Video has become the backbone of B2B marketing strategy. With 91% of businesses now using video as a core marketing channel and buyer expectations shifting toward visual-first content, the data tells a clear story: B2B organizations that invest in video outperform those that do not.
This post compiles 37 of the most important B2B video marketing statistics for 2026, drawn from primary research by Wyzowl, Vidyard, HubSpot, LinkedIn, Brightcove, and other industry sources. Every stat is individually sourced and dated so you can cite them with confidence.
Whether you are building the case for a larger video budget, choosing which formats to prioritize, or benchmarking your results against the industry, these numbers will help you make smarter decisions.
Key Takeaways
- 91% of businesses use video as a marketing tool in 2026, matching the all-time high. (Wyzowl, 2026)
- 70% of B2B buyers watch video content during their purchase decision process. (Google/Vidico, 2025)
- 82% of video marketers report that video delivers a positive ROI. (Wyzowl, 2026)
- Landing pages with embedded video see up to 86% higher conversion rates than those without. (Hostinger/EyeView, 2025)
- 93% of B2B marketers use LinkedIn for content marketing, and LinkedIn video watch time grew 36% year over year. (CMI, 2025; LinkedIn, 2025)
- 63% of video marketers have used AI tools to create or edit marketing videos, up significantly from the prior year. (Wyzowl, 2026)
B2B Video Adoption and Investment
1. 91% of businesses use video as a marketing tool in 2026, matching the all-time high. (Wyzowl, 2026)
After a slight dip to 89% in 2025, adoption returned to the joint all-time high first reached in 2023. Video is now a default channel for nearly every marketing team.
2. 93% of video marketers consider video an important part of their overall strategy. (Wyzowl, 2026)
This represents a slight decline from 95% in the 2025 survey but still reflects near-universal agreement among practitioners that video is central to how they market.
3. 72% of B2B marketers consider video marketing essential to their strategy. (DemandSage, 2026)
When asked specifically about B2B contexts, nearly three-quarters of marketers identified video as a requirement rather than an option. This aligns with broader shifts toward visual content across the buyer journey.
4. 82% of video marketers say video has delivered a good return on investment. (Wyzowl, 2026)
This dropped from a record high of 93% in the 2025 survey. While still a strong majority, the decline may reflect rising production costs or growing measurement sophistication that holds video to stricter performance standards.
5. 85% of marketing teams increased their video budgets in 2024. (Wyzowl, 2025)
Budget growth continues to outpace other content categories. For B2B organizations evaluating where to allocate spend, this signals that competitors are likely investing more, not less.
6. 52% of B2B marketers say video is the content type that delivers the highest ROI. (Vidico, 2025)
When compared head-to-head against blog posts, case studies, infographics, and other formats, more than half of B2B marketers ranked video at the top of their ROI list.
7. 59% of businesses create video content primarily in-house, while 10% exclusively use external vendors and 32% use a mix of both. (Wyzowl, 2026)
The majority of video production still happens internally, but the one-third who blend in-house and outsourced production reflects a growing recognition that certain formats, such as testimonial videos and explainer videos, benefit from professional production quality.
8. 61% of B2B content marketers plan to increase video investment in 2026. (Content Marketing Institute, 2025)
This forward-looking figure from CMI's annual research confirms that the upward trajectory in B2B video spending shows no signs of slowing.
How B2B Buyers Use Video in the Purchase Journey
9. 70% of B2B buyers and researchers watch video content during their purchasing journey. (Google, 2025)
Seven in ten B2B buyers actively incorporate video into their research and evaluation process. This makes video a critical touchpoint at every stage of the funnel, from initial awareness through final vendor selection.
10. 96% of B2B buyers say video is an important factor when deciding whether to advance in the buying journey. (Brightcove, 2024)
Nearly all B2B buyers report that video influences their willingness to move forward with a vendor. For production agencies and marketers alike, this underscores why tech and SaaS companies rely so heavily on video to move prospects through the pipeline.
11. 50% of B2B buyers use video specifically to help them make purchase decisions. (Demand Gen Report, 2024)
Half of all B2B buyers say they turn to video when they are actively evaluating whether to buy. This means your video content is often consumed at the most commercially valuable moment in the buyer journey.
