Video Marketing Statistics for 2026: Market Size, ROI, Short-Form, Platform Benchmarks, Consumer Behavior, Live Video, AI Video, and B2B Data

In 2026, video is not one channel in a multi-channel marketing strategy it is the primary medium through which digital marketing operates at scale. Video content is projected to account for 82% of all global internet traffic by 2025. Global digital video advertising spend reached $214.76 billion in 2025, growing at a 9.54% CAGR toward a projected $338.64 billion by 2030. And 91% of businesses now use video as a marketing tool a figure that represents near-total saturation of adoption across the industry.

The ROI data continues to justify the investment. Wyzowl’s 12th annual State of Video Marketing Survey, the most longitudinal dataset in the category covering data from 2013 to 2026, reports that 82% of marketers say video has given them a good ROI. Ninety-three percent of video marketers say video has helped increase brand awareness and user understanding of their product or service. Eighty-five percent say video has helped them generate leads. Eighty-three percent say it has directly increased sales. And companies using video marketing grow revenue 49% faster than those that do not.

The short-form video ecosystem has reached the scale of a media industry in its own right. YouTube Shorts generates 90 billion daily views in 2024, up from 70 billion in 2023. TikTok delivered a 2.80% average engagement rate in 2024, the highest among all short-form platforms. Short-form video ad spending is projected to reach $219.71 billion by 2030. And the Metricool 2025 State of Short-Form Video Report, analyzing over 5 million videos across 582,000 accounts, found that the number of short-form videos published grew 71% year-over-year, with TikTok specifically seeing a 156% increase in video posts.

Consumer behavior confirms the dominance. Sixty-three percent of consumers say they would most like to watch a short video to learn about a product or service more than any other format. Eighty-four percent of consumers say they want to see more video content from brands. Eighty-five percent of people have been convinced to buy a product or service by watching a video. And 78% of people say they would most like to learn about a product through short video, an 8.6 times preference over text-based articles.

This article compiles more than 100 verified video marketing statistics drawn from the latest figures published within the last two years. Statistics are organized into 10 thematic sections covering market size and investment, adoption and marketer sentiment, ROI and business impact, consumer video preferences and behavior, short-form video performance, platform-specific benchmarks, live video and streaming, AI video and emerging formats, B2B video marketing, and e-commerce and product video data. Every statistic is cited separately with a direct link to its original source.

Scope and Methodology

Includes only publicly available video marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Video Marketing Statistics for 2026

Video content is projected to account for 82% of all global internet traffic by 2025, based on Cisco and Linearity forecast data cited by Insivia (2025).
Global digital video advertising spend reached $214.76 billion in 2025 and is projected to grow to $338.64 billion by 2030 at a 9.54% CAGR, based on Statista Digital Video Advertising Market Outlook data published by Statista (2025).
91% of businesses use video as a marketing tool, matching joint all-time highs, based on Wyzowl’s 2026 State of Video Marketing Survey, the most longitudinal video marketing dataset available covering 12 consecutive years, published by Wyzowl (2026).
82% of marketers say video marketing has given them a good ROI in 2026, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
85% of people have been convinced to buy a product or service by watching a video, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
63% of consumers say they would most like to watch a short video to learn about a product or service, more than any other content format, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
YouTube Shorts generated 90 billion daily views in 2024, up from 70 billion in 2023, 50 billion in 2022, and 30 billion in 2021, based on data published by Zelios Agency (2026).
TikTok delivered a 2.80% average engagement rate in 2024, the highest among all short-form video platforms, compared to Instagram Reels at 0.65% and YouTube Shorts at 0.30%, based on Socialinsider research published by AutoFaceless Blog (2025).
Companies using video marketing grow revenue 49% faster than organizations not using video marketing, based on data cited by The Brand Shop BW (2024).
The number of short-form videos published globally grew 71% year-over-year based on analysis of over 5 million videos and 582,000 accounts, with TikTok leading at a 156% increase in video posts, based on Metricool’s 2025 State of Short-Form Video Report published by Marketing Tech News (2025).

