Choose the right evidence for your question
Where can we reach people? Start with the UK platform figures, then narrow to your actual customers. A service used by millions may still be a poor place to reach a specialised purchasing team organically.
What should the video achieve? Separate awareness, explanation, enquiry generation and training. A viewer understanding a maintenance procedure is a different success from requesting a quote.
How much should we invest? Advertising-market totals show where media money goes. They do not price your filming day or establish the budget your business needs. Our video budgeting guide separates production, distribution and supporting work.
UK platform audiences: 24 reference points
Ofcom Online Nation 2025, Figure 22 (PDF page 35). UK online adults, May 2025. Excludes TVs and smart displays. Time is monthly time per visitor divided by days; it includes non-video activity. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 1 | YouTube monthly reach | 94% |
| 2 | YouTube monthly visitors | 46.3m |
| 3 | YouTube daily visitors | 28.6m |
| 4 | YouTube time/day | 51 minutes |
| 5 | Facebook/Messenger monthly reach | 93% |
| 6 | Facebook/Messenger monthly visitors | 45.9m |
| 7 | Facebook/Messenger daily visitors | 34.0m |
| 8 | Facebook/Messenger time/day | 43 minutes |
| 9 | Instagram monthly reach | 78% |
| 10 | Instagram monthly visitors | 38.5m |
| 11 | Instagram daily visitors | 22.6m |
| 12 | Instagram time/day | 20 minutes |
| 13 | TikTok monthly reach | 56% |
| 14 | TikTok monthly visitors | 27.3m |
| 15 | TikTok daily visitors | 10.4m |
| 16 | TikTok time/day | 28 minutes |
| 17 | LinkedIn monthly reach | 38% |
| 18 | LinkedIn monthly visitors | 18.4m |
| 19 | LinkedIn daily visitors | 4.7m |
| 20 | LinkedIn time/day | 2 minutes |
| 21 | Snapchat monthly reach | 23% |
| 22 | Snapchat monthly visitors | 11.1m |
| 23 | Snapchat daily visitors | 7.3m |
| 24 | Snapchat time/day | 27 minutes |
UK viewing: streaming, television and age
Ofcom Media Nations 2026, PDF pages 18–25 and 44–46. Barb, 2025 in-home viewing; ages 4+ unless specified. Daily averages. BVoD means broadcaster on-demand; SVoD/AVoD means subscription/ad-supported on-demand; VSP means video-sharing platform. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 25 | All video | 4h 23m |
| 26 | Linear TV | 1h 51m |
| 27 | All broadcaster content | 2h 19m |
| 28 | Broadcaster share of video | 53% |
| 29 | BVoD | 28 minutes |
| 30 | SVoD/AVoD | 42 minutes |
| 31 | VSPs | 51 minutes |
| 32 | All video, ages 16–24 | 3h 8m |
| 33 | VSP share, ages 16–24 | 44% |
| 34 | All video, ages 75+ | 6h 30m |
| 35 | BVoD, ages 75+ | 26 minutes |
| 36 | BVoD, ages 55–64 | 41 minutes |
| 37 | BVoD, ages 65–74 | 41 minutes |
| 38 | BBC viewing through iPlayer | 26% |
| 39 | YouTube share of VSP viewing | 80% |
| 40 | YouTube, all devices | 41 minutes |
| 41 | YouTube on TV sets | 19 minutes |
| 42 | TV share of YouTube viewing | 46% |
| 43 | YouTube, ages 4–15 | 61 minutes |
| 44 | YouTube, ages 25–34 | 52 minutes |
UK advertising investment
IAB UK/Oliver Wyman Digital Adspend, published March 2026; UK market estimates for 2025. Updated methodology includes restated 2024 comparisons. These are media-spend figures, not production fees. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 45 | Total digital advertising | £40.5bn |
| 46 | Digital advertising annual growth | 10% |
| 47 | Video advertising | £9.3bn |
| 48 | Video annual growth | 20% |
| 49 | Video share of digital | 23% |
| 50 | TV+ share of video | 34% |
| 51 | Video share of social investment | 59% |
TV+ is the report’s cross-screen grouping spanning broadcasters, streamers and digital-first platforms. Do not splice these figures into an older Adspend series without checking the methodology change.
Adoption, budgets and reported results
Wyzowl 2026 survey: 266 people surveyed in late 2025, split into marketers and consumers. Not established as UK-representative. Rows below concern businesses/video marketers; results are self-reported. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 52 | Businesses using video | 91% |
| 53 | Video strategically important | 93% |
| 54 | Mostly live action | 51% |
| 55 | Mostly animation | 23% |
| 56 | Mostly screen recordings | 19% |
| 57 | In-house production | 59% |
| 58 | External-only production | 10% |
| 59 | Mixed production | 32% |
| 60 | Created social videos | 69% |
| 61 | Created explainers | 68% |
| 62 | Created testimonials | 57% |
| 63 | Created product demos | 39% |
| 64 | Created training videos | 23% |
| 65 | AI creation/editing use | 63% |
| 66 | Spend ≤one-third budget | 46% |
| 67 | Spend unsure/untracked | 17% |
| 68 | Same/higher spending planned | 92% |
| 69 | Reported good ROI | 82% |
| 70 | Reported improved understanding | 93% |
| 71 | Reported increased awareness | 93% |
| 72 | Reported increased traffic | 82% |
| 73 | Reported lead generation | 85% |
| 74 | Reported increased sales | 83% |
| 75 | Reported longer website visits | 82% |
| 76 | Reported fewer support queries | 57% |
Production shares include rounding. Multiple video types can apply. “Reported increased sales” is not a measured percentage uplift in sales.
