75+ Video Marketing Statistics Every Marketer Should Know
91% of businesses now use video as a marketing tool in 2026 — back to joint all-time highs after a slight 2025 dip, according to Wyzowl's 12th annual State of Video Marketing report (Wyzowl). Global digital video ad spending continues climbing, short-form has cemented its place as the highest-ROI format, and AI-generated video has moved from novelty to mainstream production tool.
Last updated: May 2026.
Video is no longer optional. It is the default way audiences consume content across every major social platform. Whether you are building a content strategy, justifying budget to leadership, or choosing which formats to prioritise, you need hard numbers.
This post compiles 75+ verified video marketing statistics for 2026 — organised by category, sourced from Wyzowl, HubSpot, Wistia, Sprout Social, DataReportal, Social Insider, and more. Bookmark this page. We update it regularly as new data is published.
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Quick stats at a glance (May 2026)
- 91% of businesses use video as a marketing tool in 2026 — Wyzowl
- 93% of video marketers say video is an important part of their overall strategy — Wyzowl
- 82% of marketers say video marketing delivers a good ROI — Wyzowl
- 84% of consumers want to see more videos from brands — Wyzowl
- 89% of consumers say video quality impacts their trust in a brand — Wyzowl
- 17 hours per week is the average time a person spends watching online video — Wyzowl
- 18 hours 36 minutes per week combined consumption when YouTube and TikTok are added to social — DataReportal
- 49% of marketers rank short-form video the #1 ROI content format — HubSpot State of Marketing 2026
- 75% of marketing videos are now AI-generated or AI-assisted — Vivideo
- 78% of marketing teams use AI-generated video in at least one campaign per quarter — Vivideo
- 81% of short-form consumption happens in vertical 9:16 — Marketing LTB
- 840% growth in AI-generated video volume between January 2024 and January 2026 — Vivideo
- $122.5 billion projected global short-form video ad spend in 2026 — eMarketer
- YouTube 82% is both the most widely used video platform and highest-rated for effectiveness (69%) — Wyzowl
- 5.91% average engagement rate on YouTube Shorts — the highest of any short-form platform — Social Insider
General Video Marketing Statistics
These numbers capture the overall state of video marketing — adoption rates, spending, ROI, and consumer behaviour in 2026.
- 91% of businesses use video as a marketing tool in 2026, back to joint all-time highs — Wyzowl
- 93% of video marketers say video is an important part of their overall strategy — Wyzowl
- 82% of marketers say video marketing has given them a good ROI — Wyzowl
- 84% of consumers say they want to see more videos from brands — Wyzowl
- 89% of consumers say video quality impacts their trust in a brand — Wyzowl
- 17 hours per week is the average time a person spends watching online video — Wyzowl
- 18 hours 36 minutes per week when YouTube and TikTok are included with social media — DataReportal
- 67% of non-video marketers plan to start using video in 2026 — Wyzowl
- 71% of marketers believe videos between 30 seconds and 2 minutes are most effective — Wyzowl
- YouTube is the most widely used video platform (82%) and the highest-rated for effectiveness (69%) — Wyzowl
- Wyzowl's survey reaches 266 unique respondents across 12 years of trend data — Wyzowl
The takeaway is clear: video marketing adoption is near-universal, and the brands still sitting on the sidelines are running out of excuses. If you are not publishing video yet, the best AI video generators make it possible to start today without a production budget.
Short-Form Video Statistics
Short-form video — anything under 3 minutes — has become the dominant content format on social media. Here is what the numbers say about its growth and engagement in 2026.
- Short-form video is the #1 highest-ROI content format, named by 49% of marketers — HubSpot State of Marketing 2026
- Long-form video (29%) and live-streaming video (25%) round out the top 3 ROI formats — HubSpot State of Marketing 2026
- Global short-form video ad spending is projected to hit $122.5 billion in 2026, growing at 10.2% YoY — eMarketer — to model your slice of that spend, use a free CPM calculator before locking budgets
- Short-form video (under 60 seconds) makes up 67% of all AI-generated video content — Vivideo
- Videos under 60 seconds generate 2.5x more engagement per impression than any other content type — Vivideo
- YouTube Shorts engagement rate averages 5.91% — outperforming TikTok, Instagram Reels, and Facebook Reels — Social Insider
- TikTok dominates short-form with a ~40% market share, followed by YouTube Shorts and Instagram Reels at roughly 20% each — Marketing LTB
- 81% of short-form video content is consumed in vertical 9:16 format — Marketing LTB
- 76% completion rate for vertical videos vs 54% for horizontal — Marketing LTB
- Vertical video ad viewability hits 90% vs just 14% for horizontal — Marketing LTB
- The ideal Instagram content mix in 2026 is 60-70% Reels, 20-30% carousels, and 10% static images — Social Insider
Short-form is where attention lives. If you are comparing platforms for short-form, our breakdown of YouTube Shorts vs TikTok covers reach, monetisation, and audience differences. And if you need tools to produce short-form at scale, see the 20 best AI short-form video tools.
