Our newsletterVendor reportHubSpot, 2026
Short-form video is the most-used content format overall, well ahead of long-form video and blog posts
Content formats
Media formats companies use in their content strategy (Overall)
Media formats companies use in their content strategy (Overall)| Media format | Share of companies using it (%) |
|---|---|
| Short-form video | 60% |
| Long-form video | 38% |
| Blog posts | 38% |
| Live streaming video | 37% |
| Images | 36% |
| User-generated Content | 35% |
| Infographics | 28% |
| Case studies | 27% |
| eBooks | 24% |
| Interviews | 24% |
| Interactive content (polls, games, etc.) | 23% |
| White papers | 22% |
| Checklists/templates | 18% |
| NFTs | 3% |
| Podcasts or Other audio content | 1% |
- Reader Note:
- Short-form video sits at 60%, with long-form video and blog posts tied at 38% behind it. These are shares of teams using each format at all, not shares of content produced, so a format can be widely used and still be a small part of what a team publishes.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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