State of Video Report

Well, hello everyone and welcome back to this Final session at VideoDays, 2025. The annual event for everyone doing video. Hello, my name is Amelia and if you're just tuning in to get the last numbers Fresh from the press. Welcome so much. If you've been with us for over the two days, welcome back. I want to remind you all that these sessions will also be available on demand. So if you picked up a nifty trick or a good tip. or maybe even a data point or or something you would like to share with a colleague, or a friend, or someone in your field who you think could benefit from it, please feel shared. Feel free to share the content. I can't believe we are already at the end of this year's VideoDays,. We've had some amazing speakers of We have six hours of great content. But before we dive into the state Video, report. I want to bring a little bit of attention to this. special box next to me again. You might know this box if you were here with us yesterday. We have a special holiday gift for all of you as a big thank you for contributing to our Video community. So Hold on, without further ado. I'll present to you One last time. The official holiday gift. which is our very unique discount codes to TwentyThree, Summit,. With this discount code, you can get a ticket TwentyThree, Summit, for only 99 euros. If you sign up before December TwentyThree,. So I'll drop a little link in the chat. which might be on this side actually, so that you can sign up. You can go to TwentyThree, slash Summit,. And just to give you a couple minutes to get started, I will... We'll play a little bit of a reel from 2025. Just so you can get a sense of the atmosphere and what it was like to be there and maybe get you a little extra excited for uh 2026. So remember, Amazing. I hope you guys got just as excited as I did. Looking back, I can't believe that it's only... six months until TwentyThree, Summit, is going to be back with us again. And if you work with Video, any way, Video, is part of your title or simply how you like. to move your company TwentyThree, Summit, Video, home and it's where we're going to come together to bring the industry forward. as Video, community. And this is where... all of us, Video, people unite. So please come and join us. But before I get... carried away with our next event. Let's dive into the last session of VideoDays, 2025 because this is going to be a good one. Next up, we have the state Video, report. Where we'll dive into, yes. all the essential video trends, the analytics, the numbers, and make sure that you have everything. You need to benchmark Video, effort. Now, the latest numbers are as recent as this morning and we really wanted to make sure that you always have the most up today's data when we launch these reports. And to present the findings, we have none other. than Steffen Christensen, our CTO and co-founder TwentyThree,. the only European player in Video, software field. So let's bring Steffen on screen and see how he's doing. Hey, Steffen. Hi, Amelia. Thanks for having me. Thank you for being here. Is your December also full of Christmas shopping and holiday planning? Very much so. I'll say that I did all the shopping. Now I just need all the... packages to actually arrive and I think it's cool that you're doing kind of the Christmas headband all that kind of stuff. I feel sort of under-Christmassed on my side of this Webinars, at this point, but Let's see if I can roll this out kind of doing the traditional stuff. on Video, side more than on the Christmas side. I believe in you, Steffen. I think you have the attention and you have the room. So just take it away when you're ready. and we'll all be taking notes. That's amazing. Thanks, Amelia. No. So. The short version is this is actually not meant to be a Christmas tradition but nevertheless a tradition that that we're publishing these reports every year and this is going to be about the state Video,. The state Video, quickly becomes this sort of like, how are we growing? What are we building together? What are the communities out there? But also essentially sort of that other side Video, Marketing. video often becomes sort of the Well, Video, is worth more than a thousand words. It's great for storytelling. It's human. I don't want to undervalue that. That is a huge part. of Video, is the kind of the digital glue, Video, online. is tremendously important. But the other side Video, Marketing sort of Marketing that Data side, the other half of the brain about how do we actually maximize. all of those investments that we have Video,. And for that, we're publishing annual reports sort of the heading there is sort of about figuring out well, how are we doing on transitioning to better quality? How are we doing on... Increasing the professionalism of our production. How are we doing on driving KPIs that move from just vanity plays into leads? How are we sort of doing on them? on all of these scores as an industry. Where is there still room to go and where did we... will succeed. So. I said this before, it's one of those kind of mantras that At least TwentyThree,, we end up repeating a lot that Video, the human side of digital. and that can become either a rallying cry for Video, people of of the world you're knighting or it can become a bit of a cliché. But it is essentially... Well, two more in 2025 and 2026. than it's ever been, that online has become sort of stale. It's been sort of like every website looks the same. There's not a lot of people in there. That's not a lot of storytelling. And Video, the antidote to that. And that's what we're driving with TwentyThree,. We are building a company out of Europe that's bootstrapped. and we are now working with more than a thousand teams around there. around the globe that are taking this kind of rallying cry. Seriously, Video, can