Video has completed its transformation from a B2B marketing experiment to an operational imperative. 91% of businesses now use video as a marketing tool , and 93% of video marketers consider it an important part of their overall strategy . The growth trajectory is unmistakable: B2B marketers who harness video experience 49% faster revenue growth compared to those who do not . Decision-makers no longer debate whether video belongs in the B2B playbook — they debate how much of the playbook it should occupy.
This article distills the most current data on B2B video marketing across nine critical dimensions: adoption and usage, buyer behavior, ROI and conversion performance, platform distribution, content formats, budget allocation, AI-powered production, webinar performance, and the short-form video surge. Together, these statistics paint a definitive picture of where B2B video stands today — and where it is heading through 2026. Every data point reinforces the same conclusion: organizations that treat video as a core revenue channel outperform those that treat it as a content add-on.
Adoption rates signal near-universal commitment
B2B video adoption has reached a saturation point where non-adopters face measurable competitive disadvantage. 87% of B2B marketers have integrated video into their marketing strategies , and 95% of marketers consider video a crucial part of their overall strategy — the highest percentage ever recorded, up from 88% in 2024 . The holdouts are shrinking fast, driven by the gap between video-enabled and video-absent pipelines.
Production models have shifted dramatically in response. As AI tools lower barriers, more teams build capabilities internally rather than outsourcing to agencies, a trend that accelerates the volume of video entering B2B channels.
Adoption and production benchmarks:
91% of businesses use video as a marketing tool, returning to joint all-time highs after a slight dip in 2025 .
67% of marketers who did not use video marketing last year plan to start in 2026 .
55% of video marketers create content in-house, while only 14% outsource to external vendors — a sharp decrease from 24% in 2024 .
58% of B2B marketers have integrated video into their account-based marketing strategies as of 2025 .
46% of B2B marketers now use live video streaming, up from 31% three years ago .
63% of video marketers say they have used AI tools to help create or edit marketing videos .
37% of marketers who still do not use video cite not knowing where to start as the single biggest obstacle .
B2B buyers rely on video throughout the purchase journey
Buyer behavior has reshaped how B2B marketing teams think about content. Over 70% of B2B buyers watch videos throughout their buyer journey before making a purchase , and 72% of B2B buyers report that video content from vendors influences their vendor shortlist decisions . These are not passive content consumers — they actively seek video to validate purchasing choices at every funnel stage.
The shift toward mobile consumption amplifies this dynamic. 47% of B2B buyers watch at least one vendor video on mobile devices during their decision-making process , which means video must perform on small screens under real-world conditions, not just in boardroom presentations.
Buyer engagement and consumption patterns:
82% of B2B buyers say they watch more business-related videos now than they did two years ago .
96% of individuals rely on videos to gain deeper insights into products and services rather than reading text .
78% of people say they prefer to learn about a product or service by watching a short video, far outperforming text-based articles (9%) and ebooks (5%) .
85% of people have been convinced to buy a product or service by watching a video .
96% of people have watched an explainer video to learn more about a product or service .
The average length of B2B marketing videos consumed has decreased from 6 minutes in 2022 to 4 minutes and 15 seconds in 2025 .
84% of consumers want to see more videos from brands in 2026 .
ROI and conversion metrics validate the investment
Return on investment remains the clearest argument for video's dominance. 93% of marketers say video marketing has given them a good ROI — the highest percentage since tracking began . This figure does not exist in isolation. Conversion lifts, lead quality improvements, and sales cycle compression all reinforce the economic case, turning video from a cost center into a measurable revenue driver.
The conversion data tells an even more compelling story. Website video implementation drives conversion rates from 2.9% to 4.8% — a 66% lift that shows up directly in pipeline metrics.
ROI, conversion, and revenue impact:
52% of B2B marketers affirm that video content delivers the highest ROI among all content types .
B2B videos can increase website conversion rates by 86% .
Videos increase landing page conversion rates by 80% .
B2B companies that use video marketing have a 54% higher lead conversion rate .
Videos help generate 66% more qualified leads .
On average, B2B video content shortens the sales cycle by 23% .
83% of video marketers say video has directly increased sales .
