51 Impressive Video Marketing Facts in Numbers in 2026

Video marketing isn't just a fashionable trend, but also a strategy that delivers real results. Video content has impressive reach, high engagement, and can drive significant sales.

But this approach is still at the stage of development and the search for new directions. As a result, many curious questions arise about how marketers use video, which users they target, and which technologies are changing the ways customers interact with brands.

To answer these questions, we studied the results of the latest research, and now we offer you several useful facts in numbers about video marketing in 2026.

Why you can trust these numbers

We could simply have placed a lot of statistical data and metrics in this article, but we decided to do it differently. On the contrary, we tried to make all the information presented here genuinely useful and necessary for you.

Here's what you'll learn if you read to the end:

• The latest and most relevant data: Social networks and their users develop very quickly, so we selected only the freshest statistics. All the data here was obtained in 2023 or later – after all, how much time users spent on YouTube in 2019 tells us little about their current preferences.
• Verified information: Instead of grabbing any numbers we could find, we dug down to the original source to make sure the data is accurate and reliable.
• Only real numbers: Although some of the statistical data presented here may point to prospects for the future, we still aren't inclined to make guesses and assumptions. That's why we focused on collecting data obtained through surveys and studies, rather than on forecasts and hypotheses.
• Links to all the sources used: We carried out our own fact-checking for reliability. But you don't have to take our word for it. Every source we used contains links so you can double-check the numbers and make sure they're 100% solid. That said, we assure you that's the case – otherwise we wouldn't have cited them.

The business of video marketing – industry data

Marketers are using video to the fullest – and for good reason. Find out how many of them use video and how they do it.

1. Videos are experiencing a real boom – 89% of companies use video marketing to promote their brand (Wyzowl, 2024)
2. Video marketers are satisfied with their results: more than 80% of them say it helped increase traffic, generate leads, and boost sales (Wyzowl, 2024)
3. Almost half (45%) of video marketers partially or fully outsource the video production process to third-party agencies (Wyzowl, 2024)
4. About a third (30%) of video marketers publish video fairly often – from 8 to 10 videos per month (HubSpot, 2024)
5. Publication frequency increases when using short-form video in the shorts format – 55.9% of video marketers post videos on TikTok daily, and only 23.6% – once a week or less (Influencer Marketing Hub, 2024)

6. Video marketers are betting on shorts: 30% aim to create content under 60 seconds long (HubSpot, 2024)
7. Only 39% of video marketers use long-form video as part of their marketing campaigns (HubSpot, 2024)
8. Long-form video still dominates on YouTube: 25.6% of video marketers said they don't use shorts in their YouTube campaigns (Influencer Marketing Hub, 2024)
9. Today 7 million companies actively create content on TikTok (TikTok, 2024)
10. Many of these businesses get substantial results from their posts – 71% of small and medium-sized companies sold a product after promoting it on TikTok (TikTok, 2024)
11. Despite its rapid growth, the use of TikTok (69%) among video marketers still lags behind YouTube (90%) (Wyzowl, 2024)
12. Organic reach is still enormous for video content – only one in two video marketers uses paid advertising on YouTube to promote their content (Influencer Marketing Hub, 2024)
13. The same picture is observed on other platforms as well – 64% of video marketers rely entirely on organic traffic rather than paid advertising to get their videos seen by potential customers (Wyzowl, 2024)
14. Some fields of activity pay special attention to video marketing – the top 3 industries producing the largest amount of video content include:
    • Financial services (931 videos per company)
    • The technology sector (917 videos per company)
    • Education and government services (634 videos per company)

    (Vidyard, 2023)

Alyona Polyukhovych explained in her video which type of video content is right for your business.

15. TikTok is a platform where companies get results – 24% of video marketers claim that TikTok provides them with the highest ROI among all social platforms (HubSpot, 2024)
16. It's not just promotion – one in two video marketers sells directly through TikTok Shop (Influencer Marketing Hub, 2024)

Peer-to-peer (P2P) marketing: user-generated content vs. influencers

Influencers keep appearing in our recommendations, but not everyone is happy about it. Video marketers have noticed this and have started shifting to user-generated content.

17. In this regard, authenticity wins – 86% of consumers trust user-generated content more than videos featuring celebrities (EnTribe, 2023)
18. Influencers often provoke dislike in viewers – 29% of users are highly distrustful of content featuring well-known people, and 51% – simply skip it (EnTribe, 2023)
19. Companies mostly rely on users and up-and-coming creators – 78.4% of video marketers say they use user-generated content in their campaigns (Influencer Marketing Hub, 2024)

20. This strategy bears fruit – 55.7% of video marketers claim that user-generated content works best specifically on TikTok (Influencer Marketing Hub, 2024)
21. Influencer marketing isn't dead yet – 65% of video marketers say they collaborate with influencers (Influencer Marketing Hub, 2024)

Video-focused social platforms: YouTube vs. TikTok

Most social platforms support video, but YouTube and TikTok put it first. Let's compare them and find out who uses them and how much time they spend watching.

