Video Statistics, Habits, and Trends You Need To Know

Video has revolutionized the supply of knowledge and coaching content material.

Whether or not you’re instructing individuals via on-line content material or coaching inner coworkers, utilizing video to share data is changing into an expectation. 

Don’t make people spend their time pouring via lengthy, wordy coaching manuals or documentation to find out about your services or products. The truth is, 83% of individuals choose watching movies to accessing tutorial or informational content material through textual content or audio.

The kind of content material you create issues simply as a lot as the data you are attempting to share, this consists of video.

The issue is many firms battle with how one can create and ship participating and efficient tutorial movies that viewers will truly watch.

TechSmith carried out analysis to study extra about individuals’s viewing habits and preferences round tutorial and informational movies.

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We needed to know how one can create tutorial movies that get watched.

On this information, you will see that actionable tips about how one can leverage these video statistics. In the long run, you’ll be capable to create efficient video content material that helps individuals study new abilities or achieve new data.


  • 83% of respondents choose watching video to accessing data or tutorial content material through textual content or audio.
  • Most respondents view movies two to 4 occasions per week.
  • Regardless of modifications in how and the place individuals work, a lot of the 2021 information had been per our 2018 information.
  • First impressions are vital! Clear titles, good descriptions, and compelling thumbnails matter.
  • YouTube is the most well-liked place to observe tutorial and informational movies.
  • Respondents choose movies between 5 and 19 minutes lengthy.

And listed below are the entire and remaining statistics, habits, and developments we discovered round video and how one can leverage them in 2022 and past.

Take pleasure in!

The right way to create movies which can be efficient and that get watched

Video has emerged as probably the most highly effective and extensively used codecs for delivering coaching and directions, no matter who your viewers is.

The overwhelming majority of companies have embraced video as a advertising and marketing, coaching, and communication software. And whereas entrepreneurs say video is changing into ever extra fashionable, advertising and marketing professionals aren’t the one ones who can profit.

The acceptance and consumption of video (together with cell video) proceed to develop throughout most departments, segments, and demographics. 

This could come as no shock.

As workers, college students, and prospects more and more anticipate data to be accessible in video format, companies are embracing video for its advantages, visible attraction, and effectiveness. The truth is, 83% of individuals choose watching movies to accessing tutorial or informational content material through textual content or audio.

The massive query is now not “Ought to I create a video?”

As an alternative, we must be asking “How do I  create movies which can be efficient and that get watched?” 

We carried out analysis to find consumer preferences and consumption habits throughout six completely different markets – Australia, Canada, France, UK, the US, and Germany. 

The TechSmith Video Viewer analysis offers distinctive insights into when, why, and the way individuals have interaction with informational and tutorial video content material. We’ll additionally stroll you thru the most effective practices to make sure your tutorial and informational movies are environment friendly and efficient. 

Uncover how one can revamp your individual tutorial and informational movies to discover a higher method to join along with your viewers and construct model consciousness.

Why video retains rising

Video viewing figures are going up throughout the board. The Cisco Video Networking Index forecasts that video site visitors will develop fourfold from 2017 to 2022.

And video will make up 82% of Web site visitors by the top of that interval, up from 75% in 2017. 

This progress can partially be attributed to the ever-increasing video file measurement, high quality, and the rise of video streaming companies. It additionally displays the viewing practices and general demand for video content material.

The TechSmith Video Viewer Analysis exhibits that this pattern additionally holds true for tutorial and informational movies.

This yr, 52% of individuals reported watching greater than two tutorial or informational movies every week. That is up from 51% in 2018 and up from 28% in 2013. 

Viewing frequency of instructional and informational videos (combined) has been steadily increasing over the last decade, with the number of users who watch two or more videos almost tripling since 2013.
Viewing frequency of tutorial and informational movies (mixed) has been steadily rising during the last decade, with the variety of customers who watch two or extra movies virtually doubling since 2013.

The right way to discover and know your viewers 

Once you create movies, it is very important outline and perceive the viewers and their wants. Most individuals (25%) watch these movies to study new abilities for his or her job, adopted intently at 22% by people who find themselves genuinely within the subject.