Videos reduce customer support calls by 47% .
Platform distribution centers on LinkedIn and YouTube
Platform strategy in B2B video has consolidated around two dominant channels — LinkedIn and YouTube — with meaningful secondary activity on Facebook and Instagram. In 2025, 70% of video marketers use LinkedIn, making it the most widely used social platform for video marketing . This represents a significant departure from historical patterns where YouTube stood alone at the top.
The effectiveness rankings add nuance. 59% of video marketers report success on LinkedIn , while about 78% of marketers found success with YouTube in 2024 . B2B teams increasingly run multi-platform strategies, distributing tailored cuts across several channels to maximize reach.
Platform usage and effectiveness:
YouTube remains the most popular video marketing platform, used by 90% of marketers .
62% of B2B marketers say LinkedIn is their most effective platform for video distribution .
66% of video marketers use both Facebook and Instagram for video distribution .
LinkedIn video posts generate 5x more engagement than text posts .
LinkedIn video content sees 15% more engagement than non-video content among B2B audiences .
Webinars are used by 51% of brands as a video marketing medium .
54% of B2B buyers prefer watching videos hosted on industry-specific platforms rather than general social media .
Content formats and video types that drive results
Not all B2B video performs equally. Explainer videos and product demos consistently generate the strongest returns, while testimonial videos deliver outsized engagement compared to standard product content. A staggering 73% of video marketers say explainer videos are their single most-used format in 2025 . The format works because it translates complex products into digestible narratives — a critical function in B2B where purchase decisions involve multiple stakeholders.
Interactive and personalized video content represent the fastest-growing categories. Interactive video content adoption has grown to 39% among B2B marketers, up from 24% in 2022 , and personalized approaches are reshaping how sales teams engage individual accounts.
Content type performance and adoption:
39% of B2B marketers use testimonial videos for marketing, and 45% use explainer videos .
45% of businesses receive a good ROI from product demo videos .
31% of businesses report good ROI from webinars, and 29% from landing page videos .
Videos featuring customer testimonials see 31% higher engagement compared to standard product videos .
Personalized video content adoption has reached 43% among B2B marketers, up from 28% two years ago .
65% of B2B organizations include video in their customer onboarding processes .
Personalized video messages can increase email click-through rates by over 300% .
Email campaigns featuring video achieve an average open rate increase of 22% compared to campaigns without video .
Budget trends confirm video's growing share of spend
Marketing budgets tell the story of institutional confidence. 92% of marketers plan on spending around the same or more on video marketing in 2026 , and 89% of marketers plan to increase their spend on audio and video programs . The budget picture reveals a market that has moved past experimentation into sustained, scaled investment.
Cost perceptions are evolving alongside the tools. 30% of marketers believe the costs associated with video marketing are getting cheaper, 32% report no change, and 38% say costs are increasing . AI-driven production is the primary force pushing costs down, while rising competition for premium placements drives costs up for distribution.
Budget allocation and spending data:
Most marketers (46%) allocate a third of their overall marketing budget or less to video content .
81% of marketers have a specific video marketing budget, representing 41% to 60% of total marketing spend .
Global video ad spend is projected to reach $241.9 billion by 2028, up from $191.3 billion in 2024, representing 26% growth .
Global advertisers spent approximately $176 billion on video ads in 2023 .
A quarter of marketers spend between $1,000 and $5,000 on the average marketing video, and 4% spend more than $20,000 .
41% of marketers have spent money on video ads this year, a jump from 36% last year .
AI transforms production speed and cost
AI adoption in video production has exploded from niche experimentation to mainstream workflow integration in under two years. AI usage in video creation jumped from 18% to 41% in a single year , enabling smaller teams to produce professional-quality content at scale. Nearly all marketers surveyed (91%) already incorporate some form of AI in their marketing strategies , with video production emerging as one of the highest-impact applications.
The practical benefits are concrete and measurable. 85% of marketers save money by incorporating AI into their video workflows, 81% save time, and 74% have used it to reduce production overhead . These efficiency gains free budget and hours for strategy, creative development, and distribution — the areas that differentiate top performers.
AI adoption and impact metrics:
75% of video marketers report using AI tools throughout the video production process .
