95+ Video Marketing Statistics You Need to Know in 2026

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Video marketing continues to dominate digital marketing in 2026, with businesses investing more than ever in video content to engage audiences, build trust, and drive conversions.

From AI-powered video creation and short-form content to platform-specific performance, consumer behavior, and ROI, the latest research reveals what’s shaping the future of video marketing.

Whether you’re planning your next campaign, refining your content strategy, or staying on top of industry trends, these insights will help you make smarter marketing decisions and stay ahead of the competition.

Here we go!

Basic Video Marketing Statistics

  1. Global digital video advertising spend hit $191.4 billion in 2024, up from $173.5 billion in 2023. [Statista]
  2. Short-form video ad spend alone is projected to hit $111 billion in 2025, up 12% year over year. [Statista Short videos ] 
  3. 84% of consumers say they want to see more video content from the brands they follow. [Wyzowl’s 2026 State of Video Marketing report]
  4. 82% of marketers say video marketing has given them a good return on investment, down slightly from a peak of 93% the year before. [Wyzowl]
  5. When the same topic is covered by both text and video, 59% of senior executives say they’d rather watch the video (“Video in the C-Suite”). [Forbes Insights]
  6. 91% of businesses now use video as a marketing tool, an all-time high. [Wyzowl]
  7. The top two reasons marketers skip video are tied at 24% each: they don’t feel it’s needed, or it’s too expensive. [Wyzowl]
  8. 63% of consumers say they’d rather watch a short video to learn about a product than read an article (12%), read an ebook or manual (4%), see an infographic (7%), join a sales call (5%), or attend a webinar (4%). [Wyzowl]
  9. 89% of consumers say video quality affects how much they trust a brand. [Wyzowl]

Video Consumption Statistics

  1. People spend close to 17 hours a week watching online video. [Wyzowl] 
  2. 96% of people have watched an explainer video to learn more about a product or service. [Wyzowl]
  3. 85% of people say they’ve been convinced to buy a product or service after watching a video. [Wyzowl]
  4. Videos under a minute average a 52% engagement rate, and product videos specifically average 50%. [Wistia]
  5. 94.6% of online adults watched some form of online video in the past 30 days, and 91.1% watched video on a weekly basis. [DataReportal’s Digital 2026 Global Overview Report]
  6. Once video-platform time is folded in with social networking, online adults spend well over 2.5 hours a day – 18 hours 36 minutes a week, on social and video feeds combined. Women aged 16-24 spend the most of any group, at roughly 25 hours 45 minutes a week. [DataReportal]
  7. Average app session length varies widely by platform: 14 minutes 29 seconds on YouTube’s Android app, 9 minutes 42 seconds on TikTok, and 5 minutes 56 seconds on Instagram (citing Similarweb data). [DataReportal]
  8. 84% of US adults use YouTube – the single most-used platform in the country, rising to 95% among adults 18-29. [Pew Research Center]

Social Media Video Statistics

We’ve split video marketing statistics by platform. Let’s start with general cross-platform numbers.

  1. YouTube is the platform businesses use most for video, 82% upload their video content there, followed by LinkedIn (70%) and Instagram (69%). [Wyzowl]
  2. GWI research indicates roughly 18% of internet users say vlogs are their main way of researching brands. [GWI’s Report]
  3. Instagram reaches 50% of US adults overall and 80% of adults 18-29, with women using it at notably higher rates than men (55% vs. 44%). [Pew Research Center]

Video Content Marketing Stats on Ad Spending

  1. US digital video ad spend hit $64 billion in 2024, up 18% year over year, and is projected to reach $72 billion in 2025. [IAB]
  2. 83% of video marketers say video has directly increased sales. [Wyzowl]
  3. 85% of video marketers say video has helped them generate leads. [Wyzowl]