Earlier than you create a video, decide who you’re concentrating on by asking your self questions like: 

  • Who’re they? 
  • What drawback are they attempting to unravel? 
  • What objectives are they pursuing? 
  • Have they got earlier expertise with the subject? 
  • What’s going to they should accomplish their objectives?
  • The place and the way will they seemingly discover or entry the video?
  • What’s their talent stage?
  • What associated subjects ought to additionally they be studying?

Fastidiously take into account these elements whenever you plan and create your video content material to make sure will probably be useful on your viewers. 

Take into account cultural variations, as properly. In case your viewers is worldwide, needless to say some forms of humor or cultural references might not work throughout a number of areas. Even easy hand gestures could also be harmless in a single tradition and offensive in one other.

The right way to seize their consideration (and make them keep)

We all know that video viewing is on the rise, and whereas youthful audiences watch movies extra regularly, it’s a medium that’s reaching individuals of all ages.

However the quantity of accessible movies additionally implies that viewers are extra discerning towards what they watch.

Video creators want to think twice in regards to the model, construction, and format of their movies with a view to meet viewers’ wants and expectations.  

How lengthy must you make your movies?

Nearly all of customers choose informational and tutorial movies to be lower than 20 minutes, with an emphasis on the 3-4 and 5-6 minute ranges.

With regards to video size preferences, evidently there’s a “Goldilocks size”— not too quick, and never too lengthy.

Throughout all international locations in our most up-to-date examine, the vast majority of viewers choose tutorial and informational movies within the ranges of 3-4 and 5-6 minutes.

Content material over 20 minutes in size was solely most popular by lower than 10% of all members.  

So, identical to Goldilocks’ porridge, you must be sure that your video size is good for its objective. Whereas some movies could be longer, just be sure you’re not overloading your viewer with data. Your video shouldn’t embrace data isn’t related or cowl an excessive amount of data. 

In different phrases, make your video content material as quick as doable, but so long as needed. 

The following tips will aid you to maintain your video quick and candy, whereas together with all the factors you need to make: 

  • Write a script or storyboard to plan your content material and preserve your video targeted and quick. 
  • Focus your video on a single subject with a single goal.
  • Take into account organizing your subject right into a video-series or creating “microlearning” items, which ship quick items of knowledge.
  • For longer movies, create a desk of contents to allow viewers to simply navigate the video and shortly entry related sections. 

Why individuals cease watching movies (and how one can keep away from it)

Viewers don’t watch each video till the very finish. That may be a recognized and customary conduct throughout all audiences. That stated, you’ll be able to achieve lots of worth by exploring why.

Why did viewers cease watching their final video?

Participant solutions to “Why did you cease watching the final tutorial or informational video?”

The most typical motive for a viewer to cease an tutorial or informational video earlier than the top is that they obtained the data they wanted and moved on. The second commonest motive is that they didn’t get what they had been searching for. 

Armed with this data, you’ll be able to optimize their content material to fulfill viewers’ expectations and cut back video drop-offs.

Your movies must match your viewers’ wants and expectations

You possibly can assist to set expectations on your viewers by controlling the preliminary expertise with the content material. That is primarily carried out through the use of a transparent title and correct description that conveys the video subject in addition to the model of the video. 

The precise video must match the outline and product, it must be detailed sufficient, and ought to be simple to observe alongside (particularly vital for tutorial movies). 

The thumbnail, if relevant, can even relay upfront data for the viewers. 

And if the video is embedded on a web site or a part of a course, you additionally want to supply sufficient context across the video (i. e. web site textual content, course title) to let the viewer know what they need to anticipate.  

The right way to make your video attention-grabbing to maintain viewers engaged?

Some subjects and knowledge might merely be dry and uninspiring, however an interesting presentation can preserve viewers from becoming bored and tuning out.

Observe these tricks to make your content material participating to maintain your viewers watching till the top: 

  • Use storytelling strategies, incorporating characters and a storyline that provoke emotion. 
  • Use an interesting speaker or voiceover to current the subject with ardour and pleasure. 
  • A visual speaker can even function an genuine ‘skilled voice’ in your video, and you’ll leverage the prevailing specialists inside your organization.  Their data of the topic will enable them to current data precisely and authentically. 
  • Embrace sensible, real-life examples that your viewers can simply apply to their very own lives. 
  • Make in depth use of fine visuals, like pictures and icons as an instance your ideas. 
  • Be explicit about whenever you repeat data, or whenever you decelerate: Each could be efficient strategies, however could cause individuals to cease watching if overused. 
  • Humor is usually a nice asset to maintain viewers engaged when executed properly, assuming it’s applicable to make use of along with your subject and on your viewers. 
  • Use acquainted, on a regular basis language in your script. Keep away from overly formal expressions or jargon.  Fastidiously take into account your technical phrases—whereas typically a bit dry, they might be important to understanding and following the content material.  
  • Immediate viewers to actively observe alongside along with your video, put up thought-provoking questions and ask for feedback, suggestions, and different engagement. 

