2023 Video in Business Benchmark Report

Businesses are making more videos than ever. Video creation increased by 29% compared to last year. Over 1.77 million videos were created or uploaded using Vidyard in 2022. (In 2021, that number was 1.38 million.)

So what are the most popular ways to create videos? We categorize videos into two types: “User-generated” and “produced.” (See Definitions below for more information.)

In 2022, 72% of videos created were user-generated. The remaining 28% were produced.

This means that user-generated video continues to be hugely popular. That’s a trend we’ve seen over the past few years, and we don’t see it slowing down anytime soon.

These three industries are creating the most produced videos:

1. Financial services (avg. 252 produced videos per company)
2. High tech (avg. 233 produced videos per company)
3. Retail (avg. 227 produced videos per company)

In last year’s edition of this report, all industries (except two) created fewer produced videos than they did the year before. However, this year, all industries (except two) are creating more produced videos.

Here’s a rundown of the industries with the biggest gains this year:

• Education and public services companies are creating 143% more produced videos.
• Manufacturing companies are creating 131% more produced videos.
• Real estate companies are creating 90% more produced videos.
• Financial services companies are creating 73% more produced videos.

Marketing teams are primarily investing in these three types of video:

• 47% of companies have invested in product demo videos.
• 35% of companies have invested in explainer videos.
• 33% of companies have invested in recorded webinar videos.

Prospective customers want to do their own research and draw their own conclusions, all at their own pace. These three types of video are the perfect fit for the form that the buyer’s journey takes these days.

These are the three most popular ways that sales reps utilize user-generated video:

1. Outbound prospecting
2. Follow-up to initial outreach
3. Product or solution demos

Here’s how video is most commonly used, broken down by role:

1. BDRs and SDRs: Outbound prospecting (used by 74%)
2. Account Executives: Outbound prospecting (used by 67%)
3. Customer Success: Product or solution demos (used by 65%)

Across all videos analyzed, the average video length is 15 minutes and 31 seconds. (Last year, it was 9:58.)

Here’s how video length breaks down across all length brackets:

• 35% of videos are under 1 minute long (up 2% vs. last year).
• 25% of videos are 1 to 2 minutes long (up 14% vs. last year).
• 20% of videos are 2 to 4 minutes long (up 53% vs. last year).
• 10% of videos are 4 to 10 minutes long (up 25% vs. last year).
• 3% of videos are 10 to 20 minutes long (down 33% vs. last year).
• 8% of videos are over 20 minutes long (down 56% vs. last year).

53% of viewers will watch a video all the way through to the end.

Here’s how retention scales across multiple video lengths:

• 66% of viewers will finish a video that’s under 1 minute long.
• 56% of viewers will finish a video that’s 1 to 2 minutes long.
• 50% of viewers will finish a video that’s 2 to 10 minutes long.
• 39% of viewers will finish a video that’s 10 to 20 minutes long.
• 22% of viewers will finish a video that’s over 20 minutes long.