$80 Billion and Climbing: Digital Video Ad Spend Up 11% in 2026

U.S. digital video ad spending is projected to surpass $80 billion in 2026, an 11% increase year over year, according to Sociallyin research. The growth is driven by video’s shift from a campaign tactic to a permanent operational fixture, with 50% to 75% of companies now producing video content in-house.

The vast majority of businesses are doubling down on video marketing as the medium moves from a temporary campaign tactic to a permanent operational fixture. According to new research released by social media marketing agency Sociallyin, 93% of businesses intend to maintain or increase their overall video marketing investment.

How Much is Video Ad Spend Growing in 2026?

This strong commitment mirrors wider commercial shifts across the advertising landscape. Driven by the need for continuous content, U.S. digital video ad spending is projected to surpass $80 billion in 2026, marking an 11% increase year over year.

A key driver of this sustained growth is the rapid rise of internal creation capabilities. Sociallyin’s findings reveal that between 50% and 75% of companies now produce video content in-house. In contrast, only 14% to 24% of businesses rely entirely on external agency partners for their video production needs.

Why Are Companies Bringing Video Production In-House?

Keith Kakadia, founder and chief executive officer of Sociallyin, said organizations are committing more resources because video content now supports far more than traditional commercial advertising. He explains that video has found its way into virtually every facet of modern business, serving diverse roles from social media posts and product demonstrations to customer stories, sales materials, and internal updates. Once video becomes deeply integrated into daily workflows, it ceases to be treated as an occasional campaign line item.

To help organizations maximize return on these expanded budgets, Kakadia emphasizes that continued investment must be paired with clear strategic intent. First, companies can optimize efficiency by establishing repeatable formats. Producing regular content series — such as expert tips, answers to customer questions, or short product walk-throughs — eliminates unnecessary planning, allowing teams to execute quickly while setting clear expectations for the audience.

How Should Businesses Measure Video Marketing Success?

Second, organizations benefit from a hybrid workflow that keeps day-to-day video generation inside the company. In-house teams can easily manage fast-turnaround social clips, simple explainers, and real-time responses, reserving external specialists for high-stakes brand campaigns or projects requiring specialized expertise.

Finally, companies must look beyond vanity metrics to measure real business impact. While view counts indicate reach, true performance is reflected in watch time, inquiries, website traffic, and direct sales conversion. Producing more video is simple, but creating content that directly aids decision-making requires focus. Businesses should target their time and budget on answering real customer questions to ensure every dollar works harder.

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