LinkedIn > YouTube
AI Summary
Wistia's 2026 State of Video report reveals LinkedIn has surpassed YouTube as the top platform for B2B video sharing. Key findings include longer webinars (30-40 minutes) seeing 70% higher engagement, 48% of teams increasing distribution budgets, and overall video budget growth slowing with only 49% planning increases (down from 57% in 2024). The newsletter also links to content on YouTube subscriber count becoming a vanity metric and audience distribution strategies from MrBeast's content strategist.
Key Facts
Author Takes
YouTube subscriber count as a metric
Subscriber count is now a vanity metric for YouTube, implying other engagement signals matter more for video strategy.
Video budget growth
Video budgets are cooling, with the share of teams planning spend increases dropping significantly from 57% in 2024 to 49% in 2026.
Contrarian Angle
Longer Webinars Outperform Shorter Ones
Wistia's data shows 30-40 minute webinars see ~70% higher engagement than webinars under 30 minutes, contradicting the common advice to keep content short for better retention.
Conventional wisdom says shorter content performs better, but longer webinars (30-40 min) significantly outperform shorter ones in on-demand engagement.
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