Video Marketing Statistics 2026: What Every Business Needs to Know
91% of businesses now use video marketing. Explore the most important video marketing statistics for 2026 — ROI data, platform trends, and budget benchmarks — by Interfilm Productions.
Raber Sadiq
Founder & Creative Director, Interfilm Productions
Video is no longer a marketing experiment — it is the dominant format for business communication. Whether you are a Copenhagen startup or an established enterprise, the data is clear: companies that invest in professional video production grow faster, convert better, and build stronger brands. This guide uses the most comprehensive video marketing research available — Wyzowl’s State of Video Marketing, based on 2023 data — and contextualises it for what businesses need to know in 2026.
The Big Picture: Video Marketing in 2026
According to Wyzowl’s State of Video Marketing — the most comprehensive industry study available, based on 2023 data — 91% of companies now use video as an active marketing tool. This is the highest figure ever recorded across nine years of tracking. In 2026, that number has only grown. If your business is not yet using professional video, your competitors almost certainly are.
91% of companies now use video as an active marketing tool
Source: Wyzowl State of Video Marketing (2023)
Video has crossed from trend to standard. Companies not using it are losing visibility, leads, and conversions to competitors who are.
What the Data Shows - ROI Across Every Metric
The 2023 Wyzowl survey asked marketers how video had impacted their core business goals. The results were consistent and striking across every single measure — and these figures have held steady or improved in subsequent tracking through 2026.
Brand Awareness
95% of video marketers say video has helped increase their brand awareness. For companies competing in crowded B2B markets, a well-produced brand film is still the single most powerful awareness tool available - reaching prospects before they are ready to buy.
Lead Generation
90% say video has helped them generate more leads. Video content on landing pages, LinkedIn, and YouTube continues to outperform text and static images at capturing qualified attention and driving contact form completions.
Direct Sales Impact
87% of video marketers say video has directly increased their sales. Product demo videos, customer testimonials, and brand films all contribute to shortening the sales cycle - particularly in B2B contexts where trust is the primary purchase driver.
Web Traffic
91% report video has helped increase traffic to their website. Search engines favour pages with video. A well-optimised video embedded on a key service page can dramatically improve organic rankings and time-on-page metrics.
Product & Service Understanding
96% say video has increased user understanding of their product or service. For complex B2B offerings, video removes friction from the buyer journey - explaining in 90 seconds what a brochure cannot convey in three pages.
Return on Investment
92% of video marketers say video gives them a positive ROI - an all-time high. This figure has risen consistently every year for nine years. The conversation has shifted from ‘is video worth it’ to ‘how do we invest in video intelligently’.
92% of video marketers say video gives them a positive return on investment
Source: Wyzowl State of Video Marketing (2023)
An all-time high. Video ROI has risen every year for nine consecutive years.
What Types of Videos Are Businesses Producing?
Not all video is the same. Here are the most common formats - and what each one can do for your business.
Behind the Scenes
Social Media Video
71% of marketing teams produce videos for social media. Short-form clips for LinkedIn, Instagram Reels, and YouTube Shorts are now a baseline expectation. At Interfilm, every production shoot is planned to deliver social cuts alongside the main film.
Explainer Video
70% produce explainer videos. These are ideal for SaaS products, services with complex processes, or any offering that benefits from visual demonstration. A 60-90 second explainer on your homepage can increase conversion rates by up to 80%.
Customer Testimonial Video
46% produce customer testimonial videos. Authentic client stories are the most trusted form of content in B2B marketing. A professionally filmed testimonial - with real people, real results - builds credibility that no amount of copywriting can replicate.
Video Advertisements
46% produce video advertisements. Whether for YouTube pre-roll, LinkedIn sponsored content, or broadcast TV, video ads deliver message and mood in seconds. The key is aligning production quality with where the ad is seen and who is watching.
Product Demo Video
36% produce product demo videos. For physical products, a cinematic product film can be the deciding factor between a click and a sale. At Interfilm, we have produced product films for everything from industrial equipment to consumer lifestyle brands.
Brand Film
The brand film remains the centrepiece of a professional video strategy. It communicates your mission, values, and culture in a way that no other format can. It is your most versatile asset - used on your homepage, at events, in investor presentations, and across all channels.
How Much Are Businesses Spending on Video?
Video is no longer only for large budgets. Here is how the market breaks down - and where the real quality threshold sits for businesses.
| Budget Per Video | Share of Businesses | Typical Use Case |
|---|---|---|
| Under $500 (DKK ~3.500) | 42% | DIY social content, short clips |
| $501-$1.000 (DKK ~7.000) | 18% | Simple interviews, basic edits |
| $1.001-$5.000 (DKK ~35.000) | 25% | Professional brand films, corporate video |
| $5.001-$10.000 (DKK ~70.000) | 9% | High-end commercials, multi-day shoots |
| $10.001-$20.000 (DKK ~140.000) | 3% | Major brand campaigns, broadcast-grade |
| Over $20.000 (DKK 140.000+) | 4% | National campaigns, documentary productions |
Why Are Some Companies Still Not Using Video?
Let’s work together
Let’s work together.
Despite the evidence, a significant number of businesses have not yet invested. Here are the real barriers - and why none of them hold up against the data.