TikTok Video Statistics
TikTok remains the short-form video platform with the deepest engagement per user.
- The typical TikTok user spends 1 hour 37 minutes per day in the Android app — roughly 14% longer than YouTube — DataReportal Digital 2026
- Average time spent per user has reached 34 hours 56 minutes per month on the TikTok Android app — DataReportal Digital 2026
- TikTok significantly outpaces YouTube's 27 hours 10 minutes per month on Android — DataReportal Digital 2026
- TikTok holds approximately 40% market share of the short-form video platform market — Marketing LTB
- TikTok's average engagement rate sits around 2.8-3.15% depending on benchmark methodology — Social Insider
- TikTok users open the app an average of 19 times per day — Backlinko
TikTok's session depth remains unmatched. That kind of consumption creates massive opportunity for brands that schedule TikToks consistently.
Instagram Reels Statistics
Instagram Reels has become the platform's primary reach engine. The algorithm prioritises Reels for discovery, making them essential for growth.
- Instagram Reels reach rate averages 30.81% — more than 2x higher than carousels, image posts, and Stories — Social Insider
- 55% of Reels views come from non-followers — Social Insider
- Reels now account for approximately 50% of all time spent on Instagram — Social Insider
- Reels between 60-90 seconds generate the highest engagement on Instagram — Social Insider
- Instagram Reels average a 0.52% engagement rate by follower count, with rates reaching 4.2-7.1% when measured by views — Social Insider
- Facebook Reels receive 22% higher engagement than regular video posts, averaging a 1.83% engagement rate — Sprout Social
Reels are where Instagram's algorithm sends new audiences. If you are not publishing Reels consistently, you are leaving discovery on the table. Our Instagram scheduler makes it easy to batch-schedule Reels alongside your other content.
YouTube and Shorts Statistics
YouTube is the world's most widely used and highest-rated video marketing platform per the 2026 Wyzowl survey.
- 82% of businesses host video content on YouTube — Wyzowl
- YouTube is the highest-rated platform for effectiveness at 69% in the Wyzowl 2026 survey — Wyzowl
- YouTube Shorts engagement rate averages 5.91% — the highest of any short-form platform — Social Insider
- The typical YouTube user spends 27 hours 10 minutes per month on the YouTube Android app — DataReportal Digital 2026
- Shorts creators keep 45% of ad revenue; YouTube retains 55% to cover music licensing — YouTube Help
- Most Shorts creators earn between $0.03-$0.10 RPM (per 1,000 views) — vidIQ
YouTube Shorts' 5.91% engagement rate is the highest of any short-form platform — a stat that surprises most marketers. If you are already creating for TikTok or Reels, repurposing to Shorts through a YouTube scheduler is the lowest-effort way to expand your reach.
LinkedIn Video Statistics
LinkedIn video is still underused relative to its performance. The platform's algorithm heavily favours native video, making it a competitive advantage for early adopters.
- LinkedIn video posts achieve 5.6% engagement on average — a 40% increase from the previous year — Social Insider
- Video views on LinkedIn grew 36% year-over-year — Buffer
- Video uploads on LinkedIn increased 34% YoY — Buffer
- Native LinkedIn video gets 5x more engagement than text-only posts — Sprout Social
- Videos with captions on LinkedIn keep viewers watching 32% longer and generate 29% more engagement — Buffer
LinkedIn is the last major platform where video creators have a clear advantage simply because most people are not posting video yet. If you are in B2B, scheduling video through a LinkedIn scheduler is one of the highest-leverage moves available.
Facebook Video Statistics
Facebook remains the largest social platform by monthly active users, and video — especially Reels — drives the majority of organic engagement.
