Wyzowl Video Marketing Statistics 2026 and 2025: Official Figures

Wyzowl’s official State of Video Marketing 2026 report says 91% of businesses use video as a marketing tool, up from 89% in the 2025 edition. The 2026 figures come from a survey of 266 marketers and consumers fielded in late 2025; the 2025 figures come from 205 respondents surveyed in late 2024. Both are self-reported vendor surveys from a video production company, so treat them as sentiment, not measured market data.

Below you get the 2026 and 2025 headline numbers exactly as Wyzowl publishes them, its year-by-year series back to 2016, the sample size behind each edition, and the independent sources (Pew, Nielsen, IAB/PwC, Vidyard, Wistia) to use when a client, a board or a journalist needs a number that is not a vendor survey.

Wyzowl video marketing statistics 2026: the official headline figures

Wyzowl leads its 2026 report with eight numbers. Here they are word for word, with the group each one was asked of. “Video marketers” means respondents who said they use video; “consumers” is the separate online-consumer group Wyzowl screens out with a preliminary question.

Method, as Wyzowl states it: “surveying 266 unique respondents in late 2025,” with a sample of “both marketing professionals and online consumers” separated by a preliminary question. Wyzowl says the report now holds 12 consecutive years of data. It does not publish how the 266 split between marketers and consumers, the countries covered, company sizes, or the exact question wording on the results page.

Other 2026 Wyzowl figures people look up

• Non-users: 67% of marketers not using video plan to start in 2026. Their reasons: “don’t feel it’s needed” 24%, “too expensive” 24%, lack of time 19%, unclear on ROI 10%, don’t know where to start 10%.
• Video types made: social media videos 69%, explainer videos 68%, testimonial videos 57%, presentation videos 48%, video ads 48%, product demos 39%.
• Most effective length: 51% of video marketers pick 30 to 60 seconds; 20% pick 30 seconds or less; 20% pick 1 to 2 minutes; only 4% pick 3 minutes or more.
• How ROI is measured: video views 67%, engagement 63%, leads and clicks 52%, bottom-line sales 32%.
• Results claimed: increased user understanding 93%, brand awareness 93%, generated leads 85%, directly increased sales 83%, web traffic 82%, dwell time 82%, reduced support queries 57%.
• Trust: 89% of consumers say video quality affects their trust in a brand.

Wyzowl video marketing statistics 2025: the official figures

If you search for the 2025 report today, Wyzowl’s old results URLs redirect to the 2026 page, so the 2025 wording is only visible in the archived 2025 edition (September 2025 snapshot). Method: “surveying 205 unique respondents in late 2024,” same marketer and consumer split.

That last row matters. Wyzowl’s 2025 edition says it “accidentally omitted YouTube as a question,” so any article claiming LinkedIn beat YouTube in 2025 is misreading the report. In 2026, with YouTube back in, 82% of video marketers used YouTube and 70% used LinkedIn.

Businesses using video as a marketing tool, by year (Wyzowl 2016 to 2026)

Wyzowl publishes a 12-year grid of every question it repeats. The table pulls the three most cited rows. The edition year is the report year; fieldwork happens late in the year before. Sample sizes are from each edition’s own methodology line, where we checked it.

Source for every percentage: Wyzowl State of Video Marketing 2026, “Video marketing measures by year, 2015 to 2026”. Wyzowl did not ask the usage question in 2015.

