Video Marketing Statistics 2026: 25+ Sourced Facts & Trends

Video is no longer a nice-to-have marketing channel — it's the default. The vast majority of businesses now produce video content, most report a measurable return on it, and consumers increasingly expect a short clip before a paragraph of text. But the numbers move fast, and a lot of "2026 statistics" pages online quietly recycle 2022 data with the year swapped out.

Below are 26 statistics we could trace back to a named, checkable source — Wyzowl's annual survey, HubSpot's marketing data, Vidyard's business video benchmark report, Sprout Social's platform research and DemandSage's YouTube tracking. Where sources disagreed (which happens, especially year-over-year), we noted it rather than picking whichever number sounded better.

Video Marketing Adoption & Strategy

• 91% of businesses use video as a marketing tool in 2026, tying the all-time high after a slight dip to 89% in 2025. — Wyzowl
• 93% of marketers say video is an important part of their overall marketing strategy. — Wyzowl
• 37% of marketers plan to increase their investment in video marketing in 2026. — HubSpot
• 60% of marketers now use short-form video, with 104% more marketers naming it their single most valuable channel compared to 2024. — HubSpot
• Among video marketers, 51% say live-action is the type of video they create most, followed by animated (23%) and screen-recorded video (19%). — Wyzowl

ROI, Business Impact & Conversions

• 82% of video marketers report a good ROI from video in 2026 — down from 93% the year before, most plausibly due to more teams applying stricter attribution rather than video actually performing worse. — Wyzowl
• 82% of businesses say video has directly increased traffic to their website. — Wyzowl
• 85% of businesses say video has helped them generate leads. — Wyzowl
• 83% of businesses say video has directly helped increase sales. — Wyzowl
• Short-form video delivers the highest ROI of any social content format, cited by 41% of marketers. — Sprout Social
• Landing pages with an embedded video can see conversion increases of up to 86%. — HubSpot
• Interactive or product-demo videos can lift conversions by up to 70%. — HubSpot

Consumer Behaviour & Trust

• 85% of people say they've been convinced to buy a product or service after watching a brand's video. — Wyzowl
• 80% of people have bought or downloaded an app after watching an app demo video. — Wyzowl
• Asked how they'd most like to learn about a product, 63% of consumers pick a short video — ahead of text articles (12%), infographics (7%) and ebooks/manuals (4%). — Wyzowl
• 73% of consumers say they prefer watching a short-form video to learn about a product or service. — HubSpot
• 89% of consumers say video quality directly impacts how much they trust a brand. — Wyzowl
• 84% of consumers want to see more video from brands in 2026 — a figure that's held within 8 points for eight straight years. — Wyzowl

B2B Video & the Buyer Journey

• Around 70% of B2B buyers watch video at some point during their purchasing journey, and 96% have watched an explainer video to learn about a product. — Vidyard
• Business video creation grew 88% year-over-year, with per-user video creation up 241%. — Vidyard
• 65% of viewers finish a business video that's under a minute long, versus just 20% completion for videos over 20 minutes. — Vidyard

Short-Form Video & Social Platforms

• 85% of marketers believe short-form video is the most effective content format on social media. — Sprout Social
• 57% of marketers already using short-form video plan to increase their investment in the format. — Sprout Social
• Short-form video generates roughly 2.5x more engagement than long-form video on social platforms. — Sprout Social

YouTube & Watch Time

• YouTube has roughly 2.70 billion monthly active users worldwide, with viewers collectively watching over 1 billion hours of video every day. — DemandSage
• YouTube Shorts now average more than 200 billion daily views worldwide, per YouTube's own mid-2025 milestone announcement. — DemandSage

Frequently asked questions

What percentage of businesses use video marketing in 2026?

According to Wyzowl's annual State of Video Marketing survey, 91% of businesses use video as a marketing tool in 2026 — a rebound to a joint all-time high after usage dipped slightly to 89% in 2025.

Does video marketing actually improve conversion rates?

Yes, based on multiple sourced studies. HubSpot reports that landing pages with embedded video can see conversion increases of up to 86%, and interactive or product-demo videos can lift conversions by up to 70%. Separately, Wyzowl found 85% of consumers say a video has directly convinced them to buy a product or service.

Is short-form video really more effective than long-form video?

Sourced data leans yes for engagement and marketer sentiment: Sprout Social reports short-form video generates roughly 2.5x more engagement than long-form video, and 85% of marketers rate it the most effective content format on social media. That doesn't mean long-form has no role — Vidyard's B2B data shows longer explainer and demo videos still matter deeply in the buyer journey, just with lower completion rates.

Why did reported video marketing ROI drop between 2025 and 2026?

Wyzowl's own survey shows the share of marketers reporting 'good ROI' from video fell from 93% in 2025 to 82% in 2026. Wyzowl and analysts covering the report suggest this reflects more businesses producing video overall (including lower-quality output) and more rigorous ROI attribution standards, rather than video becoming a worse channel.

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Every figure above is attributed to its cited third-party source and reflects the most recent data we could find at the time of writing; statistics change, so follow the source links to verify. Compiled by the Tolodora Editorial Team — we don't fabricate data.