Video Marketing
B2B Video Marketing Benchmarks 2026: What UK Businesses Need to Know
Published: 11 January 2026 | Last Updated: 11 January 2026 | Reading time: 8 minutes
B2B video marketing benchmarks show that 91% of businesses now use video, with 93% reporting positive ROI—an all-time high according to Wyzowl's 2026 research. UK companies allocating 21-30% of marketing budgets to video see 49% faster revenue growth than non-video users. Desktop viewing still dominates B2B at 68%, making strategic video integration essential for pipeline growth.
Video Adoption Reaches Record Levels in 2026
B2B video marketing has reached unprecedented adoption levels. Wyzowl's longitudinal research, now spanning 12 years of data, confirms that 91% of businesses use video as a core marketing channel—the highest figure ever recorded. More significantly, 95% of marketers now consider video important to their overall strategy.
The shift towards video isn't slowing. According to the Content Marketing Institute's 2025 B2B research, 61% of marketers plan to increase video investment this year. This acceleration is driven by compelling performance data: B2B companies using video report 49% faster revenue growth compared to non-video users, according to Aberdeen Group research.
Key Adoption Statistics
| Businesses using video | 91% |
| Marketers reporting positive ROI | 93% |
| B2B buyers preferring video for product insights | 96% |
| AI usage in video creation | 41% |
For UK businesses specifically, IAB UK reports that digital video advertising spend reached £8.3 billion in 2024—a 20% year-on-year increase. Video now represents 64% of all display advertising spend, up from 51% just five years ago. This represents a fundamental shift in how British businesses approach content marketing strategies.
Platform-Specific Video Performance Benchmarks
Understanding where your videos perform best is crucial for B2B marketers. LinkedIn remains the dominant platform for B2B video distribution, with Socialinsider's 2025 benchmarks showing video engagement rates of 5.60% by impressions—significantly higher than other content formats. Videos on LinkedIn generate five times more conversations than text-only posts.
LinkedIn Video Benchmarks
LinkedIn's B2B video performance varies significantly by account size. Accounts with 5,000-10,000 followers achieve the highest view rates at 26%, whilst larger accounts (100,000+ followers) see rates drop to around 5%. This suggests that targeted, niche audiences respond better to video content than broad, general followings.
Video length matters considerably on LinkedIn. Content under 30 seconds achieves 200% higher completion rates than longer formats. For maximum engagement, keep LinkedIn videos under 15 seconds—Sprout Social's 2024 research confirms this as the optimal length for the platform.
YouTube for B2B
YouTube remains the most-used video marketing platform, with 90% of video marketers active on the platform according to Wyzowl. For B2B specifically, 51% of buyers use YouTube during their purchase research process. The platform delivers 1,200% more shares than text and image content combined.
B2B content on YouTube performs best in the 5-10 minute range—long enough to demonstrate expertise but short enough to maintain attention. YouTube Shorts, the platform's short-form offering, now attracts 70 billion daily views globally and shows the highest engagement rate of any short-form platform at 5.91%.
Website Video Impact
Embedding video on your website delivers substantial conversion improvements. Landing pages with video see conversion increases of 80-86% according to Eyeview and Unbounce research. Wistia's 2025 data shows that visitors spend 1.4 times longer on pages featuring video content.
Interestingly, only 3% of companies have video on their contact pages—yet these pages show the highest play rates at 32%. This represents a significant opportunity for businesses serious about video marketing strategy implementation.
Optimal Video Length by Content Type
Video length significantly impacts engagement and completion rates. The average video length has decreased dramatically—from 168 seconds in 2016 to just 76 seconds today. However, the ideal length depends entirely on your content type and where it sits in the buyer journey.
Recommended Video Lengths
| Content Type | Optimal Length |
|---|---|
| Explainer videos | 60-90 seconds |
| Product demonstrations | Under 5 minutes |
| Customer testimonials | 60-120 seconds |
| Sales outreach | 30-60 seconds |
| Webinars | 45-60 minutes |
Completion rates follow predictable patterns. Videos under one minute achieve 65-66% completion, dropping to approximately 50% for content between 2-10 minutes. However, here's a counterintuitive finding: Wistia's 2025 research shows that videos over 30 minutes, whilst having lower engagement rates, deliver the highest conversion rates—65% for lead generation forms embedded in long-form content.
This suggests a clear strategy: use short-form video for awareness and engagement, but invest in longer, high-value content for bottom-of-funnel conversion. Understanding this distinction is vital when developing your B2B video marketing approach.
Webinar Performance Benchmarks
Webinars remain a cornerstone of B2B video strategy, with 73% of B2B marketers citing them as a top lead generation source according to MarketingProfs. ON24's 2025 Webinar Benchmarks Report reveals that registration-to-attendance rates have reached 57%—a strong performance metric for the format.
Average webinar attendance has grown to 216 participants per event, a 7% year-on-year increase. Live engagement duration averages 51-57 minutes, whilst on-demand viewing runs shorter at 30-33 minutes. Importantly, approximately 40% of total webinar views now happen on-demand, making post-event content strategy as important as the live broadcast.
Conversion performance is compelling: 47% of webinar attendees become qualified leads, with 5-20% ultimately converting to clients. This makes webinars one of the highest-converting content formats available for B2B marketers looking to build qualified pipeline. For best practices on implementing webinars as part of your marketing mix, explore our webinar marketing strategy guide.