Is the move from 89% to 91% real? A quick margin-of-error check

Wyzowl does not publish a margin of error, and its sample is not a random probability sample, so any error figure is a best case. Still, the textbook formula (1.96 × √(p × (1 − p) ÷ n)) shows how much a figure can wobble on samples this small:

1. 2026 usage, 91%, if all 266 respondents were marketers: 0.91 × 0.09 = 0.0819; divided by 266 = 0.000308; square root = 0.0175; times 1.96 = ±3.4 points.
2. Same figure if only half (133) were marketers: 0.0819 ÷ 133 = 0.000616; square root = 0.0248; times 1.96 = ±4.9 points.
3. Verdict on usage: a 2-point change (89% to 91%) sits inside that range. Say “about nine in ten businesses, steady since 2023,” not “usage grew in 2026.”
4. Verdict on ROI: 93% (n=205) to 82% (n=266) is an 11-point drop. The best-case ranges are about ±3.5 and ±4.6 points, so the drop is larger than sampling noise alone, though a different mix of respondents could still explain part of it.

The 50/50 split is our illustration, not Wyzowl’s number. The point holds either way: quote Wyzowl’s headline figures as rounded, directional findings and always pair them with “self-reported survey of 266 marketers and consumers.”

Which channels video marketers use and rate effective (Wyzowl 2026)

The last column is our arithmetic (rate effective ÷ have used), and it assumes everyone who rated a channel had used it. On that reading YouTube keeps the most of its users happy. For a service firm that is a practical signal: a searchable YouTube library of answers usually outlasts a social feed, which is the approach in our 90-day YouTube plan for service firms.

YouTube and TikTok use in the US: Pew Research Center 2026

If you need audience reach rather than marketer opinion, use Pew Research Center’s social media fact sheet. It is a probability survey of 5,511 US adults (National Public Opinion Reference Survey), answered online, by mail or by phone, fielded January 30 to June 18, 2026, with a margin of error of ±1.8 points.

By age in 2026, YouTube reaches 95% of adults 18 to 29, 91% of 30 to 49, 85% of 50 to 64 and 65% of 65 and older. TikTok reaches 65%, 45%, 31% and 11% of the same groups. Pew warns that its survey mode changed (phone through 2021, web and mail in 2023, web, mail and phone since 2024), so small year-to-year moves are not clean trends. That 85% of 50 to 64 year olds figure is why YouTube works for estate, tax and wealth firms; see how we use it in our YouTube advertising pricing and test plan.

Video ad revenue and viewing share: IAB/PwC and Nielsen

These are the market-size numbers. They come from trade-body revenue reporting and panel measurement, not opinion surveys.

Do not add the $78 billion and the $80 billion together or treat one as growth on the other. One is reported 2025 revenue from the IAB/PwC series; the other is a forecast built by a different method. Our connected TV statistics page walks through how the two IAB series and EMARKETER’s forecast differ.

Video engagement benchmarks: Vidyard and Wistia

Both are video platforms reporting on their own customers’ videos. That makes them measured behavior, unlike Wyzowl, but the customers skew B2B and the vendors sell the software.

Vidyard Video in Business Benchmark Report (2024 platform data)

• Vidyard users created 943,305 videos in 2024, 88% more than the year before.
• Under 1 minute long: 65% of viewers stay to the end. Over 20 minutes long: 20% do.
• Video creation growth by industry versus 2023: consulting +280%, professional services +200%, financial services +189%.

Source: Vidyard business video benchmarks. These are growth rates in Vidyard usage, not shares of all firms using video.

Wistia 2026 State of Video Report

• Method: a survey of 900+ professionals plus analysis of more than 13 million videos and 79 million hours of viewing on Wistia; published April 22, 2026.
• 81% of teams share videos on LinkedIn and 76% on YouTube; fewer than a quarter post on TikTok.
• 40% expect to spend more on video production this year and 46% are keeping budgets flat. Almost 40% spent under $5,000 producing video last year.
• Companies planning customer testimonial videos: 17% in 2023, 37% in 2024, 38% in 2025, 47% in 2026.

Source: Wistia State of Video Report. If you send video by email, our guide to video email marketing covers what actually plays in Gmail and Outlook.

The “82% of internet traffic is video” stat: where it really comes from

You will still see “video will make up 82% of internet traffic” quoted as a current fact. It traces to Cisco Visual Networking Index: Forecast and Trends, 2017 to 2022, updated November 26, 2018. The exact line: “IP video traffic will be 82 percent of all IP traffic (both business and consumer) by 2022, up from 75 percent in 2017.”

