Market Study
2025 State of Video Technology Report
This fourth annual market study takes a deep dive into what consumers want from brands when it comes to video.
Collaborating with independent market research firm Atomik Research, we asked over 2,000 consumers in the U.S. and U.K. about their preferences for video content. We explored delivery channels, personalization, technologies like AI and more.
The findings highlight a persistent gap: consumers crave more video — especially next gen video innovation — while brands fall woefully short in meeting this demand.
Key Takeaways
- 78% of consumers want brands to use video more to communicate with them.
- Personalized video is 3.5x more likely than generic video to make someone become or remain a customer.
- Younger, high earning and digital-first consumers are especially interested in next gen video.
- 93% of Gen Z want personalized and interactive video content from brands.
- Consumers are 2x more likely to want an AI video generated from a document rather than the doc itself.
- 84% of business executives are interested in a text-to-video AI tool.
