The State of Video Report [2025]: Trends and Statistics
Learn about the current state of video marketing and how you can build a strategy that actually delivers more leads and sales...
Why aren't more businesses embracing video in 2025?
You don’t need convincing that video works.
You’ve seen it. You’ve felt it. You’ve probably said, “We need to do more video” multiple times this year.
Everyone else nods along, and yet – it just doesn’t get done.
Or worse…
One video every few weeks, usually a rushed add-on to a new product launch.
We know the huge impact video content makes on our clients’ businesses, so we wanted to understand why so few people are embracing its potential.
Because if you can show up consistently with clear, confident video content, you’re already ahead of the competition.
But without a strategy and process, video keeps falling through the cracks. Good intentions aren’t enough.
Download The Report
Download the full research report here and get actionable tips that will improve your video content strategy.
Who did we survey?
We wanted to get a wide variety of opinions and experiences, so this is who we surveyed…
What industry are you in?
What best describes your role?
The consumer vs creator gap...
It’s clear that a lot of people VALUE and WATCH video…
Have you watched a YouTube/social media video in the past week?
Are you planning on using video to market your business in the year ahead?
People are consuming but not creating...
50% of people have published a video, and nearly half of people aren’t investing anything into video…
In the past 7 days, have you published any videos on YouTube/Social Media?
Roughly how much do you invest in video content per month?
The big question: what's stopping you?
If we’re watching videos to help us make significant buying decisions, and we understand the ROI, why aren’t we making videos to help our clients buy from us?
What’s really holding everyone back from video marketing?
We asked people to identify the main thing that’s stopping them from creating more video.
2 Hours+
That’s how long it takes a quarter of people to create just one video!
This is time a lot of businesses don’t have, particularly for the owner or CEO.
Question 1 – How long does it typically take you to go from one video idea to publishing the content?
40%
of people reported that video creation takes just too long.
Which is no surprise, considering it’s taking 2+ hours to create each video! But perhaps it’s time to prioritise video over all marketing tasks.
Question 2 – What’s the #1 thing holding you back from creating more video content?
41%
AND almost half of the people said they’d publish more often if the tech side were easier. There’s a clear need for simpler video tech.
Question 3 – What part of the video process do you find MOST frustrating?
Only 15%
The rest are somewhere between indifferent and actively dreading it. Businesses need to find people on their team who enjoy it.
Question 4 – How comfortable do you feel when recording video content for your business?
3 out of 4
And even when they do, planning it all out can become its own headache. Businesses need clear guidance on how to plan video content.
Question 5 – Do you struggle to come up with video content ideas?
But confidence is a huge issue
22% of people feel self-conscious on camera, and another 21% say filming themselves is the worst part of the whole process.
If any of this feels painfully familiar, you can see you’re not alone. It can feel awkward talking to a camera. That’s why we recommend…
- Practice without pressure – film short clips just for yourself, then delete them. You’ll start to relax when there’s no audience.
- Treat it like a conversation – imagine you’re speaking to one person you know well, not a faceless crowd.
- Use bullet points, not scripts – this keeps your delivery natural and stops you from sounding robotic.
- Smile and move – a little movement and expression will make you look and feel more confident.
- Don’t aim for perfect – done is better than flawless, and small imperfections make you more relatable.
Download The Report
Download the full research report here and get actionable tips that will improve your video content strategy.
What help do businesses have
to create video?
We asked businesses what support they have for video creation. Here’s what they said….
68%
of businesses create video with zero help.
They don’t hire outside help. But to stick to video consistently, it’s helpful to use really good tools or outsource the parts that take up a lot of time.
Question 6 – Do you hire anyone to help with video?
Over half
of people don’t know how to use AI in their video creation process.
And 90% of people said they’d benefit from a tool that speeds up the process. Luckily, we’re working on something, you can check it out here 😉
Question 7 – How do you feel about using AI in your video process?
90%
of businesses would benefit from a tool that helps them publish videos faster.
Time, tech and ideas are the main issues people have when it comes to creating video. Luckily, the founders of Jammy have something to help.
Question 8 – Would you benefit from a tool that lets you plan and record videos faster?
It's clear businesses need support
While most people are still figuring out how to get one video out the door, they’re also:
- Not repurposing content effectively
- Not enjoying the process
- Not using tools or support to speed things up
And almost 80% are doing every part of the process themselves. Idea generation, scripting, filming, editing, publishing, and promoting – without any help. It’s no wonder video marketing feels overwhelming.
Download The Report
Download the full research report here and get actionable tips that will improve your video content strategy.
Where and how often do businesses publish video content?
This question had some surprising results – turns out, YouTube is not THE ONLY place for video anymore
44%
of businesses never or rarely post video content on social media
Without an efficient process, video content creation is a time sink. But with a system, you can create and publish confidently – on your terms, forever!
Question 9 – How often do you currently create social video content for your business?
YouTube
isn’t the only platform for B2B businesses. Instagram is more popular.
It’s good to see businesses publishing on a variety of platforms, this means they’re able to reach more people and gain more leads.
Question 10 – Where do you publish video content?
