About our report
Marketers have had to adapt a lot over the past five years to keep up with the times. With new social media platforms popping up every day and marketing priorities shifting to go all in on digital, it’s safe to say that the landscape we once knew has changed forever.
One thing that has remained constant, however, is the demand for video marketing. Video continues to be an essential tool marketers leverage to communicate and connect with their audiences and customers. Here at Wistia, we’ve helped businesses grow with our video marketing software for over 12 years now, giving us plenty of time to see firsthand just how impactful video can be for companies that make the investment.
In this report, we’ll share data and trends that showcase where video stands today and how it has evolved over the past five years. We’ll explore topics like monthly video consumption rates, how businesses leverage video for demand generation, and more.
We’d love for you to get the most out of this information as well! So please feel free to use the statistics listed in this report in any commercial or non-commercial capacity; all we ask is that you link back to this web page as the original source.
Thanks for stopping by, and happy reading!
About our Data
The State of Video Report is not a survey; everything you see here is based on real user data from the Wistia platform. We analyzed over 44 million videos that were uploaded between 2016–2020 across more than 500,000 accounts to build this report.
Key takeaway: Brands are committed to video
Video uploads increased by 80% in 2020 alone
Key takeaway: Longer videos are gaining steam
In 2020, we saw the biggest jump in videos uploaded to our platform that were over 30 minutes in length — a 140% increase compared to 2019.
Key takeaway: Map video engagement benchmarks to video length, content type, and goal
As a very broad rule of thumb, aim for
these engagement benchmarks depending
on the length of your video:
Key takeaway: Viewers are consuming more video content than ever before
People watched 12.2 billion minutes of video in 2020 — that’s 23,211 years worth of content!
Conversion event placement
Video conversion rate
Interactive elements placed at the end of videos had the highest conversion rate over the past five years, averaging 8.7%. The average conversion rate has also increased over time, from 8.6% in 2016 to 12.7% in 2020.
Types of conversion events
Video conversion rate by event
All of this info is great, but what types of conversion events are the most successful at generating engagement and leads? When segmented this way, our email collector feature is actually the most successful at converting viewers, with a 15% conversion rate in 2020. Calls to action had a 7% conversion rate, followed by annotation links with a 2% conversion rate.
Key takeaway: Video can be used to generate and nurture leads
The average conversion rate has also increased over time, from 8.6% in 2016 to 12.7% in 2020.
Video will continue to be an essential tool for businesses
There was once a time when video marketing may have fallen under the “nice-to-have” category for most marketers. But if we look at the past five years as an indication of where we’re heading, video will continue to be considered an essential tool. The global pandemic only accelerated video content creation, so we predict that companies will continue to leverage these tools to grow their businesses.
Marketers will double-down on live virtual events
The barrier to entry for video creation will continue to drop
Lastly, we think more marketers will adopt video as creation becomes easier thanks to new tools and software. However, creating quality content will remain important for businesses that want to stand out against the competition. It’s easier than ever to start experimenting with video, but companies should do so while still prioritizing creativity and quality.
Wistia is proud to offer video content marketing software that helps more than 500,000 businesses use video and podcasting to grow their brands. Wistia’s software is designed to help you get more from your content, from growing your email list and creating smarter ads to tracking the impact of your video and audio across your site and social media. And with Wistia’s ad-free hosting and advanced marketing tools built right in, you get the best of both worlds — a great experience for your business and your audience.