Once you create video, make sure you create content material that’s related, participating, and helpful.  No matter the place, when, or how individuals view your movies, give attention to making your studying content material as accessible as doable in order that it may be seen wherever, at any time. 

Your video doesn’t must be high-quality

It could be shocking to study that the video high quality was not a standard motive for viewers to cease watching a video. The truth is, solely 11% of viewers listed poor video high quality as the principle motive they stopped watching.

This offers one other helpful lesson for you:

Good content material trumps good manufacturing. 

This additionally reinforces the concept easy-to-follow (50%) and relatable content material (44%) are the overwhelming elements for getting customers all for your video. Visible results or video high quality doesn’t have the identical impact.

Excessive-end tools and super-fancy video results aren’t essentially a recipe for fulfillment. 

Consider writing correct supporting copy and creating an attention-grabbing video quite than attempting to create a Hollywood-quality blockbuster. Create content material that retains customers and engaged, even when it’s a easy display recording or video from an iPhone.

The right way to begin making your individual movies

It’s no secret that individuals more and more look to video after they need to study a brand new talent or data. Whether or not you must share data with one particular person or 100,000, a video gives a novel method to have interaction and enlighten viewers past the capabilities of written content material.

This information gives insights into how actual individuals’s video preferences and habits, in addition to evaluation of nice movies. This shines a lightweight on how YOU can create higher, extra profitable tutorial and informational video content material on your viewers. 

However in the end, don’t be overwhelmed by the small print.

Get on the market and begin creating movies!

Study as you go and discover out what works greatest for you.

It’s time so that you can make some movies! We’d love so that you can take into account getting a free trial of TechSmith Camtasia by visiting the TechSmith web site.

Camtasia – display recorder and video editor

TechSmith Camtasia makes it simple to create informational movies for instructing, coaching, and explaining ideas.

Report your display and add content material you have already got by importing slide decks, webinar recordings, video clips, pictures, and audio recordsdata. With Camtasia, you’ll be able to…

  • Add transitions, annotations, callouts, and results with drag-and-drop ease to focus viewers’ consideration and spotlight key data.
  • Add pre-built movement graphics, music tracks, and different property to seize your viewers’ consideration and that skilled polish.
  • Create quizzes, interactivity, and captions to enhance viewer engagement.
  • Produce MP4 recordsdata or add your video to YouTube, Vimeo, Screencast, or LMS for simple sharing.

Analysis methodology

Video viewer survey

To know extra about how video is handiest, TechSmith carried out analysis to find consumer preferences and video viewing habits.

The principle portion of the analysis consists of a survey that was administered to 914 distinctive respondents in late June 2021.  The recruitment, in addition to the supply of the survey, had been carried out by Qualtrics, an impartial analysis associate. 

Related variations of this survey had been beforehand carried out in 2013, 2016, and 2018.  This report focuses on the latest outcomes, however information from earlier reviews might be referenced for comparative functions. 

For the 2016 examine, we surveyed 1,006 members whereas the 2013 examine concerned surveying 1900 respondents, and the 2018 examine surveyed 924. All research used the identical kind of survey methodology, although the questions diversified barely yr to yr.

In regards to the survey members

Members needed to reply between 16 and 20 multiple-choice questions, and 3-6 open-ended questions on their attitudes in direction of technical movies, specializing in two several types of movies:

Tutorial movies 

A video that teaches a course of, comparable to a step-by-step tutorial or how-to video.

For instance: “The right way to add a brand new buyer to the database.”

Informational movies

A video that delivers info, concepts, or vital data. 

For instance: “Overview of the brand new security laws” or “Insights from the final departmental assembly”.


Thanks a lot for taking the time to learn via the analysis. We are able to’t wait to see what you create this yr!

When you’ve got questions or feedback you’ll be able to at all times attain out to us on Fb, Twitter, and LinkedIn.

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