12. 87% of consumers say video content has been a deciding factor in purchasing a product or service. (Wyzowl, 2025)
While this statistic applies broadly across B2B and B2C, it reinforces the role video plays in reducing purchase hesitation and building buyer confidence, particularly for complex or high-ticket B2B offerings.
13. 93% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2026)
For B2B companies selling complex solutions, this is one of the most important data points in the entire set. Video excels at translating technical capabilities into outcomes buyers can understand and evaluate.
14. 65% of B2B companies have gained new customers through video marketing on LinkedIn. (Social Media Today, 2025)
LinkedIn remains the primary distribution channel for B2B video, and nearly two-thirds of companies report acquiring new customers through the platform. This is consistent with LinkedIn's broader role as the dominant social channel for B2B lead generation.
15. 78% of consumers say watching a short video is their preferred way to learn about a product or service. (Wyzowl, 2025)
When given the choice between reading text, viewing an infographic, attending a webinar, or watching a short video, the majority of buyers choose video. For B2B teams, this means short-form video should be a standard asset in every product or service launch.
16. Businesses using video experience 49% faster revenue growth than those that do not. (Wordstream, 2024)
Revenue growth acceleration is the most direct business case for video investment. Nearly half again faster growth is a compelling figure for any executive evaluating budget allocation.
B2B Video Performance and Conversion Metrics
17. Videos under one minute achieve a 65% completion rate among B2B viewers, while videos over 20 minutes drop to 20%. (Vidyard, 2025)
Vidyard's benchmark report, based on nearly one million B2B videos, confirms a steep drop-off in engagement as video length increases. For most B2B use cases, keeping videos under two minutes is the safest bet for retention.
18. 71% of marketers say videos between 30 seconds and 2 minutes are the most effective length. (Wyzowl, 2026)
This is consistent with the Vidyard completion rate data above. The 30-second to 2-minute window represents the sweet spot for B2B engagement across platforms and use cases.
19. Landing pages with embedded video can see conversion rate increases of up to 86%. (EyeView/Hostinger, 2025)
This widely cited figure reflects the combined effect of longer time on page, improved comprehension, and greater trust. For B2B marketers, the implication is clear: every high-priority landing page should include a relevant video asset.
20. 38.6% of experienced marketers say video is the single most impactful element on a landing page for driving conversions. (HubSpot, 2024)
When asked to rank page elements by conversion impact, more marketers chose video than images, testimonials, or copy. Video outperformed every other format as a conversion driver.
21. Emails containing video previews see up to 300% higher click-through rates compared to static emails. (Campaign Monitor/SQ Magazine, 2025)
Adding a video thumbnail or animated preview to B2B email campaigns can triple click-through rates. This applies to nurture sequences, product announcements, and event promotions alike.
22. LinkedIn native video content achieves an average engagement rate of 5.1-6%, compared to 2-3% for static image posts. (Socialinsider/ConnectSafely, 2026)
Video consistently outperforms static content on LinkedIn for engagement, though the gap has narrowed slightly as the platform's algorithm evolves. B2B marketers should still include video in their LinkedIn content mix, but pairing it with carousel and document formats yields the best overall results.
23. LinkedIn Live broadcasts generate 24x more comments and 7x more reactions than standard native video posts. (LinkedIn, 2023)
Live video remains the highest-engagement format on LinkedIn by a wide margin. For B2B brands, live Q&As, product launches, and expert panels offer outsized engagement relative to production effort.
24. LinkedIn video watch time increased 36% year over year, and video uploads grew 20% in Q4 2025. (LinkedIn, 2025)
Despite some reports of declining organic reach, total video consumption on LinkedIn continues to rise. More people are watching, and more brands are posting, making quality and relevance more important than ever.
25. 82% of video marketers say video has helped increase web traffic. (Wyzowl, 2026)
Video drives qualified visitors back to your site through social distribution, email embeds, and search visibility. For B2B companies, this traffic tends to be higher-intent than what comes through most other channels.