Over 60% of marketers reported using an AI video generator to streamline workflows and reduce production costs by up to 40% .
Companies using text-to-video tools in B2B campaigns report a 28% faster turnaround in creating marketing assets compared to traditional production .
AI scene generators cut pre-production costs for B2B marketing videos by up to 27% .
Marketers using AI to create short-form videos report 19% higher lead conversions compared to static ads .
37% of marketers cite lack of expertise as a major challenge in adopting AI for video production, and 36% say video takes too much time even with current tools .
58% of US and UK adults express distrust for AI-generated video, but 59% of business executives say their organizations use AI tools to generate image and video content .
Webinars anchor B2B video strategy
Webinars occupy a unique position in B2B video — they generate leads, qualify prospects, and produce reusable content simultaneously. 73% of B2B marketers say webinars are the best way to generate high-quality leads , and 91% of B2B professionals say webinars are their preferred type of content . The economics reinforce this preference: cost per lead from webinars runs 40–70% lower than PPC .
Engagement metrics have strengthened year over year. The average number of webinar attendees rose to 216 in 2024 — a 7% increase year over year — with an average conversion rate from registrations to attendees of 57% . Repurposing that content into short clips, social posts, and email assets multiplies the return from a single live event.
Webinar performance and pipeline data:
64% of B2B marketers hosted a webinar in the past 12 months, placing it in the top 5 most-created content formats .
Companies see 20% to 40% of webinar attendees entering the sales pipeline as qualified leads .
51 minutes was the average duration of webinar engagement in 2024 .
The average webinar call-to-action click-through rate hovers around 8.74%, but top performers consistently achieve 17.5% .
CTA conversion rates with personalization were 48% higher than without personalization .
Companies using webinars report 30–50% shorter sales cycles .
Between 2024 and 2025, there has been nearly 20% growth in organizations integrating webinars into their marketing plans .
Short-form video captures decision-maker attention
Short-form video is no longer a B2C phenomenon. B2B decision-makers consume short content on LinkedIn, YouTube Shorts, and even TikTok during their workday, and the data shows this format earns disproportionate attention. 73% of B2B decision-makers prefer videos under 60 seconds when viewing on mobile , and LinkedIn's feed study shows sub-30-second clips earn 38% higher completion rates than longer posts .
The investment trajectory matches the engagement data. 29.18% of marketers leverage short-form videos as their most commonly used format, and 17.13% chose short-form video as their top investment priority for 2025 . B2B brands that master the art of delivering value in under a minute earn the right to longer engagements deeper in the funnel.
Short-form video data and trends:
Short-form videos under 90 seconds have a 50% retention rate .
81% of consumers want to see more short-form videos from brands, and 72% of all branded video uploads across social platforms are now short-form content .
Short-form video ads under 30 seconds outperform longer ads with a 28% higher click-through rate .
Video content accounts for 82% of all internet traffic in 2025 .
Most marketers (71%) believe videos between 30 seconds and 2 minutes are most effective .
71% of all online video views occur on mobile devices .
Video is the revenue engine B2B cannot afford to ignore
The data across every dimension tells a single, unambiguous story. B2B organizations that systematically invest in video outperform their peers on revenue growth, lead generation, conversion rates, and sales cycle speed. The 49% revenue growth advantage for video-enabled B2B marketers is not marginal — it is the kind of gap that determines market position over a multi-year horizon.
The market is still accelerating. Global video ad spend will climb from $191.3 billion to $241.9 billion by 2028 , and 92% of marketers plan to maintain or increase video spending in 2026 . AI adoption is compressing production timelines and costs, making professional-grade video accessible to teams of every size. Over 60% of marketers already use AI video generators to reduce production costs by up to 40% , and that adoption curve shows no sign of flattening.
The implications are clear for B2B leaders. Video is not a marketing tactic — it is the primary medium through which buyers discover, evaluate, and select vendors. 85% of people have purchased a product or service after watching a video , and 72% of B2B buyers say video directly influences their vendor shortlist . The organizations that win the next decade of B2B growth will be those that build video into the center of every revenue motion — from first touch to closed deal.