Wistia published its latest 2025 State of Video report which analyzed more than 100 million videos and webinars to find out the latest trends in video engagement rates, video production and AI’s impact in the video industry. Wistia analyzed how companies are making videos and where they are putting the most effort on.
The report found that 40% of the companies are producing at least one video per week and mid-size companies have doubled their video production since 2023. Because of better tools and accessibility, 71% of the companies are creating videos in-house.
The data in the report also shows that even though attention on creating videos is increasing, the engagement on them has declined 7% since 2023. This is the biggest drop in video engagements seen in the last four years. Even with the decline, video is still the most engaging content format but the competition on them is really intense now. Most companies are trying to create high-quality videos which take a lot of time. In this situation, AI tools are helping a lot in the text-to-video process.
41% of the companies say that they are using AI to create videos, while 41% said that they are not using AI to create videos. 19% of the companies are also planning to start using AI for creating videos soon. Now the question is whether using AI to create video is going to make a mark in video production? Creativity is the key in any type of business and using AI well can help companies and brands attract people.
Read next: Are AI Crawlers Threatening Website Performance, SEO, and Bandwidth Costs?
The report found that 40% of the companies are producing at least one video per week and mid-size companies have doubled their video production since 2023. Because of better tools and accessibility, 71% of the companies are creating videos in-house.
The data in the report also shows that even though attention on creating videos is increasing, the engagement on them has declined 7% since 2023. This is the biggest drop in video engagements seen in the last four years. Even with the decline, video is still the most engaging content format but the competition on them is really intense now. Most companies are trying to create high-quality videos which take a lot of time. In this situation, AI tools are helping a lot in the text-to-video process.
41% of the companies say that they are using AI to create videos, while 41% said that they are not using AI to create videos. 19% of the companies are also planning to start using AI for creating videos soon. Now the question is whether using AI to create video is going to make a mark in video production? Creativity is the key in any type of business and using AI well can help companies and brands attract people.
Read next: Are AI Crawlers Threatening Website Performance, SEO, and Bandwidth Costs?
