Video is no longer a buzzword—it’s a core part of modern marketing. Our newest State of Video Report captures the fastest‑growing trends, benchmarks, and opportunities. Below are seven insights that illuminate today’s video landscape and its trajectory.
- Video Production Is Accelerating, With More Brands Bringing It In‑House
- Audiences Demand More From Short‑Form Video
- AI Is Becoming a Core Tool in Video Creation
- AI‑Driven Dubbing Is Transforming Global Reach
- Webinars Remain a Powerful Lead‑Generation Tool
- On‑Site Video Embedding Is Poised to Rise
- Interactive Elements Drive Conversions When Strategically Placed
1. Video Production Is Accelerating, With More Brands Bringing It In‑House
“Video is no longer just a part of the strategy. It is the strategy.” – Piotr Smietana, Director of Brand & Marketing Creative, Superside.
To meet the growing demand for video, companies are producing more content and expanding budgets. They’re also reshaping internal workflows by hiring dedicated producers and enabling marketing teams to create videos internally.
• Over 40% of companies produce at least one video per week.
• Nearly 60% raise video budgets this year.
• 71% now handle production in‑house, up from 63% last year.
2. Audiences Demand More From Short‑Form Video
“If you don’t hook viewers in five seconds, they’re gone. Get straight into the action to make those first moments count.” – Henry Ceiro, Dropbox’s Video Content Producer.
2024 saw the largest drop in video engagement in four years. Short videos fell 10% in engagement, while content over 30 minutes only dipped 3%.
• Overall engagement dropped 7%.
• Short‑form (3–5 minutes) declined 10%.
• Long‑form (>30 minutes) dipped 3%.
3. AI Is Becoming a Core Tool in Video Creation
By year‑end, more than half of professionals will use AI in their workflows. Currently, AI is most common in pre‑production scripting; post‑production sees AI generate captions, dubs, and social clips.
We produced an ad entirely with AI, but it still required human refinement. See our full breakdown.
“AI is a creative multiplier. It speeds things up, but you still need real creative talent at the helm.” – Piotr Smietana.
• 41% of professionals use AI, up from 18% last year; 19% plan to start soon.
• Among users, 43% use AI for scripts, 42% for editing.
• AI‑generated captions doubled again.
4. AI‑Driven Dubbing Is Transforming Global Reach
Generative AI now enables natural‑sounding dubbing in multiple languages with a few clicks, eliminating the need for costly translators and voice actors. Earlier AI dubbing sounded robotic; today, the speech feels fluent and authentic.
5. Webinars Remain a Powerful Lead‑Generation Tool
Marketers host webinars to generate leads and engage customers, but they’re increasingly repurposing recordings into evergreen content. AI helps extract highlight clips and turn transcripts into blogs.
• Nearly half of companies host webinars monthly.
• 89% repurpose webinar content for blogs, social clips, and email.
• On‑demand views continue for 3–4 months after the live event.
6. On‑Site Video Embedding Is Poised to Rise
Many brands currently host videos on social, YouTube, or email, but embedding videos directly on company sites—from blogs to product pages—offers a new conversion channel. Platforms that offer interactive CTAs, lead‑gen forms, and multilingual dubbing are likely to gain traction.
7. Interactive Elements Drive Conversions When Strategically Placed
Not every marketer uses CTAs, forms, or annotations, but those who do see measurable results. On average, a quarter of viewers complete a lead‑gen form; placing it at the end of a 60‑minute video raises rates to 65%. CTAs placed early in short videos or mid‑video in longer pieces can boost conversion up to 40%.