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40+ current, independently sourced statistics on how SaaS and B2B software companies use video, how buyers use demos and explainers to decide, and what that means for conversion, onboarding, and pipeline. Every figure links to its source.
By
Larry Mutenda
THE BOTTOM LINE
Here is the short version. Software buyers research on their own now, and they decide by watching. A clear explainer and a strong demo do the work a first sales call used to, and they do it for the whole buying committee at once.
So the highest-impact move for a SaaS team is not more blog posts, it is a great explainer and a great demo, then onboarding video to keep the customers you win. As you read the numbers below, that is the lens we would use.
have watched an explainer to learn about a product
Wyzowl, 2026
of demo users call demos the most influential resource
TrustRadius, 2024
conversion lift possible from a landing-page explainer
Wyzowl, 2026
have been convinced to buy after watching a video
Wyzowl, 2026
of B2B buyers prefer a rep-free, self-serve buy
Gartner
say video reduced their support queries
Wyzowl, 2026
YoY growth in business video creation
Vidyard, 2024
higher conversion for interactive-demo visitors
Storylane, 2026
finish videos under a minute
Vidyard, 2024
spend under $50k per marketing video
HubSpot, 2024
91%
of businesses use video as a marketing or communication tool.
68%
have created explainer videos, the most popular use case.
76%
of companies create at least one video per month.
81%
of teams share video on LinkedIn, the top B2B channel.
149%
YoY growth in video creation among high-tech companies.
WHAT WE SEE
Video is now table stakes in software marketing. The shift worth noticing is where it lives: LinkedIn for distribution and the product page for conversion. If your competitors ship video monthly and you do not, that gap compounds.
54%
of B2B software buyers used at least one product demo during evaluation.
71%
of buyers who used demos rated them the most influential resource.
75%
of B2B buyers prefer a rep-free, self-serve experience.
96%
have watched an explainer video to learn about a product or service.
13
people, on average, are involved in a business buying decision.
OUR READ
Buyers want to see the product before they talk to anyone. A demo and a clear explainer now do the job a first sales call used to. If a whole buying committee can self-educate from your videos, you shorten every deal.
80%
conversion lift possible from adding an explainer to a landing page.
85%
have been convinced to buy after watching a video.
24%
conversion for interactive-demo visitors, versus a 3% average.
70%
engagement rate for top interactive demos, with 44% completion.
WHAT THIS MEANS
The lift from a good explainer on a landing page is large and repeatable. The demo numbers are even louder, but the point is the same: showing beats telling, and it moves the metric you actually report on.
Curious what a product video could do for your funnel?See how an explainer and a demo move software buyers from click to signup.
57%
of video marketers say video reduced customer support queries.
83%
of people prefer video over audio or text for learning.
57%
say clarity is the most important factor for staying engaged with a video.
HOW WE SEE IT
Every onboarding video you make is a support ticket you do not get. For SaaS, that is the most under-counted ROI of all: fewer questions, faster activation, and a lighter load on the team.
63%
prefer a short video to learn about a product.
91%
of marketers say the optimal marketing video is under 10 minutes.
65%
finish videos under a minute, versus 20% over 20 minutes.
WHAT WE SEE
Short keeps winning. For a homepage explainer or an ad, 60 to 90 seconds is the sweet spot. Save the long walkthroughs for people who already signed up and want the detail.
82%
of marketers say video delivered good ROI.
83%
say video directly increased sales, and 85% say it generated leads.
27 days
average sales cycle with interactive demos, down from 33.
91%
of companies spend under $50,000 per marketing video.
92%
plan to maintain or increase video spending.
THE MONEY VIEW
Video pays back in two currencies at once: more pipeline and faster deals. When demos shave a week off the sales cycle and most videos cost under fifty thousand dollars, the math is not hard.
Need a SaaS explainer or product demo?We script, animate, and deliver, end to end.
Yes. 54% of B2B software buyers used a product demo during evaluation, and 71% of those rated it the most influential resource (TrustRadius, 2024).
It can. Adding an explainer to a landing page can lift conversions by up to 80% (Wyzowl, 2026), and interactive-demo visitors have converted several times higher than average (Storylane, 2026).
Start with a homepage explainer and a product demo. Together they cover the awareness and consideration stages where most software buyers decide.
Short. 63% of people prefer a short video to learn about a product, and 91% of marketers say the optimal marketing video is under 10 minutes. Explainers often work best at 60 to 90 seconds.
Yes. 57% of video marketers say video reduced customer support queries (Wyzowl, 2026), which is why onboarding and how-to videos pay off after the sale.
91% of companies spend under $50,000 per marketing video (HubSpot, 2024), and animated explainers are among the most predictable to budget. Ask for a quote based on your script.
Every figure on this page comes from a named, public source published between 2023 and 2026. Where a widely repeated claim had no traceable primary source, we left it out.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.Â