AI Video Generation: The 2026 Reality
Artificial intelligence has transformed video production economics. Wistia's 2025 State of Video Report shows AI usage in video creation has surged to 41%—up from just 18% in 2024. This 23 percentage point jump represents the fastest adoption curve in video marketing history.
The primary AI use cases are practical rather than creative: caption generation leads at over 60% adoption, followed by script writing and brainstorming at 49.8%. Voice dubbing (38%) and language translation (31%) round out the top applications. These tools address production efficiency rather than replacing human creativity.
AI Video Impact: Caption usage has increased 572% since 2021, driven largely by AI automation. AI Avatar adoption grew 12x in just 8 months, with platforms like Synthesia and HeyGen leading enterprise adoption.
Production cost reductions are substantial—up to 70% savings on certain video types when using AI tools. Video localisation costs have dropped by 80% through automated dubbing and translation. However, B2B audiences still value authenticity, making AI best suited for scaling production rather than replacing human-led thought leadership content.
Measuring Video ROI and Attribution
Video attribution remains challenging but increasingly sophisticated. The most common measurement approach uses engagement metrics—74% of marketers track views and watch time according to VidCo's 2024 research. Conversion rates (48%) and traffic metrics (48%) follow as secondary measures.
HubSpot's native video hosting now pushes engagement data directly to CRM contact records, enabling revenue attribution through standard reporting. This integration allows marketing teams to connect video consumption to pipeline outcomes—critical for proving ROI to stakeholders. Proper HubSpot onboarding ensures these tracking capabilities are configured correctly from day one.
The business impact metrics are compelling: 82-86% of video marketers report increased web traffic, 85-88% have generated leads directly from video, and 83-87% attribute direct sales increases to video content. Perhaps most notably, 57-62% of businesses report reduced support queries after implementing video—a cost-saving benefit often overlooked in ROI calculations.
UK-Specific Video Marketing Data
The UK digital advertising market reached £35.5 billion in 2024, with video display accounting for £8.3 billion—a 20% increase year-on-year. IAB UK projects continued growth to £38 billion in 2025 and £42.4 billion by 2027. British businesses are investing heavily in video as a primary marketing channel.
Platform usage in the UK shows LinkedIn at 45 million members (64.9% of the population), YouTube at 54.8 million users, and Facebook at 44.8 million. For B2B marketers, LinkedIn's professional user base makes it the primary video distribution channel, though YouTube's reach shouldn't be underestimated for educational and thought leadership content.
Viewing behaviour patterns differ for B2B audiences. Lambda Films' UK research shows that 87% of business videos are watched on desktop—significantly higher than consumer patterns. Additionally, 92% of UK business viewers watch videos with sound off, with 50% relying on captions. This has significant implications for video production: captions aren't optional for B2B content.
Frequently Asked Questions
What percentage of B2B buyers prefer video content?
96% of B2B buyers prefer video for product insights according to DashClicks' 2024 research. Decision-makers show a 59% preference for video over text when evaluating solutions, with 70% incorporating video into their purchase decisions.
How long should B2B marketing videos be?
Optimal length depends on content type. Explainer videos perform best at 60-90 seconds, product demos under 5 minutes, and testimonials at 60-120 seconds. For LinkedIn specifically, videos under 15 seconds achieve maximum engagement, whilst YouTube B2B content performs best in the 5-10 minute range.
What is a good webinar attendance rate?
ON24's 2025 benchmarks show the average registration-to-attendance rate is 57%. Strong webinar programmes achieve 60-65% attendance, whilst rates below 40% indicate promotional or timing issues. Remember that 40% of total views now happen on-demand, so attendance rates don't tell the full story.
How much does video marketing typically cost?
Industry benchmarks suggest approximately £1,000 per finished minute as a baseline. Animated explainers average £5,400-£10,900, whilst product demos range from £2,000-£20,000 depending on complexity. Around 50% of companies spend under £5,000 annually on video production, with AI tools reducing costs by up to 70%.
Does video actually improve conversion rates?
Yes, significantly. Landing pages with video see 80-86% higher conversion rates. Websites with video achieve 4.8% conversion rates compared to 2.9% without. Interactive product videos deliver up to 70% conversion improvements. Long-form videos (30+ minutes) with embedded forms achieve 65% completion rates for lead capture.
Taking Action on These Benchmarks
These benchmarks provide a clear direction for B2B video investment in 2026. With 91% of businesses now using video and 93% reporting positive ROI, the question isn't whether to invest in video—it's how to do so strategically.
Start by auditing your current video presence against these benchmarks. Are you achieving the 57% webinar attendance rate? Does your website include video on high-value pages like contact and pricing? Are your videos properly attributed in your CRM for revenue reporting?
Whitehat SEO helps B2B companies integrate video into their marketing stack with proper HubSpot attribution setup. Our video attribution and customer journey video services connect viewer engagement directly to pipeline outcomes, ensuring you can prove ROI to stakeholders. Explore our marketing services to see how we can help you benchmark and improve your video marketing performance.
References & Citations
- Wyzowl State of Video Marketing 2026 – Video adoption and ROI statistics
- Wistia State of Video Report 2025 – Engagement benchmarks and AI adoption data
- HubSpot Video Marketing Statistics 2025 – Platform performance and buyer preferences
- Socialinsider LinkedIn Benchmarks 2025 – LinkedIn video engagement rates
- ON24 Webinar Benchmarks Report 2025 – Webinar attendance and conversion data
- Genesys Growth B2B Video Statistics 2025 – B2B-specific performance benchmarks
- IAB UK Digital Adspend 2024 – UK video advertising market data