In today’s fast-paced digital landscape, video has become an essential tool for brands to connect with consumers. A recent market study sheds light on consumer preferences and expectations regarding video communication. Let’s dive into the key findings and explore how brands can leverage video technology effectively.

1. The Video Gap: Demand vs. Delivery

The study, which surveyed 2,008 adults in the U.S. and U.K., reveals a significant gap between consumer demand and actual video delivery. 83% of consumers express a desire for brands to use video more frequently in their communications.

However, a staggering 64% report that they rarely or never receive video content from brands.

This discrepancy highlights an opportunity for brands to bridge the video gap. While some brands are increasing their video output, the demand for video continues to grow.

In 2023, 70% of consumers stated that they rarely or never receive video, up from 81% the previous year.

2. Personalization Drives Loyalty

Personalized video content is a game-changer. It is 4 times more likely to make consumers feel valued by a brand and 3.5 times more likely to encourage them to become or remain loyal customers.

Brands that tailor their video messages to individual preferences can create stronger emotional connections and enhance customer loyalty.

3. Next-Generation Video Technology

Interest in advanced video technology is on the rise. Consumers are hungry for features like personalization, interactivity, and AI-driven content. Here’s what the study found:

Gen Z and High Earners: Younger and more affluent consumers are at the forefront of embracing next-gen video. An impressive 90% of Gen Zers and 89% of high earners want more video content from brands.

Interactive Video: A whopping 93% of Gen Zers express interest in interactive video, while 87% of high earners share the same sentiment. Both groups are over 5 times more likely to prefer personalized videos over generic ones.

AI Innovation: Surprisingly, 65% of consumers are open to receiving AI-generated videos from brands. Gen Z (at 76%) and high earners (at 77%) show even greater enthusiasm for this cutting-edge technology.

4. Data Sharing and Trust

Consumers are increasingly willing to share data for personalized experiences. 73% of respondents are open to providing data, and Gen Z leads the way with 81% willing to share. Additionally, trust in brands to safeguard data has improved, rising from 68% in 2023 to 74% in 2024.

5. The U.K. vs. U.S. Divide

Interestingly, the U.K. market lags behind the U.S. in video adoption and interest. While 87% of Americans want more video from brands, only 79% of U.K. consumers express the same desire. However, U.K. consumers emphasize the importance of personalization, with 71% expecting brand communications to be tailored to their needs (compared to 67% in the U.S.).

In conclusion, brands that embrace video innovation, prioritize personalization, and leverage AI technology will not only meet consumer expectations but also build lasting brand loyalty.

As we move forward, understanding these trends is crucial for marketers aiming to connect with diverse audiences across digital platforms.