Clipp Media Research · 2026
Short-Form Video Marketing Statistics
Explore the latest video marketing statistics, consumer preferences, platform trends, and performance benchmarks shaping how brands reach audiences through video.
For brands, agencies and marketing teams, budget decisions are only as good as the benchmarks behind them. This report compiles the latest independent survey data on how businesses use video and how consumers respond to it, with Clipp Media commentary clearly marked. Most findings cover video marketing broadly; results specific to short videos are tagged.
- Respondents
- 266
- Fieldwork
- Late 2025
- Audiences
- Marketers & consumers
- Trend data
- 2015–2026
The headlines
2026 in eight numbers
91%of businesses use video as a marketing toolBusinesses
2026 survey · Fieldwork late 2025 · Businesses. Video marketing broadly; not a short-form-only measure.
93%of video marketers say video is an important part of their strategyVideo marketers
2026 survey · Fieldwork late 2025 · Video marketers. Video marketing broadly; not a short-form-only measure.
63%of video marketers have used AI to create or edit video (up from 51% in 2025)Video marketers
2026 survey · Fieldwork late 2025 · Video marketers. Video marketing broadly; not a short-form-only measure.
82%of marketers say video has given them a good ROIVideo marketers
2026 survey · Fieldwork late 2025 · Video marketers. Video marketing broadly; not a short-form-only measure.
96%of people have watched an explainer video to learn about a product or serviceConsumers
2026 survey · Fieldwork late 2025 · Consumers. Video marketing broadly; not a short-form-only measure.
85%of people have been convinced to buy by watching a videoConsumers
2026 survey · Fieldwork late 2025 · Consumers. Video marketing broadly; not a short-form-only measure.
63%of people would most like to learn about a product by watching a short videoConsumers · Short video
2026 survey · Fieldwork late 2025 · Consumers. Specifically about preference for short videos when learning about a product.
92%of marketers plan to spend the same or more on video in 2026Video marketers
2026 survey · Fieldwork late 2025 · Video marketers. Video marketing broadly; not a short-form-only measure.
Source: State of Video Marketing 2026 survey · Businesses, video marketers and consumers · fieldwork late 2025
Section A
Video marketing adoption and usage
Video use among businesses has climbed from 61% in 2016 to 91% in 2026, and the share calling it important to strategy has stayed above 80% for a decade.
2016–2026 annual surveys · Businesses · Share of respondents (%)
91% in the 2026 survey
2016: 61% → 2026: 91% · +30 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|
| 61% | 63% | 81% | 87% | 85% | 86% | 86% | 91% | 91% | 89% | 91% |
Source: State of Video Marketing 2026 survey · Businesses · 2016–2026
2015–2026 annual surveys · Video marketers · Share of respondents (%)
93% in the 2026 survey
2015: 78% → 2026: 93% · +15 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 78% | 88% | 82% | 85% | 91% | 92% | 93% | 92% | 96% | 88% | 95% | 93% |
Source: State of Video Marketing 2026 survey · Video marketers · 2015–2026
2026 survey · Marketers not using video · Share of respondents (%)
| Answer | Share |
|---|---|
| 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% |
| Can’t convince decision-makers | 5% |
| Negative past experience | 5% |
| Other | 5% |
2026 survey · Marketers not using video · rounded shares total 102%
Source: State of Video Marketing 2026 survey · Marketers not using video · rounded shares total 102%
67%of current non-users plan to start using video in 2026 (-1 pts vs 2025).2026 survey · Marketers not using video
Source: State of Video Marketing 2026 survey · Marketers not using video
Section B
Types of video and content creation
Social media videos are the most-made type, with explainers a close second. Respondents could select more than one type.
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| Social media videos | 69% |
| Explainer videos | 68% |
| Testimonial videos | 57% |
| Presentation videos | 48% |
| Video ads | 48% |
| Teaser videos | 45% |
| Product demos | 39% |
| Sales videos | 37% |
| Videographics | 27% |
| Customer service videos | 24% |
| Training videos | 23% |
| Customer onboarding videos | 23% |
| App demo videos | 17% |
| Employee onboarding videos | 16% |
2026 survey · Video marketers · multiple answers allowed
Source: State of Video Marketing 2026 survey · Video marketers · multiple answers allowed
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| Live action | 51% |
| Animated | 23% |
| Screen recorded | 19% |
| Other | 7% |
2026 survey · Video marketers
Source: State of Video Marketing 2026 survey · Video marketers
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| In house | 59% |
| Mix of in-house and external | 32% |
| External vendor | 10% |
2026 survey · Video marketers · rounded shares total 101%; 42% use an external creator
Source: State of Video Marketing 2026 survey · Video marketers · rounded shares total 101%; 42% use an external creator
Section C
AI and video marketing
AI adoption recorded the largest single-year rise of any measure in the survey.