Lack of Time
30% of non-video companies say they lack the time to produce video content. This is the most common barrier - and the most solvable. A professional production company handles everything: concept, logistics, filming, editing, and delivery. Your time investment is a briefing meeting and a final approval.
Don't Know Where to Start
18% say they don't know where to begin with video. This is exactly why Interfilm offers free strategic consultations. We ask the right questions - about your goals, audience, and channels - and recommend the most effective video format for your specific situation.
Budget Concerns
10% believe video is too expensive. But 92% of businesses that use video report a positive ROI. When framed as an investment rather than a cost - one that drives brand awareness, leads, and sales - professional video production consistently pays for itself.
Uncertain About ROI
5% are unsure whether video will deliver returns. The data answers this directly: 95% increased brand awareness, 90% more leads, 87% increased sales. The risk is not in investing in video - it is in waiting while your competitors build their video presence without you.
70% of companies not yet using video said they planned to start within the next 12 months
Source: Wyzowl State of Video Marketing (2023)
That wave has already arrived. In 2026, the companies that delayed are now playing catch-up.
Video Marketing Trends to Watch in 2026
Formats and platforms evolve. But the fundamentals remain constant: quality, authenticity, and storytelling win. Here are the trends shaping video marketing globally right now.
Short-Form Video
60-second cuts for Instagram Reels, LinkedIn, and YouTube Shorts are now expected alongside long-form content. Smart production planning means capturing both formats in a single shoot day - no extra budget required.
Live Streaming
Real-time event coverage builds trust and urgency in ways edited content cannot. Ideal for product launches, industry conferences, and charity events. Interfilm has produced live event coverage for clients across Denmark.
Silent-Friendly Content
Over 85% of social video is watched without sound. Subtitles, strong visual storytelling, and on-screen text are no longer optional - they are essential production requirements. Every Interfilm delivery includes subtitle-ready exports.
Personalised B2B Video
B2B companies are increasingly using personalised video in sales outreach and client communications - with dramatically higher open and response rates than email alone. Short, direct, high-quality video messages are becoming a standard sales tool.
Vertical Video
Mobile-first formats continue to dominate. Productions should plan for both horizontal (16:9) and vertical (9:16) deliverables from every shoot. At Interfilm, this is built into every production plan as standard.
User-Generated Content
Authentic customer and employee video content builds credibility that polished production alone cannot achieve. Smart brands combine UGC authenticity with professional production values - elevating raw content into branded assets.
How to Measure Video Marketing Success
Knowing what to measure is as important as making the content. Here are the KPIs that professional video marketing teams consistently track — unchanged in their importance from 2023 through today.
Views and Reach
63% of marketers track total views as their primary KPI. Views measure reach - how many people your message has touched. For brand awareness campaigns, this is the foundational metric. Strong distribution planning is as important as strong production.
Engagement
61% track engagement - likes, shares, comments, saves. Engagement signals that content has resonated, not just been seen. High engagement also improves organic reach on LinkedIn, Instagram, and YouTube through platform algorithms.
Leads and Clicks
56% track leads and clicks as core success metrics. This connects video performance directly to business outcomes. A video with strong CTA integration - whether a link in description, a landing page, or an embedded form - can be a primary lead generation channel.
Brand Awareness and PR Value
43% of video marketing teams track brand awareness and PR value. This includes earned media, press mentions generated by campaigns, and brand sentiment surveys. High-quality cinematic content is more likely to be shared by media and industry publications.
How Interfilm Productions Helps Businesses Win with Video
At Interfilm Productions, we have spent 16+ years helping businesses - from startups to national brands - translate the promise of video marketing into real results. We do not just produce video. We help you define the right formats, build a content strategy, and create cinematic productions that stand out.
“Great video is not about budget - it is about clarity of purpose. When a business knows exactly what story it needs to tell, we can create something that genuinely moves people and drives measurable results.”
— Raber Sadiq, Creative Director, Interfilm Productions
We have produced content for National Geographic, Sony Music, and hundreds of B2B companies. Every project begins with a strategic conversation - not a price list. Let us help you build a video presence that grows your business.
Summary: Video Marketing in 2026
The data — first captured in 2023 and consistently reinforced through 2026 — is unambiguous. 91% of businesses use video. 92% report positive ROI. 96% of marketers rate it as essential. The question is not whether to invest in video. It is how to invest intelligently. Partner with an experienced production company that understands both the creative and strategic dimensions of video. At Interfilm, we are ready to help.
Conclusion
What percentage of companies use video marketing in 2026?
91% of businesses now use video as an active marketing tool, according to the latest global research. In Denmark, adoption is similarly high among growth-focused companies, particularly in the B2B sector.
What is the ROI of video marketing for businesses?
92% of video marketers globally report a positive return on investment. Specific returns include increased brand awareness (95%), more web traffic (91%), more qualified leads (90%), and direct sales uplift (87%). The ROI is highest for companies that invest in professional production and align their video strategy with clear business goals.
About the author
Raber Sadiq
Founder & Creative Director — Interfilm Productions
Raber Sadiq is the founder and Creative Director of Interfilm Productions — a Copenhagen and Aalborg-based production company with 16+ years of experience producing brand films, documentaries, drone footage, and photography for clients including National Geographic, Disney+, Sony Music, and hundreds of businesses.