Video Marketing Statistics That Should Shape Your Strategy
Table of Contents
Video marketing statistics no longer tell a story about a format on the rise. According to Wyzowl’s 2026 State of Video Marketing report, 91% of businesses now use video as a marketing tool, matching the all-time high. The question has shifted from whether to use video to how to use it more effectively than competitors who are doing the same thing.
This guide pulls together the most relevant video marketing statistics for 2025 and 2026, organised by theme: consumption patterns, conversion and ROI, platform performance, and production realities. Each section focuses on what the numbers mean in practice for SMEs in Northern Ireland, Ireland, and the UK.
How People Consume Video Online
Video now accounts for the majority of what happens on the internet. Understanding who watches, on what device, and for how long shapes every production and distribution decision a business makes.
Video Dominates Internet Traffic
Video content is projected to account for 82% of all global internet traffic by 2026, according to the Cisco Global Forecast. Short-form video alone accounts for more than 80% of global mobile data consumption as of early 2026 (Cisco). Users globally spend an average of 18 hours and 36 minutes per week watching videos across YouTube and TikTok, with UK viewers spending 51 minutes per day on YouTube alone in 2025, up from 47 minutes the previous year (Sprout Social, 2025).
For businesses with a website, that consumption pattern has a direct SEO implication. Pages with embedded video hold visitors for 88% longer than pages without it, and that extended dwell time is a positive ranking signal for Google. If you are working on search engine optimisation for your site, embedding a relevant video on key landing pages is one of the most accessible on-page improvements available.
94.6% of Online Adults Watch Video Monthly
According to DataReportal’s Global Digital Overview for 2025/2026, 94.6% of online adults watched online video in the past 30 days. That near-universal reach puts video alongside search as the most broadly distributed content channel available to marketers. In 2026, over 3.7 billion people will watch videos on mobile phones specifically (SellersCommerce).
The age breakdown matters for targeting decisions. TikTok data shows users aged 18 to 24 spend 186 minutes daily on the platform. Broader video consumption, however, has grown substantially across older age groups in recent years. For businesses targeting decision-makers or professionals in their 40s and 50s, video on YouTube and LinkedIn now reaches those audiences at scale.
Most Video Is Watched Without Sound
50% of silent video viewers rely entirely on captions to follow what is being communicated (SellersCommerce). This figure has practical production consequences. Videos published without captions are, by default, inaccessible to half their potential audience. Auto-generating captions is now the most common AI use case in video production (Wistia, 2025), and 254% more businesses captioned their videos in 2023 than in 2022. That trend has continued.
91% of consumers say video quality directly affects their trust in a brand (SellersCommerce). That does not require a large production budget; it requires consistent framing, clear audio, and captioned delivery. A well-captioned, well-lit video shot on a smartphone will consistently outperform a poorly produced studio piece.
Video’s Impact on Leads and Sales
The conversion case for video marketing is supported by consistent data across multiple annual research reports. The figures below are drawn from primary sources published in 2025 and 2026.
82% of Marketers Report Positive ROI From Video
According to Wyzowl’s 2026 survey, 82% of video marketers say video delivers a positive return on investment. That figure is down from 93% the prior year, which reflects a maturing market: more businesses are producing video, which means more are also experiencing average or weak results from poorly planned content. The data does not suggest video ROI is declining; it suggests that producing video without a clear strategy produces inconsistent outcomes.
The top three ROI-driving content formats, according to HubSpot’s State of Marketing Report 2026, are all video-based: short-form video (49%), long-form video (29%), and live-streaming video (25%). No other content format appears in the top three.
Landing Pages With Video See Up to 86% Higher Conversion Rates
Landing pages with embedded video see conversion rate increases of up to 86% compared to those without (EyeView/Hostinger, 2025). 38.6% of experienced marketers identify video as the single most impactful element on a landing page for driving conversions, placing it above images, testimonials, and copy (HubSpot, 2024). For B2B businesses, 70% of buyers watch video content during their purchase decision process (Google/Vidico, 2025).
As Ciaran Connolly, founder of ProfileTree, notes: “The businesses that see the strongest results from video are the ones that treat it as part of their overall digital strategy rather than a standalone project. A well-produced video on an optimised page, promoted through social channels and linked to a clear service page, consistently outperforms a video that sits in isolation.”