2025 survey: 51% → 2026 survey: 63%
+12 pts year on year
Source: State of Video Marketing 2026 survey · Video marketers · 2025–2026
Section D
Video marketing budgets and spending
Nearly half of video marketers will spend more next year, and 46% put a third or less of their marketing budget into video.
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| 0–10% | 20% |
| 11–20% | 15% |
| 21–30% | 11% |
| 31–40% | 11% |
| 41–50% | 11% |
| 51–60% | 8% |
| 61–70% | 0% |
| 71–80% | 4% |
| 81–90% | 2% |
| 91–100% | 2% |
| Not sure | 17% |
2026 survey · Video marketers · rounded shares total 101%
Source: State of Video Marketing 2026 survey · Video marketers · rounded shares total 101%
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| More | 49% |
| Same | 43% |
| Less | 8% |
2026 survey · Video marketers
Source: State of Video Marketing 2026 survey · Video marketers
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| More expensive | 38% |
| Same | 32% |
| Less expensive | 30% |
2026 survey · Video marketers
Source: State of Video Marketing 2026 survey · Video marketers
2025 survey: 36% → 2026 survey: 41%
+5 pts year on year
Source: State of Video Marketing 2026 survey · Video marketers · 2025–2026
Section E
Video marketing ROI and performance
Reported positive ROI fell to 82% in 2026 from 93% a year earlier, while views and engagement remain the most common success measures.
2016–2026 annual surveys · Video marketers · Share of respondents (%)
82% in the 2026 survey
2016: 76% → 2026: 82% · +6 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|
| 76% | 83% | 78% | 83% | 88% | 87% | 87% | 92% | 90% | 93% | 82% |
Source: State of Video Marketing 2026 survey · Video marketers · 2016–2026
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| Video views | 67% |
| Engagement (likes, shares, reposts) | 63% |
| Leads and clicks | 52% |
| Customer engagement and retention | 40% |
| Brand awareness and PR | 36% |
| Bottom line sales | 32% |
2026 survey · Video marketers · multiple answers allowed
Source: State of Video Marketing 2026 survey · Video marketers · multiple answers allowed
2026 survey · Video marketers · Share of respondents (%)
| Answer | Share |
|---|---|
| 30 seconds or less | 20% |
| 30–60 seconds | 51% |
| 1–2 minutes | 20% |
| 2–3 minutes | 5% |
| 3 minutes or more | 4% |
2026 survey · Video marketers · 71% say 30 seconds to 2 minutes
Source: State of Video Marketing 2026 survey · Video marketers · 71% say 30 seconds to 2 minutes
Outcomes video marketers attribute to video
| Outcome | 2026 | Change vs 2025 | First asked |
|---|---|---|---|
| Increased user understanding | 93% | -6 pts | 2015 |
| Increased brand awareness | 93% | -3 pts | 2024 |
| Generated leads | 85% | -3 pts | 2019 |
| Directly increased sales | 83% | -1 pts | 2016 |
| Increased web traffic | 82% | No change | 2015 |
| Increased dwell time | 82% | -2 pts | 2018 |
| Reduced support queries | 57% | -5 pts | 2015 |
Source: State of Video Marketing 2026 survey · Video marketers · brand awareness history before 2024 not published
Compare historical outcomes
2015–2026 annual surveys · Video marketers · Share of respondents (%)
93% in the 2026 survey
2015: 80% → 2026: 93% · +13 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 80% | 93% | 97% | 97% | 94% | 95% | 94% | 94% | 96% | 88% | 99% | 93% |
Source: State of Video Marketing 2026 survey · Video marketers · 2015–2026
2024–2026 annual surveys · Video marketers · Share of respondents (%)
93% in the 2026 survey
2024: 90% → 2026: 93% · +3 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2024 | 2025 | 2026 |
|---|---|---|
| 90% | 96% | 93% |
Source: State of Video Marketing 2026 survey · Video marketers · 2024–2026
2019–2026 annual surveys · Video marketers · Share of respondents (%)
85% in the 2026 survey
2019: 81% → 2026: 85% · +4 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|
| 81% | 83% | 84% | 86% | 90% | 87% | 88% | 85% |
Source: State of Video Marketing 2026 survey · Video marketers · 2019–2026
2016–2026 annual surveys · Video marketers · Share of respondents (%)
83% in the 2026 survey
2016: 64% → 2026: 83% · +19 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|
| 64% | 81% | 76% | 78% | 80% | 78% | 81% | 87% | 87% | 84% | 83% |
Source: State of Video Marketing 2026 survey · Video marketers · 2016–2026
2015–2026 annual surveys · Video marketers · Share of respondents (%)
82% in the 2026 survey
2015: 55% → 2026: 82% · +27 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 55% | 62% | 76% | 76% | 84% | 87% | 86% | 87% | 91% | 86% | 82% | 82% |
Source: State of Video Marketing 2026 survey · Video marketers · 2015–2026
2018–2026 annual surveys · Video marketers · Share of respondents (%)
82% in the 2026 survey
2018: 80% → 2026: 82% · +2 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|
| 80% | 80% | 81% | 83% | 82% | 87% | 82% | 84% | 82% |
Source: State of Video Marketing 2026 survey · Video marketers · 2018–2026
2015–2026 annual surveys · Video marketers · Share of respondents (%)
57% in the 2026 survey
2015: 30% → 2026: 57% · +27 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 30% | 36% | 53% | 47% | 41% | 43% | 43% | 49% | 53% | 66% | 62% | 57% |
Source: State of Video Marketing 2026 survey · Video marketers · 2015–2026
Section F
Consumer behaviour and preferences
Consumers overwhelmingly prefer a short video when learning about a product, and most say video has convinced them to buy.
