75 Video Marketing Statistics for Ecommerce in 2026

Explore 75 video marketing statistics to act on this quarter. Learn about adoption, ROI, AI, short-form, and ecommerce-specific data to help grow your business.

Video marketing has evolved from standard ads into a mix of shoppable social content, product demos, and virtual reality experiences. Learn how to tap into the latest video marketing statistics to help grow your business in 2026. 

For store owners trying to capture viewers’ attention and increase conversions, video is a direct consumer touchpoint. DataReportal’s Digital 2026 Global Overview Report found that 94.6% of online adults watched some kind of online video in the past 30 days.

The following video marketing statistics show the state of video marketing in 2026—and how it might evolve. 

Video consumption stats

1. 91.1% of online adults watched online video in the past week. (DataReportal)
2. 91.7% of online adults consume some form of streaming TV content each month. (DataReportal)
3. Streaming now accounts for more than half of internet users’ total TV watch time globally, at 50.4%. (DataReportal)
4. YouTube has been the number one platform for streaming watch time in the US for nearly three years. (Nielsen)
5. 35% of US consumers spend more time watching social media videos than streaming services. Among Gen Z, that rises to 58%. (Deloitte) 
6. US social network users are spending more than two hours per day on social platforms in 2026. (eMarketer)
7. TikTok’s active users spend 47 minutes per day on the platform. (eMarketer) 

Video marketing adoption

8. 37% of store owners named marketing as their top challenge. (Shopify Survey of Store Owners, Q4 2025*)
9. 91% of businesses use video as a marketing tool in 2026. (Wyzowl) 
10. 93% of video marketers say video marketing is an important part of their overall strategy. (Wyzowl)
11. 92% of marketers plan to spend the same amount or more on video marketing in 2026. (Wyzowl)
12. 48% of companies plan to increase video promotion budgets in 2026, while fewer than 10% plan to cut them. (Wistia)
13. 81% of teams share videos on LinkedIn and 76% share videos on YouTube. (Wistia)
14. More than half of companies repurpose video content into social clips. (Wistia)
15. Digital video ad spend is projected to surpass $80 billion in the US in 2026, up 11% year over year. (IAB)
16. For the first time, digital video is expected to account for more than 60% of total TV/video ad spend. (IAB)

AI in video marketing

17. 87% of creative professionals now use AI tools for video creation, and 66% use them weekly. (Artlist)
18. 63% of video marketers said they’ve used AI video tools to help create or edit marketing videos. (Wyzowl)
19. 66% of digital video buyers are already live, testing, or planning to use agentic AI for digital video campaigns in 2026. (IAB)
20. 49% of companies have a dedicated AI budget for video content marketing. (Wistia)
21. 69% of AI users said content generation is their most common use case. (Shopify)
22. 85% of marketers say videos with AI elements perform better than traditional videos. (Wistia)
23. Marketers say AI helps with key video production tasks—63% use it for coming up with ideas, 55% use it to save time editing, and 55.2% use it to write scripts. (Animoto)
24. 90% of marketers say it’s essential that they can edit AI-generated video content. (Animoto)
25. 74% of consumers say they want AI videos from brands, up from 65% the year before. (Idomoo)
26. The combined revenue run-rate of Meta’s video generation tools hit $10 billion in Q4 2025, with quarter-over-quarter growth nearly three times faster than overall ads revenue. (Meta)
27. Shop reaches more than 250 million verified shoppers worldwide, while supported partner apps let merchants create shoppable videos that appear in the Shop app home feed. (Shopify)

Short-form and platform-specific video

28. 73% of marketers say short-form video will dominate content strategy in 2026. (Emplifi)
29. 71% of people say videos between 30 seconds and two minutes are the most effective length. (Wyzowl)
30. 63% of consumers say they’d most like to watch a short video to learn about a product or service. (Wyzowl) 
31. YouTube Shorts now averages more than 200 billion daily views. (YouTube)
32. Facebook is showing more than 25% more same-day Reels compared with Q3 2025. (Meta) 
33. Billions of searches happen on TikTok every day, up more than 40% year over year. (TikTok)
34. TikTok users are 1.6 times more likely to repurchase from brands when ads let them interact with the brand. (TikTok)
35. Instagram Reels outperform other Instagram post formats, with a 2.7% engagement rate versus 1.4% for carousels and 1.3% for static images. (Dash Social)
36. TikTok’s engagement rate is 3.7%, up 49% year over year. (SocialInsider)
37. Instagram video views grew 29% year over year, while TikTok video views grew 3%. (SocialInsider)

Video marketing for ecommerce

38. 61% of shoppers say product images and videos are the most important product page element when completing a purchase. (Salsify)
39. 63% of Gen Z shoppers say social media sites like TikTok and Instagram are their top channels for researching new products and brands. (Salsify)
40. Shopify Posts lets merchants publish shoppable videos up to two minutes long and tag up to 10 products or a collection. (Shopify)
41. Videos on homepages, video galleries, and product pages get the highest play rates on company websites. (Wistia)
42. Product videos and webinars are the two video formats teams say have the biggest impact on business success. (Wistia)
43. More than half of companies repurpose video content into social clips, and 60% use those clips to link back to their website. (Wistia)
44. Retail brands using Reels and creators are seeing 71% higher brand intent lift and 19% lower acquisition costs. (Meta)

