12 video marketing statistics that show why more businesses consider video to be an essential part of their marketing mix in 2026.
We’ve pulled together 12 of the most interesting and illuminating video marketing statistics from Statista, HubSpot, and Wistia, and broken them down including insights around consumer behaviour, impact on sales, and the changing video marketing landscape.
1. 78% of marketing professionals say videos helped increase sales
Video marketing isn’t just about branding. According to the latest data, a whopping 78% of marketing professionals say that videos have directly helped to increase sales and consider videos to be an essential marketing tool. Marketers report that video marketing is a key driver behind an increase in brand recognition and trust – both key factors through the sales cycle.
2. 87% of marketers attribute videos to an increase in leads
An overwhelming portion of marketers admit that videos have been a key driving factor behind an increase in lead generation. 87% marketers draw a direct link between regular video marketing and an increase in leads.
3. 92% of businesses say that video marketing returned a positive ROI
The latest data from two separate sources showed that 92% of businesses that invested in video marketing saw a positive ROI on their investment and 99% of those report that they will continue to invest in their video marketing strategy for 2026.
4. 94% of businesses say that video marketing helped them increase brand awareness
Video marketing and brand awareness go hand in hand. According to the latest data, 94% of brands and businesses that invest in video marketing reported an increase in brand awareness and recognition within their respective markets. Consumers have a significantly higher retention (95%) for videos which goes a long way to explaining how video marketing can increase brand awareness.
5. 96% of people turn to videos to learn more about a product or service
A reported 96% of would-be consumers turn to videos to learn more about a product or service. This statistic highlights the importance of informational video marketing that supports consumers during the research phase of the sales cycle.
6. 90% of consumers watch videos on their mobile devices
With global mobile daily screen time figures hovering between 6 to 7 hours each day, it should come as no surprise that 90% of consumers watch videos from their mobile devices. This statistic further highlights the importance of creating platform and device appropriate video marketing for consumers.
7. Online videos have a 92.8% worldwide reach
The most recent data from Statista shows that online videos have a worldwide reach of 92.8%. More than 9/10 internet users reported to watching videos online on either a weekly or monthly basis. A large majority of those surveyed reported wanting to see more content from brands and saying that they prefer it over text when learning about a product.
8. 3.48 billion internet users consume video content globally
More than 42% of the global population watch videos on the internet. If you’re looking for the right way to reach your ideal customer, there’s a good chance that video is the key to their attention. This number is expected to rise in 2026 with global internet access and device access continuing to increase.
9. The average adult consumes 30 minutes of mobile video content every day
The latest data out of the United States shows that the average adult spends 30-minutes consuming mobile video each day with social media platforms Instagram, TikTok, and YouTube being the largest contributors to this figure. It’s important to stress that this number does not include time spent on separate devices or time spent watching videos through streaming services.
10. Videos on social media generate 1200% more sales than text and images combined
Videos on social media aren’t just a pastime for doomscrolling; they are a sales juggernaut. The latest video marketing statistics reveal that videos on social media generate a staggering 1200% more sales than text and images combined on social devices. Short form, engaging content is reported to be the biggest catalyst with users preferring content that lasts for ~40-60-seconds.
11. 91% of businesses post videos
Still not sure if your business needs video for your marketing strategy? Well, according to the latest data, if your business is not regularly posting video content, then you are an anomaly. The latest data reveals that 91% of videos report posting videos regularly and considerate video to be an essential part of their marketing mix for 2026.
12. YouTube is the biggest global video platform with 2.5 billion monthly users
It should come as no surprise; however, the latest data confirms that YouTube continues to be the biggest global video platform with an estimated 2.5-billion monthly users. Social platforms including TikTok, Instagram, Facebook, and LinkedIn rank further down the list of the largest video sharing platforms for 2026.
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