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| Supply: NetLine Company |
NetLine Company just lately revealed its “2026 State of B2B Content material Consumption & Demand Report.” NetLine has been conducting this analysis for ten years, and its annual studies have persistently supplied a wealth of real-world insights about how enterprise professionals truly devour advertising and marketing content material.
NetLine operates a content material syndication platform, and the 2026 report relies on knowledge from 7.2 million content material registrations on the platform in 2025. The NetLine analysis is especially priceless for 2 causes.
First, it captures the real-world content material consumption behaviors of enterprise professionals. The info used for the NetLine report was not derived from surveys or interviews, however somewhat from precise engagements with B2B advertising and marketing content material.
And second, the report relies on first-party knowledge. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in alternate for entry to the content material sources obtainable on the platform.
For these causes, the NetLine report offers detailed details about the enterprise professionals who’re consuming B2B advertising and marketing content material and the precise consumption behaviors of these professionals. I encourage you to assessment the complete 35-page report.
Content material Consumption Declined in 2025
General B2B content material consumption fell 8.6% in 2025 in comparison with 2024, as measured by registrations on the NetLine platform. Nevertheless, NetLine’s knowledge exhibits that complete demand for B2B gated advertising and marketing content material has grown 57.6% since 2021.
Content material consumption by C-level executives elevated in 2025, up 4% year-over-year. In 2025, C-level executives accounted for 14.5% of the whole demand on the NetLine platform.
Demand for content material about synthetic intelligence continued its dramatic progress in 2025. The explosive progress started in 2023 when demand for AI-related content material elevated 6.6x in comparison with 2022. In 2025, demand for such content material grew 28.5% year-over-year.
Most Fashionable Content material Codecs
The ten most requested content material codecs in 2025 had been:
- eBooks
- Cheat Sheets
- Guides
- White Papers
- Analysis Reviews
- Articles
- Ideas and Tips Guides
- On-Demand Webinars
- Stay Webinars
- Playbooks
NetLine famous in its report that six of the ten hottest content material codecs noticed year-over-year declines in registration quantity in 2025. Registrations for eBooks, the most well-liked format, fell 16.7% final 12 months, however they nonetheless accounted for almost half (48.8%) of all 2025 content material registrations.
Among the many ten hottest codecs, on-demand webinars had the biggest enhance in demand in 2025, with the variety of registrations rising by 46.2%
The Consumption Hole Widens
One of the vital helpful insights supplied by the NetLine report pertains to the consumption hole, which is outlined because the time between the second a content material useful resource is requested and the second it is opened for consumption. This knowledge level is necessary as a result of it offers a information for timing follow-up contact with potential patrons.
In 2025, the typical consumption hole was 47.7 hours, up from 38.5 hours in 2024. The consumption hole has different through the years. Earlier than 2024, the biggest hole recorded by NetLine was 33.3 hours in 2021, and the smallest was 27.1 hours in 2018. The lesson right here is that you need to wait no less than two days earlier than you attempt to comply with up with individuals who have requested your content material through NetLine.
Buy Timing
General, the B2B professionals utilizing the Netline platform in 2025 had been 17.7% extra more likely to point out they’d most likely make a purchase order throughout the subsequent 12 months, in comparison with 2024. The acquisition time-frame that noticed the biggest year-over-year enhance was 6 – 12 months, which grew 78.6% in 2025.
Content material Consumption and Purchaser Buy Intent
For the previous few years, NetLine’s analysis has revealed correlations between the content material format a possible purchaser chooses to devour and buy timing. Within the 2025 report, NetLine recognized 5 content material codecs which might be extra more likely to be related to a shopping for resolution throughout the subsequent 12 months – pattern studies, playbooks, case research, newsletters, and infographics.
One format that’s notably absent from this checklist is eBooks. Regardless of being essentially the most regularly requested sort of content material in 2025, eBooks weren’t strongly related to shorter-term buy intent. This should not be shocking as a result of most eBooks are designed to enchantment to potential patrons who’re within the earlier phases of their shopping for journey.
