Video Marketing ROI Statistics 2026: 18 Data Points on Reported ROI, Sales Lift, and ROAS

01

Key Takeaways

• 82% of surveyed video marketers said video marketing had produced a good ROI, based on a routed online survey of 266 marketer and consumer respondents fielded in late 2025; geography, marketer subgroup size, and the financial threshold for “good” were not disclosed (Wyzowl).
• 83% of surveyed video marketers said video had directly increased sales, but the finding reflects marketer attribution and does not establish incremental sales caused by video (Wyzowl).
• 48.6% of more than 1,500 global marketers selected short-form video as a format with the biggest ROI, compared with 28.6% for long-form video and 25.1% for live streaming; these are respondent rankings, not audited dollar returns (HubSpot).
• 58% of 980 B2B content marketers, mostly in North America, said video produced the best results among content types in the prior 12 months; “best results” was respondent-defined and is not the same as financial ROI (Content Marketing Institute and MarketingProfs).
• 37.1% of more than 1,500 global marketers planned to increase video-marketing investment in 2026, which records budget intent rather than realized return (HubSpot).
• 65% of nearly 2,000 global marketers managing budgets of at least $1 million planned to increase online or mobile video spending in 2024, based on a December 2023 survey (Nielsen annual report, PDF page 7).
• TikTok paid ads returned a modeled $2.30 in short-term and long-term sales per advertising dollar across 10 CPG brands in Indonesia and Thailand; the commissioned public study did not disclose the exact campaign count or uncertainty intervals (Nielsen and TikTok).
• Domino's U.K. and Ireland measured a 45% increase in YouTube ROI when brand-awareness and performance campaigns ran concurrently, but this is a one-advertiser media mix model and not a general video benchmark (Domino's, Ebiquity, and Google).

02

Reported Video Marketing ROI and Direct Sales

Reported return is useful evidence of marketer experience, but it is not a standardized financial ratio. The Wyzowl survey routed questions between marketers and consumers and did not publish the marketer subgroup size or geography. Its retained findings answer whether marketers believe video pays back and whether they attribute sales to it. They do not reveal incremental margin, attribution windows, media cost, or production cost.

82% of surveyed video marketers said video marketing had given them a good ROI (Wyzowl). The same survey found 83% said video had directly increased sales (Wyzowl). The wording matters: both values are reported perceptions from one survey, and neither should be rewritten as a measured sales-lift estimate.

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The one-point difference between these results is not a meaningful cross-metric gap. The questions concern different outcomes, and the public survey page does not publish the subgroup denominator or uncertainty needed to compare them statistically. Use the pair as evidence that surveyed marketers commonly reported business value, not as a forecast that another campaign will produce the same return. The video marketing analytics measurement guide addresses the separate reader job of defining events, metrics, and attribution.

03

Reported ROI by Video Format and Channel

HubSpot's format findings compare respondent judgments inside one survey, which makes the ranking useful for planning while leaving the financial definition unresolved. Marketers across B2B, B2C, nonprofit, and government organizations participated, but the public article does not disclose country weights, format subgroup sizes, or exact fieldwork dates. A selected format may have been judged on revenue, leads, efficiency, or another return concept.

48.6% of surveyed marketers selected short-form video as one of the media formats with the biggest ROI, ahead of 28.6% for long-form video and 25.1% for live streaming (HubSpot). In HubSpot's B2B subgroup, 40.5% ranked YouTube among their top three social platforms for ROI, although the subgroup size and country mix were not public (HubSpot).

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HubSpot's 1,500-plus global marketer survey supports comparison within the three format responses. The 40.5% YouTube result belongs to a separate B2B channel question whose subgroup size was not disclosed, so it is shown apart from the format bars (HubSpot).

The ranking does not establish that shortening a video will raise return or that YouTube will outperform another channel for a specific company. Format, audience, offer, creative quality, placement, and cost all vary together in real campaigns.

04

B2B Content Results Compared

Content Marketing Institute and MarketingProfs asked a different question from HubSpot. Their annual study asked which content types produced the best results during the prior year. The article reports a B2B respondent subset, mostly in North America, and preserves the full sample and fieldwork dates in the table below.

58% of B2B content marketers said video produced the best results, compared with 53% for case studies or customer stories, 45% for ebooks or white papers, 45% for research reports, and 43% for short articles or posts (Content Marketing Institute and MarketingProfs). “Best results” was respondent-defined, so the ranking can support a comparison of perceived content performance but not a claim about audited profit.

The five-point gap between video and case studies is descriptive, not proof that video caused stronger results. The study does not publish a common financial formula for “best results,” and respondents may have used different objectives. The safest reading is that video led this B2B content-format perception ranking while several text-led formats remained close comparators. For a narrower review of experimental and adjacent causal evidence, use the explainer conversion benchmark audit; it does not turn this perception ranking into a conversion claim.

05

Video Investment Signals Are Not Realized Return

Investment plans show where marketers expect value and where production capacity may need to grow. They do not show that the planned spending earned a return. The HubSpot planning question and Nielsen channel-spending question cover different samples and periods, so the percentages should not be combined into a trend line.

