The Complete List of Video Benchmarks for 2021

Get the insights you need to craft a video strategy that works.Get the ReportSo lets dive in on this years criteria so you can see how you stack up, and in turn, stand out.Contents1.Video Benchmarks for Creation and Publishing1.1 The Number of User-Generated vs. Produced Videos1.1.1 Total User-Generated vs. Produced Videos1.2User-Generated Video Trends by Month1.2.1User-Generated Videos Created Per Month1.3 Video Creation Trends by Industry1.3.1 Average Number of All Videos Per Company by Industry1.4User-Generated Video Creation Trends by Industry1.4.1 Average Number of User-Generated Videos Created Per Company By Industry1.5 Produced Video Trends by Industry1.5.1 Average Number of Produced Videos Per Company by Industry1.6 Video Creation Trends by Company Size1.6.1 Average Number of User-Generated vs. Produced Videos Per Company by Company Size1.7 Trends in Resources Used for Video Production1.7.1 Resources Used for Business Video Production2.Video Benchmarks for Content2.1 Trends for Different Types of Business Videos2.1.1 Types of Videos Businesses Have Already Invested In2.2 Video Distribution Trends2.2.1 Distribution Channels Where Video Content is Used2.3 Top Video Distribution Channels Based on Role2.4 Video Benchmarks for Length2.4.1 Video Length Distribution3.Trends in Video Engagement and Retention3.1 Video Benchmarks for Engagement Rates3.1.1 Average Engagement for Different Lengths of Video4.Video Analytics Trends4.0.2 Companies Making Use of Different Levels of Video Analytics5.How to Use Video Benchmarks to Your AdvantageVideo Benchmarks for Creation and PublishingGiven the expansion of video in 2020 with the shift to remote work, its no surprise that when we look at the total number of videos developed last year, we saw a 135% increase over our 2019 findings.New to this years analysis, were looking at a breakdown between videos that have actually been tape-recorded using the Vidyard screen recorder tool (referred to as “user-generated or user-recorded video”) along with those videos that are uploaded to the Vidyard platform (referred to as “produced videos”). We went this path to provide a more granular view of types of videos being developed and to show the growing shift of video creation beyond the marketing usage case, i.e., user-generated video created for sales conversations.The Number of User-Generated vs. Produced VideosAs more people across organizations become developers, its no surprise that 60% of total videos in 2020 were user-recorded or user-generated versus the 40% that were uploaded or produced in more conventional ways.Total User-Generated vs. Produced VideosUser-Generated Video Trends by MonthOverall, when we look at user-generated video growth, we saw a 128% boost in 2020 over 2019. The boost in companies either going internal or external recommends that more services are investing in employing employees to create video content or otherwise aligned with the trends were seeing in user-generated material growth.Resources Used for Business Video ProductionVideo Benchmarks for ContentNow that weve had an opportunity to dig into the trends and standards around video production, lets go a little further and look at video content including the most popular types of company video, circulation patterns, and data around video length.Trends for Different Types of Business VideosThe most typical types of business-created videos are item demonstrations, followed by how-tos, explainers, and webinars.

Get the insights you require to craft a video technique that works.Get the ReportSo lets dive in on this years standards so you can see how you stack up, and in turn, stand out.Contents1.Video Benchmarks for Creation and Publishing1.1 The Number of User-Generated vs. Produced Videos1.1.1 Total User-Generated vs. Produced Videos1.2User-Generated Video Trends by Month1.2.1User-Generated Videos Created Per Month1.3 Video Creation Trends by Industry1.3.1 Average Number of All Videos Per Company by Industry1.4User-Generated Video Creation Trends by Industry1.4.1 Average Number of User-Generated Videos Created Per Company By Industry1.5 Produced Video Trends by Industry1.5.1 Average Number of Produced Videos Per Company by Industry1.6 Video Creation Trends by Company Size1.6.1 Average Number of User-Generated vs. Produced Videos Per Company by Company Size1.7 Trends in Resources Used for Video Production1.7.1 Resources Used for Business Video Production2.Video Benchmarks for Content2.1 Trends for Different Types of Business Videos2.1.1 Types of Videos Businesses Have Already Invested In2.2 Video Distribution Trends2.2.1 Distribution Channels Where Video Content is Used2.3 Top Video Distribution Channels Based on Role2.4 Video Benchmarks for Length2.4.1 Video Length Distribution3.Trends in Video Engagement and Retention3.1 Video Benchmarks for Engagement Rates3.1.1 Average Engagement for Different Lengths of Video4.Video Analytics Trends4.0.2 Companies Making Use of Different Levels of Video Analytics5.How to Use Video Benchmarks to Your AdvantageVideo Benchmarks for Creation and PublishingGiven the expansion of video in 2020 with the shift to remote work, its no surprise that when we look at the total number of videos created last year, we saw a 135% increase over our 2019 findings.New to this years analysis, were looking at a breakdown in between videos that have actually been recorded using the Vidyard screen recorder tool (referred to as “user-generated or user-recorded video”) along with those videos that are uploaded to the Vidyard platform (referred to as “produced videos”). We went this path to offer a more granular view of types of videos being produced and to show the growing shift of video development beyond the marketing use case, i.e., user-generated video created for sales conversations.The Number of User-Generated vs. Produced VideosAs more individuals across companies end up being developers, its no surprise that 60% of general videos in 2020 were user-generated or user-recorded versus the 40% that were published or produced in more traditional ways.Total User-Generated vs. Produced VideosUser-Generated Video Trends by MonthOverall, when we look at user-generated video development, we saw a 128% increase in 2020 over 2019. Typical Number of All Videos Per Company by IndustryUser-Generated Video Creation Trends by IndustryWhen we break down the total number of videos created by market, were able to ascertain some additional insights about which markets are taping video versus which are producing or submitting video content.The usage of one-to-one video for sales discussions increased by 93% in 2020. The boost in business either going external or in-house recommends that more companies are investing in working with workers to produce video material or otherwise aligned with the trends were seeing in user-generated material growth.Resources Used for Business Video ProductionVideo Benchmarks for ContentNow that weve had a possibility to dig into the trends and standards around video creation, lets go a little additional and look at video content including the most popular types of business video, distribution patterns, and information around video length.Trends for Different Types of Business VideosThe most common types of business-created videos are product demos, followed by how-tos, explainers, and webinars. We hear year after year how well video converts compared to other content mediums– in 2020, 94% reported that video converted the exact same or much better than any other material form.The most popular B2B circulation channels for the year are social media, websites, and YouTube.While the number of organizations utilizing video throughout these channels year over year remains constant, one channel that has actually grown greatly is utilizing video for sales and client discussions, which increased by 93% over 2019 findings.Internal interactions as a channel to distribute video material also saw a 27% increase over our previous years research study.

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