There are numerous ways to misuse B2B video engagement stats. The easiest way to do so is simply to reference the general number (91% of companies utilize video) and agree with it, then continue to use the exact same type of LinkedIn graphics you’ve been posting since the start.
However, the metrics that really matter are the ones that show what B2B buyers actually do with video throughout the research and purchasing processes.
How often they watch it?
What they watch?
Where they drop off?
And how that relates to pipeline?
The article will cover these topics below. Here are some B2B video engagement statistics based on studies by Wyzowl, Vidyard, Wistia, LinkedIn, and Brightcove as of 2025 and 2026.
The data can help you compare how well you have been doing with your current efforts and also identify areas to which you should continue to invest.
Usage of Video Content Within B2B Buyers’ Buying Processes
Reviewing the metrics for each specific platform may help to provide additional clarity regarding how B2B buyers utilizevideo at various stages of their purchasing process.
- 70% of B2B buyers review video content while making a purchase decision. (Google/Vidico, 2025)
- 81% of B2B buyers state they trust video content more than written content. (Levitate Media, 2026)
- 93% of B2B buyers state that video is essential to build trust within a company. (Brightcove)
- 74% of B2B buyers prefer short, simple video formats that immediately convey benefits rather than longer formats that provide greater detail. (Levitate Media, 2026)
- 82% of video marketers assert that video provides a positive ROI; and 83% claim that video increases sales. (Wyzowl, 2026)
The 81% trust statistic is the one to consider. It isn’t that B2B buyers merely prefer video as a format; they trust it more.
When considering the average B2B transaction includes several stakeholders and multiple months of evaluation, the difference in trust created by video vs. written content affects pipeline velocity in a tangible manner.
B2B Video Marketing Metrics by Platforms
Where B2B video exists is important as much as the actual video itself. Within the last twelve months there has been a significant redistribution of platforms for B2B video existence; and the data indicates where to focus.
- Currently, LinkedIn is considered the top B2B video channel; and 8 in 10 teams identify it as their primary medium for sharing video. It even surpasses YouTube. (Wistia, 2026)
- In terms of both watch time and video uploads, LinkedIn video experienced a 36% year-over-year increase in 2025; additionally, in Q4 of 2025 alone, LinkedIn video uploads increased by 20%. (LinkedIn, 2025)
- As well as reaching users twenty times more frequently than posts that contain images or other forms of media, LinkedIn video is the format with the greatest organic reach on LinkedIn. (Lever Digital, 2026)
- When conducting vendor research, 60% of B2B buyers access YouTube; whereas only 28% view Instagram, and 20% view TikTok. (Levitate Media, 2026)
- When including a video thumbnail or preview, emails exhibit up to a three hundred percent increase in click-through rates compared to static emails. On average, non-video B2B email CTR is two to three percent. (Campaign Monitor, via Levitate Media).
The recent data from LinkedIn is indicative of a real paradigmatic shift. Prior to two years ago, most B2B teams would have identified YouTube as their top choice for B2B video creation.
Today, however, LinkedIn is their first choice; followed by YouTube in second position; and every other platform is relegated to third. This demonstrates that B2B brands can use social media video as an active research platform for buyers and not simply as a way to raise awareness about your brand.
Also, the data on utilizing thumbnails/videos in email content to increase the rate at which recipients open links to other pages you create has been grossly underused.
The fact that click-through rates have increased by three hundred percent is most definitely NOT a small increase.
To illustrate this point: if a marketing department sends out five hundred emails each month and the current CTR of those emails is two-and-one-half percent, they can add a thumbnail or video preview to the bottom of the email to get their CTR close to ten percent – provided that all other factors remain unchanged (i.e. list, offer, copy)
B2B Optimal Video Length & Watch Through Statistics
Another highly actionable set of B2B video metrics is related to duration. The data provided by Vidyard’s 2025 Benchmark Report demonstrates nearly one million videos viewed by B2B audiences:
- Under one minute duration achieves a sixty-five percent watch through rate amongst B2B viewers. Twenty-minute+ durations decrease to twenty percent. (Vidyard, 2025)
- Seventy-one percent of marketers state that videos between thirty seconds and two minutes are the most effective lengths. (Wyzowl, 2026)
- The average duration of B2B-created video decreased from 168 seconds in 2024 to seventy-six seconds in 2026. (Whitehat SEO, 2026).
- When viewing how-to videos under one minute in duration; viewers averaged eighty-two percent of the total video viewed. Viewers averaged fifty-plus percent viewing time for how-to videos between one and thirty minutes; providing that the content was obviously beneficial. (Wistia, 2025).
What you are asking for here isn’t a way to “make it all short.” It’s to get the “value” up front. The Wistia study demonstrates that viewers watch longer-form videos if there is legitimate value.
Therefore, the drop off point for the B2B-created video is at the time when the audience doesn’t clearly see the “value” in the first 15-30 seconds of every video created by B2B producers, rather than at the 10-minute mark.