Current Video Marketing Trends

  1. 91% of businesses use video as a marketing tool, and 93% of video marketers see it as an important part of their overall strategy (2026). [Wyzowl]
  2. 92% of marketers plan to spend the same or more on video marketing in 2026. [Wyzowl]
  3. 63% of video marketers have used AI tools to help create or edit marketing videos, up from 51% the year before, the single fastest-growing trend in the category. [Wyzowl]
  4. 94% of social media marketers say they use AI in their workflows in some capacity, most commonly for ideation and brainstorming (42.9%), generating captions or short-form text (41.5%), and image generation (38.4%). [HubSpot’s 2026 Social Media Marketing Report]
  5. The top 3 ROI-driving content formats marketers report are all video-based: short-form video (49%), long-form video (29%), and live-streaming video (25%). [HubSpot’s 2026 State of Marketing]
  6. 51% of people say the optimal length for an effective marketing video is 30-60 seconds, and 91% say it should run under two minutes. [HubSpot]
  7. YouTube Shorts now average more than 200 billion views a day, up from 70 billion in March 2024. [YouTube’s official blog]
  8. More than 1 billion hours of YouTube are watched daily on television screens alone. [YouTube’s official blog]
  9. Meta’s Q1 2026 ranking improvements drove a 10% lift in Reels time spent on Instagram, with same-day posts now making up more than 30% of recommended Reels on both Instagram and Facebook, more than double the share from a year earlier. [Meta’s Q1 2026 earnings call]
  10. Total video time on Facebook grew more than 8% globally in Q1 2026, the largest quarter-over-quarter gain in four years. [Meta’s Q1 2026 earnings call]
  11. More than 500 million people on each of Facebook and Instagram now watch AI-dubbed video every week, as Meta’s automatic-translation tool expands to 9 languages. [Meta’s Q1 2026 earnings call]
  12. 90% of a TikTok ad’s recall impact happens in the first six seconds, and creative made specifically for TikTok drives 3.3x more clicks, likes, and shares than content repurposed from other platforms. [TikTok for Business]
  13. Time spent watching Snapchat’s short-video feature Spotlight grew 11% year over year in Q1 2026, with shares and reposts up 62% globally and 124% in the US. [Snap’s Q1 2026 investor letter]

YouTube Video Statistics

  1. YouTube now has more than 20 million videos uploaded to it every day. [YouTube’s official press page]
  2. YouTube has been the #1 platform for US streaming watch time for nearly three years running. [YouTube CEO Neal Mohan’s 2026 letter]
  3. YouTube has paid creators, artists, and media companies more than $100 billion over the past four years, and in 2024 alone its US ecosystem contributed $55 billion to GDP and supported more than 490,000 full-time jobs. [YouTube CEO Neal Mohan’s 2026 letter]
  4. More than 1 million channels used YouTube’s AI creation tools daily as of December 2025, and more than 500,000 creators are already using YouTube Shopping. [YouTube CEO Neal Mohan’s 2026 letter]
  5. More than 3 million creators now have access to the YouTube Partner Program, and YouTube drives 86% higher incremental long-term ROAS than paid social. [YouTube blog]
  6. When creators talk about products on YouTube, viewers are 13 times more likely to search for the brand and 5 times more likely to buy it. [YouTube]
  7. YouTube advertising revenue hit $9.9 billion in Q1 2026, up 11% year over year, and more than 10 million channels are now publishing YouTube Shorts every day. [Alphabet’s Q1 2026 earnings call]
  8. In the US, viewers are watching more than 200 million hours of YouTube content on their televisions every day. [Alphabet’s Q1 2026 earnings call]
  9. Shoppers say YouTube content is 1.5 times more likely to hold their attention, 1.7 times more relevant, and more than twice as trustworthy as content on social platforms. [Think with Google]

Facebook Video Statistics 

  1. Meta hasn’t disclosed a Facebook-only daily video view count since Mark Zuckerberg’s “8 billion views a day” comment on Facebook’s Q3 2015 earnings call. The closest current comparable figure: combined Reels views across Facebook and Instagram passed 200 billion per day as of Meta’s Q2 2023 earnings call. [Tubefilter]
  2. Within the US and Canada specifically, ranking improvements drove a 9% increase in Facebook video watch time in Q1 2026. [Meta’s Q1 2026 earnings call]
  3. Advertisers using Meta’s video-generation ad creative tools saw more than 3% higher conversion rates in tests, and more than 8 million advertisers now use at least one of Meta’s generative-AI ad tools. [Meta’s Q1 2026 earnings call]
  4. Facebook video time grew by double digits year over year in the US in Q4 2025, and ranking optimizations that quarter drove a 7% lift in views of organic Feed and video posts, Meta’s largest quarterly revenue impact from a Facebook product launch in two years. [Meta’s Q4 2025 earnings call]
  5. Facebook paid content creators nearly $3 billion in 2025, its highest annual payout ever, up 35% from 2024 with 60% of that going specifically to Reels. The number of creators earning more than $10,000 a year on Facebook grew more than 30% year over year. [Meta Newsroom]
  6. Time spent watching video on Facebook grew more than 20% year over year in the US, and Reels over a minute long, just a quarter of all reels made by creators with 10,000+ followers, account for more than half of all watch time on the platform. [Meta Newsroom Article]
  7. Views and watch time of original Reels on Facebook roughly doubled in the second half of 2025 compared with the same period in 2024. [Meta Newsroom article 2]

