Marketing statistics
Video Marketing Statistics 2026
This page collects current figures on how businesses use video, what they spend, what results they report and where audiences actually watch. Each figure links to the survey, measurement panel or company that published it, mostly from 2025 and 2026. Marketer survey results sit next to audience data from Pew Research Center and Nielsen so you can compare what brands say with what viewers do.
By the Mojolin research desk · Updated November 2, 2026 · Next review by December 17, 2026
55 of 55 source quotes re-checked against the original pages on November 3, 2026
- Figures
- 55
- Primary sources
- 8
- Official or research
- 24%
- Charts
- 5
Key takeaways
- 91%91% of businesses use video as a marketing tool, matching the highest share in Wyzowl's 12 years of tracking.Wyzowl
- 82%82% of video marketers say video gives them a good ROI, down from a record 93% a year earlier.Wyzowl
- 96%96% of consumers have watched an explainer video to learn about a product or service, and 85% have been convinced to buy by a video.Wyzowl
- 84%84% of US adults say they ever use YouTube, the highest share of any online platform Pew Research Center tracks.Pew Research Center
- 200 billionYouTube Shorts averages 200 billion daily views.YouTube
- 63%63% of video marketers have used AI to create or edit video, up from 51% a year earlier.Wyzowl
Research overview
What the numbers say
Video is close to universal in business marketing. Wyzowl's State of Video Marketing 2026 found 91% of businesses use video as a marketing tool, up from 61% in 2016, and 93% of video marketers call it an important part of their strategy. Production has moved in house: 59% make their videos internally, and live action is the main format for 51%. Among the minority not using video, cost and a sense that it is not needed are the main reasons, yet 67% of those non-users plan to start.
Spending is steady rather than surging. 92% of video marketers plan to spend the same or more in the coming year, but only 49% plan to spend more, and 17% cannot say what share of their budget goes to video. The share reporting a good return fell to 82% from a record 93% a year earlier, the largest drop among the long-running measures. Marketers still report broad benefits, including 83% who say video directly increased sales, while views (67%) and engagement (63%) remain the most common ways to measure success.
Audience data explain why YouTube dominates marketer plans. Pew Research Center found 84% of US adults use YouTube, far more than TikTok (37%) or Instagram (half of adults), and Nielsen measured YouTube at a record 15.8% of all US TV viewing time in August 2026, ahead of every media company. Short video keeps growing: YouTube Shorts averages 200 billion daily views, about half of 18 to 29 year olds open TikTok daily, and one-fifth of US adults regularly get news there.
AI is the fastest-moving variable. The share of video marketers who have used AI to create or edit video rose from 51% to 63% in a single year, the biggest change in Wyzowl's report, and YouTube says more than 1 million channels used its AI creation tools daily in December 2025. In sales, Vidyard's customer data show video creation up 88% in 2024 and AI avatar adoption up 12 times in eight months. Short formats still hold attention best: 65% of viewers finish videos under a minute, against 20% for videos over 20 minutes.
01
Video marketing adoption and production
Chart
Share of businesses using video as a marketing tool, 2016 to 2026
Report year shown; each survey was fielded late in the prior year.
Source Wyzowl, Video Marketing Statistics 2026 (State of Video Marketing 2026)
View data table
| Category | Value |
|---|---|
| 2016 | 61% |
| 2017 | 63% |
| 2018 | 81% |
| 2019 | 87% |
| 2020 | 85% |
| 2021 | 86% |
| 2022 | 86% |
| 2023 | 91% |
| 2024 | 91% |
| 2025 | 89% |
| 2026 | 91% |
- 191%91%
91% of businesses use video as a marketing tool, matching the highest share in Wyzowl's 12 years of tracking.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 293%93%
93% of video marketers say video is an important part of their marketing strategy.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 367%67%
67% of marketers who do not use video say they plan to start using it in 2026.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 459%59%
59% of video marketers make their videos in house, while 42% use an external creator for at least part of the work.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 551%51%
Live action is the main video format for 51% of video marketers, ahead of animation and screen recording.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 669%69%
Social media videos are the most common type businesses make (69% of video marketers), with explainer videos close behind at 68%.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
What these figures suggest
Nine in ten businesses now use video in marketing, a level that has held at 89% to 91% since 2023. Most of that video is made in house, and live action is the most common format. The remaining non-users mostly cite cost or a lack of need, but two-thirds of them say they will start.