B2B video adoption
LinkedIn’s January 2026 summary of its 2025 B2B Marketing Benchmark. International B2B survey findings, not a UK-only cut. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 77 | B2B marketers using video | 78% |
| 78 | Planning increased video use | 56% |
Website video and production workflows
Wistia 2026 research recap: nearly 1,000 marketers surveyed and over 13 million hosted videos analysed. International/platform evidence, not UK population estimates. Survey responses and platform analytics are different measures. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 79 | 2025 hosted-video plays | 2.5bn |
| 80 | Annual play-count growth | 6% |
| 81 | Companies with in-house teams | 54% |
| 82 | Using/planning AI workflows | 62% |
| 83 | Companies sharing on social | 83% |
| 84 | Social engagement as success metric | 22% |
| 85 | Homepage video play rate | 24% |
| 86 | 60+ minute video play rate | 52% |
| 87 | Companies hosting webinars | 75% |
| 88 | Repurposing webinar content | 88% |
| 89 | Webinar replays on landing pages | 60% |
| 90 | Webinar social clips | 60% |
Play rate measures starting a video, not finishing it. Length and placement are associated with different audiences; the data does not prove that lengthening your film causes more people to watch.
Webinar benchmarks for planning
Goldcast 2026 report: 26,190 webinars across 522 B2B organisations in 2025. International customer-platform data, not a UK market sample. Single-session webinars; results describe this dataset. Read the original source.
| # | Measure | Finding |
|---|---|---|
| 91 | Live format | 77.7% |
| 92 | Pre-recorded format | 21.5% |
| 93 | Mean duration | 56.8 minutes |
| 94 | Median duration | 60 minutes |
| 95 | Monthly webinars per organisation | 4.7 |
| 96 | Average registrants | 251 |
| 97 | Average attendees | 102 |
| 98 | Attendance rate | 40% |
| 99 | Available on demand | 89.1% |
| 100 | Average on-demand completion | 91% |
| 101 | Average live completion | 74% |
| 102 | Part of a series | 31.2% |
| 103 | Chat feature adoption | 62.3% |
| 104 | Q&A feature adoption | 56.1% |
| 105 | Content Lab clips AI-generated | 97.8% |
The AI figure applies to clips generated in Content Lab, not all corporate video. Attendance and completion have different denominators; retain the report’s definitions when comparing your events.
How to use these figures in a real brief
Suppose an engineering supplier wants more enquiries from facilities managers. The brief should name the buyer, their problem, the proof they need and the next step. “Video is popular” does not tell the crew what to film.
A useful package might include a clear process explanation on the service page, a short demonstration for distribution and an interview addressing one purchasing objection. That is a planning example, not a claim that any particular combination guarantees sales. Record the baseline enquiry rate and decide how the campaign will be tagged before release.
Our Root-Power Coryton work illustrates the production side. Interviews, ground footage and aerials served different communication needs across two visits approximately a year apart. The later updates used a teleprompter for detailed delivery and needed substantial audio cleanup around operating infrastructure. None of those practical requirements could be decided by a platform-wide engagement percentage.
Five mistakes that make a statistic misleading
- Dropping the geography. An international software customer sample is not a survey of British businesses.
- Changing the denominator. People who clicked play, everyone who saw the player and everyone reached by an advert are different groups.
- Calling an association a cause. A longer video may attract more committed viewers because of its subject and placement. Duration alone may not explain the result.
- Confusing a reported benefit with an uplift. The share of marketers who say sales improved does not state how much sales grew.
- Adding overlapping audiences. The same person can use YouTube, Instagram and LinkedIn. Summing their reach does not produce an unduplicated audience.
Build a small measurement sheet
For each film, record its purpose, destination, release date, audience, spend and owner. Add the metric definition beside the result. For example: eligible page visits, unique plays, qualified enquiry submissions and attributed sales. Keep the reporting window consistent.
A completion percentage can help diagnose the edit, but it is not profit. Watch where viewers leave, check whether the intended explanation was reached and test a specific change. If the enquiry form is broken or the offer unclear, a more polished opening may not solve the problem.
Our ROI measurement guide explains how to connect activity to commercial outcomes without assigning every later sale to the video. The accessibility guide covers captions and other commissioning requirements; this collection does not repeat unsourced claims about how many viewers always watch without sound.
Questions worth asking before quoting a benchmark
Are all 105 figures UK statistics?
No. The first three tables are UK evidence. The other tables are clearly labelled international or platform-specific. Use the source scope with the number whenever you quote it.
Why include 2025 observations in a 2026 resource?
Annual research usually appears after the period measured. A dated observation can be useful for current planning, provided it is not presented as a live count or a forecast.
Is there one good engagement rate for every business video?
No single threshold fits a social impression, a service-page player and a recorded technical seminar. Establish a baseline for comparable content and use a consistent definition.
Can these numbers prove our next film will work?
They can inform distribution and provide comparison points. Your offer, audience, creative, placement and follow-up still need testing. Begin with an outcome you can observe.
If you are turning research into a production brief, tell us what the audience needs to understand or do. We can help decide what evidence belongs on screen and what deliverables the campaign needs.
