Increased user understanding
93%
−6 pts on 2025
Increased user understanding, 2015–2026: 2015: 80%, 2016: 93%, 2017: 97%, 2018: 97%, 2019: 94%, 2020: 95%, 2021: 94%, 2022: 94%, 2023: 96%, 2024: 88%, 2025: 99%, 2026: 93%.
State of Video Marketing 2026 · 12 years of data
Video Marketing Statistics 2026
We gathered the video marketing statistics below by surveying 266 unique respondents in late 2025. Our sample included both marketing professionals and online consumers. We separated these groups with a preliminary question, to make sure that respondents were only asked questions relevant to them. This is the only video marketing report with 12 consecutive years of unique data.
91%
of businesses use video as a marketing tool
Wyzowl State of Video Marketing 2026 · 2016–2026
- Respondents
- 266
- Fieldwork
- Late 2025
- Audiences
- Marketers and consumers
- Trend data
- 2015–2026
- Editions
- 12 consecutive years
2026 in eight numbers
91%
of businesses use video as a marketing tool
93%
of video marketers say it’s an important part of their strategy
63%
of video marketers have used AI to create or edit video, up from 51%
82%
of marketers say video has given them a good ROI
96%
of people have watched an explainer video to learn about a product or service
85%
of people have been convinced to buy by watching a video
63%
of people would most like to learn about a product by watching a short video
92%
of marketers plan to spend the same or more on video in 2026
The only report with 12 years of video data
Every row is a question we’ve asked year after year. The darker the square, the more people agreed; striped squares are years the question wasn’t asked. Select a row to jump to its chart.
Twelve of thirteen long-running measures are higher now than when we first asked
Share of respondents agreeing, by measure and report year
| Measure | 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Use video for marketing | Not asked | 61% | 63% | 81% | 87% | 85% | 86% | 86% | 91% | 91% | 89% | 91% |
| Video is an important part of strategy | 78% | 88% | 82% | 85% | 91% | 92% | 93% | 92% | 96% | 88% | 95% | 93% |
| Video gives a good ROI | Not asked | 76% | 83% | 78% | 83% | 88% | 87% | 87% | 92% | 90% | 93% | 82% |
| Increased user understanding | 80% | 93% | 97% | 97% | 94% | 95% | 94% | 94% | 96% | 88% | 99% | 93% |
| Increased web traffic | 55% | 62% | 76% | 76% | 84% | 87% | 86% | 87% | 91% | 86% | 82% | 82% |
| Generated leads | Not asked | Not asked | Not asked | Not asked | 81% | 83% | 84% | 86% | 90% | 87% | 88% | 85% |
| Directly increased sales | Not asked | 64% | 81% | 76% | 78% | 80% | 78% | 81% | 87% | 87% | 84% | 83% |
| Increased dwell time | Not asked | Not asked | Not asked | 80% | 80% | 81% | 83% | 82% | 87% | 82% | 84% | 82% |
| Reduced support queries | 30% | 36% | 53% | 47% | 41% | 43% | 43% | 49% | 53% | 66% | 62% | 57% |
| Watched an explainer video | 80% | 93% | 97% | 97% | 94% | 95% | 94% | 94% | 96% | 91% | 98% | 96% |
| Convinced to buy by a video | 73% | 77% | 74% | 81% | 84% | 84% | 84% | 88% | 89% | 82% | 87% | 85% |
| Bought or downloaded an app after a demo | Not asked | Not asked | Not asked | 69% | 79% | 74% | 79% | 78% | 79% | 77% | 81% | 80% |
| Want more video from brands | Not asked | Not asked | Not asked | 85% | 87% | 86% | 85% | 88% | 91% | 89% | 83% | 84% |
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Video marketing usage
91% of businesses use video as a marketing tool, back to the joint all-time high
Companies who use video as part of their marketing strategy
| Period | Value |
|---|---|
| 2016 | 61% |
| 2017 | 63% |
| 2018 | 81% |
| 2019 | 87% |
| 2020 | 85% |
| 2021 | 86% |
| 2022 | 86% |
| 2023 | 91% |
| 2024 | 91% |
| 2025 | 89% |
| 2026 | 91% |
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93% of video marketers see video as an important part of their strategy
Businesses who see video as an important part of their marketing strategy
| Period | Value |
|---|---|
| 2015 | 78% |
| 2016 | 88% |
| 2017 | 82% |
| 2018 | 85% |
| 2019 | 91% |
| 2020 | 92% |
| 2021 | 93% |
| 2022 | 92% |
| 2023 | 96% |
| 2024 | 88% |
| 2025 | 95% |
| 2026 | 93% |
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For marketers who don’t use video, ‘not needed’ and ‘too expensive’ tie as the biggest barriers
Reasons businesses don’t use video as part of their marketing strategy
| Reason | Share of non-users |
|---|---|
| Don’t feel it’s needed | |
| Too expensive | |
| Lack of time | |
| Unclear on ROI | |
| Don’t know where to start | |
| Can’t convince decision-makers | |
| Negative past experience | |
| Other |
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But 67% of marketers who don’t use video plan to start in 2026
Non video marketers who plan to start using video in the coming year
67%
of non-users plan to start using video in 2026
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Types of video created
Live action leads: 51% of video marketers mostly create live-action video
Types of videos companies create
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59% make their videos in house; 42% use an external creator in some capacity
“How do businesses create videos?”
