75+ Video Marketing Statistics Every Marketer Should Know

91% of businesses now use video as a marketing tool — Wyzowl. That number has grown every year for over a decade, and the trajectory isn't slowing down. Global video ad spending is projected to surpass $236 billion in 2026 (Statista), and short-form video has become the single highest-ROI content format for marketers.

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, Sprout Social, Social Insider, and more. Bookmark this page. We update it regularly as new data is published.

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General Video Marketing Statistics

These numbers capture the overall state of video marketing — adoption rates, spending, ROI, and consumer behaviour heading into 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
• $236 billion in global video ad spending projected for 2026 — Statista
• 92% of marketers plan to spend the same or more on video marketing in 2026 — Wyzowl
• 82% of marketers say video marketing has given them a good ROI — Wyzowl
• 85% of consumers have been convinced to buy a product or service by watching a video — Wyzowl
• 94.6% of online adults watched online video content in the past 30 days — DataReportal
• 17 hours per week is the average time a person spends watching online video — Wyzowl
• 84% of consumers say they want to see more videos from brands — Wyzowl
• 93% of video marketers say video has helped increase brand awareness — Wyzowl
• 93% say video has helped increase user understanding of their product or service — Wyzowl
• 67% of non-video marketers plan to start using video in 2026 — Wyzowl
• 52% of B2B marketers say video delivers the highest ROI of any content type — HubSpot
• 41% of marketers have spent money on video ads, up 5% from 2024 — Wyzowl
• 71% of marketers believe videos between 30 seconds and 2 minutes are most effective — 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.

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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.

• Short-form video is the #1 highest-ROI content format according to 49% of marketers — HubSpot
• Short-form videos receive 2.5x more engagement than long-form videos — Sprout Social
• Global short-form video ad spending is projected to hit $122.5 billion in 2026, growing at 10.2% YoY — eMarketer
• YouTube Shorts generates over 70 billion daily views worldwide — YouTube Blog
• Instagram Reels generate 140 billion daily views across nearly 2 billion monthly users — Social Insider
• Facebook Reels see over 200 billion daily plays across the platform — Sprout Social
• TikTok dominates short-form with a 40% market share, followed by YouTube Shorts and Instagram Reels at 20% each — DemandSage
• 55% of Instagram Reels views come from non-followers, making Reels the strongest discovery format — Social Insider
• Reels between 60–90 seconds receive the highest engagement on Instagram — Social Insider
• Facebook Reels between 15–30 seconds achieve 45% higher completion rates — Sprout Social
• YouTube Shorts has 2 billion monthly users, ahead of TikTok (1.59B) and Instagram Reels (1.8B) — YouTube Blog
• 6.5 million+ creators upload at least one YouTube Short every month — Loopex Digital
• Over 616 million people watch Facebook Reels monthly — Sprout Social
• Reels account for 50% of all time spent on Instagram — Social Insider
• 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.

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TikTok Video Statistics

TikTok remains the short-form video platform with the deepest engagement per user, even as YouTube Shorts and Instagram Reels close the gap in total reach.

• TikTok has 1.12 billion daily active users globally — Business of Apps
• US adults spend an average of 52 minutes per day on TikTok — Backlinko
• Globally, the average TikTok user spends 95 minutes per day on the app — more than any other social network — Backlinko
• TikTok users open the app an average of 19 times per day — Backlinko
• TikTok's average engagement rate is 2.80%, projected to reach 3.15% in 2026 — Social Insider
• US teens average 87 minutes per day on TikTok — Backlinko
• The average TikTok user watches 92 videos per day across roughly 10.85-minute sessions — Sprout Social
• TikTok reached 1.9 billion monthly active users globally — DataReportal

TikTok's session depth is unmatched. Users are not just scrolling — they are watching nearly 100 videos per day. That kind of consumption creates massive opportunity for brands that schedule TikToks consistently.

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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 average a 0.52% engagement rate by follower count, though rates reach 4.2–7.1% when measured by views — Social Insider / Sprout Social
• 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 50% of all time spent on Instagram — Social Insider
• Instagram Reels generate 140 billion daily views globally — Loopex Digital
• Reels between 60–90 seconds generate the highest engagement — Social Insider
• Instagram Reels reach approximately 1.8 billion monthly users — DemandSage
• 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.

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YouTube and Shorts Statistics

YouTube is the world's second-largest search engine and the most widely used video marketing platform. YouTube Shorts is its fastest-growing format.

• 82% of businesses host video content on YouTube — Wyzowl
• YouTube Shorts has 2 billion monthly users — YouTube Blog
• Shorts generates over 70 billion daily views — YouTube Blog
• YouTube Shorts engagement rate averages 5.91% — outperforming TikTok, Instagram Reels, and Facebook Reels — Social Insider
• 6.5 million+ creators upload at least one Short per month — Loopex Digital
• People watch over 1 billion hours of YouTube content on TV daily — YouTube Blog
• 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.

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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.

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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.

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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.

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 win engagement — Carousels average 10.15% engagement on Instagram vs. 6.27% for Reels when measured by impressions — Metricool
• Carousels are 2x more likely to be saved than Reels — Metricool
• Static images are declining — engagement dropped 17% 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 →

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Video Production and AI Statistics

AI is reshaping how video gets made. Production costs are dropping, output volume is rising, and the barrier to entry has effectively disappeared.

• 84% of marketers are already using AI in their video creation process — HubSpot
• 63% of people have used AI to create videos, up from 51% the year before — Wyzowl
• 78% of marketing teams now use AI-generated video in at least one campaign per quarter — Vidico
• AI video generation volume grew 840% between January 2024 and January 2026 — Vidico
• The AI video generator market is projected to reach $2.56 billion by 2033 — Grand View Research

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.

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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. 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.

LinkedIn video is the B2B arbitrage. Video engagement on LinkedIn grew 40% year-over-year while most creators still post text and images. The window is open, but it will not stay that way.

AI is accelerating everything. 84% of marketers already use AI in video creation, and generation volume grew 840% in two years. The cost and time barrier to video production has collapsed.

Consistency matters more than perfection. 95 minutes per day on TikTok, 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. No credit card required. Start your 14-day free trial →

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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 annual survey. This is near the all-time high. 93% of those businesses consider video an important part of their overall strategy.

What is the ROI of video marketing?

82% of marketers say video marketing has given them a good ROI. Short-form video is ranked the #1 ROI-driving content format by 49% of marketers, followed by long-form video at 29%. 85% of consumers say they have been convinced to buy a product or service after watching a brand's video.

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?

71% of marketers believe videos between 30 seconds and 2 minutes are most effective. On Instagram, Reels between 60–90 seconds generate the highest engagement. On Facebook, Reels between 15–30 seconds achieve 45% higher completion rates. The ideal length depends on platform and format.

How much time do people spend watching video per day?

The average person watches approximately 17 hours of online video per week, or roughly 2.4 hours per day. On TikTok specifically, global users average 95 minutes per day. In the US, adults spend 52 minutes daily on TikTok alone.

Are marketers using AI to create video content?

Yes — 84% of marketers are already using AI in their video creation process. 63% of people overall have used AI to create videos, up from 51% the previous year. AI video generation volume grew 840% between January 2024 and January 2026, reflecting rapid adoption across the industry.