93 Statistics on Video Marketing in 2026 By 2026, video will account for approximately 82% of all internet traffic, and users will spend an average of 100 minutes per day watching online videos, demonstrating that it is now more than just an addition to digital marketing. Platforms like TikTok and Instagram now drive 70% higher engagement with short-form clips, while YouTube long-form videos contribute to 90% of online learning consumption.
Hence, it makes sense why 91% of marketers actively use video marketing, and 95% see it as a crucial tool in their strategy. Video marketing will be more important than ever in 2026. In this article, we break down the latest video marketing, video SEO statistics, traffic shifts, and consumption trends, helping you see exactly why video dominates digital strategy.
A Quick Look at Video Marketing Statistics for 2026 Around 91% of marketers are currently integrating video into their marketing strategies.
Eighty-two percent of marketers say that video marketing has a positive return on investment (ROI). Short-form videos are viewed by 66 percent of consumers as the most engaging type of content. Social media marketers use the video content the most (69%) for marketing.
Over 82% of respondents acknowledge that watching a video influenced their decision to buy. Users typically spend 88% more time on websites that feature video content.
Nearly 89% of consumers want brands to produce more video content. Around 82.5% of all internet traffic worldwide is video. Online Video Marketing Usage Statistics 2026
Currently, the percentage of marketers using video marketing has increased slightly to 91%.
Looking back, 2023 and 2024 had the highest participation, with 91% of marketers actively using video marketing. This demonstrated the industry's robust and consistent expansion. This peak did not occur instantly. As more businesses adopted video marketing, the percentage gradually increased from 85 percent to 91 percent between 2020 and 2023. However, one of the biggest jumps happened much earlier.
The percentage increased from 63% in 2017 to 81% in 2018, an increase of 18%, likely indicating a significant shift in marketing trends. Percentage Of Marketers Using Videos For Marketing
The following table displays the percentage of marketers who use videos for marketing purposes over the years:
Year Percentage of Marketers Using Video marketing
2026 91%
2025 89%
2024 91%
2023 91%
2022 86%
2021 86%
2020 85%
2019 87%
2018 81%
2017 63%
2016 61%
Source: Wyzowl
Right now, the percentage of marketers who see video as a crucial marketing tool has increased to 95%, up from 88% in 2024.
However, 2024 saw a notable decline, dropping to 88% from 96% in 2023. This was a rare dip after years of steady growth, suggesting that certain challenges or shifting trends may have impacted video marketing adoption.
Looking at the bigger picture, video marketing has come a long way.
One of the most significant jumps happened between 2015 and 2018, when the percentage rose from 78% to 85%, a 7% increase in just three years.
The rise of short-form content and videos on social media probably contributed to this rapid expansion. Overall, video marketing has evolved from an emerging trend to an essential part of marketing strategies.
The percentage of marketers recognizing its importance has grown steadily from 78% in 2015 to 95% as per the latest data, proving that video is now a dominant force in the industry.
Here is a table displaying the percentage of marketers who consider videos as a crucial marketing tool.
Year Share Of Marketers
2026 93%
2025 95%
2024 88%
2023 96%
2022 92%
2021 93%
2020 92%
2019 91%
2018 85%
2017 82%
2016 88%
2015 78%
Wyzowl is the source 85% of video marketers plan to maintain or increase their investment in the video.
On the other hand, 15% of marketers stated that they intend to cut back on spending on videos. Here is a breakdown of the share of marketers that are planning to invest more, the same, or less in videos for marketing:
Investment In Videos Percentage Of Marketers
Invest more 60%
Same 25% investment Invest less 15%
Source: Wyzowl
The majority of the video marketers (69%) have created social media videos.
Meanwhile, explainer videos were the second most created type of video, with 68% of the marketers investing in them.
Testimonial videos, presentation videos, and video ads are the other videos that make it to the top 5 most created video types.
Here is a table displaying the most created video types by marketers:
The percentage of marketers who use video Social media videos 69%
Explainer videos 68%
Testimonial videos 57%
Presentation videos 48%
Video ads 48%
Teaser videos 45%
Product demo videos 39%
Sales videos 37%
Videographics 27%
Customer service videos 24%
Videos of employees learning Videos for customer onboarding 23% App demo videos 17%
Employee onboarding videos 16%
Source: Wyzowl
30 percent of marketers who do not use short-form videos at the moment intend to start investing in them. Short-form videos have the highest ROI and engagement compared to other video formats.