Business-to-business (B2B) video marketing

45. 67% of companies that create social video clips post them on LinkedIn. Instagram follows at 49%, YouTube at 41%, and Facebook at 34%. (Wistia)
46. LinkedIn is the top paid video promotion channel for companies, followed by YouTube, Instagram, Facebook, and TikTok. (Wistia)
47. Educational videos, social videos, product videos, and webinars are the most common company video types. More than half of companies create each format regularly. (Wistia)
48. 47% of companies planned to create customer testimonial videos in 2026, up from 17% in 2023. (Wistia)
49. 85% of marketers say video has helped generate leads, and 83% say it has directly increased sales. (Wyzowl)
50. LinkedIn is rated the most effective thought leadership channel by 76% of B2B marketers. Webinars and speaking events rank third at 52%. (Content Marketing Institute) 
51. Only 5% of B2B marketers name video marketing and production as a top area of marketing spend for 2026. (Sagefrog) 
52. 64% of B2B marketers use LinkedIn boosted or paid ads, while 42% use LinkedIn organic posts. (Sagefrog)

Video marketing ROI and performance

53. 82% of marketers say video marketing has given them a good return on investment (ROI). (Wyzowl)
54. 93% of video marketers say video has helped increase brand awareness. (Wyzowl)
55. The top three ROI-driving content formats are all video-based: short-form video at 49%, long-form video at 29%, and livestreaming video at 25%. (HubSpot) 
56. 67% of video marketers measure ROI through video views, while 63% use engagement metrics such as likes, shares, and reposts. (Wyzowl)
57. For five- to 30-minute videos, lead generation forms placed in the first, second, or fourth quarter of the video see 53% to 55% click-through rates. (Wistia)

Video marketing channels

58. Social video is projected to reach $31.9 billion in US ad spend in 2026, ahead of traditional connected TV (CTV), at $29.3 billion, and online video, at $20.7 billion. (IAB)
59. 69% of TV/video buyers consider social video a “must buy” in 2026, up from 62% in 2025. (IAB)
60. LinkedIn is the top channel for repurposed video clips, with 67% of brands posting clips there. (Wistia)
61. Instagram is the second most common channel for repurposed video clips, used by 49% of brands. (Wistia)
62. YouTube views per video increased 30% year over year, while weekly posting on YouTube increased 25%. (Metricool)
63. Facebook reach increased 51%, impressions increased 57%, and interactions increased 56% year over year. (Metricool)
64. YouTube viewers are 13 times more likely to search for a brand and five times more likely to buy when creators talk about products on YouTube. (YouTube)
65. Advertisers who promoted creator-led videos on YouTube Shorts saw an average 30% increase in conversion lift. (YouTube)
66. Over 50% of marketers plan to grow streaming and social video ad investments in 2026. (iSpot)

Video marketing budgets and production

67. US digital video ad spend is projected to reach $81.9 billion in 2026, up 11% year over year. (IAB)
68. CTV adoption among small spenders rose from 60% in 2024 to 85% in 2026. (IAB)
69. Nearly 70% of marketers expect flat or shrinking video ad budgets in 2026. (iSpot)
70. 46.5% of marketers rank business outcomes as their biggest measurement challenge. (iSpot)
71. Digital video is the top expected recipient of media budget increases, cited by 67% of marketers. (Ebiquity) 
72. Searches for AI video creators rose 66% on Fiverr over six months. (Fiverr)
73. Searches for faceless YouTube video creators rose 488% on Fiverr over six months. (Fiverr)
74. 28% of companies spent more than $20,000 on video promotion and advertising in 2025. (Wistia)
75. 32% of video marketers use a mix of in-house production and external vendors. (Wyzowl)

What this means for ecommerce brands

Video influences how shoppers discover products and decide what to buy. Put these video marketing statistics into practice with the following tips:

• Use video on product pages. Shoppers rely on visuals to decide whether a product is worth buying. Product images and videos are one of the most important product page elements to influence purchase decisions.
• Lead product discovery with short-form video. Platforms like TikTok, Instagram, YouTube Shorts, and Shop are where shoppers find new brands. Publish product-led clips that work without much context to attract your audience.
• Repurpose long videos into clips. A single product video can become a product page asset, a social clip, a paid ad, a Shop post, and an email asset. This makes production budgets go further.
• Use AI for production, but still maintain your brand. AI tools can help with scripting, editing, captions, localization, and creative testing. But shoppers still expect videos to feel on-brand, relevant, and trustworthy.
• Measure video performance. Views can show reach, but your brand can also benefit from tracking clicks, add-to-carts, product page engagement, conversion lift, and sales.

Video marketing statistics FAQ

How do you get started with video marketing?

To start using online video content to promote your business:

1. Set goals.
2. Research your audience.
3. Plan your video campaigns.
4. Create video content.
5. Distribute video content.
6. Monitor performance.

What is the 3-3-3 rule in marketing?

The 3-3-3 rule in marketing is a framework that keeps messaging targeted. It requires brands to concentrate their resources on three core messages, three target audience segments, and three main marketing channels.

How effective is video content marketing?

Video marketing can be effective when it’s tied to business outcomes. In Wyzowl’s 2026 data, 82% of marketers say video has delivered a good ROI, 85% say it has helped generate leads, and 83% say it has directly increased sales.

How do you measure video marketing success?

Use marketing analytics tools to monitor the results of your video marketing efforts. Some marketing teams also use tools like heat maps to track user engagement with video content.

How long should marketing videos be?

Marketing videos should be short, especially for product education, social media, and top-of-funnel discovery. Wyzowl found that 71% of people say videos between 30 seconds and two minutes are the most effective length.