Video marketing statistics show that 91% of businesses now use video as a marketing tool in 2026, tied with the highest adoption rate ever recorded. Video is no longer a nice-to-have. It is the default format marketers reach for first.
This page pulls together the latest verified numbers on video adoption, ROI, platform performance, AI use, and consumer behavior. Every figure below comes from the organization that published it, mainly Wyzowl’s 2026 State of Video Marketing report and HubSpot’s 2026 State of Marketing report.
Video Marketing Statistics: Usage and Adoption in 2026
Adoption has climbed back to an all-time high after a small dip in 2025.
| Metric | Figure | Source |
| Businesses using video as a marketing tool | 91% | Wyzowl, 2026 |
| Marketers who see video as an important strategy piece | 93% | Wyzowl, 2026 |
| Non-users who plan to start video in 2026 | 67% | Wyzowl, 2026 |
| Businesses using video in 2016 | 61% | Wyzowl, 2026 |
Source: Wyzowl, Video Marketing Statistics 2026, surveyed 266 respondents in late 2025.
The 9% of businesses still not using video mostly cite cost or time, not doubt about results. Both “not needed” and “too expensive” tie at 24% as the top reasons for skipping video. Only 10% say they are unclear on video’s ROI.
Adoption has grown steadily for a decade. It went from 61% in 2016 to 91% today. That is a near 50% increase in nine years.
Types of Video Content Marketers Create
Live action video remains the most common format, but the mix is broader than most people expect.
| Video type | Share of marketers |
| Live action | 51% |
| Animated | 23% |
| Screen-recorded | 19% |
Source: Wyzowl, Video Marketing Statistics 2026.
Social media video is the single most common use case, cited by 69% of video marketers, just ahead of explainer video at 68%. Testimonial video follows at 57%, then presentation video and video ads tied at 48%. Product demos, sales videos, and training videos each sit in the 20% to 40% range, which shows most teams are producing several video types at once rather than betting on one format.
Production has shifted in-house. 59% of marketers create their video content themselves, without an outside vendor. Only 10% rely exclusively on external production, and the remaining 32% use a mix of internal teams and agencies depending on the project. Cheaper cameras, editing software, and AI tools have made in-house production realistic for teams that once needed an agency for every video.
ROI: Is Video Marketing Still Worth It?
Yes, according to marketers who use it. 82% report a good return on their video investment in 2026. That is down from an all-time high of 93% the year before, but it still shows a strong majority getting results.
Video also drives measurable outcomes across the funnel:
- 93% say video increased brand awareness
- 85% say video helped generate leads
- 83% say video directly increased sales
- 82% say video increased web traffic
- 82% say video increased time spent on their site
- 57% say video reduced support queries
Source: Wyzowl, Video Marketing Statistics 2026.
Marketers track ROI in different ways. Views lead at 67%, followed by engagement metrics like likes and shares at 63%, then leads and clicks at 52%. Only 32% tie ROI directly to bottom-line sales, which suggests many teams still measure video by attention rather than revenue.
Video Marketing Statistics on Platforms and Channels
YouTube remains the platform marketers use most and rate as most effective.
| Platform | Usage | Rated effective |
| YouTube | 82% | 69% |
| 70% | 50% | |
| 69% | 56% | |
| 66% | 55% | |
| Webinars | 56% | 42% |
| TikTok | 40% | 29% |
Source: Wyzowl, Video Marketing Statistics 2026.
TikTok sits low on both usage and effectiveness compared to the older platforms. Snapchat, X, VR, and 360 video round out the least-used and least-effective list. These platforms have large audiences but have not converted that scale into strong marketer results yet.
Short-Form vs Long-Form Video Statistics
Short-form video is the format marketers reach for most.
HubSpot’s 2026 State of Marketing report found short-form video is the most used content format among marketers, cited by 60% of respondents. It also drives the highest ROI of any format. Short-form, long-form, and live-streaming video rank as the top three ROI-driving content formats overall, at 49%, 29%, and 25%.
Length still matters. 71% of marketers say videos between 30 seconds and two minutes work best.