Consequently, three out of ten marketers who have not yet entered the short-form video market are eager to do so this year. At the same time, a quarter of marketers are planning to increase their investment in short-form videos this year.
Source: Hubspot
82% of the marketers say that video marketing gave them a positive ROI.
Comparatively, 93% of the marketers in 2025 stated the same.
These numbers display a 11% decrease in the share of marketers who have received good returns on their video marketing investments.
Back in 2016, just 76% of marketers who invested in video marketing received good returns. The data clearly shows that a significant portion of marketers who invest in video marketing are seeing strong returns.
Share Of Marketers Who Witnessed Positive ROI On Video Adoption
Here is a table displaying the share of video marketers who received a good ROI after adopting videos in their marketing strategy:
Year Percentage of Marketers
2026 82%
2025 93%
2024 90%
2023 92%
2022 87%
2021 87%
2020 88%
2019 83%
2018 78%
2017 83%
2016 76%
Wyzowl is the source 91% of marketers reported that videos have boosted their sales.
In the same way, 87% of marketers reported this in 2023, a remarkable increase from 64% in 2016. At the same time, 88% of marketers mentioned that videos have been effective in generating leads, while 82% noted that videos helped keep visitors on their websites for longer.
Additionally, 9 out of 10 marketers said that videos have played a key role in boosting brand awareness.
Source: Wyzowl.
Video Engagement Statistics
Videos shorter than 1 minute achieve an engagement rate of 50%.
Shorter videos have a higher engagement rate. Conversely, longer videos have lower engagement rates.
Videos that last longer than 60 minutes have an engagement rate of just 17%.
The following table displays the video engagement rates by length of the video:
Length Of The Video Video Engagement Rate
Less than 1 minute 50%
1 to 3 minutes 48%
3 to 5 minutes 47%
5 to 30 minutes 39%
30 to 60 minutes 26%
More than 60 minutes 17%
Source: Wistia
26.8% of viewers watched video livestreams. They have the third-highest reach among all the video types. The highest reach is recorded for music videos, with a weekly reach of 50.2%.
Organic engagement increases by 41% when websites use video content in their primary Video SEO.
At the same time, comedy, memes, and viral videos have the second-highest reach of 35%, while educational videos reach 26% of the audience.
Marketers can use our live streaming statistics to understand videos, tutorials, how-to videos, Product review videos, and Influencer videos and vlogs to increase their reach and brand awareness.
Here is a table displaying the popular video content types worldwide by weekly usage reach:
Type of Video Content Reach of Video Content
50.5% music video Comedy, meme, or viral video 35%
Live stream video 26.8% Sports clips or highlights video 26.4%
Video review of the product 26% Tutorial or how-to video 25.2%
Video that teaches 24.9% Sports match or commentary 24.6%
Influencer videos and vlogs 23.2%
Gaming video 22.8%
Source: Statista.
Video Consumption Trends Statistics
89% of people say they want to see more online videos from brands.
That’s a decrease of 2 percentage points compared to 91% of the consumers who wanted to see more videos from brands in 2023.
In contrast, only 85% of consumers in 2018 desired more videos from brands. This increase in demand for videos from the brands is because 83% of people prefer watching videos over accessing instructional or informational content through text or audio.
Source: TechSmith, Wyzowl.
Video accounts for 82.5% of global internet traffic,
This is an increase of 88% in internet video traffic compared to that recorded in 2017. In that year, video accounted for 72.3% of the internet traffic.
This increase is because 80% of people prefer to watch videos over reading texts.
80% Of People Prefer To Watch Videos Over Reading Texts
Nealschaffer is the source. 66% of consumers report short-form videos as the most engaging content.
Short-form videos have an average watch rate of over 81%. Moreover, between 41% and 80% of short-form videos are watched. Short-Form Videos As The Most Engaging Content
Besides, 73% of consumers prefer short-form videos to search for products or services.
Meanwhile, 57% of Gen Z prefer short videos to learn about products and services.