Three problems with citing it in 2026: it is a forecast made in 2018, its target year has passed, and Cisco’s original URL now lands on an unrelated product page (the link above is the archived copy). If you use it, write: “Cisco forecast in 2018 that video would reach 82% of IP traffic by 2022.” For a current attention number, use Nielsen’s streaming share instead.

Which video stat to cite

Pick the number by the claim you need to support. The label column is the wording that keeps you accurate.

Copy-ready citation lines

• “91% of businesses use video as a marketing tool, according to Wyzowl’s State of Video Marketing 2026, a self-reported survey of 266 marketers and consumers conducted in late 2025.”
• “In Wyzowl’s 2025 report (205 respondents, late 2024), 89% of businesses used video and 93% of video marketers reported a good ROI.”
• “84% of US adults use YouTube, per Pew Research Center’s survey of 5,511 adults fielded January 30 to June 18, 2026.”
• “US digital video ad revenue reached $78 billion in 2025, up 25.4%, according to the IAB/PwC Internet Advertising Revenue Report (April 2026).”

What these numbers mean for a professional-service firm

Read together, the sources say the same thing from different angles. Nearly every marketer surveyed already uses video, so “we do video” is not a differentiator. Your buyers, including 85% of 50 to 64 year olds, are on YouTube. And short videos get finished: 51% of Wyzowl’s video marketers rate 30 to 60 seconds as most effective, and Vidyard sees 65% completion under one minute. A firm that answers its 20 most common client questions in short, searchable videos is acting on all three findings at once. Our list of video ideas and scripts for estate planning attorneys shows that format in practice. If you want a second opinion on which video channel deserves your budget, you can book a consultation.

Frequently asked questions

What are Wyzowl's official video marketing statistics for 2026?

Wyzowl's State of Video Marketing 2026 reports that 91% of businesses use video as a marketing tool, 93% of video marketers call it an important part of strategy, 82% report a good ROI, 63% have used AI to create or edit video and 92% plan to spend the same or more. It surveyed 266 marketers and consumers in late 2025.

What percentage of businesses use video marketing according to Wyzowl 2026?

91%. Wyzowl's 2026 report says 91% of businesses use video as a marketing tool, the same level it reported in 2023 and 2024 and up from 89% in the 2025 edition. It is a self-reported answer from the marketers in a 266-person sample, so treat the two-point change as noise rather than growth.

What did Wyzowl's official 2025 video marketing report say?

The 2025 edition, based on 205 respondents surveyed in late 2024, reported that 89% of businesses used video, 95% of video marketers saw it as important to strategy, 93% reported a good ROI and 51% had used AI video tools. Wyzowl now redirects old result pages to the 2026 report, so the 2025 wording is only viewable in archived copies.

How many people did Wyzowl survey for its 2026 video marketing report?

266 unique respondents, surveyed in late 2025. The sample mixed marketing professionals and online consumers, separated by a preliminary question so each group only answered relevant questions. Earlier editions used 205 respondents (2025), 967 (2024) and 528 (2023). Wyzowl does not publish the marketer and consumer split or a margin of error.

Is Wyzowl video marketing data reliable enough to cite?

Yes, if you label it correctly. It is a long-running vendor survey from a video production company with small, self-selected samples, so cite it as self-reported sentiment with the sample size and year. For audience reach use Pew Research Center, for market size use IAB/PwC, and for viewing share use Nielsen.

Why did Wyzowl's video ROI figure drop in 2026?

Wyzowl's share of video marketers reporting a good ROI fell from 93% in the 2025 edition to 82% in 2026. Wyzowl does not explain the drop on its results page. The 11-point fall is larger than sampling error on samples of 205 and 266, but a different mix of respondents could account for part of it.