Instagram Video Statistics 

  1. 89% of shoppers say they’ve bought something they first discovered on Instagram, and 56% say Instagram photos make them more likely to buy. [Yotpo]
  2. IGTV was shut down by Meta in 2022 and folded into Instagram’s main video feed. Today, 69% of video marketers use Instagram as part of their strategy, and 56% find it effective. [Wyzowl]
  3. Nearly 10% of daily Reels views now come from content made in Meta’s own Edits editing app, and original (non-reposted) content made up 75% of US Instagram recommendations in Q4 2025, up 10 percentage points in a single quarter. [Meta Newsroom]
  4. Instagram Reels watch time in the US was up more than 30% year over year in Q4 2025. [Meta’s Q4 2025 earnings call]

LinkedIn Video Statistics 

  1. Video content is the most shared post type on LinkedInLinkedIn users are 20 times more likely to share a video than any other post type. [LinkedIn Marketing Solutions]
  2. 80% of video views on LinkedIn happen with the sound off. [LinkedIn Marketing Solutions blog1]
  3. 70% of video marketers now use LinkedIn as part of their strategy, and 50% find it effective. [Wyzowl]
  4. LinkedIn Live streams get 7 times the reactions and 24 times the comments of standard native video. [LinkedIn Marketing Solutions blog 2]
  5. Creative choice, not budget drives most of what makes a LinkedIn video ad work: brand films with authentic emotion see 78% higher engagement, videos featuring a named subject-matter expert see a 40% lift, and roughly half of all video engagement traces back to storytelling decisions. [Pixels and Promises]
  6. B2B decision-makers on LinkedIn are consuming 26% more video content year over year, and video creation on the platform is growing at twice the rate of any other post format, it was the top content type in LinkedIn’s 2024 B2B Marketing Benchmark. [LinkedIn Marketing Collections]
  7. Vertical (9:16) video drives a 24% lift in click-through rate on LinkedIn, and simple selfie-style videos boost engagement by 11%. [LinkedIn Content Market]
  8. Landscape (16:9) video drives a 140% increase in completion rates on LinkedIn, and short 7-15 second videos deliver a 300%+ increase in completion rates at the awareness stage (in partnership with Vidmob). [LinkedIn Marketing Solutions]
  9. Video captures attention 1.5 times more effectively than static content on LinkedIn and drives a 95% message retention rate, versus just 10% for text. [LinkedIn Marketing Solutions]
  10. Videos 60 seconds or longer drive 20% greater engagement at the consideration stage on LinkedIn, and action-oriented calls-to-action in video can boost conversion rates by up to 170%. [LinkedIn Marketing Solutions]
  11. 78% of B2B marketers now use video in their marketing programs. Marketers with a mature video strategy are 2.2 times more likely to say their brand is well-trusted and 1.8 times more likely to say it’s well-known. [LinkedIn’s Creative Labs research]
  12. 98% of LinkedIn members surveyed watch connected TV, and 94% watch it with ads, 76% of sole B2B decision-makers say they’re open to B2B messaging on CTV. [LinkedIn and Magna study]
  13. LinkedIn video viewership grew 30% year over year. [LinkedIn B2B Marketing]

TikTok Video Statistics

  1. 90% of a TikTok ad’s recall impact happens in the first six seconds, and creative made specifically for TikTok drives 3.3 times more clicks, likes, and shares than content repurposed from other platforms. [TikTok for Business]
  2. Spark Ads – TikTok’s format that boosts organic creator posts, get a 134% higher completion rate and a 157% higher six-second view-through rate than standard In-Feed ads. [TikTok Spark Ads 101]
  3. Creator content boosted through TikTok’s Spark Ads drives 159% higher engagement than non-creator content at the same cost per thousand impressions. [TikTok Creative Platform]
  4. 76% of consumers in an Accenture/TikTok study said they want brands to post more authentic content, and 9 in 10 said authentic content is likely to influence a purchase decision. [TikTok Creative Platform]
  5. 36% of online adults use TikTok monthly worldwide. [DataReportal] In the US specifically, TikTok reaches 32% of adults overall and 63% of adults 18-29, with notably higher use among Hispanic (57%) and Black (53%) adults than white adults (28%). [Pew Research Center]
  6. TikTok’s active users are projected to spend an average of 47 minutes a day on the platform in 2026, far more than any competing app. [eMarketer]