26. 85% of video marketers say video has helped generate leads. (Wyzowl, 2026)
Lead generation remains one of the top outcomes marketers attribute to video. The strongest performers use gated video content, in-video CTAs, and video-driven landing pages to capture contact information at the point of highest engagement.
B2B Video Trends and Predictions for 2026
27. 63% of video marketers have used AI tools to help create or edit marketing videos, up significantly from prior years. (Wyzowl, 2026)
AI adoption in video production has accelerated rapidly. Tools for automated captioning, script generation, clip extraction, and editing are now used by a majority of video marketers, reducing turnaround time and lowering the barrier to consistent publishing.
28. 85% of marketers who use AI-generated elements in their videos say those videos perform better. (Wistia, 2026)
This includes AI-generated captions, visual effects, and automated editing. The performance lift likely comes from faster production cycles, improved accessibility through captions, and the ability to produce more variations for testing.
29. AI usage for video creation jumped from 18% to 41% among surveyed professionals in one year, with additional respondents planning to adopt soon. (Wistia, 2025)
The rate of adoption is accelerating. For B2B production teams operating with limited headcount, AI tools represent a way to increase output without proportionally increasing costs.
30. 51% of video marketers have primarily created live-action video, followed by animated video (23%) and screen-recorded video (19%). (Wyzowl, 2026)
Live-action remains the dominant format, but the combined share of animated and screen-recorded video (42%) reflects the growing role of product demos, software walkthroughs, and explainer videos in B2B content strategies.
31. 69% of video marketers have created social media videos, making it the most popular singular use case for video marketing in 2026. (Wyzowl, 2026)
Social distribution now outpaces all other video use cases. For B2B teams, this means planning for social-native formats from the start, rather than repurposing long-form content as an afterthought.
32. B2B video ad spending is projected to reach $2.86 billion by 2027, accounting for 11.1% of total B2B digital ad spend. (eMarketer, 2025)
Paid video is claiming a growing share of B2B advertising budgets. As organic reach tightens on platforms like LinkedIn, paid distribution becomes increasingly important for ensuring video content reaches the right audience.
33. Personalized videos are 4x more likely to make customers feel individually valued and 3.5x more likely to convert them into customers. (Idomoo, 2025)
Personalization in video, whether through dynamic name insertion, account-specific messaging, or role-based content, dramatically outperforms generic approaches. This is particularly relevant for B2B sales outreach and account-based marketing programs.
34. 83% of video marketers say video has directly increased sales. (Wyzowl, 2026)
More than four in five marketers draw a direct line between their video efforts and revenue outcomes. This makes video one of the few content formats where a majority of practitioners report measurable sales impact.
35. 93% of B2B marketers use LinkedIn for content marketing, and 80% of B2B social media leads come from the platform. (Content Marketing Institute, 2025; LinkedIn, 2024)
LinkedIn dominates B2B content distribution and lead generation. For video specifically, this means LinkedIn should be treated as a primary distribution channel, not a secondary one. Optimizing video for LinkedIn's native player, vertical format options, and caption requirements is a baseline expectation.
36. Video now accounts for over 75% of all smartphone data traffic globally. (Ericsson, 2025)
Mobile video consumption continues to climb across all audiences, including B2B buyers. Desktop still dominates B2B video viewing (87% of business-related views occur on desktop, according to Vidyard), but mobile optimization ensures you reach buyers during off-hours research and commute-time consumption.
37. Average video length has decreased from 168 seconds in 2016 to 76 seconds today, and is projected to drop to 39 seconds by 2026. (Siege Media, 2025)
The long-term trend is unmistakable: videos are getting shorter. For B2B teams, this means front-loading value, cutting filler, and designing every video to deliver its core message in the first 15-30 seconds.
What This Data Means for B2B Marketers
The statistics in this post point toward a few clear strategic conclusions for B2B marketing teams heading into the rest of 2026.
Invest in the formats that move buyers. Testimonial videos, product demos, and explainer videos consistently rank as the highest-converting B2B video types. If you are only going to produce three formats this year, start there. See how Levitate produces testimonial videos for B2B brands.
