2024 State of
Video Technology

Market Study hero img

The Video Gap Continues

Consumers want video from brands,
but they’re not getting it.

Over 8 out of 10 (83%) of people want more video content from brands, but only 19% say they frequently receive it. While that’s a slight improvement from last year, when 18% of consumers regularly received video content from brands, there’s still a long way to go, especially considering that the demand for video has only grown year over year (up from 81% in 2023).

What’s alarming is that the majority (64%) of consumers rarely or never get video from brands. That’s down from 70% of consumers in 2023 and 74% in 2022. Still, with so many consumers saying they want more video content, the message to brands is clear — increase the use of video in your digital communications strategy.

It’s worth noting that this market study covers brand communications between businesses and their customers. Survey questions didn’t focus on video as an advertising tool but rather as a means of communication from a business such as a bank, healthcare provider, insurer or phone carrier. Findings show that video isn’t used to its full potential in customer communications.

Want More Video From Brands

Frequently Get Video From Brands

When people are lucky enough to get
brand videos, they like it.

Consumers don’t just say they want more video. When they do get it, they overwhelmingly are happy about it: 82% of consumers who receive video content from brands say they like that content. This is even higher for two key demographics — younger consumers and higher-income consumers — who share similar preferences when it comes to digital content.
In the market research surveys from 2022 and 2023, both younger consumers (particularly Gen Z) and high earners were found to be highly interested in advanced video technology. This includes video formats that are personalized, interactive, customizable by the user and even AI-driven.
Consumers Who Like the Video Content They Get From Brands*
Consumers Who Like the Video Content They Get From Brands*
Consumers Who Like the Video Content They Get From Brands*
Consumers Who Like the Video Content They Get From Brands*
*Respondents included only those who already receive video from brands

This video gap represents a big opportunity for brands who want to be more customer-centric. Customers are eager and relatively easy to please.

Next Generation Video in Demand

Personalising videos drives customer loyalty.

Like the demand for video, consumer interest in more advanced video formats is on the rise, including personalised, interactive, and AI-driven video. And this kind of next generation video
Next generation video is a broad term that refers to videos that incorporate non-traditional functionalities such as personalization, interactivity, AI generation, etc.
delivers real business value. For example, as seen in previous years’ studies, personalised video
Personalized video combines customer data with video to showcase the most relevant content for that individual. It often includes elements like a first-name greeting and dynamic scenes shown only for specific viewers.
outperforms non-personalised video by a factor of 3x or more when it comes to loyalty.
This includes driving positive feelings of value and trust as well as retention and referrals. Yet while the vast majority of consumers say they’re interested in receiving a personalized video from a business they trust, a shocking 73% have never received one, meaning it’s low-hanging fruit for brands who want to stand out.

Personalised Video Compared to Generic Video

more likely to make
a customer feel valued
by a brand
4 x
more likely to make
a customer trust
a brand
3 x
more likely to make
someone become or
remain a customer
3.5 x
more likely to make a
customer recommend
a brand
3 x

Personalised video is 4x more likely than generic video to make customers feel valued, but most people never receive one. That makes it a powerful differentiator for brands.

Consumers are willing to exchange
data for personalisation.

Nearly three quarters of all consumers (73%) will share their data if it means they’ll get a more personalised experience. This is especially true for Gen Z, where 81% will share data to enable personalisation.

Despite reports of data breaches and cybersecurity threats, customers largely trust brands with their data. That trust has increased year over year with 74% in 2024 saying they trust businesses to keep their data secure vs. 68% in 2023.

There’s also more interest in personalization in general. This year, over 7 out of 10 consumers (73%) would like to see communications from brands be more personalized in the future.

Willing To Share Data for Personalisation

Viewers are more interested in
interactive video than ever.

Demand for interactive video
Interactive video includes interactive elements such as clickable hotspots, choose-your-own adventure branching, CTAs and more.
is almost as high as demand for video in general: 81% of people in 2024 are interested in receiving interactive video content from brands, up from 79% last year. Gen Z is leading here, with a whopping 93% interested in interactive video. Millennials (90%) and high earners (87%) aren’t far behind.
The next step for video you can interact with is video you can change and customize: uploading your own media, inputting data, choosing what displays, etc. Consumers want this too. In fact, interest in user-customizable video
User-customizable video lets users change the video directly from the player, including text, music, colors, etc., or even uploading media. The level of customization allowed is determined by the brand.
grew the most year over year, jumping from 72% in 2023 to 77% in 2024.
Consumers Interested in Interactive Video From Brands
Consumers Interested in Interactive Video From Brands
Consumers Interested in Interactive Video From Brands

Consumers reward video innovation.

When a business uses advanced video technology to communicate with customers, it makes an impact on how people view the business. This includes their interest in engaging with brand content and even how likely they are to buy the brand’s products or services.

