# New Report Highlights the Rise of AI in Model Video Manufacturing

Seeking to get a greater deal with on the newest video engagement tendencies, with a purpose to optimize your video content material method?

This may assist.

This week, Wistia has printed a brand new report which seems at general vide manufacturing and efficiency, based mostly on 100+ million movies and webinars uploaded to its platform.

And there are some fascinating notes on the evolution of video content material, and engagement charges, and the way AI instruments will have an effect.

You’ll be able to obtain Wistia’s full “2025 State of Video” report right here, however on this submit, we’ll check out a number of the key notes.

First off, Wistia seems at how firms are producing video content material, and the place that effort is primarily centered:

As you may see in these charts, over 40% of firms now produce no less than one video every week, with mid-sized firms now creating twice as many movies as they did in 2023.

Round 71% of firms are creating their movies in-house, which displays the rising accessibility of creation instruments, and video engagement tendencies.

Although the information additionally reveals that the competitors for video consideration is heating up, with general video engagement charges declining.

As per the report:

“For all video varieties, engagement is down 7% from 2023 – the sharpest drop we’ve seen in 4 years.”

Video stays essentially the most partaking on-line content material format, however once more, the competitors for eyeballs is now extra intense. So in the event you’re not grabbing consideration, individuals received’t stick round, which is impacting general engagement charges.

By way of the general video effort, creation nonetheless takes up essentially the most time.

That’s altering as extra AI creation instruments come into play, and it’ll be fascinating to see how advancing AI text-to-video processes affect this ingredient.

Which can be mirrored in Wistia’s knowledge:

As you may see, the variety of professionals utilizing AI to make movies doubled in 2024, and you’ll anticipate that to maintain rising, as extra AI video instruments come into play.

I imply, that is clearly the most important value focus for video creation, and lowering it’s a logical enterprise method. However the greater query is: “Can AI-generated video radically affect this ingredient?”

Will AI-generated video ever get ok to keep away from the unfavourable, “Uncanny Valley” kind really feel, and can these instruments be easy sufficient for many manufacturers to make the most of?

I suppose, even when they’re not overly easy, paying an skilled AI skilled to create video clips can be cheaper than a full recording session.

I keep that creativity is the important thing ingredient that drives content material success, and as such, the largest campaigns would require a human ingredient. However smaller promotions and previews can in all probability be dealt with by advancing AI instruments.

There’s a heap extra perception in Wistia’s full report, together with the most effective performing video varieties, interactive components, efficiency benchmarks, and extra.

You’ll be able to obtain Wistia’s “2025 State of Video” report right here (with electronic mail sign-up).