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Video marketing statistics 2026

By Louis Corneloup, Founder at Dupple·Last updated: September 17, 2026

Most video marketing statistics pages recycle the same consumption chart. This one leads with data only Dupple can publish. Our news radar indexes roughly one million tech articles a year, and across the 645,653 headlines it catalogued between July 2025 and August 2026, about 1 of every 100 headlines named YouTube or TikTok, making video platforms among the most-covered topics in all of tech. Our first-party numbers come first, then a tightly sourced set of industry figures, each deep-linked to the page it came from. For tools, see our guides to the best free AI video generators and the best AI social media tools; for the creator side, see our influencer marketing statistics.

Proprietary, Dupple data

The number we can publish and others cannot

1 in 100

tech-news headlines names YouTube or TikTok

Video platforms sit at the center of the news cycle. In our index, YouTube and TikTok together appear in about 1 of every 100 tech headlines, 102.8 per 10,000, with YouTube in 3,512 headlines and TikTok in 3,123 over the past year. The fastest-rising sub-topic is AI video generation, which spiked around the launches of new text-to-video models.

Source: Dupple news radar, September 17, 2026. Share of coverage = headlines containing the term (case-insensitive) divided by all headlines indexed in the mature window (July 2025 to August 2026) when the index reached full volume.

The short version

Key takeaways

Proprietary, Dupple news radar

Video platforms are among the most-covered topics

We publish a daily marketing newsletter, so our radar reads the marketing and media news firehose to build it. The chart shows how many headlines out of every 10,000 we indexed named each video surface over the past year. Two platforms dominate, and a new one, AI text-to-video, arrived from nowhere.

mentions per 10,000 tech-news headlines, past year

YouTube: 54.454.4YouTubeTikTok: 48.448.4TikTokSora: 11.111.1SoraAI video: 10.310.3AI video

Share of coverage across the mature window, July 2025 to August 2026. "AI video" and "Sora" overlap with each other but capture the text-to-video wave.

Source: Dupple news radar, September 17, 2026. Method: case-insensitive substring match of each term against tech-news headlines, divided by all headlines indexed in the same window. We report share of coverage rather than raw counts because our index scaled to full volume in mid-2025; comparisons are limited to the mature window (July 2025 onward).

Proprietary, Dupple news radar

How the video story shifted

Beneath the platform names, the video conversation moved. YouTube coverage stayed remarkably steady, TikTok swung with its US regulatory saga, and AI video generation jumped into the top tier of video topics in the space of two quarters.

Video topicHeadlines, past yearPer 10,000Q3 2025 to Q2 2026
YouTube3,51254.454.5 to 44.9
TikTok3,12348.476.6 to 29.2
Sora (text-to-video)71811.14.5 to 2.2, bursty
AI video66210.310.0 to 5.7, bursty
  • Dupple's MarketingShot newsletter reaches 33,000 marketing subscribers at a 31% open rate, so this coverage feeds a real marketing audience.

Source: Dupple news radar and Dupple internal audience data, September 17, 2026. Headline counts cover July 2025 to August 2026.

Industry context, sourced

How much video people watch

Video is not a format anymore, it is most of what people do online. The numbers below explain why our index treats video platforms as core infrastructure.

Industry context, sourced

Video ad spend keeps growing

Advertising follows attention, and the money is moving to video faster than to any other digital format. For the wider budget picture, see our digital marketing statistics.

Industry context, sourced

Short-form video, audiences, and purchases

Short-form is where the reach and the buying intent now concentrate. For the creator side of this, see our influencer marketing statistics.

Industry context, sourced

What marketers make, and AI moves in

Video production is now routine for marketing teams, and AI is compressing the cost of making it. For tools, see our guide to the best free AI video generators.

Frequently asked questions

Common questions

How much video do people watch in 2026?

Nielsen found streaming captured a record 47.5% of US TV viewing in December 2025, and YouTube says viewers watch more than 1 billion hours of YouTube on their TVs every day. Ericsson reports social media video makes up 70 to 80% of all mobile video traffic.

How big is video advertising?

EMARKETER projects US digital video ad spend at 72.4 billion dollars in 2025, up 14% year over year, capturing 58% of all TV and video ad budgets. IAB and PwC reported digital video ad revenue of 62.1 billion dollars in 2024.

How popular is short-form video?

YouTube Shorts average more than 200 billion views a day. EMARKETER estimates US adults spend about 19 minutes a day on TikTok, and Pew Research finds 37% of US adults use TikTok while 84% use YouTube.

Does video marketing drive sales?

HubSpot finds 21% of marketers say short-form video delivers the highest ROI of any format, and Bazaarvoice reports that more than 46% of shoppers say short-form video content impacts their buying choices.

How does Dupple measure these video marketing statistics?

Our proprietary figures come from Dupple's news radar, which indexes roughly a million tech articles a year to power our marketing newsletter. We count how often a platform or format appears in headlines and express it as a share of all coverage, so the numbers are not distorted by the total volume we index. Every borrowed figure names a checkable source and links to the exact page it came from.

Method and sources

How this data was measured

The proprietary figures on this page come from Dupple's news radar, the index that powers our marketing newsletter MarketingShot, which ingests roughly one million tech articles a year. To measure a topic we count headlines that contain the term (case-insensitive) and divide by all headlines indexed in the same period, giving a share of coverage in mentions per 10,000 headlines. We report share rather than raw counts, and we limit comparisons to the mature window from July 2025 onward, because our index scaled to full volume in mid-2025 and earlier months are not comparable. Terms such as "AI video" and "Sora" can overlap, so we present them as directional, not additive. Every external statistic names its source inline and links to the exact page or report that carries the figure; we drop any figure we cannot verify on the source page. This report was published on September 17, 2026, carries a visible last-updated date, and will be refreshed as the data changes. Byline: Louis Corneloup, Founder at Dupple.

Cite this report

Released under Creative Commons BY 4.0. Quote, link, and reuse the data with attribution to Dupple.

APA

Corneloup, L. (2026). Video marketing statistics 2026. Dupple. https://dupple.com/statistics/video-marketing-statistics

MLA

Corneloup, Louis. "Video marketing statistics 2026." Dupple, September 17, 2026, https://dupple.com/statistics/video-marketing-statistics.

External sources

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