That integration point sits at the core of how ProfileTree approaches digital strategy for SMEs: video delivers best when it is one connected component of a wider plan, not a separate project with no channel support around it.
Video Marketers Consistently Acquire New Customers Through the Format
88% of marketers report that video has been effective in generating leads, and 9 out of 10 say it has played a key role in building brand awareness (DemandSage, 2026). 93% of marketers consider video a central part of their overall strategy, up from 88% in 2024 (Wyzowl, 2026). 64% of consumers say they are more likely to purchase after watching a product video (Wifitalents, 2026).
For businesses running digital marketing campaigns, video is now the format with the strongest evidence of a link to commercial outcomes across both B2B and B2C contexts. The figures are consistent across surveys regardless of company size.
Platform and Format Performance
Not all videos perform equally across platforms. The data below helps clarify where different content types are most likely to reach and convert the right audiences.
YouTube Remains the Most Widely Used Platform for Business Video
YouTube is the most widely used video marketing platform, with 82% of marketers hosting content there, and is also rated the most effective by 69% of video marketers (Wyzowl, 2026). YouTube Shorts now generates 70 billion daily views worldwide (AutoFaceless, 2025), up from 30 billion in 2021. YouTube Shorts had the highest engagement rate of all short-form video platforms in H1 2025 at 7.91% (SellersCommerce).
For businesses building a video presence from scratch, YouTube provides two distinct benefits: platform reach and search visibility. Videos published on YouTube appear in Google search results independently, creating a second ranking opportunity for the same topic. A structured YouTube presence, integrated with your broader content marketing strategy, is one of the more cost-effective starting points for businesses new to video.
Short-Form Video Delivers the Highest ROI of Any Content Format
Short-form video is now the most widely used content format among marketers and the top investment priority for 2026 (HubSpot State of Marketing Report, 2026). Short-form videos generate 2.5 times more engagement per impression than any other content type (DigitalApplied, 2026). 81% of consumers want to see more short-form video from brands, and 72% of all branded video uploads across social platforms are now short-form content (SellersCommerce).
Videos shorter than 90 seconds retain approximately 50% of viewers to the end (Yaguara). TikTok videos under 30 seconds have a completion rate of 72%, while those between 30 and 60 seconds hold 54% of viewers (Bravery Technology). For businesses deciding where to focus production effort, that retention data points to a clear format priority: short, front-loaded, captioned content performs consistently across all major platforms.
TikTok and Instagram Are the Dominant Short-Form Discovery Channels
TikTok holds approximately 40% of the global short-video platform market, with Instagram Reels and YouTube Shorts each taking around 20% (Marketing LTB, 2026). TikTok is the social media channel most marketers plan to invest in most heavily across 2026 (HubSpot State of Marketing Report, 2026). US adults now spend 52 minutes per day on TikTok on average, slightly ahead of YouTube’s 48.7 minutes (SQ Magazine, 2026).
TikTok’s algorithm surfaces content to new audiences regardless of account size, which makes it one of the few platforms where a business with no existing following can generate significant organic reach. 29.18% of marketers use short-form video (TikTok, Reels, Shorts) as their most commonly used format, making it the leading video channel by usage (SellersCommerce). For businesses managing their social media marketing across multiple platforms, defining which channels match your audience age profile and content capacity is more important than attempting to maintain a presence everywhere.
Video Length Has a Clear Performance Profile
71% of marketers believe videos between 30 seconds and 2 minutes are most effective for general marketing use (Wyzowl, 2026). Wistia’s 2025 State of Video analysis, drawing on more than 100 million uploaded videos, found that how-to videos under one minute averaged 82% viewer retention, and videos between 1 and 30 minutes averaged over 50% retention when the content justified the length.
For B2B video specifically, Vidyard’s 2025 Video in Business Benchmark Report found that 65% of viewers remain engaged to the end of videos under one minute, while only 20% stay through videos over 20 minutes. The practical framework this suggests: short-form clips under 60 seconds for awareness and social distribution; 60-to-90-second explainers for consideration; longer demos, webinars, or case studies for audiences that have already shown clear intent.
