Business video benchmarks: content, engagement and distribution trends

Most corporate-created videos are less than two minutes long, according to recent research by Vidyard and Demand Metric.

The report is based on an analysis conducted between January 1, 2020 and December 31, 2020 of more than 760,000 videos created by Vidyard customers. The researchers also interviewed 302 professionals who work for companies that create videos.

About 60% of the videos examined were less than two minutes long.

Although the proportion of videos over 20 minutes was only 10%, that was a 66% increase from a similar analysis from 2019.

An average of 58% of viewers watch a business-related video to the end if it is less than 60 seconds. However, on average, only 24% end a video if it’s longer than 20 minutes.

Commitment to various lengths of video chart

The most popular types of videos created by companies are product demos, how-tos, explanations, and webinars.

Types of video business have invested in charts

The most popular channels for corporate video distribution are social media and websites.

Diagram of the channels in which business video content is used

About research: The report is based on analysis conducted between January 1, 2020 and December 31, 2020 of more than 760,000 videos created by Vidyard customers. The researchers also interviewed 302 professionals who work for companies that create videos.

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