Quick answer: Video is now a default part of marketing: 91% of businesses use it, 82% of video marketers say it gives them a good ROI, and 85% of consumers say a video has convinced them to buy something (Wyzowl, 2026). On the audience side, 91.1% of adult internet users watch online video every week (DataReportal, 2026), and 84% of U.S. adults use YouTube (Pew Research, 2025).
Updated September 2026. Every statistic below links to its source.
There are a lot of recycled video marketing “stats” floating around the internet, many with no traceable source. This list sticks to current numbers you can check. Most come from Wyzowl’s 2026 State of Video Marketing survey (266 marketers and consumers, surveyed in late 2025), the only report with 12 consecutive years of data, plus Pew Research Center and DataReportal.
How many businesses use video marketing?
- 91% of businesses use video as a marketing tool, matching the all-time high. (Wyzowl, 2026)
- 93% of video marketers say video is an important part of their overall strategy. (Wyzowl, 2026)
- 67% of marketers who don’t use video yet say they plan to start in 2026. (Wyzowl, 2026)
- The two biggest reasons businesses give for not using video are that they don’t think they need it and that it’s too expensive; lack of time is another common barrier. (Wyzowl, 2026)
What types of videos do businesses make?
- Social media videos are the most common use case (69% of video marketers), followed closely by explainer videos (68%) and testimonial videos (57%). (Wyzowl, 2026)
- Other common types: presentation videos (48%), customer service videos (24%), training videos (23%), customer onboarding videos (23%), app demos (17%) and employee onboarding videos (16%). (Wyzowl, 2026)
- 51% of video marketers mostly create live-action video, 23% mostly animated video and 19% mostly screen recordings. (Wyzowl, 2026)
- 59% of businesses create their videos in house, 10% use outside vendors exclusively and 32% use a mix of both. (Wyzowl, 2026)
How are marketers using AI for video?
- 63% of video marketers have used AI tools to help create or edit marketing videos, up from 51% a year earlier. (Wyzowl, 2026)
How much do businesses spend on video?
- 46% of marketers allocate a third of their marketing budget (or less) to video. (Wyzowl, 2026)
- 92% of marketers plan to spend the same or more on video marketing in 2026. (Wyzowl, 2026)
- 41% of marketers spent money on video ads in the past year. (Wyzowl, 2026)
Does video marketing deliver ROI?
- 82% of marketers say video marketing gives them a good ROI (down from an all-time high of 93% the year before). (Wyzowl, 2026)
- 93% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2026)
- 93% say video has helped them increase brand awareness. (Wyzowl, 2026)
- 85% say video has helped them generate leads. (Wyzowl, 2026)
- 83% say video has directly increased sales. (Wyzowl, 2026)
- 82% say video has increased web traffic, and 82% say it has kept visitors on their website longer. (Wyzowl, 2026)
- 57% say video has helped reduce support queries. (Wyzowl, 2026)
- Marketers most often measure video ROI by views (67%) and engagement such as likes, shares and reposts (63%). (Wyzowl, 2026)
How do consumers respond to video?
- 96% of people have watched an explainer video to learn more about a product or service. (Wyzowl, 2026)
- 85% of people have been convinced to buy a product or service by watching a video. (Wyzowl, 2026)
- 80% of people have bought or downloaded an app after watching an app demo video. (Wyzowl, 2026)
- 84% of consumers want to see more video from brands in 2026. (Wyzowl, 2026)
- 89% of consumers say video quality affects how much they trust a brand. (Wyzowl, 2026)
- When asked how they’d most like to learn about a product or service, 63% chose a short video, compared with text articles (12%), infographics (7%), sales calls (5%) and ebooks or manuals (4%). (Wyzowl, 2026)
How much online video do people watch?
- 91.1% of adult internet users watch online video content in a typical week. (DataReportal, Digital 2026)
- 94.6% of adult internet users watched some kind of online video in the past 30 days. (DataReportal, Digital 2026)
- 84% of U.S. adults use YouTube, making it the most widely used platform in the United States. (Pew Research Center, 2025)
- About half of U.S. adults visit YouTube at least once a day, including 33% who visit several times a day. (Pew Research Center, 2025)
Which video marketing channels work best?
- 82% of video marketers publish on YouTube and 70% on LinkedIn, the two most widely used channels. (Wyzowl, 2026)
- Marketers rate YouTube as the most effective channel (69%), followed by Instagram (56%), Facebook (55%), LinkedIn (50%) and webinars (42%). TikTok was rated effective by 29%. (Wyzowl, 2026)
How long should a marketing video be, and who makes it?
- 71% of marketers believe videos between 30 seconds and 2 minutes are most effective.
- 59% of businesses create video in-house, 10% use only external vendors, and 32% use a mix of both.
Source: Wyzowl, State of Video Marketing 2026. More on choosing a length: how long should an explainer video be.
What does research beyond surveys show?
- Personalized AI video ads lift engagement. In a field experiment published in Marketing Science (Kapoor and Kumar, 2025), generative-AI personalized video ads increased engagement by six to nine percentage points compared with personalized image ads and generic video ads (read the study).
- Business video creation is accelerating. Vidyard analyzed nearly 1 million videos created on its platform: in 2024 the rate of video creation nearly doubled compared with 2023, with especially fast growth in education (436% more videos), consulting (280%), professional services (200%) and financial services (189%) (Vidyard, Video in Business Benchmark Report, 2024 data).
- Moving text changes attention. An eye-tracking study in Visible Language (Kuraitytė, Bessemans and Nuyts, 2020) found significant differences in attention duration between “fluid” kinetic typography and words shown one at a time (read the study). See kinetic typography in explainer videos.
What these statistics mean for your business
Three patterns stand out. First, explainer videos are one of the two most common types of marketing video, and almost everyone has watched one before buying, so a clear explainer is table stakes rather than a nice extra. Second, people say they’d rather learn about a product from a short video than from any other format, which is why the first 60–90 seconds of your story matter so much. Third, quality affects trust: most consumers say a video’s quality changes how they see a brand, so a rushed, generic video can cost you more than it saves.
If you’re planning your next video, our explainer video pricing page shows exactly what a custom video costs, and our video marketing trends for 2026 cover where these numbers are heading.
Frequently asked questions
What percentage of businesses use video marketing?
91% of businesses use video as a marketing tool, according to Wyzowl’s 2026 survey, matching the highest level in the survey’s 12-year history.
Is video marketing worth it?
Most marketers think so: 82% say video gives them a good ROI, 85% say it helps generate leads and 83% say it has directly increased sales (Wyzowl, 2026). Results depend on having a clear message and putting the video where your buyers actually look.
What is the most popular type of marketing video?
Social media videos (made by 69% of video marketers) and explainer videos (68%) are the two most common, followed by testimonial videos (57%), according to Wyzowl’s 2026 survey.
Where do these statistics come from?
Mainly from Wyzowl’s 2026 video marketing survey of 266 marketers and consumers, plus Pew Research Center’s 2025 survey of 5,022 U.S. adults and DataReportal’s Digital 2026 report. Each statistic links to its source.