Market Size and Investment Statistics

Global digital video advertising spend is projected at $214.76 billion in 2025, growing to $338.64 billion by 2030 at a 9.54% CAGR, with the United States accounting for $102.28 billion of 2025 spending, based on Statista Digital Video Advertising Market Outlook published by Statista (2025).
Connected TV ad spending reached $56.08 billion in 2025 and is projected to grow to $120.62 billion by 2030 at a 16.55% CAGR, the fastest-growing video ad format by platform type, based on Statista Digital Video Advertising Market Outlook published by Statista (2025).
Short-form video ad spending reached $111.01 billion in 2025 and is projected to grow to $219.71 billion by 2030 at a 13.68% CAGR, based on Statista Digital Video Advertising Market data published by Zelios Agency (2026).
Mobile will account for 83.8% of total digital video ad spending by 2030, based on Statista Digital Video Advertising Market Outlook published by Statista (2025).
The global AI video generator market is projected to grow from $534.4 million in 2024 to $2,562.9 million by 2032 at a 19.5% CAGR, based on data published by SellersCommerce (2025).
The short-form video platform market was valued at approximately $1.97 billion in 2024 and is projected to reach $3.55 billion by 2029 at a 12.5% CAGR, based on the Short Video Platform Global Market Report cited by AutoFaceless Blog (2025).
Most marketers allocate between 41% and 60% of their total marketing budget to video content, based on data published by Shopify (2025).
93% of video marketers plan to spend around the same or more on video marketing in 2025, with only 5% cutting video budgets, based on data published by SellersCommerce (2025).

Adoption and Marketer Sentiment Statistics

91% of businesses use video as a marketing tool as of 2026, matching joint all-time highs, based on Wyzowl’s 12th annual State of Video Marketing Survey published by Wyzowl (2026).
93% of video marketers see video as an important part of their overall marketing strategy in 2026, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
68% of marketers who do not currently use video plan to start in 2025, with the biggest barriers being not knowing where to start at 37%, lack of time at 19%, and uncertainty about ROI at 10%, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
82% of marketers say video content is becoming more important to their companies, based on data published by Shopify (2025).
30% of marketers believe video marketing is more important to their overall strategy than their website, based on data published by Vidico (2025).
85% of marketers plan to increase their spending on video in 2025, signaling strong and widespread confidence in video marketing ROI, based on data published by Vidico (2025).
51% of video marketers now use AI tools for video creation or editing in 2025, and 50% of small businesses have adopted AI-generated video creation tools, based on data published by SellersCommerce (2025).
YouTube remains the dominant video marketing platform, utilized by 90% of video marketers, followed by LinkedIn which is used by 70% of marketers, based on data published by Vidico (2025) and The Desire Company (2025).

ROI and Business Impact Statistics

82% of marketers say video marketing has given them a good ROI in 2026, a figure that has remained consistently above 80% for multiple consecutive years, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
93% of video marketers say video has helped them increase brand awareness, 93% say it has increased user understanding of their product or service, 85% say it has helped generate leads, 83% say it has directly increased sales, and 82% say it has increased web traffic, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
87% of marketers say video has directly increased sales, and 88% of video marketers report that video has helped them generate leads, based on data published by SellersCommerce (2025).
Video content has the strongest ROI compared to other content types according to 32% of marketers, and for 66% of video marketers there is a stronger ROI from product videos than any other video content type, based on data published by Shopify (2025).
Companies using video marketing grow revenue 49% faster than organizations not using video marketing, based on data cited by The Brand Shop BW (2024).
Websites with video content are 53 times more likely to rank on the first page of Google search, and video drives a 157% increase in organic traffic from search engines, based on data published by 99firms (2025).
Adding video content on full-page ads can increase engagement by 22%, based on data published by The Brand Shop BW (2024).
Live-action, short-form videos are the most effective video type for ROI, lead generation, and engagement, based on data published by Shopify (2025).

