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.
Section 1: Video marketing usage
🏆 91% of businesses use video as a marketing tool – back to joint all time highs after a slight dip in 2025. This shows that video continues to be a widely adopted way to market.
🔑 93% of video marketers see video as an important part of their overall strategy – a slight dip from last year but very much a dominant result!
Reasons for not using video marketing…
The 2 biggest reasons people don’t use videos is that they don’t feel it’s needed and it’s too expensive. Both with 24% each.
⏰ Lack of time also remains a big barrier to video marketing adoption. Nearly one fifth (19%) of marketers who don’t use video say it’s because they don’t have enough time.
10% of marketers who don’t use video are unclear on the ROI of video marketing.
10% of marketers who don’t use video just don’t know where to start.
5% feel unable to convince key decision-makers.
5% don’t use video as they have had a negative past experience.
And a further 5% of marketers cite an ‘other’ reason.
BUT…
🔜 67% of marketers who don’t use video say they plan to start using video in 2026. A 1% drop from last year but still very much in the same ballpark.
Our analysis…
The data is here and it’s clear: Video marketing is going nowhere! Video as a tool is used by 91% of businesses and is considered integral to the marketing strategy of 93% of marketers.
Of course, barriers to adoption still exist for some marketers, with most citing its too expensive and that they don’t feel it’s needed – which is certainly a contridiction to the amount of people who rely on video.
However, 67% who did not use video marketing last year plan to join the party in 2026.
Section 2: Types of video created
🎥 Live action video is the most commonly created type of video.
51% of video marketers have mostly created live action video.
This is followed by animated video (23%) and screen-recorded (19%).
Overwhelmingly people create their video in house 🏠 with 59% creating it themselves.
The rest exclusively use external vendors (10%) or opt for a mix of both (32%).
Videos are being used for a wide – and evenly spread – number of different purposes…
69% of video marketers have created social media videos, making this the most popular singular use case for video marketing in 2026.
This is followed by explainer videos (68%)
Video testimonials (57%)
Presentation videos (48%)
Video ads (48%)
Teaser videos (45%)
Product demos (39%)
Sales videos (37%)
Videographics (27%)
Customer service videos (24%)
Training videos (23%)
Onboarding customers (23%)
App demos (17%)
And, employee onboarding (16%)
Our analysis…
Live action and animation continue to battle it out for the most popular video format among marketers, with live action comfortably winning. However, this highlights animation as a unique opportunity for brands who want to stand out in their industry.
Overwhelmingly businesses are creating videos in house. With more ways to do this than ever this in no surprise but there is still 42% of businesses that rely on external video creators in some capacity.
Speaking of which, social media videos comfortably top the charts as the most popular video type created. With explainer videos a close second. As explainer video fans ourselves, this comes as no surprise. Explainer videos are the perfect tool for helping marketers to explain products, services, topics and ideas. And social media video continues to explode in popularity!
Section 3: The AI effect
🤖 63% of video marketers say they’ve used AI tools to help them create or edit marketing videos, while 37% have not.
Last year 51% of people had used AI to create video so this is quite the jump in a year.
We expect to see this number continue to rise over the next few years as video creation with AI continues to mature.
Our analysis…
Last year only 51% of people had used AI to create videos and now we’re at 63%. We expect to see the number rise over the next few years as in house and agencies use AI in some capacity to aid with the creation of video.
Section 4: Video marketing – The financials
Most marketers (46%) allocate a third of their budget (or less) to video content. And surprisingly, 17% are not tracking the data and are unsure how much they spend!
📈 Most marketers (92%) plan on spending around the same or more on video marketing in 2026.
📢 41% of marketers have spent money on video ads this year. A decent jump from 36% last year.
💸 Responses on video marketing costs were mixed. 30% believe the costs associated with video marketing are getting cheaper, and a further 32% said they noticed no change. While 38% said costs are increasing.
Our analysis…
The amount spent by marketers on video content varies quite widely, which isn’t surprising as every business will have different budgets. What is surprising is that 17% of marketers aren’t even tracking their spend! This can obviously make it difficult to understand if video is delivering a good ROI (more on that in the next section).
Another thing video marketers couldn’t agree on was whether the cost of creating a video is increasing or decreasing. What most people did agree on, however, was that they will continue to spend around the same (or more) on video content in 2026.
Section 5: ROI – What does success look like?
👍 82% of marketers say video marketing has given them a good ROI – that’s a fair drop from last years all time high of 93% but it’s still a very dominant result that shows video consistently gives people a strong return on their investment.
In terms of how they quantify/measure this…
67% of video marketers quantify ROI through video views.
63% of video marketers quantify ROI through video engagement such as likes, shares and reposts.
52% of video marketers quantify ROI through leads/clicks.
40% of video marketers quantify ROI through customer engagement and retention.
36% of video marketers quantify ROI through brand awareness/PR.
32% of video marketers quantify ROI through bottom line sales.
Most people (71%) believe videos between 30 seconds and 2 minutes are most effective.
93% of video marketers say video has helped to increase user understanding of their product or service.
93% of video marketers say video has helped them increase brand awareness. Down from 96 last year and 90% in our 2024 report.
82% of video marketers say video has helped them increase web traffic.
85% of video marketers say video has helped them generate leads.
83% of video marketers say video has directly increased sales.
82% of video marketers say video has helped keep visitors on their website longer (aka dwell time).
57% of video marketers say video has helped them reduce support queries.
Our analysis…
Across the board, video marketing appears to be delivering an excellent ROI for businesses. Video content is helping marketers reduce support queries, increase brand awareness and user understanding, increase web traffic and dwell time, generate leads, and increase sales. When it comes to measuring ROI, video marketers take a look at different metrics – which is great for getting the whole picture. Most agreed that they use video views and engagement markers, such as likes, shares, and reposts.Section 6: The customer view…
👨🎓️ 96% of people have watched an explainer video to learn more about a product or service.
🛍️ 85% of people have been convinced to buy a product or service by watching a video.
📲 80% of people have bought or downloaded an app after watching a video about it.
🙋 84% of consumers want to see more videos from brands in 2026 – a figure that has been very consistent to within 8% for the last 8 years.
🤩 89% of consumers say video quality impacts their trust in a brand. Down from 91% last year but up from 87% in our 2024 report.
💬 When asked how they’d like to learn about a product or service, 63% say they’d most like to watch a short video.
This comfortably beats off other materials such as text-based articles (12%), ebooks or manuals (4%), infographics (7%), sales calls (5%) or webinars (4%).
Our analysis…
It’s clear, people like to watch videos to learn, and more people are buying products and services after watching. Video quality is also important to the large majority of consumers – which is perfectly understandable. They’re exposed to a lot of video content so they’re going to be able to quickly tell the difference between something that’s poorly put together and something made with professional care.
Section 7: Video marketing channels
The 🎉 MOST WIDELY USED 🎉 video marketing platforms
A 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 (66%), 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 effectve 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.
Our analysis…
There are some clear winners and losers in this category. Video marketers favour YouTube, Instagram, Facebook, LinkedIn, and webinars. These are the platforms that bring them the most success and, unsurprisingly, the platforms they plan to continue using the most in 2026. Some platforms aren’t used and don’t provide success for people, most notably Snapchat and X. This is a clear opportunity for these platforms which have large audiences and user bases but are strongly lagging behind their competitors with video usage and success metrics.
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