2022 State of Video Report

42+ million videos analyzed. 600+ customers surveyed. Get the full report for insights to use in the year ahead.

About our report

We followed video data trends in 2021, and it’s clear the dramatic increases in video creation and consumption caused by the pandemic are here to stay. Brands, and their audiences, have one resounding message: We. Love. Video. Enjoy this report and feel free to use the statistics listed here in any commercial or non-commercial capacity—all we ask is that you link back to this web page as the original source.

Our method

We analyzed user data from over 330K Wistia accounts and 42M+ videos uploaded to our platform from 2019-2021. We also surveyed over 600 customers to find out how they’re thinking about and planning their video marketing strategy for this upcoming year.

lightning zap


Video creation in 2021 held its ground compared to 2020, which across categories was a huge leap from what we saw in 2019. Here, we looked at how many total videos were uploaded to our platform, average video length, how often folks produced videos, and more.

Total video uploads to Wistia

We saw video uploads almost double when the pandemic started, jumping from 9 million videos uploaded to Wistia in 2019 to 17 million in 2020. Those numbers have held pretty steady in 2021, indicating that video has become a permanent investment for businesses.

Average video length

While short-form video is still the most popular, there was a significant rise in long-form content. This likely means that brands are more comfortable with less editing (like in fireside chats and webinars), and that viewers are willing to spend more time with them.

Survey Says

“We’re scaling video production from a few videos completed last year to full-scale video production in 2022”
Aaron Treguboff - Marketing Director at Fullbay
Get deeper insights from more than 600 Wistia customers.

How often do you make videos?

Do you plan on creating new types of videos in 2022?

Number of Soapbox videos created

Wistia’s Soapbox lets you record your screen and webcam at the same time, edit the video, and then share it—all via a simple Chrome extension. Fewer Soapbox videos were created last year than in 2020, but plenty of businesses still took the chance to get on their Soapbox (sorry, we couldn’t resist), producing 6.7% more videos than in 2019.


colliding rings


With so much great content out there, grabbing people’s attention is key. We looked at how brands present video content to their viewers, including video player customization, video quality, accessibility improvements, and how videos are organized for viewers.

Video resolution

While HD videos (1080p) still accounted for most videos uploaded to Wistia, 4K video uploads shot up by 55%. This is the fastest-growing segment in the past three years. As more people shoot and edit in 4K, businesses are opting to share their highest quality work.

Player color

Businesses can customize the Wistia player color to match their brand or their content. However, when it came to sprucing up their player, most marketers—around 77%—chose to stick with the standard Wistia and Soapbox player colors.

New Wistia Channels created in 2021

In 2021, around 400 Wistia Channels were created each week—which tracks with the fact that “branded series” was cited among the top new video content planned for 2022 by customers. Wistia Channels allow users to create custom video galleries for branded content.


per week

Accessibility was more of a priority in 2021

Wistia has a seven-point checklist to help you align your videos with Web Content Accessibility Guidelines (WCAG) 2.1 AA. We saw a 13.5% increase in videos that met three or more of these criteria, meaning more marketers are making their content more accessible to all.

Videos aligned with WCAG 2.1 AA accessibility criteria

5% of videos uploaded to Wistia use captions

Captions help make your content accessible to a wider audience—and more businesses are choosing to add captions to their videos. 2021 saw an 11% increase in the number of videos using captions. Learn more about accessibility with Wistia.
shifting shape


The amount of video people consumed continued to skyrocket in 2021, indicating that viewers’ desire for great videos is only increasing. We analyzed video plays and total minutes watched, and looked at that data compared to the total number of videos uploaded.

Survey Says

“We all took a step back when Covid pushed everything virtual. Video gives you an opportunity to connect emotionally…”
Angela Lombardo - Sales, Marketing Specialist at APEX Analytix
Don't miss the complete results of Wistia's customer survey.

Overall video plays

Video plays are up, up, up! From 2019 to 2021, there was a 77% increase in the amount of annual video plays. Audiences played a lot more videos in Q1, with consumption leveling off throughout the rest of the year.

Video uploads

Time watched

Even as creation slowed, consumption increased

We clocked 14.6 billion minutes of video watched this year. That’s up from 12.2 billion in 2020, and up 121% from 2019! The two graphs above offer a key takeaway: even though slightly fewer videos were created, demand for video content was at an all-time high.

