If you've spent any time in marketing over the past few years, you already know that video is central to how businesses connect with leads, explain services, and strengthen credibility.
But 2025 brought enough fresh data to confirm that video might be the strongest channel for audience engagement, trust building, and lead conversion heading into 2026.
Below, we've gathered some of the most important video marketing stats from 2025 to help you understand where buyer behavior is headed.
These statistics can help guide your team to maximize results. It's an overview of what's working, how trends are unfolding, and where B2B businesses should be putting their marketing dollars in 2026.
2025 Video Marketing Statistics
Before you zoom in on platforms or formats, it helps to understand how video is performing as a whole.
These numbers show how deeply video has become embedded in buyer behavior across industries, especially for B2B decision makers.
These foundational stats show why video has become a must-have investment for nearly every business.
Key Statistics
- In 2025, 89% of businesses used video in their marketing
- 65% of non-video users planned to start in 2025, a major jump from 2024
- 85% of marketers planned to increase their spending on video in 2025
- This year 93% of marketers said video was crucial for their strategy
- By 2026, U.S. adults are expected to spend more than 60% of their daily screen time watching digital video content.
What this means for B2B marketers
If your team isn't planning meaningful video content, you may be watching your competitors pass you by.
Pro Tip
Start building a repeatable video workflow now. The companies winning in 2026 will be the ones producing consistent, multi-format video content without reinventing the wheel each time.
The highest ROI comes when you tailor your video strategies to your very specific audience and platform.
B2B Video Marketing Statistics
B2B buyers consume content differently from average customers. They want clarity, credibility, and proof.
When you look at the most cited video marketing statistics from 2025, one theme stands out: B2B buyers rely heavily on video during evaluation.
These insights show that video is influencing vendor selection earlier and more powerfully than ever.
Key Statistics
- 73% of B2B buyers say video is their preferred way to learn about a product or solution
- Before committing to a purchase, 96% of B2B buyers watch videos (especially product demos and testimonials)
- 65% of executives visit a vendor website after viewing their video, and 39 percent contact the vendor directly
- Video is now the second most impactful B2B content type, right behind case studies
- During the research phase of their purchasing process, 78% of B2B buyers watch videos
What this means for B2B marketers
Your buyers are researching long before they talk to sales, and video is shaping their opinions early.
Product and demo videos, sales videos and onboarding videos, and explainers are now essential for influencing prospects during self-guided evaluation. Remember, successful B2B video marketing is not a simple walk - it requires careful planning and execution.
Pro Tip
If you sell to mid or enterprise-level buyers, prioritize testimonial videos, case study videos, and product explainers. These formats consistently and effectively move B2B audiences from curiosity to conversation.
Video Statistics with the Highest ROI in 2025
If you are presenting a case for video marketing, these numbers matter.
The ROI trend is continuing to climb, especially for businesses that use professional or semi-professional production. Many of the strongest 2025 video marketing statistics highlight ROI gains.
These video ROI stats show why video remains one of the most budget-protected marketing channels.
Key Statistics
- 90% of marketers report a positive ROI from video, the highest level ever recorded
- 53% of businesses say video has directly reduced their support requests, saving internal resource hours
- To improve SEO, 82% of marketers use video to help them increase dwell time on their website
- 78% report that video directly increases sales, both new and recurring
- Landing pages with video convert up to 86% higher than those without video
What this means for B2B marketers
Investing in video is one of the safest bets in your marketing budget. Video improves conversions, reduces support costs, and increases time on page, making it one of the few content formats that reliably impacts multiple performance metrics at once.
Pro Tip
Repurposing video content across different platforms can further increase ROI by maximizing the value of each asset.
Treat every cut like a measurable asset. Use clear CTAs, track engagement, and compare performance across platforms so you know exactly where to double down.
Video Usage Stats by Platform
Website pages, landing pages, emails, LinkedIn, YouTube, and other social media platforms are the top places companies publish video.
Social media platforms like Facebook, Instagram, LinkedIn, X, and YouTube are key channels for video marketing, enabling brands to reach and engage audiences across devices.
But as every platform continues to evolve, 2025 cited some big shifts, especially in the B2B world, where LinkedIn and YouTube are driving the most measurable conversions. These platform-specific stats from 2025 highlight that channel strategy matters just as much as the video itself.
Key Statistics
- LinkedIn video engagement is up 44 percent year over year, with B2B videos performing the strongest
- YouTube remains the top platform for B2B educational and long-form video, used by 88% of marketers
- Short-form video dominated |TikTok, Instagram Reels, and YouTube Shorts.
- 60% of B2B buyers use YouTube during vendor research, compared to 28 percent on Instagram and 20 percent on TikTok
- Email click-through rates improve by 22% when a video is included
What this means for B2B marketers
You don't need one big viral video. You need a strategic mix: website explainer videos, email nurture clips, LinkedIn thought-leadership content, demo walkthroughs, and customer stories - each tailored for different touchpoints and audiences. And each strategically aligned with your marketing goals.
