[Research Round-Up] NetLine’s Newest Information On B2B Conten…

 (This month’s Analysis Spherical-Up discusses the 2025 B2B content material consumption report from NetLine Company. NetLine publishes this report yearly, and it persistently offers a wealth of real-world insights about how enterprise professionals really eat advertising and marketing content material.)

Supply:  NetLine Company

Just about all B2B corporations now use content material advertising and marketing in a number of varieties, so understanding how enterprise professionals eat content material has turn out to be crucial to advertising and marketing success. The 2025 State of B2B Content material Consumption & Demand Report by NetLine Company offers beneficial insights on this very important difficulty.

NetLine operates a content material syndication platform, and this report relies on information from 7.9 million content material registrations on the platform in 2024. The NetLine analysis is especially beneficial for 2 causes.

First, it captures the real-world consumption behaviors of enterprise professionals. The information used for the report was not derived from surveys or interviews, however from precise engagements with B2B content material.

And second, the report relies on first-party information. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in trade for entry to the content material sources accessible on the platform.

For these causes, the report accommodates a wealth of detailed details about content material consumption behaviors, and I encourage you to evaluation the total 36-page report.

Content material Consumption Continues Rising

As measured by registrations on the NetLine platform, total B2B content material consumption in 2024 elevated 27% in comparison with 2023 ranges. NetLine’s information exhibits that whole demand for B2B content material has grown 84% because the 2019 version of the analysis. 

Content material consumption by C-level executives can also be nonetheless on the rise, rising 27% year-over-year. In 2024, C-level executives accounted for 13% of the whole demand on the NetLine platform.

Demand for content material about synthetic intelligence grew dramatically in 2024. The explosive development started in 2023 when demand for AI-related content material elevated 6.6x in comparison with 2022. In 2024, demand for such content material elevated 2.9x in comparison with 2023.

Most Standard Content material Codecs

The ten most requested content material codecs in 2024 had been:

• eBooks
• Guides
• Cheat Sheets
• White Papers
• Articles
• Analysis Reviews
• Suggestions and Tips Guides
• Guide Summaries
• Webinars
• Newsletters

In 2024, content material registrations for eBooks elevated 71% year-over-year, and the report observes that eBooks represented greater than half of all content material codecs requested on the NetLine platform.

The report additionally notes that eBooks are a really environment friendly content material format. Each eBook asset uploaded to the NetLine platform in 2024 generated 983 registrations. In distinction, white papers generated solely 60 registrations per asset.

The Consumption Hole Widens

One of many extra helpful insights supplied by the report pertains to the consumption hole, which NetLine defines because the time between the second a content material useful resource is requested and the second it is opened for consumption. This information level is vital as a result of it offers a information for timing follow-up contacts with potential patrons. In spite of everything, it makes little sense to contact a possible purchaser a couple of content material useful resource earlier than she or he has reviewed the content material.

In 2024, the common consumption hole was 39 hours, up from 31 hours in 2023. The consumption hole has various 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 at the least two days earlier than you attempt to comply with up with individuals who have requested your content material through NetLine.

Content material Consumption and Purchaser Buy Intent

For the previous few years, NetLine’s analysis has recommended that the content material format a possible purchaser chooses to eat is an efficient indicator of buy timing. Within the newest evaluation, NetLine recognized 5 content material codecs which are extra more likely to be related to a shopping for resolution throughout the subsequent 12 months – playbooks, infographics, case research, pattern reviews, and purchaser’s guides. 

One format that’s notably absent from this checklist is eBooks. Regardless of being probably the most incessantly requested kind of content material final yr, eBooks weren’t strongly related to shorter-term buy intention. This should not be stunning as a result of most eBooks are designed to enchantment primarily to potential patrons who’re within the earlier levels of their shopping for journey.

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Once more, the NetLine report accommodates a number of different beneficial findings, and I like to recommend you are taking the time to evaluation the total report.