Due to these facts, 85% of marketers believe short-form videos are the most effective format for video content.
Source: Social Sprout.
82% of people say watching a video has convinced them to buy a product or service.
These figures show that videos also influence consumers’ purchase decisions and engage users.
Further, 87% of the marketers reported that they witnessed an increase in their sales after investing in video marketing.
Hence, businesses must invest in video content to create an impact on the users and increase their profits.
Forbes, Wyzowl, and so on. The average user spends 88% more time on websites that have videos.
Videos help to increase traffic to your website. They keep consumers engaged, which leads to longer visits.
Plus, videos help users retain 95% of the information explained, compared to 10% when it is read.
Further, the increase in click-through rate with video is as high as 96%, and videos are shared 1200% more times than links and text combined.
This is due to the fact that when information is explained through video, people are more likely to believe it. Learn about these web traffic stats in our detailed report.
Source: Forbes
85% of internet users in the United States watch online video content.
Compared to other countries, 95% of internet users in Saudi Arabia and Turkey prefer to watch online content. Besides, Saudi Arabia ranks first in daily online video usage.
Adults in the 25- to 30-year-old age group watch the most online videos. Meanwhile, men spend 40% more time watching videos on the internet than women.
85% Of Internet Users In The United States
The following table displays the penetration rate of online video content in different countries worldwide.
Country Share Of Internet Users Watching Online Video Content
Saudi Arabia 95%
Turkey 95%
China 92%
91% New Zealand Mexico 88%
88% Australia Philippines 87%
Spain 86%
India 85%
Brazil 85%
United States 85%
Scope Weekly and Statista serve as sources. YouTube is the most widely used video marketing platform, with 90% of video marketers trusting it.
With 2.7 million monthly active users, our YouTube statistics show that it is one of the most preferred online social media platforms with video content.
Users spend around 49 minutes daily on YouTube.
Source: BroadBandSearch
Hence, marketers consider it to be one of the best platforms to advertise their video content.
Facebook and Instagram follow YouTube. Further, most B2B marketers prefer LinkedIn for video marketing.
The following table displays the share of marketers who prefer different social media platforms for video marketing.
Platform Marketers That Prefer The Platform For Video Marketing
YouTube is 90% Facebook 86%
Instagram 79%
LinkedIn 79%
Twitter 54%
TikTok 35%
Source: Wyzowl.
Check social media statistics before you start your content creation journey.
75% of consumers watch video content on mobile devices.
According to statistics on smartphone usage, these shows have high viewing rates because they can be watched anywhere and on the go. Hubspot and Wyzowl are the sources. A person watches an average of 17 hours of online video per week.
This number has decreased from the average of 19 hours recorded in 2022.
Globally, the average person consumes 84 minutes of video content every day.
Meanwhile, People in China watch videos for approximately 103 minutes daily.
Globally An Average Person Consumes
Source: Wyzowl, The Social Sheperd.
Nearly 50% of internet users look for videos related to a product or service before visiting a store.
This shows that internet users consider video product reviews crucial when looking forward to purchasing a product.
Internet Users In Video Marketing
Through videos, consumers can learn things they wouldn’t know about a product or service if they’d read texts alone.
Four times as many consumers would rather watch a video about a product, rather than read about it.
Additionally, shoppers who watch demo videos are 1.81 times more likely to make a purchase than shoppers who do not. Besides, 65% of executives have navigated to a vendor’s site, and 39% have called a vendor after watching a marketing video.
Source: Forbes, Emarketer, Biteable, Think with Google.
Video Marketing Facts
Brands are increasingly investing in short-form video (30%), long-form video (29%), and live streaming (30%), while traditional formats continue to decline in usage.
Visual storytelling will have officially overtaken text-heavy formats as a core content strategy for marketers.
Here is the media format used by both B2B and B2C marketers:
Media Format Share of B2B Marketers Share of B2C Marketers
Short-form video 30% 30%
Images 29% 30%
Interviews 24% 21%
Blog posts 23% 20%
Long-form video 19% 18%
User-generated content 18% 21%
Live streaming video 17% 22%
Source: Hubspot
Video Performance Stats
Videos over 60 minutes have an average pay rate of 58%.
