Video length getting shorter as engagement accelerates | Media Analysis | Business
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The average US business video length is trending shorter year-over-year: In 2018, the average length was 4.07 minutes long, 33% shorter than 2017’s 6.07 minutes.

vidyard 18June2019That’s according to the Vidyard Video in Business Benchmark Report which also found that business audiences are staying tuned longer: About half (52%) of viewers watched all the way through to the end of the video across all viewing sessions. This is up from 46% who would do the same in 2017. Meanwhile, 68% of viewers watch a video to the end if it’s less than 60 seconds.

The study also found that mid-week is the most popular time for business video views, with Thursday seeing the most views overall. Viewing peaks around noon to 2 pm ET regardless of the day.

Also, desktop viewing still dominant for business video engagement: The majority of video views still take place on desktop (87%), but mobile views continue to increase. This year, 13% of business video views happened on mobile, a small increase from the previous year’s 11%.

Smaller companies accelerate video content creation, too. Businesses with 31-200 employees published a staggering 510 new videos on average in 2018, second only to large businesses with more than 5,000 employees. More small and medium-sized companies reported using both internal and external video production resources to help them scale video creation while also producing higher quality content. 52% are using both vs. 37% in 2017.

Interestingly, in 2018, 85% of companies reported using some form of video analytics. The use of intermediate or advanced video analytics has increased significantly, by 19% over the previous year.
The most common types of videos are webinars, demos, and social media videos. Explainer videos, product videos and customer videos are also popular formats.

“More than ever, businesses are using video throughout the customer journey,”the report noted. “They recognise the power of video to explain to potential customers what they do, what they offer and how it helps them. The popularity of webinars suggests that there’s also a thirst among brands’ audiences for longer-form educational content.”