Video length changes engagement too, according to Wistia’s analysis of videos hosted on its platform:
- Videos under 1 minute: around 50% average engagement rate
- Videos over 60 minutes: around 17% average engagement rate
Shorter is not automatically better for every goal. Longer videos still hold viewers for more total minutes, which matters for training or in-depth product content.
AI and Video Marketing in 2026
AI tools have moved from experiment to standard practice in video production, as reported by TechCrunch.
63% of video marketers say they have used AI tools to help create or edit marketing video in 2026. That is up sharply from 51% just one year earlier. Wyzowl expects this share to keep climbing as AI video tools mature.
Separately, HubSpot found close to 75% of marketers use AI for media creation broadly, including video and images. The most common AI video use cases are smart video and audio editing (42%) and dedicated video or animation generators (44%).
Video Ad Spend and Budgets
Budgets are holding steady or growing, even as marketers debate whether production costs are rising.
- 92% of marketers plan to spend the same or more on video in 2026
- 41% of marketers spent money on video ads in 2025, up from 36% in 2024
- Global video ad spending is projected to pass $236 billion in 2026 and reach more than $268 billion by 2029, data from Statista shows
Source: Wyzowl 2026 and Statista, cited in HubSpot’s 2026 Marketing Statistics report.
On the cost question, opinion is split. 38% of marketers say video production costs are rising, 32% see no change, and 30% say costs are actually falling as tools get more accessible.
Most marketers keep video spend modest relative to total budget. 46% put a third or less of their marketing budget toward video content, and 17% admit they are not tracking video spend closely enough to know.
How Video Influences Buying Decisions
Consumer behavior backs up what marketers report on their end.
- 96% of people have watched an explainer video to learn about a product or service
- 85% have been convinced to buy a product after watching a video
- 80% have downloaded an app after watching a demo video
- 84% of consumers want to see more video from brands in 2026
- 89% say video quality directly affects how much they trust a brand
Source: Wyzowl, Video Marketing Statistics 2026.
When consumers were asked how they would prefer to learn about a product, 63% chose a short video over every other option. Text articles came in a distant second at 12%.
Conclusion
The video marketing statistics for 2026 tell a consistent story. Adoption sits at an all-time high of 91%, ROI remains strong even after a slight dip, and consumers keep rewarding brands that invest in quality video. Short-form content and AI-assisted production are now standard parts of the workflow, not experiments.
For any team weighing video against other formats, the data points one way. Video drives awareness, leads, and sales at a higher rate than marketers report for most other content types. The open question is not whether to use video, but how to keep quality high as more competitors flood the same platforms with content.
Meta description: Video marketing statistics for 2026: adoption, ROI, platform data, AI use, ad spend, and how video shapes buying decisions.
FAQ
What percentage of businesses use video marketing?
91% of businesses use video as a marketing tool in 2026, according to Wyzowl’s annual survey. This ties the highest adoption rate the report has recorded in 12 years of tracking.
Does video marketing actually work?
Yes. 82% of marketers report a good ROI from video, and most say it has increased brand awareness, leads, sales, or website traffic. Results vary by execution quality, so consistent, well-targeted video performs better than occasional, unplanned content.
What is the best video length for marketing?
Most marketers, 71%, say videos between 30 seconds and two minutes perform best. Shorter videos under one minute get the highest average engagement rate, around 50%, but longer formats still suit training or in-depth product walkthroughs.
Which platform is best for video marketing?
YouTube is both the most used platform, at 82% of marketers, and the one most marketers rate as effective, at 69%. Instagram, Facebook, and LinkedIn also rank highly for both usage and results.
Are marketers using AI to make videos now?
Yes, 63% of video marketers used AI tools to help create or edit video in 2026, up from 51% the year before. AI is most commonly used for editing and for generating short animated or promotional clips.
How much are businesses spending on video ads?
41% of marketers spent money on video ads in 2025, and global video ad spend is projected to top $236 billion in 2026. Most marketers, 92%, plan to keep spending the same or more on video through the rest of the year.
Sources
https://wyzowl.com/video-marketing-statistics/ https://www.hubspot.com/marketing-statistics https://wistia.com/learn/marketing/video-marketing-statistics https://www.statista.com/outlook/dmo/digital-advertising/video-advertising/worldwide