Production Realities and Budgets
One of the most practically useful sets of video marketing statistics concerns what production actually costs and how businesses are making it work at different scales.
AI Has Reduced Production Costs by 40%
AI-powered editing, scripting, voiceover, and generation tools have reduced the median video production cost from approximately $4,200 to $2,500 per finished minute (DigitalApplied, 2026). 63% of video marketers have now used AI tools to help create or edit marketing videos (Wyzowl, 2026). Wistia’s tracking shows AI usage for video creation jumped from 18% to 41% of surveyed professionals in a single year, with additional respondents planning to adopt it shortly.
This cost compression is changing the entry point for SMEs. Production that previously required crew, studio time, and a five-figure budget can now be started by a single person with a smartphone and an AI editing tool. The skills barrier has not disappeared, but it is substantially lower than it was three years ago. Digital training that covers video scripting, captioning, and platform optimisation can equip an in-house team to produce consistent short-form content without relying entirely on external production.
75% of Marketing Videos Are Now AI-Generated or AI-Assisted
75% of marketing videos in 2026 are either fully AI-generated or AI-assisted in some stage of production (SaaSUltra, 2026). 85% of marketers say videos incorporating AI elements, including AI-generated captions and visual effects, perform better than those without (Teleprompter.com, 2026). The AI video market has crossed $700 million in value, with over 124 million people using AI video platforms monthly.
For businesses producing video in-house, the most accessible AI application is auto-captioning, which directly addresses the 50% of viewers who watch without sound. Beyond captions, AI scripting and editing tools reduce the time from idea to published video substantially, which matters more than production polish for most short-form content.
B2B Video Has Its Own Performance Profile
91% of businesses now use video in their marketing strategy in 2026, matching the all-time high (Wyzowl). For B2B specifically, 70% of buyers watch video content during their purchase decision process (Google/Vidico, 2025). LinkedIn video content achieves an average engagement rate of 5.60%, significantly higher than static posts (Socialinsider), and LinkedIn video watch time grew 36% year over year. 87% of LinkedIn video marketers say the platform is effective for B2B lead generation (Vidyard).
The most effective B2B video formats are product explainers, client testimonials, and case studies. These address the scepticism and multi-stakeholder evaluation that characterise B2B buying cycles. A 90-second case study video showing a measurable outcome for a named client type will outperform a two-minute brand film in most B2B contexts because it answers the specific question buyers are asking at the evaluation stage.
ProfileTree’s video marketing services cover scripting, filming, editing, and channel distribution for businesses across Northern Ireland, Ireland, and the UK. The team works across both short-form social content and longer produced formats, depending on where a business is in its video journey.
What These Statistics Mean for SME Planning
The video marketing statistics above point to a few concrete conclusions for businesses at different stages.
If you have no video presence, start with one format on one platform. A 60-second explainer on your homepage or a weekly short-form series on one social channel produces more compounding value than a single high-budget production every six months. AI tools now make that starting point accessible without specialist equipment.
If you have video content but no clear strategy, the data suggests short-form for awareness, mid-length explainers for consideration, and longer case studies or demos for audiences showing buying intent. Mapping your existing content to that structure usually reveals gaps quickly. A digital strategy review can identify which formats and platforms are most relevant for your specific audience.
If you are investing in video as a growth channel, distribution matters as much as production quality. A well-produced video with no promotion plan will underperform a simpler video with clear channel support, paid amplification, and integration with your SEO and content marketing activity.
Frequently Asked Questions
What Percentage of Businesses Use Video Marketing?
According to Wyzowl’s 2026 State of Video Marketing report, 91% of businesses use video as a marketing tool, matching the all-time high. That figure has climbed steadily from 61% in 2016. 93% of those businesses consider video an important part of their overall strategy. The growth phase is effectively over: near-universal adoption means the competitive question has shifted from whether to use video to how effectively it is being used relative to others in the same market. Businesses with a clear digital strategy behind their video output consistently see better results than those producing content without a distribution or measurement plan.
What Is the ROI of Video Marketing?