do better storytelling, it can kind of keep their their online channels to bring more stories, to bring more people. But honestly, it also only... will become sustainable if we're also putting data behind that. And that's what I'll do today. That's what we're doing with the state Video, reporting. That's what we do with a lot of the things that we... sort of do on Platform, level. It's really important to be able to publish Video, in stellar quality that will work everywhere. I care a lot about that, but it's even better if you know. How many people are playing it? Who is actually playing it? When do they drop off? How does that fit my actual KPIs and how do I do more of the things that end up working. So that's our mission TwentyThree, to sort of enable not only Video, every touch point, but knowledge about Video, works at such point and we do that. with a lot of great companies around the world. This is really nice. We're really proud of the customers that are using Platform,. from every day but essentially this is also saying that all of the different parts of our of our products are part of forming the data points that we'll show now. TwentyThree, is an all-in-one product that enables video everywhere in your company. And behind that scenes, right, there is an actual engine that doesn't just... publish Video, and let you customize your players and build your landing pages. there's a whole analytics engine that allows you to know sort of well, how well does Video, work? Who did it touch? How many times did a particular form convert? How many people opened up my emails? How many people abandoned Video, almost immediately? And that's what we're doing with the state Video, report is sort of aggregating that. across the board to give a much more fine-grained view of the world, probably the most fine-grained view of the... of Video, world that you can get from anywhere. This is part of a lot of the things that we're doing sort of around the product. We're really proud of what we do as a world leading product. But with TwentyThree, also had teams that are working with customers. We are building these communities Video,. You'll have heard a lot about obviously VideoDays, and WebinarDays, and all the Webinars, that we're doing. but also a lot about our upcoming 23 Summit,. I'll talk more about that later. But we're also adding a lot more around Video, accelerator. So we are launching video strategy frameworks. So new ways of running Video, brands, Webinars, frameworks and a lot of tools to calculate. the hour I that you get Video, and part of this whole package is a report and they're meant to drive Video, field forward. We publish four reports every year. The state Video, Marketing state Personal, Video, state Video,. That's the one you're in now and a state of Webinars,. and all of these reports are available. On our website, there are going to be Webinars, about them but also there's going to be conversation around them So these are sort of dynamic in the sense that we We talk to a lot of people that are either answering our surveys or happen to read the report when we well meet them at a conference. And we're really trying to answer the the meaningful questions that matter for the people that are doing video Marketing that are doing Video, everything. thing in between okay so that's a bit about kind TwentyThree, why do we see ourselves as being the right people to have this conversation. but also why are with the right people to have an ongoing conversation with. Why should you be reaching out to me or to all my colleagues? to help us make these reports even better and more valuable as we go along. So if there's anything that you're feeling... wow, this would be a great question to look into data wise. Why are you seeing that the conversion rate on this thing is 13%? when micro conversion rate is 9%, how do we square that when we get into the specific cases? And that's it. That's the state Video, 2025, right? The whole idea is to actually give Summit, compare for. We split it into a few different segments. Essentially, we're going to talk a bit about video production. We're going to talk about engagement Video,. We're gonna talk about all the channels the Video, being. produced and delivered into and we're going to talk about conversation. or conversion also maybe about conversation but that's different My My main point is here that a lot of this mirrors Marketing. So when we talk about Video, video marketing. We talk about how do we attract people top funnel? How do we? Produce the right Video, meet them content Marketing. How do we engage them along the way? Where do we engage them? And then finally, how do we drive people through that funnel? to get not only place on ice. but also conversions, real touchpoints and real customers. and in the end we'll sort of touch on on Video, edge, sort of the gaps that are still in the market between basically what could be done. And what still isn't and well common knowledge including how do you actually attribute Video, a part of your full Marketing stack. that is really tough. it's still a moving target for a lot of us as an industry. But it really is one of those challenges that we'll come back to that not only becomes a challenge but also an opportunity. All right, so let's get going. First of all, let's start with Video, production side of things. So one way of looking Video, production is sort of like what are Video, out there that are being produced. produced. the mentor in our field in a lot of basically for 15 years at this point. And if you've ever heard me talking about this particular subject before, Before you have heard me sort of say well the mantra is you shouldn't ever do anything that's either more than 30 2nd more than 90 seconds because people will drop off they won't care about you right they'll