- Facebook users watch 8 billion video views per day — Sprout Social
- 1.2 billion Facebook users watch video content monthly — Sprout Social
- Total daily watch time on Facebook video increased 25% year-over-year — Sprout Social
- Facebook Reels get 30% more shares than traditional video posts — Sprout Social
- Short-form video is the content type 48% of Facebook users interact with most — Sprout Social
Facebook's algorithm increasingly rewards Reels and short-form video. If you are scheduling content to Facebook, prioritise video — our Facebook scheduler supports Reels scheduling alongside standard posts.
AI-Generated Video Statistics
AI is reshaping how video gets made. Production costs are dropping, output volume is rising, and the barrier to entry has effectively disappeared.
- 75% of marketing videos are now AI-generated or AI-assisted — Vivideo
- 78% of marketing teams use AI-generated video in at least one campaign per quarter — Vivideo
- AI video generation volume grew 840% between January 2024 and January 2026 — Vivideo
- The global AI video generation market is projected to reach $18.6 billion by the end of 2026, up from $5.1 billion in 2023 — Vivideo
- Over 124 million people use AI video platforms monthly — Vivideo
- AI-powered editing, scripting, voiceover, and generation tools have reduced median video production cost from $4,200 to $2,500 per finished minute — Vivideo
- Agencies using AI video produce 11x more video content per month with the same team size — Vivideo
- Short-form AI videos generate 2.7x more engagement than static image posts — Vivideo
AI video tools have moved from novelty to necessity. The 840% growth in generation volume reflects a fundamental shift — teams that previously needed editors, motion designers, and days of turnaround can now produce video in minutes. See our picks for the best AI video generators and AI short-form video tools to find the right fit.
If you are using AI to generate content beyond video, our AI content generator handles captions, blog posts, and social copy in one place.
Vertical Video and Mobile Consumption Statistics
The shift from horizontal to vertical video is now overwhelming. These numbers quantify the change.
- 81% of users primarily watch short-form video content in vertical 9:16 format on their smartphones — Marketing LTB
- Phones are held vertically 94% of the time — Marketing LTB
- Vertical video completion rate hits 76% vs 54% for horizontal — Marketing LTB
- Vertical ad viewability is 90% vs just 14% for horizontal — Marketing LTB
- Over 75% of all video content is consumed on mobile devices — Marketing LTB
- 9:16 at 1080x1920 is the single most important aspect ratio for social media in 2026 — Marketing LTB
If your team is still cutting horizontal masters and cropping for social, you are losing completion and viewability on every clip. The fix is producing native 9:16 — and a social media calendar helps you plan vertical-first content.
Wistia State of Video 2026 Statistics
Wistia's annual State of Video report analyses behaviour across 13+ million videos and 79 million viewing hours.
- Wistia analysed over 13 million videos and 79 million hours of viewing data for the 2026 report — Wistia
- Videos under a minute average a 52% engagement rate — meaning viewers typically watch half the video's total length — Wistia
- Engagement drops 11% once videos cross the 30-minute line — Wistia
- On-demand webinar engagement lands around 15-20%, but 31-45 minute webinar replays saw more than 2x the engagement of those under 30 minutes — Wistia
- Almost every format performs best under 5 minutes — but courses, educational videos, webinars, and podcasts hold attention better than the rest once you move into mid- and long-form territory — Wistia
- Educational videos consistently show the highest engagement across all formats — Wistia
Video Engagement Benchmarks by Format
Not all video formats perform equally. Here is how the major content formats compare on engagement and reach across platforms in 2026.
| Format | Avg. Engagement Rate | Avg. Reach Rate | Best For |
|---|---|---|---|
| Instagram Reels | 0.52% (by followers) / 4.2-7.1% (by views) | 30.81% | Discovery, new audiences |
| Instagram Carousels | 1.92% | ~14% | Saves, education, depth |
| Instagram Static Images | ~0.65% | ~12% | Quick announcements |
| TikTok Videos | 2.80-3.15% | Varies by FYP | Viral reach, engagement |
| YouTube Shorts | 5.91% | Varies by algorithm | Highest engagement rate |
| LinkedIn Video | 5.6% | — | B2B thought leadership |
| Facebook Reels | 1.83% | — | Facebook-native discovery |
Sources: Social Insider, Sprout Social, Buffer.