Optimize for the platforms where B2B buyers actually spend time. LinkedIn and YouTube remain the primary channels for B2B video distribution. Both platforms reward native uploads, captions, and content designed for their specific user behavior patterns.
Shorten your videos. The data overwhelmingly supports videos under two minutes for most B2B applications. Save longer formats for webinars, detailed product walkthroughs, and gated content where viewers have already signaled high intent.
Use AI to scale, not to replace quality. AI tools can dramatically reduce production time for captioning, editing, and repurposing. But the brands seeing the best results are those using AI to produce more high-quality content, not to cut corners on production value.
Treat video as a revenue channel, not a brand awareness exercise. With 83% of marketers reporting that video has directly increased sales, the conversation should be about pipeline contribution and conversion lift, not just views and impressions.
FAQs
What percentage of B2B companies use video marketing in 2026?
91% of businesses use video as a marketing tool in 2026, according to Wyzowl's State of Video Marketing report. This matches the all-time high and represents a rebound from a slight dip to 89% in 2025. Additionally, 93% of video marketers say video is an important part of their overall strategy.
Do B2B buyers watch video before making purchase decisions?
Yes. According to Google research, 70% of B2B buyers and researchers watch video content during their purchasing journey. Brightcove data shows that 96% of B2B buyers say video is an important factor when deciding whether to move forward with a vendor. Demand Gen Report found that 50% of B2B buyers use video specifically to help them evaluate purchases.
What is the ROI of B2B video marketing?
82% of video marketers report that video delivers a good ROI, according to Wyzowl's 2026 survey. Separately, 52% of B2B marketers say video is the content format that delivers the highest ROI compared to other formats. Businesses using video also experience 49% faster revenue growth than those that do not, according to Wordstream data.
How does video affect landing page conversion rates?
Embedding video on a landing page can increase conversion rates by up to 86%, according to research compiled by EyeView and Hostinger. HubSpot survey data also found that 38.6% of experienced marketers say video is the single most impactful element on a landing page for driving conversions, outperforming images, testimonials, and copy.
What is the ideal length for B2B marketing videos?
The most effective B2B video length is between 30 seconds and 2 minutes, according to 71% of marketers surveyed by Wyzowl in 2026. Vidyard's benchmark data from nearly one million B2B videos confirms this: videos under one minute achieve a 65% completion rate, while videos over 20 minutes see completion rates drop to 20%. Average video length industry-wide has decreased from 168 seconds in 2016 to 76 seconds today.
How effective is video in B2B email marketing?
Emails that include video previews or thumbnails can see click-through rates increase by up to 300% compared to static emails, according to Campaign Monitor data. For context, the average B2B email click-through rate without video is approximately 2-3%. Adding a video element is one of the most impactful single changes a B2B marketing team can make to an email campaign.
Methodology and Sources
All statistics in this post are drawn from primary research reports published between 2024 and 2026. Sources include:
- Wyzowl, The State of Video Marketing 2026 (survey of 266 respondents, late 2025)
- Wyzowl, The State of Video Marketing 2025 (survey of 205 respondents, late 2024)
- Vidyard, 2025 Video in Business Benchmark Report (analysis of 940,000+ videos)
- Wistia, State of Video 2025 (survey of 1,300+ professionals, 100M+ videos analyzed)
- HubSpot, State of Marketing Report 2024 and 2026
- Content Marketing Institute, B2B Content Marketing Report 2025
- LinkedIn, internal platform data releases (2024-2025)
- Socialinsider, LinkedIn Benchmarks 2026 (analysis of 1.3M posts, 16,645 pages)
- eMarketer/Insider Intelligence, B2B Video Marketing 2025
- Brightcove, Video Marketing Benchmarks
- Demand Gen Report, Content Preferences Survey
- Google, B2B buyer behavior research
- Idomoo, personalized video research (2025)
- Ericsson, Mobility Report (2025)
- Siege Media, video length trend analysis (2025)
- EyeView/Hostinger, landing page conversion research (2025)
- Campaign Monitor/SQ Magazine, email marketing benchmarks (2025)
Statistics are refreshed annually. Each data point includes its source and publication year so you can verify and cite independently.
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