37.1% of more than 1,500 surveyed global marketers planned to increase video-marketing investment in 2026 (HubSpot). 65% of nearly 2,000 global marketers managing at least $1 million planned to increase online or mobile video spending in 2024 (Nielsen annual report, PDF page 7). The Nielsen sample excludes marketers managing smaller budgets, and both figures record intentions rather than realized sales or profit.

Investment interpretation needs a cost denominator. Media spend, production, revisions, distribution, and internal labor can all change the return calculation, so a budget increase is not evidence that the previous budget was optimal. This explainer video cost guide lists production inputs that can be included before a team compares return across formats.

For small brands and SaaS teams producing product explanations, TapVid is an Explainer Video Engine built around accuracy. Product assets enter without being redrawn, supplied wording and numbers stay literal, and users can inspect script, scene, voiceover, and asset correspondence before rendering. Those controls make campaign inputs and versions easier to audit; they do not demonstrate that TapVid raises ROI, sales, or ROAS, or that it lowers cost. Teams can inspect the animated explainer video maker and evaluate its output against their own predeclared business outcome and full cost baseline.

06

Modeled ROAS and Long-Term Sales

The Nielsen/TikTok findings are closer to business return because the study used tailored marketing mix models tied to sales. They are also narrow. TikTok commissioned the analysis, and Nielsen modeled a small group of Food & Beverage and Health & Personal Care brands in Indonesia and Thailand using multiple years of sales, media, and non-marketing inputs. The public case study does not disclose the exact campaign count, spend distribution, confidence intervals, or brand-level range.

TikTok paid ads generated a modeled $2.30 in combined short-term and long-term sales per advertising dollar across the 10 CPG brands (Nielsen and TikTok). The same models reported 2.2 times as much long-term brand-equity-driven sales as other measured media, with Facebook and Google excluded from that comparator basket (Nielsen and TikTok). They also associated at least four weeks of concurrent TikTok and television advertising with 9.4% incremental sales (Nielsen and TikTok).

These values should not be presented as a platform-wide guarantee. They support two narrower interpretations: a short attribution window may omit modeled long-term sales, and cross-channel interaction can matter in an MMM. Applying either insight elsewhere requires a new model with that advertiser's markets, costs, sales history, and campaign mix.

07

Sales Lift, Purchase Intent, and Advertiser ROI

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The final pair of studies uses different outcomes. Kantar compared purchase-intent effects across advertising tests, while Ebiquity and Google modeled a single advertiser's YouTube ROI. Neither result can be merged with the TikTok ROAS estimate or the Wyzowl self-reported sales finding.

Kantar found YouTube advertising was 4.3 times as effective at driving purchase intent as social advertising across 415 YouTube tests and 466 social tests in Europe, the Middle East, and Africa in November 2024 (Google and Kantar). Purchase intent is an intermediate survey or test outcome, not realized sales or profit.

Domino's U.K. and Ireland measured a 45% increase in YouTube ROI when brand-awareness and performance campaigns ran concurrently, based on one year of campaign data analyzed through media mix modeling (Domino's, Ebiquity, and Google). The case supports a cross-funnel investment interpretation for that advertiser, but it does not disclose a universal lift available to other brands.

For an explainer or product-video test, the same labeling discipline applies. A click, lead, purchase-intent response, reported sale, modeled incremental sale, and profit-based ROI each answer a different business question. The business-return claim still needs its own denominator and evidence design.

08

Methodology and Limitations

This roundup retains direct original research pages and excludes metric-selection, instrumentation, generic platform telemetry, and distribution benchmarks that belong to a separate analytics reader task. Every retained statistic is stored as an atomic dataset record with publication date separated from fieldwork or model period. No value was added to preserve a target count, and no cross-study average was calculated.

The evidence classes are not interchangeable:

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The ladder ranks what each evidence class can support, not the magnitude of unlike outcomes. Wyzowl records marketer perceptions, Nielsen/TikTok reports modeled sales, Google/Kantar measures purchase intent, and Domino's reports one advertiser program (Wyzowl; Nielsen and TikTok; Google and Kantar; Domino's).

All 18 retained records are reported values from their source pages rather than calculations produced for this article. Several sources omit exact fieldwork dates, subgroup sizes, country weights, or confidence intervals; those gaps remain explicit instead of being inferred. The largest sources each provide five records, so HubSpot and CMI/MarketingProfs each account for 27.8% of the 18-statistic dataset (HubSpot; CMI and MarketingProfs). That exceeds the normal 20% diversity preference, but the concentration is disclosed rather than diluted with weaker, off-intent, or duplicate evidence.

09

Video Marketing ROI by the Numbers

The table below lists every retained finding. Read the outcome label, population, geography, and design before applying any value to an investment decision.

10

Sources

• Wyzowl, Video Marketing Statistics 2026
• HubSpot, 2026 State of Marketing
• Content Marketing Institute and MarketingProfs, B2B Content Marketing Outlook for 2025
• Nielsen, 2024 Annual Marketing Report (PDF)
• Nielsen and TikTok, Southeast Asia CPG Marketing Mix Modeling Meta Analysis
• Google and Kantar, YouTube Social Advertising Study
• Domino's, Ebiquity, and Google, YouTube Media Mix Modeling Case