Pro Tip
Prioritize platforms where B2B buyers actually engage, especially LinkedIn, YouTube, and email. Matching your video format to the right platform can dramatically increase reach and conversion.
Internal Communications & Training Video Stats
You might not think of internal videos in your marketing strategy, but engaging your team, streamlining consistency, and offering on-demand resources that can be revisited anytime can affect every aspect of your business.
These internal-focused video usage stats show why video is now a workplace essential.
Key Statistics
- 72% of organizations use video for internal communication.
- Employees are 75% more likely to watch a video than read documents or emails
- 94% of organizations say video improves employee training and development
- Companies save an average of 32 hours per employee annually by implementing video onboarding.
- 82% of businesses say video helps them improve internal communication.
What this means for B2B marketers
Video is becoming a critical internal tool, not just an external one.
Training, onboarding, and leadership communication are more effective and scalable with video, saving time while improving employee engagement.
Pro Tip
Onboarding customers is another area where training videos are increasingly used to streamline the process, keep messaging consistent, and reduce internal service tickets. Making it easy for new clients to get started is the foundation for a prosperous long-term relationship.
Video SEO & Search Statistics 2025
With search algorithms favoring rich media, video is becoming one of the fastest ways to improve discoverability. Optimized videos help brands capture more search real estate and keep prospects engaged longer - dramatically boosting rankings!
These 2025 video marketing statistics show why B2B teams are prioritizing video SEO as part of a long-term strategy.
Key Statistics
- Adding video increases session duration by 88% on average
- Pages with video are 53 times more likely to rank on page one of Google
- Transcripts increase keyword match rates by 26%
- Google continues prioritizing video-rich snippets
- Structured metadata boosts video impressions by 40%
What this means for B2B marketers
Video is one of the strongest SEO boosters available. Adding optimized video to high-value pages increases rankings, visibility, and session duration, allowing your content to work harder without additional ad spend.
Pro Tip
Add transcripts, captions, and structured metadata to every video. These small steps make a measurable difference in search performance.
For more data on video SEO and the latest video marketing statistics, explore additional insights to further enhance your strategy.
The Best Performing B2B Video Types in 2025
Not all videos perform the same in B2B marketing. These benchmark B2B video marketing statistics help navigate how to give buyers the clarity and reassurance they need during complex decision-making cycles.
Each of these video types provides a clear picture of your product or service, helping prospects visualize value and understand key benefits quickly.
Top 5 Video Types used in 2025
- Explainer videos
- Social Media videos
- Testimonial videos
- Product demo videos
- Video advertisements
What this means for B2B marketers
Not all video delivers the same value. Prioritize the formats proven to move buyers forward in the journey: from awareness (explainer, social) to consideration (demos, case studies) to conversion support (testimonials, how-tos). These create confidence, reduce friction, and support sales directly.
Pro Tip
Start with testimonial and demo videos. These deliver the highest conversion lift and tend to move buyers from interest to action. Investing your money in these proven formats ensures you get the best ROI and maximize your video marketing impact.
Video Length & Engagement Insights
When it comes to video marketing, the sweet spot for engagement sits right between 30 seconds and two minutes. That's your golden window to create video content that hits hard, sticks around, and gets results - all without losing your audience's attention along the way.
These 2025 video length statistics highlight how viewer behavior changes based on format and runtime, especially in B2B environments where attention is limited and buyers are evaluating quickly.
Key Statistics
- Videos under 60 seconds have the highest completion rates across all platforms
- Engagement drops sharply after the 2-minute mark for most B2B audiences
- Short-form videos (15-30 seconds) saw a 48% lift in click-through rate year over year
- 52% of B2B buyers say they prefer concise videos that "get to the point quickly"
- Long-form educational content still performs strongly on YouTube, particularly for those at at the bottom of the marketing funnel, with viewers staying engaged for an average of 6 minutes
What this means for B2B marketers
Keep your content intentional, and audience-first. Shorter videos win when you need attention and quick action; longer videos succeed when your goal is depth, education, or product clarity.
Let the buyer journey determine your runtime - not the other way around.
Your top-performing mix in 2026 will include a blend of ultra-short content for awareness, 1-2 minute explainers for consideration, and longer walkthroughs for evaluation.
Pro Tip
Use retention analytics to identify your exact "drop-off cliff." Even minor edits (tightening your hook, removing filler, front-loading value) can dramatically extend watch time. Optimize ruthlessly. Your audience will reward you with higher engagement and stronger conversions.
AI & Video Marketing in 2025
AI officially moved from "experimental" to "essential" in 2025, reshaping how B2B teams concept, script, produce, and analyze video content.
From automated editing to LLM-driven personalization, AI is accelerating production and expanding what's possible with smaller teams and tighter budgets.
These 2025 insights show how AI is transforming video performance and efficiency heading into 2026.