Key patterns from the data:
- Reels dominate reach — Instagram Reels reach 2.25x more users than single-image posts and 1.36x more than carousels — Social Insider
- Carousels still win for saves — Carousels are roughly 2x more likely to be saved than Reels — Social Insider
- Static images are declining — engagement continues to drop year-over-year — Social Insider
The strategy that emerges from this data: use Reels and short-form video for discovery, carousels for depth and saves, and cut static images unless you have a specific reason. Track what is working through social media analytics and adjust your mix accordingly.
Scheduling the right mix across platforms is the hard part. PostEverywhere lets you plan Reels, carousels, and video posts on one social media calendar — then auto-publishes at the best times for each platform. Try it free →
Key Takeaways
The data points in one direction: video is the highest-performing content format across nearly every platform and metric. Here is what matters most.
Short-form video is the top ROI driver. 49% of marketers rank it #1 for ROI, ahead of long-form video (29%) and every non-video format (HubSpot State of Marketing 2026). If you are investing in one content type, short-form video should be it.
YouTube Shorts has the highest engagement rate. At 5.91%, Shorts outperforms TikTok, Instagram Reels, and Facebook Reels. Most marketers underestimate Shorts because they still think of YouTube as a long-form platform.
Instagram Reels own discovery. 55% of Reels views come from non-followers. No other Instagram format comes close for reaching new audiences.
Vertical is no longer optional. 81% of short-form is consumed in 9:16, completion rates are 22 points higher vertical vs horizontal, and viewability is 6x better. If your team is still cutting horizontal masters, you are losing on every metric.
AI is the new normal. 75% of marketing videos are AI-generated or AI-assisted, 78% of teams use AI video in at least one campaign per quarter, and generation volume grew 840% in two years. The cost and time barrier to video production has collapsed.
Consistency matters more than perfection. 34 hours 56 minutes per month on TikTok Android alone, 50% of Instagram time on Reels, 8 billion daily views on Facebook — the platforms reward volume. Use a social media scheduler to maintain a consistent publishing cadence without burning out.
Turn these statistics into action. PostEverywhere combines AI video generation, cross-platform scheduling, and analytics in one tool — so you can create, publish, and measure video performance across every platform. Cancel anytime. Start your 7-day free trial →
FAQ
What percentage of businesses use video marketing in 2026?
91% of businesses use video as a marketing tool in 2026 according to Wyzowl's 2026 State of Video Marketing report — back to joint all-time highs after a slight dip in 2025. 93% of those businesses consider video an important part of their overall strategy.
What is the ROI of video marketing in 2026?
82% of marketers say video marketing has given them a good ROI per Wyzowl's 2026 survey. Short-form video is ranked the #1 ROI-driving content format by 49% of marketers in HubSpot's State of Marketing 2026, followed by long-form video at 29% and live-streaming video at 25%.
Which short-form video platform has the highest engagement rate?
YouTube Shorts leads with an average engagement rate of 5.91%, ahead of TikTok (2.80-3.15%), Facebook Reels (1.83%), and Instagram Reels (0.52% by followers). However, engagement rate definitions vary by platform, so direct comparisons should be interpreted carefully.
How long should marketing videos be in 2026?
71% of marketers believe videos between 30 seconds and 2 minutes are most effective. Wistia's 2026 State of Video report shows videos under a minute average a 52% engagement rate, with engagement dropping 11% past the 30-minute mark. On Instagram, Reels between 60-90 seconds generate the highest engagement.
How much time do people spend watching video per day in 2026?
The average person watches approximately 17 hours of online video per week per Wyzowl. When YouTube and TikTok are added to social media use, DataReportal's Digital 2026 report puts weekly average consumption at 18 hours 36 minutes per user. TikTok users on Android average 1 hour 37 minutes per day.
What share of video is now AI-generated?
75% of marketing videos are now AI-generated or AI-assisted, and 78% of marketing teams use AI-generated video in at least one campaign per quarter. AI video generation volume grew 840% between January 2024 and January 2026, and the global AI video generation market is projected to reach $18.6 billion by the end of 2026.
Is vertical video really that important?
Yes. 81% of short-form video is consumed in vertical 9:16 format. Vertical completion rates hit 76% (vs 54% horizontal), and vertical ad viewability hits 90% (vs just 14% horizontal). Phones are held vertically 94% of the time. Producing native 9:16 is now the default for social platforms.
Founder & CEO of PostEverywhere. Writing about social media strategy, publishing workflows, and analytics that help brands grow faster.