This report is packed with valuable insights, but here are
a few of the things we found most interesting:
• Average video length is trending shorter and shorter. In2018, the average video was 4.07 minutes long, 33%shorter than 2017’s 6.07 minutes.
• On average, 52% of viewers watch a video all theway through, regardless of the video’s length—morethan the 46% who would do the same in 2017. Overtwo-thirds (68%) of viewers watch a video to the endif it’s less than 60 seconds, but only 25% will finish avideo if it’s more than 20 minutes.
• Organizations in high tech, professional services, andmedia, entertainment, and communications are themost prolific with video. On average, businesses inthose industries published more than 300 new videosin 2018—nearly one per day.
• This year, more small and medium companies moved towards usinga mix of internal and external resources for video production thanthe previous year. Now 52% are using both vs. 37% in 2017.
• The majority of video views still take place on desktop (87%), butmobile views are growing. This year, 13% of business video viewshappened on mobile, a small increase from the previous year’s 11%.
• Mid-week is the most popular time for business video views, withThursday seeing the most views overall. Views peak in the morning,regardless of the day of the week, typically between 9 and 11 a.m.PST (12 to 2 p.m. EST).
• The most common types of videos are webinars, demos, and socialmedia videos. Websites, social media, and landing pages are threeof the most popular places to embed video content.
• In 2018, 85% of companies reported using some form of videoanalytics. The use of intermediate or advanced video analytics hasincreased 19% over the previous year.