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| Supply: NetLine Company |
NetLine Company lately revealed its “2026 State of B2B Content material Consumption & Demand Report.” NetLine has been conducting this analysis for ten years, and its annual stories have persistently offered a wealth of real-world insights about how enterprise professionals truly eat advertising content material.
NetLine operates a content material syndication platform, and the 2026 report relies on information from 7.2 million content material registrations on the platform in 2025. The NetLine analysis is especially precious 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 reasonably from precise engagements with B2B advertising 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 alternate for entry to the content material sources accessible on the platform.
For these causes, the NetLine report supplies detailed details about the enterprise professionals who’re consuming B2B advertising 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. Nonetheless, NetLine’s information reveals that whole demand for B2B gated advertising 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 full 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 Widespread Content material Codecs
The ten most requested content material codecs in 2025 have been:
- eBooks
- Cheat Sheets
- Guides
- White Papers
- Analysis Reviews
- Articles
- Ideas and Methods 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 preferred format, fell 16.7% final yr, 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
Some of the helpful insights offered 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 information level is necessary as a result of it supplies 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 diverse 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 it is best to wait a minimum of two days earlier than you attempt to observe up with individuals who have requested your content material through NetLine.
Buy Timing
General, the B2B professionals utilizing the Netline platform in 2025 have been 17.7% extra prone to point out they might in all probability 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 eat and buy timing. Within the 2025 report, NetLine recognized 5 content material codecs which can be extra prone to be related to a shopping for determination throughout the subsequent 12 months – pattern stories, playbooks, case research, newsletters, and infographics.
One format that’s notably absent from this record is eBooks. Regardless of being essentially the most often 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 attraction to potential patrons who’re within the earlier levels of their shopping for journey.