82% of video marketers report positive ROI from video in 2026, according to Wyzowl. The top three ROI-driving content formats across all marketing are all video-based: short-form (49%), long-form (29%), and live-streaming (25%), per HubSpot’s State of Marketing Report 2026. Landing pages with embedded video convert at up to 86% higher rates than pages without video (EyeView/Hostinger, 2025). The ROI figure dropped from 93% the prior year, reflecting that more businesses producing more video means more average or weak results from content produced without a clear strategy, not a decline in video’s underlying effectiveness.
What Is the Ideal Video Length for Marketing?
71% of marketers consider videos between 30 seconds and 2 minutes most effective for general marketing use (Wyzowl, 2026). For social media ads, TikTok videos under 30 seconds achieve a completion rate of 72%. Videos under one minute average 82% viewer retention for how-to content (Wistia, 2025). Videos between 1 and 2 minutes work well for explainers and product demonstrations. For consideration-stage content such as demos, case studies, or webinars, longer formats work when the content justifies the length, with Vidyard data showing 65% of B2B viewers complete videos under one minute, compared to 20% for videos over 20 minutes.
Which Social Media Platform Is Best for Video Marketing?
YouTube is the most widely used platform for business video (82% of marketers) and rates highest for effectiveness (69%) according to Wyzowl 2026. For short-form organic reach, TikTok’s algorithm surfaces content to new audiences regardless of account size, making it particularly useful for businesses without an established following. TikTok holds 40% of the short-video platform market globally, with Instagram Reels and YouTube Shorts each holding around 20%. For B2B audiences, LinkedIn video achieves a 5.60% average engagement rate and 36% year-on-year watch time growth (Socialinsider). Platform choice should follow your audience profile and content format, not default assumptions. A social media marketing plan should define platform priorities before production begins.
Does Video Marketing Improve SEO?
Video contributes to SEO performance indirectly through user engagement signals. Pages with video hold visitors for 88% longer on average (Marketing LTB, 2026), and longer session times are a positive ranking signal for Google. YouTube videos also appear independently in Google search results, creating a second visibility opportunity for the same topic or keyword. Google shows a video thumbnail next to search results approximately 26% of the time (WordStream), and those results attract higher click-through rates. For businesses actively working on search engine optimisation, embedding relevant video on key service and landing pages is one of the more accessible on-page improvements available.
How Much Does Business Video Production Cost?
AI has reduced median video production costs from approximately $4,200 to $2,500 per finished minute (DigitalApplied, 2026). 63% of video marketers now use AI tools at some stage of production, including scripting, captioning, and editing (Wyzowl, 2026). For businesses producing short-form content in-house, the practical entry cost is low: 44% of marketers use a smartphone as their primary filming device (HubSpot). Agency-produced video varies widely depending on format and complexity. The more important cost consideration for SMEs is distribution: a high-quality video with no promotion plan will underperform consistently. Factoring in channel strategy, paid amplification, and integration with your wider digital marketing activity gives a more accurate picture of total investment.
What Types of Video Work Best for B2B Marketing?
For B2B audiences, product and service explainers, client testimonials, and case study videos are the most effective formats. 70% of B2B buyers watch videos during their purchase decision process (Google/Vidico, 2025). LinkedIn is the primary B2B video platform, with 87% of LinkedIn video marketers reporting it is effective for lead generation (Vidyard). Testimonial and case study videos carry particular weight in B2B contexts because they address the multi-stakeholder evaluation that characterises longer buying cycles. A video that shows a measurable outcome for a recognisable client type answers the specific questions buyers are asking at the evaluation stage far more directly than a brand film.
What to Do Next
The video marketing statistics above consistently point in the same direction: businesses that use video as part of a connected digital strategy generate more leads, convert at higher rates, and build stronger brand recognition than those relying primarily on text and image content. The entry cost has dropped substantially with AI production tools, and the format diversity across YouTube, TikTok, LinkedIn, and Instagram means there is a workable approach at every budget level.
ProfileTree, a Belfast-based digital marketing agency, works with SMEs across Northern Ireland, Ireland, and the UK to plan, produce, and distribute video content that supports measurable business goals. To find out how professional video marketing support could work for your business, get in touch with the team.