22. Even despite strong competitors, YouTube remains the leading video platform, used by 83% of US adults (Pew Research, 2024)
23. TikTok is a worthy rival but still takes second place – only 33% of US adults use TikTok (Pew Research, 2024)
24. The same can be said about global figures – YouTube has 2.5 billion monthly active users, while TikTok has 1.6 billion (Statista, 2024)
25. There's a generational difference across video platforms – 62% of Americans aged 18 to 29 use TikTok, indicating that this platform is much more youth-oriented compared to YouTube (Pew Research, 2024)
26. Teens haven't abandoned YouTube yet – 93% of American teens use YouTube, while 63% are on TikTok (Pew Research, 2023)
27. Younger adults are TikTok power users – 53% of Gen Z spend at least one hour per day on TikTok (Numerator, 2024)

28. YouTube is also able to capture attention – users spend on average 48.7 minutes per day watching videos on YouTube (Oberlo, 2024)
29. There's no shortage in the number of videos – more than 500 hours of content are uploaded to YouTube every minute (YouTube, 2024)
30. YouTube's efforts to lure users away from TikTok seem to be bearing fruit – YouTube Shorts now gets more than 70 billion views per day (YouTube, 2024)
31. Search still holds an important place on YouTube – 41.3% of YouTube users use the search function, while among TikTok users it's only 10% (Datos, 2024)
32. On TikTok the recommendation algorithm prevails: 40% of users are completely satisfied with the content that appears on their "For You" page (Pew Research, 2024)
33. TikTok has proven its ability to drive sales – 56% of American consumers bought a product after seeing it on TikTok (HubSpot, 2024)
34. TikTok users willingly use it to get product information – 71% discovered new products on the platform that they'd like to buy, 70% learned about local brands by scrolling through their FYP, and 56% used TikTok to make more informed purchasing decisions (TikTok, 2024)
35. Users don't just browse products on TikTok but also buy them – 37% of TikTok users made a purchase in TikTok Shop or via a link in a video (Fit Small Business, 2024)
36. TikTok shoppers become loyal customers – 37% of users who bought something on TikTok made another purchase within the next 5 months (Earnest Analytics, 2024)

Creating content is as easy as it gets: AI and video marketing

Most marketers have started resorting to the help of artificial-intelligence-based tools, and video marketing is no exception. Here's how AI is used in the video creation process.

37. AI is used not only for writing blog posts – 91% of video marketers use AI tools to create video content (HubSpot, 2024)
38. Many of them use AI even in front of the camera – 51.9% of video marketers said they're ready to use AI avatars when creating content on TikTok (Influencer Marketing Hub, 2024)
39. The shorter the video, the greater the likelihood that it will be automated – 31% of companies use AI to create short videos, but only 18% – to create long videos (Semrush, 2024)
40. Users are practically untroubled by the virtual content they see – moreover, 57% of surveyed TikTok users are interested in artificial-intelligence-based tools and solutions (TikTok, 2024)
41. Despite its wide spread, many marketers are giving up on creating content with AI – the number of marketers using AI to create content fell by 22.5% between 2023 and 2024 (Influencer Marketing Hub, 2024)

Immersive experiences: Virtual and augmented reality

Most advertising videos are still static, but companies also use VR and AR to help customers get more closely acquainted with their products.

42. VR is a small but growing segment: there are currently 73.3 million VR users in the US, which makes up 21.5% of the total population (Oberlo, 2024)
43. Only a few marketers have picked up on the virtual reality trend: only 9% of companies create VR content (Wyzowl, 2024)
44. Although very few companies invest in it, spending on advertising VR content will amount to 174 million US dollars in 2024 (Statista, 2024)

45. Augmented reality significantly outpaces its virtual counterpart – 67% of advertising agencies create AR content as part of their campaigns (Market.us, 2024)
46. Immersive marketing works – companies note a 20-percent increase in conversion when using AR and VR (IJIRAH, 2024)
47. Despite the fact that video marketers actively apply augmented reality, the user base is still small – 69% of Americans don't use AR technologies at all, and only 17% use them at least once a week (Statista, 2024)

Know your customer: Who consumes video content?

Marketing companies invest in video, but whom do they want to attract? Here's a breakdown by the types of users who consume video content.

48. The MTV era is long gone, but music videos still have the largest reach – 48.2% of users watch them every week, followed by funny clips (35%) and live streams (27.7%)
49. There's a certain gap between generations regarding content length – 80% of Gen Alpha prefer short content, about 63% of Gen X and boomers prefer to watch long videos, while Gen Z and millennials consume a mix of both types of content (AMT Lab, 2024)
50. There are many women among TikTok users – 40% of American women use TikTok, while among men it's only 25% (Pew Research, 2024)
51. High-income people prefer YouTube – 90% of Americans earning more than 100 thousand visit YouTube, while on TikTok it's only 26% (Pew Research, 2024)