2026
State of B2B Content
Consumption & Demand Report

NetLine's flagship report returns for its 10th edition, powered by 7.2 million first-party content registrations and a decade of behavioral intelligence into how B2B buyers engage.

This exclusive first-party dataset reveals a landscape where timing, format, and signal quality determine revenue outcomes that challenge conventional demand generation assumptions and redefine how marketers should interpret buyer behavior.

Key Findings:

• Powered 7.2 million first-party content registrations, demand is up 57.6% since 2021.
• 45.9% of buyers expect to make a purchase decision within 12 months, with mid-term intent (6–12 months) surging +78.6% YoY—a clear signal that buyers aren't saying "no," they're saying "not yet."
• The Consumption Gap expanded to 47.7 hours (a 23.9% YoY increase), reinforcing the urgent need to fundamentally rethink lead scoring and nurturing.
• AI-related content accounted for 21.1% of total demand (+28.5% YoY), marking AI's evolution into a foundational content pillar.
• C-level engagement grew 3.8% YoY, accounting for 14.5% of total demand.
• The popularity of eBooks continues, representing 48.8% of all registrations.

As buyers delay decisions but deepen research, marketers must shift from chasing volume to interpreting intent with precision. Those who align content strategy to real consumption behavior, leverage person-level insights to distinguish high-impact engagement, and address AI implications across all formats will be best positioned to convert curiosity into pipeline—and pipeline into revenue.

Don’t get left in the space dust. Equip your marketing with real buyer behaviors and drive the outcomes you’re looking for in 2026.