02
Video budgets, ROI and measurement
- 746%46%
46% of video marketers spend a third of their marketing budget or less on video, and 17% are not sure how much they spend.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 892%92%
92% of video marketers plan to spend the same amount or more on video marketing in 2026.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 938%38%
38% of video marketers say video is getting more expensive to make, while 30% say it is getting cheaper.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1041%41%
41% of video marketers paid for video ads in the past year, up from 36% in the previous survey.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1182%82%
82% of video marketers say video gives them a good ROI, down from a record 93% a year earlier.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1267%67%
Video views (67%) and engagement such as likes and shares (63%) are the most common ways marketers measure video success.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1371%71%
71% of video marketers say videos between 30 seconds and 2 minutes long work best.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
What these figures suggest
Most video marketers plan to hold or raise spending, but budgets vary widely and a sizable minority does not track them at all. Reported ROI slipped sharply from the prior year's record, though a large majority still sees a good return. Views and engagement remain the default success metrics, and short videos of 30 seconds to 2 minutes are seen as the most effective.
03
Results marketers report from video
- 1482%82%
At least 82% of video marketers report every benefit Wyzowl asks about, except fewer support queries.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1583%83%
83% of video marketers say video has directly increased sales, up from 64% in 2016.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1685%85%
85% of video marketers say video has helped them generate leads.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1793%93%
93% of video marketers say video has increased brand awareness.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
What these figures suggest
At least 82% of video marketers report each of the standard benefits Wyzowl tracks, from brand awareness to direct sales, with reduced support queries the one exception. Most measures dipped slightly from the previous year. These are self-reported outcomes, not measured lift, so they show how marketers perceive video rather than proving causation.
04
What viewers and buyers say about video
- 1896%96%
96% of consumers have watched an explainer video to learn about a product or service, and 85% have been convinced to buy by a video.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 1963%63%
63% of consumers would most like to learn about a product or service by watching a short video, compared with 12% who prefer reading an article.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2089%89%
89% of consumers say the quality of a brand's video affects how much they trust the brand.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2184%84%
84% of consumers say they want to see more video from brands.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2280%80%
80% of consumers have bought or downloaded an app after watching a demo video.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2362%62%
62% of US adult TikTok users say they use the platform to look at product reviews or recommendations.
ResearchPew Research Center8 facts about Americans and TikTokMar 2026
What these figures suggest
Consumers say video plays a direct role in purchase decisions: most have watched an explainer video and most have been persuaded to buy by one. Short video is by far the preferred way to learn about a product, and production quality affects trust. Pew data on TikTok show the same pattern on social platforms, where most adult users look at product reviews or recommendations.
05
Channels video marketers use
Chart
Channels video marketers have used
Share of video marketers who have used each channel, State of Video Marketing 2026.
Source Wyzowl, Video Marketing Statistics 2026 (State of Video Marketing 2026)
View data table
| Category | Value |
|---|---|
| YouTube | 82% |
| 70% | |
| 69% | |
| 68% | |
| Webinars | 56% |
| TikTok | 40% |
| Interactive video | 31% |
| X | 29% |
| Virtual reality | 19% |
| 360 video | 18% |
| Snapchat | 16% |
- 2482%82%
82% of video marketers have used YouTube, and 69% rate it effective, the highest scores of any channel.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2570%70%
70% of video marketers use LinkedIn for video, followed by Instagram (69%), Facebook (68%), webinars (56%) and TikTok (40%).
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2656%56%
After YouTube, video marketers most often rate Instagram (56%), Facebook (55%) and LinkedIn (50%) as effective channels.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 2729%29%
Only 29% of video marketers rate TikTok as an effective video channel, and just 8% say the same of Snapchat.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
What these figures suggest
YouTube is both the most used and the highest rated channel among video marketers, followed by LinkedIn, Instagram and Facebook. TikTok is used by 40% of video marketers but rated effective by only 29%, despite its reach among younger audiences. Snapchat and X sit at the bottom on both use and effectiveness.
06
Social video audiences in the US
Chart
Share of US adults who use each platform
Share of US adults who say they ever use each platform, as reported by Pew Research Center in October 2026.
Source Pew Research Center, 1 in 5 Americans Regularly Get News on TikTok
View data table
| Category | Value |
|---|---|
| YouTube | 84% |
| 70% | |
| 51% | |
| TikTok | 37% |
| 33% | |
| 31% | |
| 25% | |
| X | 18% |
- 2884%84%
84% of US adults say they ever use YouTube, the highest share of any online platform Pew Research Center tracks.
ResearchPew Research CenterAmericans' Social Media Use 2025Nov 2025
- 2937%37%
37% of US adults use TikTok, up from 21% in 2021.
ResearchPew Research CenterAmericans' Social Media Use 2025Nov 2025
- 3024%24%
24% of US adults use TikTok daily, compared with 10% who use X daily.