Longer videos usually have a higher play rate compared to shorter videos. Videos less than 1 minute have an average play rate of 23%, while videos of 1 to 3 minutes have an average play rate of just 12%.
The following table displays the average play rate benchmark by video length.
Length of the Video Median Playback Speed Less than 1 minute 23%
1 to 3 minutes 12 percent 3 to 5 minutes 17%
5-30 minutes 35 percent 30 to 60 minutes 50%
More than 60 minutes 58%
Wistia is the source The average conversion rate for videos that last more than 60 minutes is 13%. Similar to the play rate, longer videos have higher video conversion rates than shorter ones. Videos that last less than a minute have an average conversion rate of just 1%, and videos between 1 and 3 minutes have a conversion rate of 4%.
Conversely, videos between 5 and 30 minutes have a conversion rate of 11%, and videos that last over 60 minutes have the highest conversion rate.
The following table displays the average conversion rates by video length:
Length Of The Video Average Conversion Rate
Less than 1 minute 1%
1 to 3 minutes 4 percent 3 to 5 minutes 2 percent 5 to 30 minutes 11%
30 to 60 minutes 8%
More than 60 minutes 13%
Wistia is the source Companies that use video grow their revenue 49% faster YoY.
Additionally, they have 34% more web conversions and 27% higher click-through rates. This is an effect of higher traffic and engagement rates. They raise click-through and conversion rates, which ultimately boost the brand's or business's revenue. Source: Jilt.
Every year, video marketers receive 66% more qualified leads. Further, 84% of marketing professionals claim video helped them with lead generation.
Videos help nurture leads by attracting 300% more web traffic. A website with a video is 53 times more likely to appear on the front page.
These factors contribute to attracting qualified leads, which later result in conversion.
Source: Marketing Sherpa, Insivia, Levitate Media.
Video Creation Statistics
38% of marketers create their content in-house.
This is down from 60% of the marketers who created content in-house in 2023.
Meanwhile, 24% of video marketers prefer to get their content created from external vendors, and 38% of marketers rely on both in-house and external vendors for content creation.
Source: Wyzowl
Three-fourths of video marketers make use of AI tools to create or edit marketing videos.
AI has been embraced across nearly every industry worldwide, and video marketing is no exception. In fact, 75% of video marketers report using AI tools throughout the video production process.
Video marketers have started adopting AI tools for video creation and editing tasks to speed up content production.
Wyzowl is the source According to 85% of marketers, the adoption of generative AI will transform the way they create content.
59% of marketers already use generative AI to auto-generate captions and transcription.
Meanwhile, 49.8% of marketers use generative AI to generate scripts, outlines, and ideas.
The following table displays the ways marketers use generative AI for video creation:
Utilization of Generative AI by Marketers in Percentage Auto-generating captions or transcripts 59%
Generating a script, outlines, or ideas 49.8%
Generating visuals, music, or fixing overdubs 25.1%
Finding key clips to edit 29.3%
Contributing 25.5% of the social promotion copy Don’t use or plan to use AI tools for videos 13.5%
Hubspot and Wistia are the sources. About 45% of businesses expressed a desire to produce additional product videos. These companies believe that product videos are a great way to highlight their products and expertise. Additionally, 38% of businesses are eager to create educational and instructional content.
Meanwhile, 35% of businesses want to create social media videos and 32% are looking forward to hosting webinars and live events.
Here is a table displaying the type of video content that companies are looking forward to creating:
Type of Video Percentage of Companies
Product videos 45%
Educational and instructional content 38%
Videos for social media: 35% Webinars and live events 32%
Customer testimonials 26%
27% promotional videos Sales videos 18%
Original series 17%
Company culture videos 9%
Source: Wistia, Hubspot.
Conclusion: Over 9 In 10 Marketers Today Use Video For Marketing
With 82% of marketers reporting positive ROI, and 88% crediting video with boosting sales and leads, businesses cannot afford to overlook its impact.
If you are a marketer or a brand, please remember that on average, a consumer spends 17 hours per week watching online video. Monetize this attention for yourself.
As text-heavy formats lose relevance, video’s dominance will only deepen, making it the most effective medium to engage audiences and drive measurable results from 2026 and ahead.