Statistics For Video Engagement In Each Stage Of A B2B Video Sales Funnel
The information below represents how B2B video engagement data can be used by sales teams specifically. All stages of the sales process utilize video, from initial contact through to close.
- Twenty-eight percent of B2B sales teams that use video indicate an increase in pipeline volume; twenty-seven percent indicate shorter deal cycles; and thirty-four percent indicate greater win ratios. (Vidyard, 2025)
- Click-through rates were eight times greater; reply rates were four times greater; for customers of Vidyard who usedpersonalized video messaging. (Vidyard)
- Sales professionals stated an average 61+ percent rate of improved responses to sales outreach efforts using video. (Vidyard, 2025)
- Engagement with proposals increases forty-nine percent and closes deals twenty-six percent faster via video. (Proposify, via Vidyard).
- Marketing teams utilizing video to aid in their efforts grow revenue forty-nine percent faster than those who do not. (Aberdeen Group via Lever Digital)
The forty-nine percent revenue growth differential is substantial. Video does not cause revenue growth. Teams willing to invest in video are similar to those who typically close more deals.
The relationship is valid. Editing quality is partially responsible for determining if those videos are ever actually viewed by potential clients. A poorly paced sales video fails to capture the viewer’s interest prior to the call-to-action – thus producing the same results as not having produced any type of video at all.
What works best for b2b Video engagement and marketing strategy
B2b Video is a different beast when compared to consumer Video. Webinar Video is being used differently, for example. Here’s what we found out about what works best in terms of Video engagement:
Webinar Video: an average 57% registration to attendance conversion rate occurs at Webinars. Video replays of past webinar sessions are still viewed for up to a full twelve months after the live session took place. (on24, 2025, via Wistia)
Explainer videos: explainer videos are a popular way to learn about products and services. 96 percent of respondents reported viewing explainer videos; they were the second-most frequently produced type of Video among b2b marketers behind social media Video. (Wyzowl, 2026)
Personalized sales Video: using personalized Video for follow-ups increases reply rates to 5 times higher and booking meetings at 4 times more often than non-personalized follow-up email. (Vidyard, 2025)
Case study testimonial Video: according to a survey conducted by Wyzowl (2026) in conjunction with Vidyard, 85 percent of Video marketers report that Video has generated more leads than other marketing strategies; the third most effective type of Video was testimonial videos.
There is a lot of room to get creative with how you use a single well-crafted webinar as a long-term piece of content. Many teams view a webinar as a One-time event; however, according to Wistia, there will be continued views of replays on-demand for a year.
This means if you produce One high-quality webinar and edit it and host it properly, you have created a long-form piece of content that can compound your success over time.
Faq
How much engagement can I expect for my b2b Video?
Benchmark metrics will depend on the platforms used and the type of Video you create. Video viewers typically leave after about 15 seconds of video on LinkedIn, this means that if your Video can keep an audience’s attention for at least 30 seconds or more it will be in the top half.
When comparing completion rates for B2B hosted Videos (Videos placed on sites like Wistia or Vidyard) completion rates above 50% for Videos under two minutes are very good. For Videos over five minutes completion rates of 40% or higher put you in the upper tier.
Why does B2B Video engagement drop off so fast?
In most cases because there was no obvious value delivered early enough. Business-to-business buyers aren’t searching for entertainment; they’re seeking to answer questions regarding the solutions they need or to determine who would be the best vendor.
If the first twenty seconds of a Video do not clearly communicate why the viewer should invest his/her/their time in this Video, he/she/they will abandon ship. Typically, the solution lies within the hook and editing rather than the length itself. Simply cutting out the unnecessary slow introduction and getting to the point thirty seconds sooner can increase completion rates by nearly 100%.
Should b2b Video creation be gated or ungated?
This will typically depend upon where in the buying process the Video resides. Top-of-the-funnel content (e.g., LinkedIn clips, explainer videos located on home pages, YouTube tutorials) should generally remain ungated. Both reach and building trust are objectives; gating these types of content will eliminate both.
Middle-of-the-funnel content (e.g., product walk-throughs, case studies, comprehensive webinar recordings) can be gated since you know the potential buyer has shown some level of interest. Bottom-of-the-funnel content (e.g., personalized sales Video mailed to the buyer personally) should never be gated. The friction will defeat the objective.
Finishing up
The stats supporting increased b2b Video engagement support each other. Buyers are watching. Buyers tend to trust Video more than written content. LinkedIn is where it currently takes place.
Shorter videos result in better completion rates. Personalized outreach results in more replies. Teams creating and using Video experience increased growth in revenue versus teams that are not creating and/or utilizing Video.
What most of this information doesn’t show you is how many of these videos lose viewers in the first thirty seconds due to poor editing decisions and therefore poor pacing. That part is simply an editing decision, not a strategic decision. It is also the determining factor whether all of these statistics apply to you or whether they only apply to others.
Vidpros helps with Editing for retention & B2B content that holds attention through the point where the viewer decides to engage. Watch the demo check our $100 trial. You can choose One long video or ten short ones.
