Wistia Report: Long-Form B2B Video CTR Hits 23% Versus 1% for Shorts
Wistia 2026 State of Video Report shows 30-60 minute videos achieving 23% click-through rates while in-house production rises from 35% to 55% with AI tools.
Long-Form Video Outperforms Short Clips
Wistia data shows videos 30 to 60 minutes long achieve click-through rates near 23%, compared with roughly 1% for videos under one minute, according to Demand Gen Report. The company's 2026 State of Video Report documents this gap for business buyers. On-demand webinar channels on the Wistia platform nearly tripled over the past year.
Webinar Adoption and Impact
Seventy-five percent of companies now host webinars. Webinars rank as the second most impactful video type for businesses, behind only educational videos. Viewers return to watch full recordings on their own schedules after live sessions.
In-House Production Increases
Companies reporting in-house video production rose from 35% to 55% year over year. AI tools enabled the increase by lowering barriers to script transformation, recording, and editing. Wistia added an agentic video editor that accepts natural-language edit instructions after upload or recording.
Content Strategy Observations
Wistia co-founder and CEO Chris Savage described a "great bifurcation" in audience behavior. Viewers swipe away from irrelevant content quickly but engage deeply with material that matches specific interests, including 90-minute job-related webinars on AI transitions. The report covers the shift from external video services to internal teams that maintain authenticity while raising output quality.
