Customers move fast, platforms evolve overnight, and AI creates and curates content at unprecedented speed. Through it all, one medium continues to outperform every other: video.
In 2026, video is no longer a “marketing tactic.” It’s the connective infrastructure for how organizations engage, educate, and convert customers, employees, and partners. This article brings together over 40 data-driven video statistics to help you build a business-ready case for investing in video, backed by hard numbers and clear ROI.
1. Video adoption and usage by businesses
Video has become the universal language of digital communication. It’s now expected across every stage of the customer and employee journey, from marketing and onboarding to support and training.
- 89% of businesses use video as a marketing tool (Wyzowl)
- 95% of marketers say video is vital to their overall strategy (Wyzowl)
- 93% plan to spend the same or more on video in 2026 (Wyzowl)
- 68% of non-users plan to start using video this year (Wyzowl)
- 87% of businesses say video has helped them increase website traffic (Wyzowl)
- 46% of marketers say video is the most effective format for brand storytelling (HubSpot)
- 91% of businesses now incorporate video content into their strategy (DemandSage)
- 55% of marketers produce video in-house; 14% outsource exclusively; 31% use a mix (Marketing LTB)
- 18% of businesses use AI tools for video content production (Marketing LTB)
These numbers signal that we’ve crossed a tipping point: video has gone beyond optional and become core to how brands communicate, compete, and convert.
Why this matters: Video isn’t just for marketing teams anymore. Organizations are scaling it across departments to drive clarity and consistency from customer success to internal communications. Platforms like SundaySky Create make this shift possible by enabling anyone to produce professional-quality videos at scale while keeping every asset compliant and on-brand.
2. Online video growth statistics
Consumers have made their preference clear: they want information delivered visually, quickly, and on their terms.
- Video will account for roughly 82% of all internet traffic in 2026 (Teleprompter)
- Users spend 88% more time on websites that include video (DemandSage)
- 78% of consumers prefer to learn about products via video rather than text (Wyzowl)
- 91% say video quality impacts their trust in a brand (Wyzowl)
- Two out of three consumers (66%) find short-form video the most engaging (DemandSage)
- 60% of social media content is now short-form video (Gitnux)
- Over 50% of internet traffic is consumed by video content (Gitnux)
- 72% of consumers say they have purchased a product or service after watching a brand’s video (Gitnux)
- 92% of mobile users share videos with others, more than any other content type (Invideo)
Mobile devices continue to fuel this dominance, with over 75% of all smartphone data traffic now comes from video (DesignRush).
Why this matters: Video is the default language of digital behavior. Whether it’s a 15-second social clip, a personalized explainer, or an onboarding walkthrough, people expect to see motion and story. If your brand isn’t using video to meet them there, someone else is.
3. Business impact and ROI metrics
Video doesn’t just perform, but proves its value at every level of the funnel. The numbers speak for themselves.
- 93% of marketers say video has delivered positive ROI (Wyzowl)
- 96% say it improves brand awareness (HubSpot)
- 99% say it helps users better understand their product or service (Wyzowl)
- 88% say it helps generate leads (DemandSage)
- 84% report a direct increase in sales after using video (Insivia)
- 62% say video reduces support queries (Wyzowl)
- 82% of people say watching a video influenced their purchase decision. (DemandSage)
- Videos are shared 1,200% more than text and image content combined. (Agency Handy)
- 94% of marketers say video has improved user understanding of products or services (Wyzowl)
- 80% of marketers say video has directly increased dwell time on their website (HubSpot)
Why this matters: These video statistics demonstrate how video drives measurable business outcomes from top-line growth to bottom-line efficiency. Whether you’re boosting conversions or lowering service costs, video accelerates performance.
For example, SundaySky Amplify empowers sales and customer-facing teams to create personalized videos at scale—driving faster responses, stronger engagement, and shorter sales cycles without relying on creative bottlenecks or unapproved tools.
4. Production and operational video statistics
Once considered resource-intensive, video production has become faster, easier, and more accessible thanks to AI and automation.
