Most brands keep video spend conservative, even though video drives attention and engagement. That creates an opportunity for brands willing to invest slightly above the norm. This chart shows where most budgets cluster today.

Essential Statistics

• 49 percent allocate 0–10 percent to video.
• 39 percent allocate 11–20 percent to video.
• 4 percent allocate 21–30 percent to video.
• 2 percent allocate 31–40 percent to video.
• 3 percent allocate 41–50 percent to video.
• 2 percent allocate 51–60 percent to video.
• 1 percent allocate 61–70 percent to video.

Key Takeaways

• Most brands cap video spend under 20 percent.
• Heavy video investment is still rare.
• Budget conservatism creates differentiation opportunities.
• Video remains underweighted relative to its impact.
• Incremental increases can stand out.

Actionable Insights

• Test increasing video budget slightly above the 20 percent threshold to break out of the crowded middle. Small shifts can produce outsized attention gains.
• Focus video spend on formats tied to conversion, not just awareness. Performance video justifies higher allocation.
• Repurpose video across channels to extend ROI and reduce production risk.
• Track video performance by business outcome, not just views. Budget follows proof.
• Use video where competitors hesitate. That is where attention is cheapest.

Standing out rarely requires doubling spend. Sometimes it just means being braver than average. – Neil Patel