labs, Video on LinkedIn Ads: 2026 Benchmarks (Report No. 6). Median advertiser with 5,000+ impressions on the objective; cost per view is per LinkedIn two-second view; LinkedIn Audience Network excluded; USD.

Source: Kiin Labs Report No. 6. Paired within account: each figure is the median of each advertiser's own video to image ratio. Months with heavy video spend did not make the rest of the account cheaper: non-video cost per lead was 7% higher, not significant.

How we use video now. Five rules come out of that data, and they are how Kiin runs LinkedIn Ads for B2B clients:

1. Judge video on attention, not on the pipeline report. Completed views, cost per completed view, dwell and reach into the target account list. Every action metric favours an image.
2. Make it 15 seconds and square, with the point in the first six. Cost per half-watched view rises from $0.35 at 11 to 15 seconds to $2.08 at 31 to 60 seconds.
3. If the video must drive traffic, run it on website visits. Same watch-through as the video views objective, 85% cheaper per landing page click.
4. Never put a lead form on a video. Use documents for content offers, message ads for demos and single image for traffic. The ad formats that do each job are in LinkedIn ad examples.
5. Use video to fill retargeting pools, then ask for the meeting. A 50% view costs $1.09 against $13.94 for a website visitor; retarget those viewers with a direct offer.

For context on the rest of the account: the median LinkedIn CPM across feed ads in our panel is $36.23, and the median cost of a demo request lead is $350, with the top quarter under $161, against $164 for a content lead (LinkedIn Ads benchmarks, LinkedIn Ads statistics). What the whole account costs is in how much LinkedIn ads cost.

Cite: "On LinkedIn, video gets 42% more dwell than a single image but costs 18% more per landing page click and 62% more per lead in the same account (Kiin Labs, 676 advertisers, $10.2M video spend, 2026)." Kiin Labs, kiin.co/research/video-marketing-statistics#kiin-video-costs

Figures previously published by The B2B House

The B2B House's "Video Marketing Statistics 2024: Latest trends and insights you need to know" was one of its most linked-to pages, cited by 87 websites. The B2B House is now part of Kiin, so the figures it published stay here, exactly as published, so every link to them still makes sense. Next to each one is what we know in 2026.

Two things to know before you use them:

• Most are older than the page. The guide was titled for 2024 and last edited in June 2025, but many figures came from studies published between 2013 and 2021. Several were second-hand, credited to the blog that repeated them (OptinMonster, WordStream, Forbes) rather than the study that produced them.
• Several have no traceable source. Where the original study cannot be found, or the publisher has stopped running it, we say so and do not invent a replacement.

Video stats we no longer recommend using

A good statistics page should also say what not to quote. These figures are still widely repeated, including in AI answers, but have no current primary source or were never measurements:

• "Video marketers get 66% more qualified leads" and "grow revenue 49% faster." Aberdeen Group, around 2015, comparing video users with non-users. Correlation, not effect, and never repeated. Details.
• "A landing page video lifts conversions 80% to 86%." Vendor case studies from around 2014. Details.
• "Users spend 88% more time on sites with video." No traceable study. Details.
• "82% of internet traffic is video." A Cisco forecast for 2022; the measured figure is ~75% of mobile traffic. Details.
• "E-commerce sites with video get 2.8x revenue per visitor." No traceable study. Details.
• "LinkedIn users are 20x more likely to share video." LinkedIn launch material, around 2017, never republished. Details.
• "Facebook gets 8 billion video views a day" and "Snapchat 10 billion." 2015 and 2016. Details.
• "44.87% of B2B marketers use video content." Attributed to The B2B House on other sites, but not on the original page and with no source.

The original B2B House guide, archived in full

The B2B House is now part of Kiin. So that every link to its guide still makes sense, the complete original is kept below, section by section, exactly as it was last published (only typos fixed). Figures in it are from the dates its authors gave; the sections above give the current numbers and sources. Open any section to read it.

Video marketing statistics: frequently asked questions

How we built this page, and every source

We started from every statistic in The B2B House guide and every claim that other sites link to it for (we checked its 87 referring domains one by one in Ahrefs). For each, we looked for the newest figure from the original publisher first: company earnings releases and pressrooms (Alphabet, Meta, Snap, LinkedIn), Nielsen, Ericsson, IAB, DataReportal, and the survey publishers themselves (Wyzowl, HubSpot, CMI, LinkedIn's B2B Institute). We opened each source on 14 November 2026 and copied the figure from it. Where there is no update we say so and keep the old figure with its date. Survey figures are labelled as surveys. Kiin's own figures come from the Kiin Labs panel, $65M+ of LinkedIn Ads spend across 1,000+ advertiser accounts, described in Video on LinkedIn Ads: 2026 Benchmarks. Corrections: [email protected].

1. Wyzowl, Video Marketing Statistics 2026 (State of Video Marketing, survey of 266, late 2025)
2. HubSpot, Marketing statistics (State of Marketing 2026)
3. Ericsson Mobility Report, mobile traffic update (June 2026 edition)
4. Nielsen, The Gauge, August 2026 (published 22 Oct 2026)
5. DataReportal, Global social media statistics (October 2026)
6. Alphabet, Q3 2026 earnings release, 28 Oct 2026
7. Alphabet, Q2 2026 earnings release, 22 Jul 2026
8. Alphabet, Q1 2026 earnings release, 29 Apr 2026
9. Alphabet, Q4 and fiscal year 2025 earnings release, 4 Feb 2026
10. YouTube, From the CEO: What's coming to YouTube in 2026, 21 Jan 2026
11. Meta, Q3 2026 earnings call prepared remarks, 21 Oct 2026
12. Snap, Q3 2026 earnings call transcript
13. LinkedIn, Q1 FY27 business highlights, 28 Oct 2026
14. LinkedIn Pressroom, About Us (paid video ads growth)
15. LinkedIn, BrandLink video update, 30 Apr 2025
16. LinkedIn, Introducing LinkedIn CTV and Live Event Ads, 4 Apr 2024
17. LinkedIn B2B Institute, Winning the B2B buying group with video
18. IAB, US digital video ad spend to surpass $80B in 2026, 5 May 2026
19. IAB, 2026 Digital Video Ad Spend and Strategy Report
20. Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2027, 4 Nov 2026
21. Kiin Labs, Video on LinkedIn Ads: 2026 Benchmarks (Report No. 6)
22. Kiin Labs, LinkedIn Ads Benchmarks 2026, LinkedIn Ads statistics and LinkedIn statistics