SaaS marketing teams do not need to be convinced that video works. What they usually need is a clear, current set of numbers to justify the budget, set expectations, and decide where to invest next. This page collects the video marketing statistics most relevant to B2B and SaaS teams for 2026, each pulled from primary industry research and cited by source.

Adoption and importance

Video is no longer an emerging channel for B2B marketing. It is close to standard practice.

• 91% of businesses use video as a marketing tool in 2026, matching the all-time high first reached in prior years. (Wyzowl, State of Video Marketing 2026)
• 93% of video marketers say video is an important part of their overall marketing strategy. (Wyzowl, 2026)
• 63% of video marketers used AI tools to create or edit marketing video in 2026, an increase from the prior year. (Wyzowl, 2026)

ROI and revenue impact

These figures speak most directly to whether video investment pays off, and they are the numbers most often used to justify budget.

• 82% of video marketers report that video delivers a positive ROI. Some editions of this same annual survey reported a higher figure the prior year, so the exact percentage varies slightly depending on which year's report is cited. (Wyzowl, State of Video Marketing 2026)
• 52% of B2B marketers identify video as the content format that delivers the highest ROI compared to other formats they use. (Wordstream)
• Businesses using video report 49% faster revenue growth than businesses that do not use video. (Wordstream)

B2B buyer behavior

Buyer research habits are one of the clearest reasons video matters earlier in the SaaS funnel than it used to.

• 70% of B2B buyers watch video content during their purchase decision process. (Google / Vidico research, 2025)
• 96% of B2B buyers say video is an important factor when deciding whether to move forward with a vendor. (Brightcove)

Conversion data

For SaaS teams optimizing landing pages, demos, and video advertising, these are the numbers most directly tied to pipeline.

• Landing pages with embedded video see up to 86% higher conversion rates than pages without video. (EyeView / Hostinger research, 2025)

Format and length benchmarks

Length and pacing affect completion rates significantly, which matters for teams deciding how to structure short-form video content versus longer explainer or demo videos.

• 71% of marketers say the most effective B2B video length is between 30 seconds and 2 minutes. (Wyzowl, State of Video Marketing 2026)
• Videos under one minute achieve roughly a 65% completion rate among B2B viewers, while videos over 20 minutes see completion rates drop to around 20%. This data is drawn from an analysis of close to one million B2B videos. (Vidyard, Video in Business Benchmark Report)

Platform data: LinkedIn

LinkedIn remains the primary platform for B2B video distribution, which is relevant for teams weighing LinkedIn strategy against other channels.

• 93% of B2B marketers use LinkedIn for content marketing, and LinkedIn video watch time grew 36% year over year. (Content Marketing Institute / LinkedIn, 2025)
• LinkedIn video posts see engagement rates of roughly 5% to 6%, compared to 2% to 3% for static image posts on the same platform. (Socialinsider, LinkedIn Benchmarks)

What these numbers mean for SaaS teams

Adoption and buyer behavior data both point in the same direction: SaaS buyers are watching video earlier in their research process, not just during a scheduled demo. That shifts video from a bottom-of-funnel sales asset toward something that needs to show up during the research and evaluation stage, which is part of why video vs blog content is worth planning deliberately rather than defaulting to one format.

The length and completion rate data also has a direct planning implication. Since B2B completion rates drop sharply after the one-minute mark, SaaS teams working with short-form video editing should treat that 30-second to 2-minute window as the default target for most distribution, reserving longer formats for viewers who are already deep in an active evaluation.

How to use these statistics

These figures are useful for building an internal case for video budget, setting realistic completion rate benchmarks, and deciding how to split investment between organic and paid distribution. Because different research firms use different survey methodologies and sample sizes, exact percentages can vary by a few points between reports covering the same underlying trend. Treat these numbers as directional benchmarks rather than guarantees for any individual company's results.

FAQs

What percentage of B2B companies use video marketing in 2026?

91% of businesses report using video as a marketing tool in 2026, according to Wyzowl's State of Video Marketing report, which is consistent with the all-time high recorded in recent years.

Does video actually improve SaaS conversion rates?

Available research points to meaningful gains. Landing pages with embedded video see conversion rate increases of up to 86% compared to pages without video, according to research from EyeView and Hostinger.

What is the ideal video length for B2B content?

Most benchmarks point to 30 seconds to 2 minutes. Wyzowl's 2026 survey found 71% of marketers rate this range as most effective, and Vidyard's analysis of nearly one million B2B videos shows completion rates drop sharply once videos pass the one-minute mark.

Is LinkedIn the best platform for B2B video distribution?

It is the most widely used platform for B2B content overall, with 93% of B2B marketers using it for content marketing and video watch time growing 36% year over year, according to Content Marketing Institute and LinkedIn data. That does not rule out other platforms, but it does make LinkedIn a reasonable default for most B2B video strategies.

Where to go from here

If your team wants help turning these benchmarks into an actual video plan, whether that means repurposing existing recordings or building a video content system from scratch, book a call and we can map out where video would move your pipeline the most.