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Social media videos are the most-made type (69%), with explainer videos a close second (68%)
Ways businesses use videos
| Type of video | Share of video marketers |
|---|---|
| Social media videos | |
| Explainer videos | |
| Testimonial videos | |
| Presentation videos | |
| Video ads | |
| Teaser videos | |
| Product demos | |
| Sales videos | |
| Videographics | |
| Customer service videos | |
| Training videos | |
| Customer onboarding videos | |
| App demo videos | |
| Employee onboarding videos |
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The AI effect
63% of video marketers have now used AI to make video, up 12 points in a year
“Have you used AI to help you create videos?”
63%
have used AI video tools to help create or edit marketing videos
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12 pts
rise in a single year, the biggest of any measure in this report
Video marketing: the financials
92% plan to spend the same or more on video marketing in 2026
“Will you spend more or less on video marketing in the next year?”
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Marketers are split on cost: 38% say video is getting more expensive, 30% cheaper
“Have video costs changed?”
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41% of marketers spent money on video ads this year, up from 36%
“Have you spent money on video adverts in the last year?”
41%
have spent money on video ads in the last year
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ROI: what does success look like?
82% say video gives them a good ROI, down from 2025’s all-time high of 93%
Marketers who say video has given them a good ROI
| Period | Value |
|---|---|
| 2016 | 76% |
| 2017 | 83% |
| 2018 | 78% |
| 2019 | 83% |
| 2020 | 88% |
| 2021 | 87% |
| 2022 | 87% |
| 2023 | 92% |
| 2024 | 90% |
| 2025 | 93% |
| 2026 | 82% |
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Views (67%) and engagement (63%) are the most common ways to measure success
“What does video success look like?”
| Measure | Share of video marketers |
|---|---|
| Video views | |
| Engagement (likes, shares, reposts) | |
| Leads and clicks | |
| Customer engagement and retention | |
| Brand awareness and PR | |
| Bottom line sales |
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71% say videos between 30 seconds and 2 minutes work best
“What video length works best?”
| 30 seconds or less | 20% |
|---|---|
| 30–60 seconds | 51% |
| 1–2 minutes | 20% |
| 2–3 minutes | 5% |
| 3 minutes or more | 4% |
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Video keeps delivering: at least 82% report every benefit except fewer support queries
Marketers who say video has helped them, by benefit
Increased brand awareness
93%
−3 pts on 2025
Increased brand awareness, 2024–2026: 2024: 90%, 2025: 96%, 2026: 93%.
Generated leads
85%
−3 pts on 2025
Generated leads, 2019–2026: 2019: 81%, 2020: 83%, 2021: 84%, 2022: 86%, 2023: 90%, 2024: 87%, 2025: 88%, 2026: 85%.
Directly increased sales
83%
−1 pts on 2025
Directly increased sales, 2016–2026: 2016: 64%, 2017: 81%, 2018: 76%, 2019: 78%, 2020: 80%, 2021: 78%, 2022: 81%, 2023: 87%, 2024: 87%, 2025: 84%, 2026: 83%.
Increased web traffic
82%
No change on 2025
Increased web traffic, 2015–2026: 2015: 55%, 2016: 62%, 2017: 76%, 2018: 76%, 2019: 84%, 2020: 87%, 2021: 86%, 2022: 87%, 2023: 91%, 2024: 86%, 2025: 82%, 2026: 82%.