Consumer Video Preferences and Behavior Statistics

63% of consumers say they would most like to watch a short video to learn about a product or service, compared to just 9% who prefer reading a text-based article, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
84% of consumers want to see more videos from brands in 2026, a figure that has been consistent within an 8-percentage-point range for the last 8 years of Wyzowl’s tracking, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
85% of people have been convinced to buy a product or service by watching a video, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
96% of people have watched an explainer video to learn more about a product or service, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
89% of consumers say video quality impacts their trust in a brand, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
78% of people watch videos online weekly and 55% engage with video content daily, based on SocialPilot 2024 data cited by Insivia (2025).
Over 75% of all video views happen on mobile devices, and 85% of mobile videos are watched without sound, making captions and on-screen text essential for engagement, based on Facebook Business and SocialPilot 2024 data cited by Insivia (2025).
71% of consumers believe videos between 30 seconds and 2 minutes are the most effective length, and 83% of video marketers report that the best length for short-form content is under one minute, based on Wyzowl survey data published by Wyzowl (2026) and Shopify (2025).
Videos shared on social media receive 12 times more shares than text and images combined, based on data cited by The Brand Shop BW (2024).

Short-Form Video Performance Statistics

The number of short-form videos published globally grew 71% year-over-year in 2025, with the number of accounts using short-form video rising 51%, based on analysis of over 5 million videos across 582,000 accounts in Metricool’s 2025 State of Short-Form Video Report published by Marketing Tech News (2025).
85% of marketers believe short-form video is the most effective format on social media, and 21% of marketers say short-form video gives them the highest ROI of any content type, based on data published by Marketing LTB (2025).
Short-form video ad spending reached $111.01 billion in 2025 growing at a 9.14% annual rate, based on Statista data cited by Zelios Agency (2026).
47% of marketers say short-form videos are more likely to go viral compared to 24% who believe the same about long-form content, and short clips are 2.5 times more likely to be shared or commented on than longer videos, based on HubSpot data and a Wistia study cited by Zelios Agency (2026).
TikTok holds approximately 40% of the short-form video platform market, while Instagram Reels and YouTube Shorts each hold around 20% market share, based on SendShort analysis cited by Marketing LTB (2025) and Zelios Agency (2026).
Short-form videos (under 90 seconds) are more likely to keep half of their viewers engaged until the end, and videos shorter than 90 seconds retain 72% of viewers who start watching them, based on Yaguara and Wistia data cited by Zelios Agency (2026).
The average video length decreased by 75% from nearly three minutes in 2016 to 76 seconds in 2023, as short-form content became the dominant production format, based on data cited by Zelios Agency (2026).
Approximately 90% of Gen Z and Millennials regularly watch short-form videos on platforms like YouTube, TikTok, and Facebook, with the average person in these demographics spending over 80 minutes daily consuming short-form content, based on data published by AutoFaceless Blog (2025).

Platform-Specific Benchmark Statistics

YouTube Shorts generated 90 billion daily views in 2024, up from 70 billion in 2023, 50 billion in 2022, and 30 billion in 2021, representing a tripling of daily views in three years, based on data from Zelios Agency (2026).
TikTok’s average engagement rate was 2.80% in 2024, projected to rise to 3.15% in 2025, the highest of all short-form platforms, based on Socialinsider’s study of TikTok, Reels, and Shorts performance published by AutoFaceless Blog (2025) and Socialinsider (2025).
Instagram Reels engagement rate was 0.65% in 2024, with Reels receiving 22% more engagement than regular Instagram video posts, based on data published by Socialinsider (2025) and MediaComponents (2025).
YouTube Shorts leads all platforms in average engagement rate at approximately 5.91% in Q1 2024, followed by LinkedIn video at 5.6%, TikTok at 3.8% to 4.9%, Facebook Reels at 2.2%, and Instagram Reels at 1.2% to 1.5%, based on platform benchmarks compiled by Swydo (2026).
Facebook Reels views increased 24.48% and interactions rose 22.46% in 2025, with Facebook Reels now boasting the highest average reach per video at 15,334 across all short-form platforms, based on Metricool’s 2025 State of Short-Form Video Report published by Marketing Tech News (2025).
LinkedIn video posts see 3 times higher engagement than text-only updates, and 70% of marketers use LinkedIn for video marketing, based on data published by Teleprompter.com (2025) and The Desire Company (2025).
YouTube ads average $0.026 cost per view (CPV) with CPMs ranging from $3 to $7, while Facebook and Instagram video ads run $0.01 to $0.03 per view, and connected TV ads have CPMs of $10 to $38 with 94% to 98% completion rates, based on platform cost benchmarks compiled by Swydo (2026).