ResearchPew Research CenterAmericans' Social Media Use 2025Nov 2025
- 315%5%
Roughly half of US adults ages 18 to 29 go on TikTok at least once a day, compared with 5% of adults 65 and older.
ResearchPew Research CenterAmericans' Social Media Use 2025Nov 2025
- 3263%63%
63% of US adults under 30 say they use TikTok.
ResearchPew Research Center8 facts about Americans and TikTokMar 2026
- 33Three-quartersThree-quarters
About three-quarters of US teens ages 13 to 17 use YouTube every day, more than any other platform.
ResearchPew Research CenterTeens, Social Media and AI Chatbots 2025Dec 2025
- 3461%61%
61% of US teens use TikTok daily and 55% use Instagram daily.
ResearchPew Research CenterTeens, Social Media and AI Chatbots 2025Dec 2025
- 3521%21%
21% of US teens say they are on TikTok almost constantly, up from 16% in 2022.
ResearchPew Research CenterTeens, Social Media and AI Chatbots 2025Dec 2025
- 3636%36%
36% of US teens use at least one of YouTube, TikTok, Instagram, Snapchat or Facebook almost constantly.
ResearchPew Research CenterTeens, Social Media and AI Chatbots 2025Dec 2025
- 37One-fifthOne-fifth
One-fifth of US adults regularly get news on TikTok, up from 3% in 2020.
ResearchPew Research Center1 in 5 Americans Regularly Get News on TikTokOct 2026
- 3839%39%
39% of US adults ages 18 to 29 regularly get news on TikTok.
ResearchPew Research Center1 in 5 Americans Regularly Get News on TikTokOct 2026
- 3953%53%
53% of US TikTok users regularly get news on the platform, up from 22% in 2020.
ResearchPew Research Center1 in 5 Americans Regularly Get News on TikTokOct 2026
What these figures suggest
YouTube reaches far more US adults than any other platform, and it is also the site teens visit most often. TikTok is smaller overall but much more intense among younger users: about half of adults under 30 open it daily, and one in five teens says they are on it almost constantly. TikTok has also become a regular news source for a fifth of US adults, which matters for brands that use it for awareness.
07
YouTube, TV screens and streaming
Chart
Share of US TV viewing by media distributor, August 2026
Nielsen Media Distributor Gauge, August 2026. NBCU and Versant, reported together just behind Netflix, are omitted because Nielsen's release gives no exact share.
Source Nielsen, TV Viewing Cools Off in Nielsen's August Gauge Reports as Sports Take a Breather and School Resumes
View data table
| Category | Value |
|---|---|
| YouTube | 15.8% |
| Disney | 9.3% |
| Netflix | 7.7% |
| Paramount | 6.8% |
| FOX | 5.6% |
- 4015.8%15.8%
YouTube captured a record 15.8% of all US TV viewing time in August 2026, the largest share of any media distributor.
IndustryNielsenTV Viewing Cools Off in Nielsen's August Gauge Reports as Sports Take a Breather and School ResumesOct 2026
- 4149.6%49.6%
Streaming accounted for 49.6% of US TV viewing in August 2026, while cable held 18.9%.
IndustryNielsenTV Viewing Cools Off in Nielsen's August Gauge Reports as Sports Take a Breather and School ResumesOct 2026
- 42200 billion200 billion
YouTube Shorts averages 200 billion daily views.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
- 43$100B$100B
YouTube says it paid more than $100 billion to creators, artists and media companies over the past four years.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
- 44$55B$55B
YouTube's ecosystem contributed $55 billion to US GDP in 2024 and supported more than 490,000 full-time jobs, according to the company.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
- 45500,000500,000
More than 500,000 creators are enrolled in YouTube Shopping.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
- 4693%93%
93% of US viewers ages 18 to 27 agree that YouTube helps them learn new skills, according to a 2025 Kantar survey cited by YouTube.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
What these figures suggest
Streaming now accounts for about half of all US TV viewing, and YouTube alone took a record 15.8% of TV time in August 2026, more than any media company. Its short-form feed and creator economy are equally large, with 200 billion daily Shorts views and more than $100 billion paid out over four years. For marketers, this means YouTube is both a social platform and a television channel.
08
AI video and video in sales
Chart
Growth in videos created on Vidyard by industry, 2024 vs. 2023
Percentage increase in videos created by Vidyard customers in each industry.
Source Vidyard, Video in Business Benchmark Report
View data table
| Category | Value |
|---|---|
| Education | 436% |
| Consulting | 280% |
| Professional services | 200% |
| Financial services | 189% |
| High tech | 149% |
- 4763%63%
63% of video marketers have used AI to create or edit video, up from 51% a year earlier.