2026 survey · Consumers · Share of respondents (%)
| Answer | Share |
|---|---|
| Watch a short video | 63% |
| Read an article | 12% |
| View an infographic | 7% |
| Sales call | 5% |
| Read an ebook or manual | 4% |
| Webinar | 4% |
2026 survey · Consumers · short video highlighted; published shares total 95%
Source: State of Video Marketing 2026 survey · Consumers · short video highlighted; published shares total 95%
63%would most like to learn about a product by watching a short video.Short-form finding2026 survey · Consumers
Source: State of Video Marketing 2026 survey · Consumers
89%say video quality impacts their trust in a brand (-2 pts vs 2025; 87% in the 2024 report).2026 survey · Consumers
Source: State of Video Marketing 2026 survey · Consumers
2015–2026 annual surveys · Consumers · Share of respondents (%)
96% in the 2026 survey
2015: 80% → 2026: 96% · +16 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 80% | 93% | 97% | 97% | 94% | 95% | 94% | 94% | 96% | 91% | 98% | 96% |
Source: State of Video Marketing 2026 survey · Consumers · 2015–2026
2015–2026 annual surveys · Consumers · Share of respondents (%)
85% in the 2026 survey
2015: 73% → 2026: 85% · +12 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2015 | 2016 | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 73% | 77% | 74% | 81% | 84% | 84% | 84% | 88% | 89% | 82% | 87% | 85% |
Source: State of Video Marketing 2026 survey · Consumers · 2015–2026
2018–2026 annual surveys · Consumers · Share of respondents (%)
84% in the 2026 survey
2018: 85% → 2026: 84% · -1 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|
| 85% | 87% | 86% | 85% | 88% | 91% | 89% | 83% | 84% |
Source: State of Video Marketing 2026 survey · Consumers · 2018–2026
2018–2026 annual surveys · Consumers · Share of respondents (%)
80% in the 2026 survey
2018: 69% → 2026: 80% · +11 percentage points
Annual survey responses; not a longitudinal sample.
View data table
| 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|---|---|---|
| 69% | 79% | 74% | 79% | 78% | 79% | 77% | 81% | 80% |
Source: State of Video Marketing 2026 survey · Consumers · 2018–2026
Section G
Video marketing channels and platforms
YouTube leads on both usage and rated effectiveness. Usage and effectiveness are reported separately below.
2026 survey · Video marketers · Share of respondents (%)
YouTube
Webinars
TikTok
Interactive video
X
Virtual reality
360 video
Snapchat
Usage and effectiveness are separate survey questions.
2026 survey · Video marketers
View data table
| Channel | Have used | Rate effective |
|---|---|---|
| YouTube | 82% | 69% |
| 70% | 50% | |
| 69% | 56% | |
| 68% | 55% | |
| Webinars | 56% | 42% |
| TikTok | 40% | 29% |
| Interactive video | 31% | 20% |
| X | 29% | 16% |
| Virtual reality | 19% | 9% |
| 360 video | 18% | 10% |
| Snapchat | 16% | 8% |
Source: State of Video Marketing 2026 survey · Video marketers
Section H
Methodology and Sources
Clipp Media’s Short-Form Video Marketing Statistics report brings together research and data on video marketing adoption, consumer behaviour, content formats, marketing performance, and emerging trends.
The statistics presented in this report are based on the underlying research data available for each metric. Historical comparisons are included where comparable data is available. Each statistic should be interpreted in the context of its original survey question, audience, and reporting period.
Clipp Media has not independently conducted the original third-party surveys. This report presents sourced research alongside Clipp Media’s analysis and commentary. Video marketing statistics generally describe the broader video marketing landscape; only figures specifically identified as short-form video statistics should be interpreted as short-form-specific findings.
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