Updated October 24, 2026.
Video marketing statistics can help you make a case for investing in video. They become more useful when you connect each number to a decision: what to produce, who should produce it, where to put it, and how to know whether it helped.
For a business following Endless Customers, we would start with the questions buyers need answered. A pricing explanation, a product demonstration, or an honest discussion of limitations can serve a clear purpose even when its view count is modest.
These 12 findings from two 2026 reports offer useful context. The recommendations that follow each finding are our interpretation for business owners and marketing teams.
What these reports actually measure
Wyzowl’s 2026 report surveyed 266 people in late 2025, separating marketers and consumers for relevant questions. That is the total sample, not the number answering every question.
Wistia’s 2026 report combines a survey of more than 900 professionals with analysis of over 13 million videos on its platform. Survey responses and observed platform behavior are different kinds of evidence.
Both reports come from video businesses. Their findings are useful directional evidence, with limits. Neither sample establishes what every business or buyer does. Self-reported results also do not prove video alone caused a sale.
1. 91% reported using video for marketing
Wyzowl reports 91% business adoption among the relevant respondents. Source: Wyzowl, 2026.
Our recommendation: examine where a buyer currently has to imagine something you could show. This could be a product in use, a service process, or what happens during an installation. Start with a gap in understanding that video can resolve. The prevalence of video alone does not tell you which format your company needs.
2. 93% of video marketers consider it important to their strategy
This is a statement about perceived strategic importance. Source: Wyzowl, 2026.
Our recommendation: give video an owner, a regular production rhythm, and access to the people who know your customers. A company that calls video a priority but cannot make an expert available for an interview will struggle to produce useful work. Decide what the team will make room for.
3. 63% of video marketers have used AI to create or edit video
Wyzowl’s figure covers reported use of AI in creation or editing. Source: Wyzowl, 2026.
Our recommendation: choose a production bottleneck before choosing another tool. AI may help organize an interview, suggest an outline, or assist with captions. Your experts still need to verify the explanation. Use real demonstrations and customer evidence where the video makes a claim about what your business can do.
4. 82% of video marketers report good ROI
This is the respondents’ assessment of return, rather than a guaranteed financial outcome. Source: Wyzowl, 2026.
Our recommendation: define what a useful return means before production starts. A sales video may help a buyer prepare for a meeting. A product video may answer a recurring fit question. Track those outcomes alongside production cost and opportunities influenced. Be careful about assigning all the value of a sale to the last video someone watched.
5. 96% of consumers have watched an explainer to learn about a product or service
Wyzowl asked consumers about their experience using explainer videos. Source: Wyzowl, 2026.
Our recommendation: explain the things your team is tired of explaining. Those are often valuable subjects because the buyer is encountering them for the first time. Put the answer where the question arises, such as a service page or pre-meeting email. Provide a written explanation for someone who prefers to read.
6. 85% of consumers say a video has convinced them to buy
The question concerns a reported past experience, not an expected conversion rate for your campaign. Source: Wyzowl, 2026.
Our recommendation: look for uncertainty you can remove. A useful comparison might explain who should choose each option. A customer story can show the original problem and the work required to solve it. Your goal is to help someone make a sound decision, including recognizing when your offering is a poor fit.
7. 54% of surveyed companies have an in-house video team
Wistia reports that this share grew from 36% over two years. Source: Wistia, 2026.
Our recommendation: evaluate how much recurring expertise your business needs to capture. An internal producer can build relationships with salespeople and subject matter experts, while external specialists may still be useful for particular projects. Choose the arrangement that supports consistent production and access to real knowledge.
8. 62% of teams use AI in video workflows or plan to start
This figure combines current use and intention. Source: Wistia, 2026.
Our recommendation: distinguish a tool purchase, a pilot, and a proven workflow in your own reporting. Test a specific task and compare the effort required before and after. Include time spent correcting mistakes. Keep the human review point visible so a faster process still produces an accurate result.
9. 83% of surveyed companies share video on social media
This describes distribution among Wistia’s respondents. Source: Wistia, 2026.
Our recommendation: choose the channel based on the people you need to reach. Adapt the opening, framing, and length to how someone encounters the video there. Give recurring educational content a maintained home on your website as well, so a salesperson can find and share the complete explanation later.
10. 22% name social engagement as their primary video success metric
Wistia reports an increase from 12% the previous year. Source: Wistia, 2026.
Our recommendation: examine the substance of engagement. A question from a potential buyer can be more useful than a large number of superficial reactions. Bring those questions into your content planning. Keep a separate view of qualified inquiries and business outcomes so attention does not become the only definition of success.
11. Three in four surveyed companies host webinars
Wistia reports this level of webinar adoption among respondents. Source: Wistia, 2026.
Our recommendation: give a webinar a concrete teaching promise. A useful session might walk through a buying decision, explain a process, or answer a set of questions that require demonstration. Plan for the replay before the event, including where it will live and how someone can navigate to the answer they need.
12. 88% repurpose webinar content
Wistia’s webinar findings report this reuse of the material. Source: Wistia, 2026.
Our recommendation: repurpose around complete ideas. A clip should make sense to someone who missed the event. An article should answer a question without requiring the reader to watch an hour of video. Ask the presenter to review any edited passage that changes the context of their explanation.
What should your team produce next?
Bring your salesperson, content manager, and video owner into the same conversation. Identify the questions buyers ask when they are trying to decide. Prioritize topics where seeing the answer makes a meaningful difference.
Useful starting points include:
A cost explanation that shows what changes the price.
A product or service walkthrough that sets accurate expectations.
A comparison that explains the tradeoffs between reasonable options.
A demonstration that substantiates a claim your company makes.
A customer story with a clear problem, decision, process, and outcome.
Our Selling 7 guide can help you select the right starting point.
Make useful video easier to discover
For public educational videos, provide accurate captions and a written explanation on a relevant page. Name the expert, show the evidence, and make the answer easy to locate. These choices help people understand and share the material.
Google’s guidance for AI search features recommends making important information available as text and supporting it with useful images and videos. It does not promise inclusion or a citation.
Measure your own starting point, publish a focused set of useful videos, and review the results with sales. The strongest case for the next investment will be evidence from your buyers and your business.