scroll through their Facebook feeds or their Instagram feeds or their whatever feeds. and they're sort of right, but they're also missing the point. So a lot of companies are shifting their mix. Essentially, if we look at this from a on a more kind of wide basis, we've done these reports for a lot of years you guys. So this is not the 10th but we're getting to the 10th Next year, you can sort of see how this mix has been moving. So when we started out kind of running this report in 2017, And the trend that we're still seeing was a lot more pronounced. Back then, two thirds Video, were two minutes or less. So people were kind of following that mantra in a lot of cases. It's still the case in the most recent data, but that TwentyThree, now lower than half videos that are being produced. This year that the RRM are below two minutes. And partially that's because there's a wider mix Video,. So the point here is not... that you shouldn't be doing short Video, all do short videos it's uh It's a nice way of sort of doing the promo that you just saw for the Twin Free Summit,. It's piffy, you kind of get a sense of everything in and out, you get to see the whole thing. but a mature video strategy it seems. is one that mixes and matches a bit more to get Video, that are slightly longer and actually also a lot Video, that are much longer. So again, in 2017, if we look sort of a decade back, the numbers were lower for the ones that were more than 15 minutes, more than 30 minutes even. Like they were minuscule. So the... the mixture of different kinds Video,. has I don't want to say suddenly shifted, but actually shifted quite a lot. over the span of time here to a point where we're seeing where we're seeing Video, like sort of mixed in the different in the different kinds. Still, most Video, sort of short. That's not a bad thing, but it's also a call to action for all of us. to maybe get to a point where we are... where we think about these things. Certainly when we start multiplying all this stuff by... engagement drop-off rates, there's more to go on that. I'll get there in 2nd. Then we're talking about Video, first world. How many... Video, you producing in a day or in a week or in a month? This is a fascinating number and it's a different way of measuring that same question. about video production that I said before. We can also talk about What kinds of Video, you producing in terms of durations, content? but also how often are you doing it? This is sort of... Static in the sense that the daily ones, it is really tough. There are not a lot of companies out there that will produce videos every day. So they are in the very small percentile. Whereas the weekly and the monthly ones, they are coming into the fore here. So before this year. They were under 50% and now they're 55%. So there's maturing here in terms of of not necessarily having Video,. There also is slightly Video, being produced. but also a resiliency in terms of the formats that are repeatable. So for me, this is a number not necessarily of saying, well, you should be producing videos monthly rather than weekly or weekly rather than monthly. but rather it's a way of saying that there's maturization in the field. that allows Video, to be produced more consistently. So this is a measure for me as much about consistency and about frequency. to a point where the people that are producing weekly probably have a better sense of not reinventing the wheel. at every point. Whereas if you're only producing video a few times a year. Actually, the numbers in these slides don't show it but the core numbers do. The people that are producing a few times a year, they end up producing a lot. Then we'll go, well, we have 50 Video, and we just dumped them in. it's really hard to figure out what you actually do. So maturing is about figuring out what is a cadence, that works for you as a company. and a cadence that works for sort of retaining the muscle memory to keep doing good stuff. Another way of measuring production is sort of what is the quality you're producing at. As I said, we've been producing these for a long time, right? The 20 to 2017 ones were Wow, that's not a lot of 1080p and a lot of 4K being produced back there. Then, like, basically people weren't producing 4K. 1080p was something that might have been sort of happening in a way. But what we're seeing over time, and this is obvious because there are more devices, there are more production flow is more studious that would Enable this to not be just a thing that you do when you have a big budget, but something that's more than a thing. So we certainly see that Video, quality has been up. The fun thing about this is that the trend here is not necessarily that there's a massive shift still happening. It feels like it's sort of instabilizing. probably in the years post-COVID that a lot of investment was being put into. to sort of making this shift, not necessarily from 360p, but certainly from 720p into a higher HD production capable system. but also that it seems to have stabilized. to a point where it's not necessarily the end all and be all of going, for example, from 1080p to 4K. So this is a fascinating field where probably we are striving for different kinds of quality. So quality can be, yes, very much the visual one, right? where you're seeing me standing in a new studio compared to maybe where we do it in other cases. That's a way of doing quality where We're sort of like we're setting out different cadences for different formats. We have different production criteria for what. But where production criteria in the latent. was a lot about kind of your 1080p setups or your 4K setups. that has normalized now and I think it leaves a lot of new questions. to say Not necessarily what devices do we have, but rather what are the different kinds of formats we