Market Study
2026 State of Video Technology
AI Video, Personalization and Beyond
This fifth annual market study reveals what consumers expect from brand communications — and spotlights how AI video is now central to meeting those demands.
Led by Atomik Research, an independent market research firm, the study covers 2,000 U.S. and U.K. consumers plus an additional 500 business owners. Some trends held steady from last year, particularly how most consumers (especially younger and wealthier demographics) want more video from brands.
But this year’s study also uncovered new trends around AI video, opinions on digital avatars and the backlash from consumers when expectations aren’t met.
Key Takeaways
- 80% of consumers want more video from brands, but 46% say they never receive any, an alarming gap.
- Gen Z and millennials prefer personalized video over generic by an 8-to-1 margin.
- Consumer interest in AI video hit 74%, the study's biggest single-year gain.
- 52% of customers would consider leaving brands who don’t invest in next gen video.
- 88% of execs say an AI video tool would make them start or increase their video output.
