Video is no longer an experiment for brands selling to other businesses. It is the default. Around 91% of businesses use video as a marketing tool in 2026, and roughly 92% plan to hold or grow their video budgets, per Wyzowl's State of Video. The figures below are grouped by the questions marketing leaders actually ask, with sources named. They are directional and vary by industry, measurement maturity and content quality. For the strategy behind the numbers, start with the complete guide to B2B video marketing.
The numbers that matter most
- 91% of businesses use video as a marketing tool in 2026 (Wyzowl).
- ~92% plan to maintain or increase video spend this year (Wyzowl).
- Video is consistently rated one of marketers' most effective content formats, and most say it has increased understanding of their product (Wyzowl 2026).
- ~70% of B2B buyers engage with video during a purchase decision (HubSpot).
- About 82% of video marketers report a good ROI in 2026, down from 93% a year earlier as volume has risen (Wyzowl).
How many businesses use video, and what are they spending?
- Roughly 91% of businesses use video as a marketing tool in 2026 (Wyzowl State of Video).
- About 92% plan to keep or raise video spend, and a large majority say video gives them positive return (Wyzowl).
- Marketers increasingly treat video as an ongoing programme rather than a one-off campaign, prioritising program-level strategy over single projects.
How do B2B buyers use video?
- Around 70% of B2B buyers engage with video during their purchasing decision (HubSpot).
- Buyers spend only about 17% of their purchase time with vendors, so roughly 80% of the journey is self-directed (Gartner), and video is a format they reach for during it.
- A complex business purchase typically involves a buying committee of six to ten people (Gartner), and Forrester puts the average enterprise buying group near thirteen, so a single video rarely covers the journey.
- Reaching more of the committee correlates with winning: multi-threaded deals that engage five or more stakeholders have been reported to close far more often than single-threaded ones.
What is the ROI of B2B video?
- About 82% of video marketers report a good ROI in 2026 (Wyzowl), down from 93% the year before, a dip most analysts attribute to more teams producing more video of uneven quality.
- The most common ways marketers measure video ROI are view counts (around 67%), engagement (around 63%) and leads or clicks (around 52%), per Wyzowl 2026; leading teams add pipeline influence and revenue attribution on top.
- Video is credited with supporting the whole funnel: most marketers say it has increased understanding of their product and helped brand awareness (Wyzowl 2026).
Which channels and formats work?
- On LinkedIn, video consistently outperforms text and image posts for reach and engagement, and is a core channel for reaching business buyers.
- Short-form clips drive materially more engagement than long webinars, and are the most efficient way to stay visible between deals.
- The highest-return pattern is one production distributed as many assets: a hero cut, several demo or explainer segments, and a month of social clips.
What are teams budgeting, and how?
- Production costs have fallen while distribution has grown more sophisticated, so the same asset now stretches into a dozen derivatives across paid, sales and social.
- The brands seeing the best economics price by volume, not by day rate: a programme spreads the setup cost so the price per finished asset falls as the library grows.
For what these numbers mean for a yearly plan, see the budget guide in the hub, or talk to us about a costed programme on the yourfilm pricing page.
Sources
Wyzowl, State of Video Marketing 2026; HubSpot, State of Marketing 2026; Gartner, B2B Buying Survey 2024 (buying-group size, self-directed journey); Forrester, State of Business Buying 2024; 6sense and Belkins sales-cycle data 2025. Figures are directional and vary by industry, measurement maturity and content quality.
Frequently asked questions
What percentage of businesses use video marketing in 2026?
Around 91% of businesses use video as a marketing tool in 2026, and roughly 92% plan to hold or increase their video spend, according to Wyzowl's State of Video.
Does B2B video marketing have good ROI?
About 82% of video marketers report a good ROI in 2026, down from 93% the year before as more teams produce more video, per Wyzowl. The return is strongest when video is measured against pipeline influence and sales-cycle compression rather than views alone.
How do B2B buyers use video when making a decision?
A large share of business buyers engage with video during the purchase, and roughly 80% of the buying journey is self-directed, with buyers spending only about 17% of their time with any vendor, per Gartner. Video does the early education so the first sales conversation starts further along.