Key Statistics
- 44% of video marketers say AI significantly reduced production timelines
- AI-assisted editing workflows cut post-production time by an average of 24%
- 63% of B2B video teams said they use AI tools to help with scripting or pre-production planning
- 74% of content marketers said they used AI in some capacity to help scale video volume in 2025
What this means for B2B marketers
AI is no longer optional. It's a multiplier - speeding up creative cycles, eliminating bottlenecks, and helping teams produce more video assets with higher precision. AI-driven insights also make it easier to understand what resonates with buyers and refine messaging in real time.
If you want to compete in 2026, consider AI to help make video creation faster, smarter, and deeply aligned with your buyer's intent.
Pro Tip
Use AI for the repetitive work (editing, versions, captions, analysis) so your team can focus on strategy and storytelling. The organizations seeing the biggest gains aren't replacing creatives - they're freeing them from the manual work that slows everything down.
Video Marketing Budget & Spending Trends
Despite economic pressures, 2025 data shows that video continues to be one of the most protected areas of the marketing budget.
Brands aren't cutting back; they're reallocating from lower-performing channels and doubling down on high-impact video assets.
These spending trends highlight where B2B budgets are heading as companies plan for 2026.
Key Statistics
- 81% of companies say they have a dedicated video marketing budget, and for many of them, video accounts for 41-60% of their overall marketing budget.
- 69% of companies spent money on video ads rather than relying only on organic reach.
- 54% of video marketers see a shift toward ongoing, program-level video strategies rather than "one and done" projects for 2026.
- 89% of marketers plan to maintain or increased their video spend in 2026, underscoring that video remains a priority even in tighter markets.
What this means for B2B marketers
Leaders are prioritizing ongoing content rather than one-off hero projects, and they're investing in a mix of organic and paid video to maximize distribution.
If your 2026 plan doesn't include recurring video outputs, you may fall behind competitors who are creating consistent, high-quality content that nurtures buyers through every stage.
Pro Tip
Build a video roadmap tied directly to KPIs - lead gen, sales enablement, customer success, retention. Justify spend with clearer ROI projections, and ensure every dollar goes toward assets that move prospects closer to action
Customer Preferences & Behaviors in B2B Video
B2B buyers are consuming more video content than ever. In 2025, buyer expectations shifted toward clarity, authenticity, proof, and speed. They want information fast, presented clearly, and delivered in a way that respects their time.
These stats reveal how B2B decision-makers engage with video during the buying process.
Key Statistics
- 81% of B2B buyers say they trust video more than text-based content
- 74% prefer short, straightforward videos that highlight immediate value
- 88% say video influenced their final vendor selection
- 59% are more likely to share a video internally than any other content type
- 67% say authentic, real-customer content builds the most credibility
What this means for B2B marketers
Your buyers want clarity and confidence. Videos that communicate benefits quickly and feature real people win attention and trust. If your content helps buyers evaluate without wasting time, you'll accelerate decision-making and increase conversion probability.
Pro Tip
Prioritize clarity over complexity. Lead with the problem, the value, and the proof. And always make your videos easy to share, because in B2B, the real decision-maker is often the colleague your viewer forwards the video to.
Video Trends Shaping B2B Video Marketing Strategies for 2026
2025 introduced several significant shifts in how businesses produce, share, and measure video.
These trends show where marketers are focusing their time and budgets as 2026 approaches. The data here offers the best insights for shaping your upcoming content plan.
Key Trends and Statistics
- 71% of businesses are increasing their in-house video output, relying on vendor partners for remote production and larger or complex productions. Many companies choose to leave high-stakes or specialized video projects to external agencies, while handling routine or internal content in-house.
- Remote video production has increased 33% due to improved virtual recording tools and faster content demands
- Short-form video (under 60 seconds) is the #1 format marketers plan to invest more in for 2026 (likely because it was cited as #1 for video ROI in 2025)
- Personalized video is rising, with 68% of marketers saying it improves engagement and reply rates
- Vertical video consumption continues to grow, especially on LinkedIn, with vertical formats now accounting for 52% of total video views
What this means for B2B marketers
The shift toward in-house production, remote recording, and AI-assisted workflows means speed and volume matter more than ever. Teams that build a scalable, repeatable video pipeline in 2026 will outperform those relying solely on one-off production.
Pro Tip
Even if your team is producing quick, everyday content in-house, partner with a professional video production team for the high-quality assets your sales and marketing teams rely on. A polished flagship video can elevate your brand, anchor your entire content library, and set the quality bar for everything your team creates internally.
Summing Up
The video marketing statistics 2025 provided make something very clear. Video is not only still on the rise, but it is also one of the most essential tools for reaching, educating, and converting B2B audiences.
These B2B video marketing statistics continue to reinforce the importance of consistent, strategic content production for B2B brands. Whether you are planning next year's sales funnel, your SEO strategy, or your demand generation roadmap, video should play a major role in shaping 2026.
Whether you need polished demo videos, customer testimonials, animated explainers, or a full video strategy for 2026, Levitate Media can help you build a video program tailored to your business goals. If you want to turn these video marketing statistics into a real strategy next year, contact us to get started.
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