Increased dwell time
82%
−2 pts on 2025
Increased dwell time, 2018–2026: 2018: 80%, 2019: 80%, 2020: 81%, 2021: 83%, 2022: 82%, 2023: 87%, 2024: 82%, 2025: 84%, 2026: 82%.
Reduced support queries
57%
−5 pts on 2025
Reduced support queries, 2015–2026: 2015: 30%, 2016: 36%, 2017: 53%, 2018: 47%, 2019: 41%, 2020: 43%, 2021: 43%, 2022: 49%, 2023: 53%, 2024: 66%, 2025: 62%, 2026: 57%.
How to read these
Each line runs on the same 2015–2026 axis, so shorter lines are questions added more recently. The figure is the 2026 result; the arrow shows the change on 2025.
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The customer view
96% have watched an explainer video to learn about a product, and 85% have been convinced to buy by a video
Consumers who agree, by statement
Watched an explainer video
96%
−2 pts on 2025
Watched an explainer video, 2015–2026: 2015: 80%, 2016: 93%, 2017: 97%, 2018: 97%, 2019: 94%, 2020: 95%, 2021: 94%, 2022: 94%, 2023: 96%, 2024: 91%, 2025: 98%, 2026: 96%.
Convinced to buy by a video
85%
−2 pts on 2025
Convinced to buy by a video, 2015–2026: 2015: 73%, 2016: 77%, 2017: 74%, 2018: 81%, 2019: 84%, 2020: 84%, 2021: 84%, 2022: 88%, 2023: 89%, 2024: 82%, 2025: 87%, 2026: 85%.
Want more video from brands
84%
+1 pts on 2025
Want more video from brands, 2018–2026: 2018: 85%, 2019: 87%, 2020: 86%, 2021: 85%, 2022: 88%, 2023: 91%, 2024: 89%, 2025: 83%, 2026: 84%.
Bought or downloaded an app after a demo
80%
−1 pts on 2025
Bought or downloaded an app after a demo, 2018–2026: 2018: 69%, 2019: 79%, 2020: 74%, 2021: 79%, 2022: 78%, 2023: 79%, 2024: 77%, 2025: 81%, 2026: 80%.
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63% would most like to learn about a product or service by watching a short video
“How would you like to learn about a product or service?”
| Format | Share of consumers |
|---|---|
| Watch a short video | |
| Read an article | |
| View an infographic | |
| Sales call | |
| Read an ebook or manual | |
| Webinar |
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89% of consumers say video quality affects how much they trust a brand
“Does video quality impact your trust of a brand?”
89%
say video quality impacts their trust in a brand
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Video marketing channels
YouTube is both the most used (82%) and the most effective (69%) video channel
Channels video marketers have used, against the share who rate each one effective
| Item | Have used | Rate it effective |
|---|---|---|
| YouTube | 82% | 69% |
| 70% | 50% | |
| 69% | 56% | |
| 68% | 55% | |
| Webinars | 56% | 42% |
| TikTok | 40% | 29% |
| Interactive video | 31% | 20% |
| X | 29% | 16% |
| Virtual reality | 19% | 9% |
| 360 video | 18% | 10% |
| Snapchat | 16% | 8% |
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The most widely used video marketing platforms
As we would expect, YouTube is the king of video with 82% of businesses uploading their video to YouTube. This is followed by LinkedIn with 70% of video marketers using it. Other widely used platforms include Instagram (69%), Facebook (68%), and webinars (56%). Shortly followed by TikTok at 40%.
The least widely used video marketing platforms
Interactive video (31%), X (29%), VR (19%), 360 video (18%) and Snapchat (16%) come in as comfortably the least widely used video marketing platforms.
The most effective video marketing platforms
Just as YouTube is the king of video, the effectiveness shows why with 69% of people saying it’s effective for them. This is closely followed by Instagram with 56%, Facebook (55%), LinkedIn (50%), and webinars (42%).
The least effective video marketing platforms
TikTok with just 29%, Interactive video (20%), X (16%), 360 video (10%), VR (9%), and Snapchat (8%) are reported as the least effective platforms for video marketing.
Methodology and citation
We gathered the video marketing statistics below by surveying 266 unique respondents in late 2025. Our sample included both marketing professionals and online consumers. We separated these groups with a preliminary question, to make sure that respondents were only asked questions relevant to them. This is the only video marketing report with 12 consecutive years of unique data.
Every figure on this page is also available as a spreadsheet: one row per question, year and answer, with the audience and a link to its chart.
Each chart has its own link and citation, so you can point readers to the exact figure.
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