Key figures
| Channel | Share (2026) | Note |
|---|---|---|
| Social Media Platforms (e.g., TikTok, YouTube, Instagram) | 55% | Broad audience engagement |
| Owned Websites & Blogs | 25% | Brand-controlled content hub |
| Video Advertising Networks & Platforms | 15% | Targeted ad placements |
| Email Marketing Videos | 3% | Direct subscriber engagement |
| Streaming Services (OTT) | 2% | Premium content distribution |
Overview
Social media platforms are the dominant channels for video marketing, leveraging their massive user bases and engagement features to distribute video content effectively. This includes organic posts, paid ads, and influencer collaborations.
Owned websites and blogs serve as crucial hubs for deeper brand storytelling and product information. Video advertising networks provide targeted reach, while email marketing and streaming services offer more specific engagement opportunities.
Breakdown
- Social Media Platforms: 55%
- Owned Websites & Blogs: 25%
- Video Advertising Networks & Platforms: 15%
- Email Marketing Videos: 3%
- Streaming Services (OTT): 2%
Outlook
Social media will continue to be a primary channel, with an increasing focus on short-form video and live streaming. The integration of shoppable video features across platforms will drive e-commerce conversions, while owned channels will focus on higher-quality, long-form content.
Sources: industry surveys, platform filings, and modeled estimates for 2026