Average number of all videos per company by industry
253 Manufacturing and distribution
WHO’S DOING WHAT? One takeaway from Vidyard’s report was an unmistakable shake-up of the types of company and industry creating the most video content. But one thing didn’t change: the ‘high-tech’ sector topping the leaderboard. Vidyard claims this has been the case for the past five years. Hot on its heels are media, entertainment and publishing. Average video creation grew 109% for these industries in 2021 – and this is likely conducive to the overall increase in media consumption during the pandemic. Communications coming in a strong third is also a noticeable difference from past years. Although not right at the forefront, it still had the largest overall growth – with a gargantuan 334% increase in average videos created throughout 2020.
531 Retail and consumer goods
515 Education and public services
155 Real estate
155 Food and leisure
797 Media, entertainment and publishing
510 Financial services
SO, THE BIGGER, THE BETTER?
Somewhat unsurprisingly, yes. It’s straightforward: the larger the company, the more videos are made. With swathes of resource, support and money, it isn’t shocking that opportunities for corporate video are far more plentiful – be they user-generated or produced content. However, video creation has soared substantially, no matter a company’s scale – up from 78% overall compared to 2020.
While smaller businesses already embraced video for a competitive edge, larger organisations are still discovering the benefits. As the report claims, this has much to do with a surge in hybrid working during the pandemic. The biggest winner in this sense were companies consisting of 601-5000 employees, who created 196% more videos on average, taken against the previous 12 months.
Average number of all videos per company by company size
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