- 51% of marketers now use AI tools to create or edit video (Wyzowl)
- More than half of businesses create video in-house (Wyzowl)
- 36% say production costs are declining year over year (Wyzowl)
- 73% produce explainer videos; 69% make social videos; 60% create testimonials; and 48% develop product demos (Wyzowl)
- 52% of marketers create new videos weekly or more (Agency Handy)
- 38% of businesses say they create video internally to maintain brand consistency (Agency Handy)
- The use of AI in video editing is expected to reduce production time by 30-50% in the next five years (Gitnux)
Why this matters: The democratization of video is transforming content operations. With AI copilots, reusable templates, and automated rendering, teams can produce on-brand videos in hours (perhaps even minutes), not days.
Enterprise companies increasingly turn to SundaySky’s brand governance capabilities to maintain this efficiency, ensuring every video aligns with brand guidelines while giving departments the flexibility to personalize and publish independently.
5. Emerging trends and the future of video
Looking ahead, five major trends are shaping the future of video in 2026 and beyond.
AI and automation in video creation
- 86% of advertisers will use generative AI for video production (TV Tech)
- More than 80% of business executives want to use AI-powered text-to-video tools (Siege Media)
- 96% of marketers believe AI will be a key part of video production in the next few years (Siege Media)
- More than 80% of business executives want to use AI-powered text-to-video tools (Siege Media)
- The global corporate eLearning market is expected to reach $375 billion by 2026, driven by video-first training content (WiFiTalents)
- 41% of businesses plan to increase use of AI-powered video editing in 2026 (Statista 2025 Forecast)
AI is revolutionizing the process of scripting, editing, and rendering videos. Expect automation to handle more of the creative process, while human teams focus on storytelling and strategy.
Short-form video dominance
- 73% of marketers say short-form videos (under two minutes) are the most effective (Wyzowl)
Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to redefine attention spans. Concise, visually dynamic content drives higher engagement across demographics.
Interactive and shoppable video
- Shoppable video can increase conversions by up to 3.4x (DesignRush)
Audiences want to take action upon watching a video, whether that’s purchasing, registering, or learning. Interactivity and commerce integration will become standard across ecommerce and enterprise campaigns.
Video personalization at scale
- Nearly 90% of marketers report positive ROI from video personalization (DemandSage)
Personalized video, once a novelty, is now a necessity. In a world where AI-generated content floods feeds, personalization is what cuts through the noise.
Brand governance as a strategic imperative
As AI-driven video creation expands, so does the risk of brand dilution. Centralized brand governance tools, like those in SundaySky Create, ensure every video reflects the company’s tone, style, and compliance requirements no matter who creates it.
6. How to use these video stats to build an internal business use case for video
Data is persuasive, but only if you use it strategically. Here’s how to turn these insights into executive buy-in.
Start with relevance. Choose the video statistics that tie directly to your organization’s goals.
- Want to reduce call volume? Highlight that 62% of marketers say video reduces support queries.
- Need to increase product adoption? Reference the 99% who say video improves understanding.
- Seeking more conversions? Point to the 84% who report direct sales impact.
Frame video as infrastructure, not content. Executives respond to scalability and ROI. Video isn’t just another campaign, but a communication layer that supports growth across sales, marketing, CX, and learning.
Start small and scale. Identify one stage of your customer journey to test video impact, measure results, and expand from there.
Avoid common pitfalls. Don’t cherry-pick outdated stats or limit the conversation to marketing. Remember, the value of video extends across the entire business.
Conclusion
Video has evolved from a marketing format to a core business function. In 2026, it’s how organizations will earn attention, build trust, and accelerate outcomes.
Video engages customers, empowers teams, and keeps brands consistent in an AI-driven world.
Companies that invest in video now, supported by scalable creation tools, intelligent personalization, and strong brand governance will lead the next era of digital engagement.
Because video is no longer just what people watch, it’s how modern business works.
Ready to turn data into action?
Explore how SundaySky’s enterprise video platform helps teams create personalized, on-brand videos that drive measurable results without slowing anyone down.
Book a demo to see how easily your business can scale video across marketing, sales, and customer experience.