want to use in different cases. What are Video, that we produce in daily wear? we have different where we have some criteria right it might be that Your color grading, your post-production is not really... a massive part of that. And one of the things that we're always doing, whether we do it daily or whether we... We do it yearly. That could be focused on audio, for example. Not really measurable here. But it's certainly the case that visual quality sort of stabilized over time. There's still a small change, right? It's not that people are not wanting to look better. but new quality metrics including sort of where do you do it, how do you have people trained. How do you do audio have emerged as a part of Video, production space? So, some kind of key numbers to... to give a gauge on Video, production works. Okay, so you produce Video,. They're online. How do you actually engage people? And we sort of spoke about the the, well, 90 seconds, that's long enough, right? So it's very hard to see just from the number Video, that are being produced in each of those bundles. within 90 seconds. is the exact right then video length to look at. But if you look deeper in the data and say, well, how long do people actually watch these videos? Well, for a one minute video people will watch 75%. It's actually really hard for you guys to drop off in a one minute video. you really have to think Video, is really bad. But the funny thing is that those drop off rates. they sort of stabilize again. That's a long tail here. Video, that are longer are driving a lot more engagement because drop off rates well for 15 minute Video, people will watch half of Video, on average Well, that's actually seven and a half minutes Video, that's being watched, seven and a half minutes of actual engagement. So you're sort of seeing a longer tail here where Yes, the one minute Video, have a retention rate that's higher. but not significantly higher than those longer videos. And that's sort of the argument that's being made when you go back to this guy. Right the whole idea that the that Video, should be very short is Well, it's probably cheaper to produce a Video, and I can tell you it's not cheaper to. produce a short Video, really isn't And you're sort of arguing that, well, people won't watch more than 90 seconds anyways. That is categorically wrong. People will watch. good stuff if they've clicked play they will So only watch 50% of a 15 minute Video,. But again, they'll only watch 70% of a 1 minute video. So the drop-off rates here sort of end up kind of... ...backing us into this corner where we should all be... well basically producing YouTube ads But if you look at drop off not from a sort of drop-off perspective but rather from an engagement perspective. That's a massive disconnect. So essentially those 44% Video, that we looked at before. the 44% Video, that are less than two minutes. they're actually only driving less than a fifth of all engagement. Whereas those 4% Video, that are more than 45 minutes long, they're actually driving more engagement than that massive amount of... of short Video, you're gonna see the green boxes here being well like the middle range ones 5 to 15 minutes Video,, they are producing more engagement than the short videos. And in fact, even if... the short videos outnumber the long videos 11 to 1. In fact, the longer Video, driving more engagements. That is a truism, right? It's like, hey, there's more to watch so people will watch for longer. and And it could be that a mix shouldn't just say, well, we only produce long videos because Steffen said that only long videos matter. But the whole point here is that it's about figuring out what are the KPIs. So I said before that I Video, as It's sort of the one side of the brain that's all about. kind of storytelling how do we connect to people how do we look people in the eyes and the other side is Well, how do we measure that? How do we measure funnels and success and actual outcomes Video,? And when you start looking at these ones, the meaningful thing becomes about saying, well, we can do... It's good storytelling, but what is our actual KPI? There are going to be cases where KPIs are We want viewers. We don't really care whether people stick around for two weeks. 20 2nd 20 minutes in those cases you absolutely want to go short or at least like have a mixture Video, where you have shorter videos. If your engagement part or if your KPIs is about engagement, as you say. Well, you certainly want to go slightly longer and see that there. that there's a lot more. to be gained by presenting more content for the people that are truly engaged So this is the state Video, report. Later, not this month, but in the beginning of January, we're going to publish our state of Webinars,. And I just want to highlight a few of the numbers that will be coming out. in that report because they sort of tell that same story. So you can tune in. There's going to be a different Webinars,. It's going to be available on our web page. It's going to be great. But... Webinars, are sort of the same way of telling the same story about it. Webinars, are really about long form content different production format Different ways, it's more immediate. In a lot of cases, you spend less time producing a Webinars, than you do a Video,. But I just want to highlight a few numbers from the Webinars,. sphere. across all Webinars, that are run on the TwentyThree, Platform, are running Thousands, we probably will have 6 million participants of Webinars, this year. so massive numbers in terms of in terms of the data that we can glean for that. average registrations per Webinars, just above 300. This is a number that is going up. It's up 10-15% from last year. The average duration of a Webinars,, and this is where it gets interesting, the average duration of a