As with nearly every other kind of video content, we see the highest uplifts for younger consumers and high earners. For example, high earners are 12% more likely than other income levels to buy from a brand that uses innovative video tech while zoomers and millennials are 13% more likely (than other generations).

Consumers are over

Consumers are nearly

more likely
to buy from a brand that
uses advanced video
2 x
more likely
to see a brand as
innovative when it uses
advanced video tech.
3 x

Gen Z and High Earners

Younger and more affluent consumers still lead the video innovation demand curve.

In our surveys from 2022 and 2023, the data showed that younger consumers, especially Gen Z, and higher income earners share similar preferences when it comes to digital communications. This includes interest in all kinds of video technology.

Both cohorts are over 5x more likely to want a personalized video than a non-personalized video. Over 9 out of 10 zoomers are interested in receiving interactive video (93%) and customizable video (91%). And high-income earners aren’t far behind at 87% and 85% respectively.
6x more likely
to want to receive
a personalised video than a
non-personalised video.
Gen Z and high earners are over 6 x more likely

Interested in Interactive Videos From Brands

Gen Z

High Earners

Interested in AI Videos From Brands

Gen Z

High Earners

An overwhelming majority of Gen Z — 93% — is interested in receiving interactive videos from brands, and 91% are interested in videos they can customise.

These high-value demographics also care the
most about video and personalisation.

While everyone likes video content, these two cohorts appreciate it the most. They’re also more comfortable exchanging their data for a more personalised experience.

In fact, of all generations, Gen Zers are the most likely to be willing to provide their data to enable personalization. This is significant given that this generation is the least likely (only 67%) to say they trust brands to keep their data secure.
zoomers (90%) and
high earners (89%)
want more video
from brands.
9 out of 10
zoomers (81%) and
high earners (79%)
will exchange data
for personalisation.
8 out of 10

Both groups are keen to get hands-on with
AI video.

In 2022, we saw that both of these consumer segments are early adopters. They were the first to express significant interest in interactive and user-customisable video. Now, they’re the ones most likely to be interested in creating AI text-to-video content.

High earners and Gen Zers were also more likely to say access to an AI tool that lets them create videos from text would positively impact their video production. While 75% of consumers say such a tool would make them more likely to start or increase their video content creation, 82% of high earners and 89% of Gen Z say the same.

Of those who were interested in creating AI videos, overall quality was the most important factor. This was consistent across generations and income levels.

Interested in an AI Tool That Creates Videos From Text

AI Video on the Rise

Consumers are ready for this
latest wave of video innovation.

Consumer interest in AI-generated video from brands isn’t as high as their appetite for video content that’s personalised, interactive or even user-customisable. But a majority of adults (65%) say they’re open to this kind of content from businesses.

This is surprising given how recently AI video has been made widely available. And if the even higher interest from early adopters (Gen Z and high earners) is any indication, the appetite for AI-driven video content will only grow in future.

Consumers Ready for AI

are interested in receiving AI
video content from brands.
65 %

But they also have some reservations
about the use of AI.

Nearly 6 out of 10 consumers (59%) say they have concerns about artificial intelligence, ranging from the lack of personalisation to the risk of inaccurate content. But 72% of those who do have concerns believe that they can be addressed.

Transparency is also valued when it comes to AI, with 70% of consumers saying they’d want to know if a brand video was created using AI tools. Companies will need to address these concerns if they want to leverage the power of AI to scale content generation for use in customer communications.

Concerned About AI Video

Believe Their Concerns Can Be Addressed

Viewers prefer video generated by AI
to text-based communication.

Across generations and income levels, consumers embrace AI video when it makes content easier to understand. When shown a document and a video made from that document using AI, consumers were twice as likely to choose the video.

This doc (or website) to video use case was also the one most preferred by respondents who said they might be interested in creating an AI video. This is interesting given that it edges out the more commonly known text to video use case.

The preference for doc to video AI is even higher among those who identified as self-employed, suggesting that business owners may be more interested in using AI to create content from assets they already have on hand, such as presentations, PDFs, their knowledge base, etc.

to prefer receiving an AI video
generated from a document
than the document itself.
Customers are 2 x more likely

U.S. consumers are more interested in AI-
generated video than their U.K. counterparts.

While 72% of Americans reported being interested in or open to receiving AI video from brands, only 58% of U.K. respondents said the same. But Americans are also more concerned about AI in general than those in the U.K. Only 54% of respondents in the U.K. said they had concerns about AI compared to 63% in the U.S.

Of note, Americans were also much more likely to say their concerns about AI (if they had any) could be addressed. While 8 out of 10 Americans said this, only 64% in the U.K. agreed. The top reason cited for both demographics was a lack of trust or concerns relating to AI in general.

With personalized video a strong driver for trust, it could be a practical tool to pair with AI-generated content to help increase consumer confidence in this kind of video communications.

Interested in AI Video From Brands

Concerned About AI Video