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The 2025 State of Video Report reveals businesses are investing more in video and moving production in-house by using AI for scripting, editing, and captioning.
Performance benchmarks show that:
- Engagement rates drop as video length increases, though longer videos can deliver more total watch time.
- How-to videos are the most engaging across different lengths.
- Lead gen forms are the highest-converting interactive video features, especially when placed at the end of a video.
- Webinars and original series drive the most conversions, with videos between 30–60 minutes converting best.
Top video trends for 2025 include:
- More in-house video production
- Widespread use of AI in video creation and distribution
- Greater investment in accessibility features
- Continued focus on product videos, educational content, and webinars
- Increased resizing of videos for different social platforms
- Search optimization for short-form videos as they gain visibility in mobile results
Get the full report from Wistia.