Webinars, It's 54 minutes. That's sort of a massive number because the average duration of Video, is sort of two minutes. and a lot of the means of doing stuff, the means of... of having everything work, sort of the same. So. the KPI of how much do people actually watch my Webinars,. where people will watch an average Webinars, for 40 minutes. whole different sphere from Video, side. And this is not to denigrate Video,, but it's just saying that. that there are formats both Video, and for Webinars,. that allow us to be longer, that allow us to do more storytelling, to be more of ourselves, to be more human and they're certainly worthwhile. Because the numbers significantly point in the direction that there are audiences and there are audiences that will keep coming back again as long as you produce meaningful content. The average attendance rate for Webinars,, by the way, is 60%. So this is actually people will sign up for Webinars, and and attend Webinars, as much the same rates Video,. generally so there's a lot of these things to sort of be looking at Okay, so we can go back to Video, side of things after the small debut. and talk about sort of Video, engagement. standards. What should you expect from videos? on your own terms, depending on on how long they are. And this is just because it's important to set your goals and set your KPIs. So if I have a for example 5 to 15 minute video people should roughly be watching half of that If you are less than that, you probably want to be treating something. You want to be... tuning how you do autoplay. You want to be tuning how Video, works, where does it start. What is the engagement form along the way? If you're doing more than 50% on average for those videos, let me know. Or rather, you're doing something right. So that might be that this is the right kind of format for you. And as you go further up, you should basically be expecting people. to watch about half as much on average of a very Video,. as a very Video,. Again, the numbers here want you to compound by by the time kind of multiply the engagement rates with the with the durations will sort of propel you into thinking that If you optimize it for engagement time. Longer videos matter if you are optimizing for number of views. shorter Video, probably where you want to be. All right, so we spoke about video production, we spoke about video engagement. But also where are you distributing Video,? And this is one of the... the unique parts of this report that we get to. sort of look over the shoulders of some of the other social media outlets there. So this is based on actual social media data with Video, that are published both on TwentyThree, platform and on other Platform,. So we can basically say this is very much apples to apples and not apples and... and the pears and oranges and all the other fruits and maybe even snakes that you get in between, right? Video, channels here is essentially how does the Video, perform? depending on whether it's on your Platform,. versus if it's on somebody else's platform. So the very easy compare here is that people will watch more of Video,. if it's on your Platform,. So people will watch 37% of that Video, it's on. Your Platform, only appears TwentyThree,. on Facebook. This is after they've clicked play. They've already leaned back and they started playing Video,. There's a massive gap here. This is somebody that you already engaged. that already committed to watching Video,. but that sort of got distracted or didn't think that Video, was important enough because it wasn't in the right place and the right mindset for. for what they wanted to do. This is compounded massively. once you start looking at them. at not only how many people will click play on Video,. when they see it, but rather also how much will they actually watch. So if Video, is being watched on your own website, people watch. three minutes and 40 2nd average. On Facebook, there was 17 seconds. So you're sort of losing... The conversion battle. unless you're running on your own web page on your own terms. but you're certainly losing the engagement battle. So again, this is not, I mean, it might be an argument against social media. We live in a world where there are so many arguments against social media. We don't need to add ones. We don't need to... compound on top of that. But it is important to say that The KPIs that you look for, the way you measure. video success matter. So if you're looking for sort of I heard a story once from a customer and they were basically kind of really like there was a retail chain they were like we need to be able to sell this number of crates of this food good. within the span of like 15 minutes. We need to flood the zone. It's not really important whether people watch our ads for 3 minutes or for 17 seconds. And I get that, right? There's upsides to social media. if you really want to flood a zone and you need a mixture where you use that is important. On the other hand, If you are in a world where you actually sort of want to have conversations both. your customers and with your customers. having a mix where You just can do 17 2nd Facebook. but also where you allow yourself to do. to three and a half minutes on your own website. So it is extremely important. So Video, channels matter and they matter more and more. So this gap. is rising and it's actually rising at a pretty staggering rate. It used to be that the ratio between YouTube and your website. would be closer to like one to two. And now we're at the... at almost one to three. So the expectation setting that you're doing for your customers. Video,, seriousness, all that kind of stuff. of certain matters in terms of doing it on your own website. This is not something that will surprise many. but it is obviously a massive I want to say opportunity in terms of moving