Snapchat Video Statistics 

  1. Snapchat’s Daily Active Users returned to growth in Q1 2026, reaching 483 million, while Monthly Active Users grew to 956 million, both up 5% year over year globally. [Snap’s Q1 2026 investor letter]
  2. Snapchat revenue hit $1.53 billion in Q1 2026, up 12% year over year, advertising revenue grew 3% to $1.24 billion, while other revenue (including Snapchat+ subscriptions) jumped 87% to $285 million. 
  3. Spotlight posters – people uploading to Snapchat’s short-video feature, grew nearly 74% year over year in the US and more than 61% globally in Q1 2026. 
  4. More than 75% of Snapchatters engage with augmented reality every day, using Lenses in the Snapchat camera 9 billion times a day on average. More than 400,000 new Lenses were submitted in Q1 2026 alone, up more than 150% year over year. 

General Statistics for Video Marketing

  1. 56% of marketers say video is their most effective content format, and 93% report a strong ROI from video marketing. Short-form video specifically has been the top-ROI format for four years running. [HubSpot’s 2026 State of Marketing]
  2. Landing pages with embedded video see up to 86% higher conversion rates than those without, and interactive or product videos can lift conversions by up to 70%. [Vidyard]
  3. 57% of video marketers say video has helped reduce customer support queries, a broader claim than the original “explainer videos” framing, but the same underlying data point. [Wyzowl]
  4. VR is now one of the least-used video formats, just 19% of video marketers use it, while adoption of AI video tools has climbed to 63% (see above). [Wyzowl]
  5. Live-action video is the most commonly created video type, 51% of video marketers say they’ve mostly made live-action video, while social media video is the most popular use case (69%) and explainer videos rank second (68%). [Wyzowl]
  6. 78% of businesses plan to increase video production in 2026, but only 57% plan to increase the resources or budget dedicated to it, a gap between ambition and investment. [Wyzowl]
  7. 96% of customers say they’ve watched an explainer video to understand a product better. [Wyzowl]
  8. Marketers’ views on video costs have shifted: 30% say production costs are getting cheaper, 32% see no change, and 38% say costs are increasing. [Wyzowl]
  9. 18% of video marketers use 360-degree video, still one of the least-used formats, alongside VR (19%). [Wyzowl]
  10. 31% of video marketers now use interactive video, a major jump from the roughly 2% who used it a few years ago. [Wyzowl]
  11. 80% of people say they’ve bought or downloaded an app after watching a demo video for it. [Wyzowl] 
  12. 59% of businesses create their video content in-house, 10% use external vendors exclusively, and the remaining 32% use a mix of both. [Wyzowl]
  13. Live action remains the dominant video format businesses create, comfortably ahead of animation (23%) and screen-recorded video (19%). [Wyzowl]
  14. 46% of marketers allocate a third or less of their overall budget to video content, and 17% aren’t even tracking how much they spend on video. [Wyzowl]
  15. 41% of marketers have spent money on video ads this year, up from 36% the year before. [Wyzowl]
  16. When marketers measure video ROI, 67% look at video views, 63% look at engagement (likes, shares, reposts), and 52% look at leads and clicks. [Wyzowl]
  17. 93% of marketers say video has helped increase how well customers understand their product or service, 93% say it’s helped increase brand awareness, and 82% say it’s increased web traffic and kept visitors on their site longer. [Wyzowl]
  18. For the first time, Instagram has passed Facebook as the platform brands lean on most, now used by 70% of brands. [HubSpot’s 2026 State of Marketing]
  19. Nearly 54% of YouTube marketers say long-form video delivers their highest engagement on the platform, even as YouTube trails TikTok on short-form engagement and audience growth. [HubSpot’s 2026 Social Media Marketing Report]
  20. On TikTok, humorous content drives the highest engagement among marketers at 30.12%, ahead of brand and product content (24.90%) and educational content (13.05%). Separately, 1 in 3 Gen Z TikTok users say they’re interested in buying through TikTok Live, and 74% of weekly users seek more information about a product after seeing it advertised on the platform. [HubSpot’s 2026 Social Media Marketing Report]

Keep Testing, Keep Improving

Video marketing keeps evolving, but one thing stays the same: brands that create consistently and measure what works see better results. Use these insights to refine your strategy, experiment with new formats, and focus on what resonates with your audience.

As your video efforts grow, tools like SocialPilot can help you schedule content, track performance, and manage campaigns more efficiently from one place.

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