IndustryWyzowlVideo Marketing Statistics 2026 (State of Video Marketing 2026)2026
- 481M+1M+
More than 1 million YouTube channels used YouTube's AI creation tools daily, on average, in December 2025.
IndustryYouTubeYouTube CEO Neal Mohan's 2026 Letter: The Future of YouTubeJan 2026
- 4912x12x
Adoption of Vidyard's AI Avatars feature grew 12 times in eight months.
IndustryVidyardVideo in Business Benchmark Report2025
- 50943,305943,305
Vidyard users created 943,305 videos in 2024, 88% more than the year before.
IndustryVidyardVideo in Business Benchmark Report2025
- 513737
Vidyard users created an average of 37 videos each in 2024, up 241% from the year before.
IndustryVidyardVideo in Business Benchmark Report2025
- 5265%65%
65% of viewers watch business videos under 1 minute long all the way to the end.
IndustryVidyardVideo in Business Benchmark Report2025
- 5320%20%
Only 20% of viewers stay engaged to the end of business videos longer than 20 minutes.
IndustryVidyardVideo in Business Benchmark Report2025
- 54420%420%
Vidyard users created 420% more videos over 20 minutes long in 2024 than in 2023.
IndustryVidyardVideo in Business Benchmark Report2025
- 55267267
Mid-market companies with 600 to 5,000 employees created the most videos on Vidyard, an average of 267 each in 2024.
IndustryVidyardVideo in Business Benchmark Report2025
What these figures suggest
AI use in video production jumped 12 points in one year, and YouTube reports more than a million channels using its AI tools each day. In B2B sales, Vidyard's customer data show reps producing far more video, with AI avatar adoption multiplying within months. Engagement data argue for brevity: completion rates fall steeply as videos get longer.
About these figures
Figures come from original publishers: Wyzowl's own State of Video Marketing survey, Pew Research Center surveys, Nielsen's The Gauge measurement, YouTube's official blog and Vidyard's analysis of its customer data, and every quote was checked against the publisher's page. Wyzowl's 2026 report surveyed 266 marketers and consumers in late 2025, so its percentages carry a wide margin of error. YouTube and Vidyard figures are company-reported and cover their own platforms, and Nielsen measures US TV-screen viewing only, so compare trends rather than exact levels across sources.
Every figure was taken from the publisher's own page, together with the sentence it appears in, and that sentence is re-checked against the source before each update. Where a survey covers a specific group, the figure says so. Read the methodology. Spotted a problem? Email editorial@mojolin.com.
Frequently asked questions
+What percentage of businesses use video marketing?
Wyzowl's State of Video Marketing 2026 found 91% of businesses use video as a marketing tool, up from 61% in 2016. 93% of video marketers say video is an important part of their strategy.
+Does video marketing deliver a good ROI?
82% of video marketers told Wyzowl that video gives them a good ROI, down from a record 93% a year earlier. 83% say video has directly increased sales and 85% say it has generated leads.
+Which platform is best for video marketing?
YouTube is the most used (82%) and most often rated effective (69%) channel among video marketers. It also has the broadest audience: Pew found 84% of US adults use YouTube, and Nielsen measured it at 15.8% of all US TV viewing in August 2026.
+How long should a marketing video be?
71% of video marketers say 30 seconds to 2 minutes works best. Vidyard's data show 65% of viewers finish videos under 1 minute, compared with 20% for videos over 20 minutes.
+How many marketers use AI to make videos?
63% of video marketers have used AI to create or edit video, up from 51% a year earlier, according to Wyzowl. YouTube says more than 1 million channels used its AI creation tools daily in December 2025.
+How many people watch YouTube Shorts and TikTok?
YouTube Shorts averages 200 billion daily views. Pew found 37% of US adults use TikTok and 24% use it daily, rising to roughly half of adults ages 18 to 29.
Sources
8 primary sources, by publisher
- 01Industry Nielsen. TV Viewing Cools Off in Nielsen's August Gauge Reports as Sports Take a Breather and School Resumes (Oct 2026)
- 02Research Pew Research Center. 1 in 5 Americans Regularly Get News on TikTok (Oct 2026)
- 03Research Pew Research Center. 8 facts about Americans and TikTok (Mar 2026)
- 04Research Pew Research Center. Americans' Social Media Use 2025 (Nov 2025)
- 05Research Pew Research Center. Teens, Social Media and AI Chatbots 2025 (Dec 2025)
- 06Industry Vidyard. Video in Business Benchmark Report (2025)
- 07Industry Wyzowl. Video Marketing Statistics 2026 (State of Video Marketing 2026) (2026)
- 08Industry YouTube. YouTube CEO Neal Mohan's 2026 Letter: The Future of YouTube (Jan 2026)