B2B Video Marketing Statistics 2026: 50+ Stats (91% Use Video)

B2B video marketing statistics in 2026 describe a channel that almost every company now uses and far fewer use well. 91% of businesses publish video, yet the data below shows where it actually earns results, where the platforms have shifted, and where AI-made video is starting to cost brands trust.

Every figure here was checked against its original publisher in September 2026, and each source is linked where it is first cited. Where a figure is old, we say so rather than presenting it as current.

Key B2B video marketing statistics at a glance (2026)

• 91% of businesses use video as a marketing tool (Wyzowl, 2026)
• 81% of teams share video on LinkedIn, now B2B's top video channel (Wistia, 2026)
• 83% of video marketers say video has directly increased sales (Wyzowl, 2026)
• 82% of video marketers say video gives them a good ROI (Wyzowl, 2026)
• 63% of video marketers have used AI tools to create or edit video, up from 51% a year earlier (Wyzowl, 2026)
• 36% of consumers say AI-generated brand videos lower their perception of the brand (Animoto)
• 49% of marketers name short-form video as a top ROI format (HubSpot, 2026)
• 65% of viewers finish videos under one minute; 20% finish videos over 20 minutes (Vidyard, 2024)

Cite this page: link here as the source, or cite each figure's original publisher. Last reviewed September 2026.

B2B video marketing statistics on adoption and investment

According to Wyzowl's 2026 State of Video Marketing report:

1. 91% of businesses use video as a marketing tool, holding the all-time high first reached in 2023.
2. That figure was 61% in 2016 and 85% in 2020, so adoption rose by 30 points in a decade.
3. 93% of video marketers say video is an important part of their strategy.
4. 92% plan to spend the same or more on video.
5. 63% have used AI tools to create or edit video, up from 51% the year before.
6. 59% make video in-house, 32% use a hybrid model and 10% outsource entirely.
7. 46% allocate a third or less of their marketing budget to video.

From HubSpot's 2026 State of Marketing report:

8. 37% of marketers plan to increase their investment in video this year.
9. 93% of marketers call video an important part of their strategy, matching Wyzowl's figure independently.

And from Wistia's 2026 State of Video Report, based on 900+ professionals, 13 million videos and 79 million hours of viewing:

10. 76% of companies make at least one video a month.

Video marketing ROI and results statistics

From Wyzowl's 2026 data:

11. 83% say video has directly increased sales.
12. 82% say video gives them a good ROI.
13. 82% say video has increased web traffic.
14. 85% say video has helped them generate leads.
15. 93% say video has increased understanding of their product or service.
16. 57% say video has reduced the number of support queries they receive.

From HubSpot's 2026 survey:

17. Short-form video is the format marketers most often credit with ROI, at 49%.
18. Long-form video follows at 29%, and live streaming at 25%.

One dated figure worth handling carefully:

19. Companies using video grew revenue 49% faster than those that did not, in a 2015 Aberdeen Group study of 168 companies (13.3% against 8.9%). It is still widely repeated, including by AI tools, but it predates short-form video entirely.

B2B video marketing statistics on buyer behaviour

From Animoto's State of Video research:

20. 86% of people prefer to learn about a brand through video.
21. 83% have bought something after watching a brand video.
22. 82% call video the most memorable form of content.

From Wyzowl:

23. 89% say video quality affects how much they trust the brand behind it.
24. 84% want to see more video from brands.
25. 96% have watched an explainer video to learn about a product or service.
26. 80% have bought or downloaded an app after watching a demo video.
27. 51% say 30 to 60 seconds is the ideal length, and 91% prefer videos under two minutes.

From Sprout Social's platform data:

28. 85% of consumers say video has helped them make a buying decision.

From SoloFire's 2026 Sales Content Engagement Report, which tracked 26,966 sales content links that medical device and life science reps sent to buyers between October 2025 and September 2026 (recorded behaviour, not a survey):

29. Video is 7.2% of sales content library items but 28.8% of buyer views.
30. Buyers spend an average of 161 seconds on a sales video, against 95 seconds on a PDF.

