[Research Round-Up] NetLine’s Latest Data On B2B Content Consumption

 (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 truly devour advertising and marketing content material.)

Supply:  NetLine Company

Just about all B2B corporations now use content material advertising and marketing in a number of kinds, so understanding how enterprise professionals devour content material has grow to be vital to advertising and marketing success. The 2025 State of B2B Content 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 knowledge 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 knowledge. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in change for entry to the content material assets accessible on the platform.

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

Content material Consumption Continues Rising

As measured by registrations on the NetLine platform, general B2B content material consumption in 2024 elevated 27% in comparison with 2023 ranges. NetLine’s knowledge reveals that complete demand for B2B content material has grown 84% for the reason that 2019 version of the analysis. 

Content material consumption by C-level executives can be nonetheless on the rise, rising 27% year-over-year. In 2024, C-level executives accounted for 13% of the entire 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 Fashionable Content material Codecs

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

• eBooks
• Guides
• Cheat Sheets
• White Papers
• Articles
• Analysis Studies
• Suggestions and Methods Guides
• E-book 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 knowledge level is essential as a result of it offers a information for timing follow-up contacts with potential consumers. In any case, 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 typical consumption hole was 39 hours, up from 31 hours in 2023. The consumption hole has different through the years. Earlier than 2024, the most important 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 devour is an efficient indicator of buy timing. Within the newest evaluation, NetLine recognized 5 content material codecs which might be extra more likely to be related to a shopping for choice throughout the subsequent 12 months – playbooks, infographics, case research, development experiences, and purchaser’s guides. 

One format that’s notably absent from this record is eBooks. Regardless of being essentially the most ceaselessly requested sort of content material final 12 months, eBooks weren’t strongly related to shorter-term buy intention. This should not be stunning as a result of most eBooks are designed to attraction primarily to potential consumers who’re within the earlier levels of their shopping for journey.

*****

Once more, the NetLine report comprises a number of different beneficial findings, and I like to recommend you’re taking the time to evaluate the complete report.