2025 State of Video Report: Today's Benchmarks for Tomorrow’s Strategy

Snapshot: Video remains the most engaging medium for marketers, but viewer expectations are rising fast. The 2025 State of Video report from Wistia, based on data from 1,300 professionals and 100 million videos, reveals that engagement and conversion are now the top success metrics.

Shorter videos tend to have higher engagement rates, but longer videos convert better—especially when lead gen forms appear at the end. How-to and educational videos hold attention best, while webinars and original series drive the most conversions. AI use in video creation has more than doubled year over year, especially in pre-production and editing.

Meanwhile, accessibility is becoming table stakes: nearly half of 2024’s videos had at least three accessibility features, with captioning up 572% since 2021. Most marketers produce video in-house, and while production tools have become more accessible, time and budget remain major roadblocks.

Companies are leaning on social media and websites for distribution, but contact and course pages often outperform homepages in play rates. Resizing for platform optimization and repurposing for email or blog embeds are now core tactics for maximizing content mileage.

With video showing up more often in search results—and long-form outperforming in lead generation—marketers are being challenged to balance format, functionality, and funnel-fit like never before.

Full story: WISTIA