Live Video and Streaming Statistics

The live video streaming market is expected to grow to $184 billion by 2027, up from $30 billion just a few years earlier, based on data cited by Teleprompter.com (2025).
About 19% of marketers incorporate live streaming video in their strategy, including live social videos, webinars, and live events, based on Wyzowl 2025 data cited by Teleprompter.com (2025).
Live videos consistently see significantly higher engagement than pre-recorded content, with viewers spending more time on live streams and being more likely to comment or react during the broadcast, based on data published by Teleprompter.com (2025).
70% of US marketers call social media video a “must-buy,” and 69% say the same for connected TV ads, making these the two most strategically required video placements for US advertisers, based on data published by Shopify (2025).
Connected TV ad spending is projected to grow to $120.62 billion by 2030 at a 16.55% CAGR, the fastest-growing segment within the video advertising market, based on Statista CTV Market Outlook published by Statista (2025).

AI Video and Emerging Formats Statistics

51% of video marketers now use AI tools for video creation or editing in 2025, up from significantly lower adoption rates in prior years, based on data published by SellersCommerce (2025).
Nearly 57% of online ads feature AI-generated video content, making AI video the norm rather than the exception in digital advertising, based on data published by SellersCommerce (2025).
The global AI video generator market is projected to grow from $534.4 million in 2024 to $2,562.9 million by 2032 at a 19.5% CAGR, based on data published by SellersCommerce (2025).
96% of marketers believe AI-driven personalization will be a game-changer for video marketing, and interactive video content has seen a 200% increase in engagement since 2021, based on Vidico 2024 data cited by Insivia (2025).
58% of US and UK adults express distrust for AI-generated video, but 59% of business executives say their organizations already use AI tools to generate image and video content, indicating a consumer trust gap that requires transparency in AI video disclosures, based on data published by Shopify (2025).
Shoppable videos have the potential to enhance conversion rates by up to 30% compared to standard video ads, and the expansion of 5G networks is expected to boost mobile video consumption by 30% by 2025, based on data published by The Desire Company (2025) and Insivia (2025).

B2B Video Marketing Statistics

Values-based video content including company culture videos is the second-most effective video type for lead generation in B2B, after explainer videos, based on data published by Shopify (2025).
41% of B2B marketers planned to scale video marketing content distribution in 2024, based on data published by Shopify (2025).
LinkedIn video posts generate 3 times higher engagement than text-only updates, and LinkedIn’s 70% adoption rate among video marketers makes it the primary B2B video platform, based on data published by Teleprompter.com (2025).
95% of executives would prefer to watch a video on a topic rather than read text about it if both are available, based on data cited by The Brand Shop BW (2024).
73% of B2B marketers report a positive impact on ROI from video marketing, making it one of the most reliably positive B2B channels, based on data published by 99firms (2025).

E-Commerce and Product Video Statistics

64% of consumers are more likely to buy a product featured in a video, giving video product pages a substantial conversion advantage over text-only pages, based on data published by SellersCommerce (2025).
Explainer videos can reduce product returns by 35%, and product pages with videos experience a 47% higher engagement rate compared to text-only pages, based on HubSpot 2024 data cited by Insivia (2025).
80% of people have bought or downloaded an app after watching an app demo video, based on Wyzowl’s 2026 State of Video Marketing Survey published by Wyzowl (2026).
U.S. social commerce sales exceeded $85 billion in 2025, up from $71.62 billion in 2024, driven primarily by short-form video and shoppable video content on TikTok, Instagram, and YouTube, based on data published by SellersCommerce (2025).
TikTok Shop conversion rate benchmarks run at 8% to 12%, and Instagram Reels receive 22% more engagement than regular Instagram video posts, based on platform measurement framework data compiled by Swydo (2026) and MediaComponents (2025).
For 66% of video marketers, product videos deliver a stronger ROI than any other video type, making product demonstration video the single highest-return content format in video marketing, based on data published by Shopify (2025).

References

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