Rocking triangle animation


Engagement helps brands understand the time viewers spend with their videos. We calculate this by taking the total time viewers actually spent watching a given video, and dividing that number by the total time they could have spent watching it (a.k.a. 100% engagement).

Survey says

“Videos last. We want to invest more in video content that will remain relevant 12-18+ months.”
Isaac Lawlor - Video Content Producer at Digistorm
Curious about more insights from customers?

Engagement rate by video length

This metric has not changed much over the last three years. Engagement rate stands identical to that of 2019 across video lengths. While there is a very slight decrease from 2020, stability here is a good thing.

Engagement benchmarks

Because average engagement rates by video length have been so consistent year after year, you can feel confident relying on these benchmarks to assess video performance (we do!).

Less than 1 minute
50% average engagement
1 - 3 minutes
48% average engagement
3 - 5 minutes
49% average engagement
5 - 30 minutes
38% average engagement
30 - 60 minutes
25% average engagement
More than 60 minutes
15% average engagement

Pulsating circles


Video can be an impactful part of your growth strategy, and we wanted to see how video marketing helped companies grow. Here, we looked at how video was used to capture leads, encourage repeat visits, and bring viewers into marketing automation workflows.

The lingo

In this section, you’ll see a few terms that may be new to you. We’ll be comparing Wistia’s three video lead-generation tools: Turnstile, CTAs, and Annotation Links. Turnstile allows you to capture email addresses with custom forms at any point throughout your video. Calls to action (CTAs) make it clear to the viewer what you’d like them to do next with full-screen cards that link to other content. And Annotation Links appear in the corner of the video, providing links to other pages or content without interrupting the viewing experience.

Lead-gen tools by type

Though full-screen CTAs remain the most common Wistia growth tool used by businesses, we noticed an uptick in videos using Annotation Links. This suggests that companies are opting to use video to nurture customers down the funnel in less obtrusive ways.

Placement of Turnstile lead-capture forms

Most Turnstile forms are still being placed at the beginning of videos; however, 2021 saw an increase in the number of Turnstile forms placed in the middle of videos. This means more folks are allowing viewers to preview content before gating it with a form.

Impacting conversion rate

Videos can and should be a part of your lead-gen strategy. We looked at a number of ways businesses customized Turnstile lead-gen forms last year to see how those changes affected conversion rate.

Turnstile conversion rate by position in video

Placing Turnstile forms mid-video makes sense! This tactic yielded the best conversion rates in 2019 and 2020. However, it was actually the least effective for 2021, which saw conversion rates of Turnstiles at the beginning and end of videos increase significantly.

Default vs. custom copy: Which converts?

Turnstile’s default CTA converts higher than custom messaging. While the conversion rate for custom copy was 200% higher than in 2019, the out-of-the-box copy maintained its edge! We’re guessing that’s because the default message is short, sweet, and to the point.

Impact of “Skip” on Turnstile conversion rates

It may not be a shock to learn that viewers convert more when a video is fully gated than when they’re given the option to skip. However, Turnstile conversions for both scenarios have grown since 2020: up 31% for fully gated content and up 50% for “Skip”-enabled videos.

Asking for email addresses boosts conversion rates

Conversion rates by any CTA are growing, but using the term “email” in the form’s top-line copy continues to convert well. Conversion rate when using the term “email” is 23%, while the conversion rate without “email” is 14%.

Wistia integrates with the most popular marketing tools

Wistia works with a wide range of marketing automation and email marketing platforms, making it easy for customers to meet their video goals. See the full list of Wistia integrations.

Email integrations make it easy to increase conversion

We wanted to know the most popular marketing tools customers are using. So, we asked! Those surveyed responded with: HubSpot (30.5%), Salesforce (26%), Mailchimp (18.4%), and Active Campaign (18.6%). And we integrate with all of them!
Get insights like these plus the results of our customer survey.

Wistia users with integrations enabled

Marketers are getting more sophisticated in how they use video in their marketing efforts. We’re seeing a steady annual increase in the number of brands that integrate Wistia with their existing marketing tech stack to get the most from their videos.