AI video statistics

31. 36% of consumers say AI-generated brand videos lower their perception of the brand (Animoto).
32. 83% say they have watched a video they suspected was AI-made (Animoto).
33. The giveaways they cite: robotic gestures 67%, unnatural voices 55% and a lack of emotional tone 51% (Animoto).
34. AI avatar adoption rose 12x between April and December 2024 (Vidyard's Video in Business Benchmark Report).

The tension is plain: most marketers now use AI tools, and a third of their audience says AI-made brand video makes them think less of the brand.

What businesses make, and how they measure it

From Wyzowl's 2026 data:

35. 51% of videos made are live-action, 23% animated and 19% screen-recorded.
36. 48% of marketers made video for ads.
37. 41% spent money on video ads in 2025.
38. 67% name views as their top video KPI, followed by engagement at 63% and leads or clicks at 52%.
39. YouTube is the most widely used video platform among marketers, at 82%.

B2B video distribution statistics

Wistia's 2026 data reverses what older reports showed. Websites are no longer the headline channel:

40. 81% of teams share video on LinkedIn, making it B2B's top video-sharing channel.
41. 76% share on YouTube.
42. About half share on Instagram, just under half on Facebook, and under 25% on TikTok.
43. 8 in 10 B2B teams name LinkedIn as their primary platform for video.
44. Over half of companies repurpose video into social clips.
45. Those clips go to LinkedIn 67%, Instagram 49%, YouTube 41% and Facebook 34% of the time.
46. 60% use their clips to link back to their website.
47. Almost 90% of teams reuse their webinar content.

Platform statistics: LinkedIn, YouTube and social

LinkedIn, from Socialinsider's 2026 LinkedIn benchmarks, based on 1.3 million posts across 16,645 business pages:

48. Average LinkedIn engagement is 3.85%, up 44% year over year.
49. LinkedIn video views fell 36% year over year across every page size.

That contradiction is the most useful number on this page. LinkedIn is where B2B teams now put video, and it is showing each video to fewer people.

50. Average LinkedIn video watch time is 13 to 15 seconds (Statista, 2025, via Sprout).
51. LinkedIn Live gets 24x more comments and 7x more reactions than native video (LinkedIn, via Sprout).

Across social platforms, from Sprout Social:

52. 60% of TikTok users interact most with short-form video under 60 seconds.
53. 52% on Instagram and 52% on YouTube, where 49% also engage heavily with long-form.
54. 48% on Facebook, 37% on X and 27% on LinkedIn.
55. Sound habits are changing: Meta reports that over 75% of Instagram Reels views are sound on (2024). The often-repeated claim that most Facebook video is watched on mute traces to publisher data from 2016; see our attention span statistics.

Attention and length statistics

From Vidyard's analysis of 943,305 videos in 2024:

56. Businesses created 88% more videos in 2024 than in 2023.
57. The average number of videos per user rose 241%.
58. Videos over 20 minutes increased 420%, while 65% of viewers finish videos under a minute against 20% for videos over 20 minutes.

What the data means for B2B teams in 2026

Adoption is no longer an advantage. With 91% publishing, the edge is consistency: 76% make at least one video a month, and the rest are visibly behind.

LinkedIn is where the audience is and where reach is shrinking. 81% share there, and video views fell 36%. That makes the first two seconds, captions and length matter more, not less.

Short beats long for attention, not always for revenue. Short-form leads on ROI mentions, but the demo videos that close deals are often longer. Match length to the funnel stage: awareness under 90 seconds, evaluation content longer. Our guide to SaaS product demo video best practices covers the evaluation end.

AI saves time and costs trust. Use it where nobody is watching closely, and keep people on the video that carries your brand.

About this data

We publish original research alongside this roundup. Our video editing statistics page reports figures from our own data rather than vendor surveys, and our video editing market size study sets out the method. Vendor surveys are useful but not neutral: each publisher sells into the market it measures, which is worth remembering when a number looks unusually flattering.

Where Pixel8 fits

Pixel8 Production is a video editing agency for B2B and SaaS teams. We do not film; we edit footage you already have, which is how teams keep the monthly cadence the data above rewards. Many of our clients are agencies reselling editing under their own brand, which our guide to white-label video editing services covers, and our agency plans are built for. Pricing is a $900 one-time trial, then $2,000 to $3,200 per month; see pricing.