Amix to be much more website-friendly. All right, we're moving swiftly through the world here. So we've spoken a bit about the funnel, right? We spoke actually now a lot about... How do you get from I have Video,? Well, we maybe produce videos weekly. to how do I measure whether those videos connect meaningfully to an aggregate audience out there. So everything I've spoken about now is about an aggregate audience. It's basically unnamed people that will be watching video. That's it What? Video, video marketing Platform, have afforded is sort of the next step. It's based on this idea that not only do you have a very Video, player that has a play button and... that's branded and looks like you and it can be published on your webpage. I mean, I'm pretty proud of all the things that we built in that space. I don't want to be sort of underestimating that. But the true magic. of Video, marketing Platform, it's TwentyThree, somebody else. is that you can sort of lean in to the idea Video, conversion as well. That not only can you know that Video, is being played. but also who is playing it. So that can be done either through Getting Video, from connecting your... marketing automation or your CRM products. directly to Video, marketing platform. So it basically works in two different ways. Either you have a form in a player on a landing page. and I'll talk a bit about how those can convert in 2nd. but also you can also connect to the rest of Marketing stack you'll have a a system of record or a CDP or a data lake or something like that. that will allow you to know who's actually hitting this page. and attributing Video, play on that page. to that person will enable all different kinds of value around video. I'll come back to this in a bit because it is truly one of the gaps that we're seeing in the market. is that attribution side of things. All right, so. So I spoke about sort of the I want to say the conversion points of... all around the world you've all seen one of these guys hey don't you want to sign up for our newsletter I usually don't. So in general, like any kind of pop-up form on a webpage. Again, this is sort of sliding. It used to be that we saw... or Summit, the tune of 1.8 to 2% of of the people that were displayed with the form would convert. the market benchmark and this is actually being sort of gracious to the market benchmark because it is soft. 1%. It's like 0.7, 0.7%. This is not to be sneezed at. Hey, knowing somebody that's leaving your page cool, it actually means that you can have a meaningful relationship and you can will nurture them afterwards. But collectors on Video, Collecting permissions, collecting information, converting leads. at a much higher rate. In fact, well, you can place a conversion point before Video,, those will convert in 25% of cases. So essentially, somebody clicks play on a player, they are shown a form. Yeah, three fourths of them will say, yeah, do I want to give away my email address? Do I want to give away my information? but Think of 100 plays, this is 25 leads. So before Video, the conversion rates here are staggering certainly compared to that 1% you're seeing in other cases. during Video, so this will be sort of interrupting along the way people will convert on those in more than 10% of times. after Video, only 2% of the time. So you're sort of... like giving a gracious kind of customer relationship in the sense that, hey, if you want to watch Video, about. well the state Video, for example or about how I use this particular product or this entry point into into my whatever partner portal, whatever it could be. they are extremely efficient compared to the rest of the stack. They're extremely efficient in terms of how they actually convert. whether they're before Video,, during Video,, after Video,. This in a lot of cases sort of mirror the same kind of conversion points that we see in in Webinars, that once you actually get behind that conversion, Well, you're basically seeing a lot of cases where where engagement is different, right? You're seeing that people will ask a question, people will ask a poll. or answer a poll, people will react, people will chat. So these particular points of conversion are. crucial to how and how Video, market is working. One of the common questions, I've shown a version of this slide, these numbers are I should say specifically from 2025. These numbers have stayed a lot more stable than I would have expected when we first showed this data. We, I think included this the first time in 2021 in our reports back then and I was saying wow, you really need to rush to this because this will not stay this way. Right. People will not keep converting at 11% during Video,. But the true fact is they actually did. So this is 2025 data. about how well Video, conversion points are working. This is also about the during Video, this is the most common question that we get asked about this one. well, can people dismiss this particular conversion point? There's a bit of a difference if you can dismiss the form. the average conversion rate is 11%. You can up that to 13% if it can't be dismissed. So you sort of toggle and say, I want those last two percentage points to be there. by not allowing skipping, but it's also about that balancing point to figure out Well, we can actually have somebody play Video,. they get to experience the entire thing it might be after 30 seconds after i am after a minute or two that you ask them to sign up for your newsletter or or try a demo or whatever, get then a free membership to to your service. In those cases, the numbers here holds. which again is something that that honestly is probably the most surprising thing to me as I ran this. ran through this data in preparation for this talk is that these numbers are as stable as they are. Okay, so we're getting to the point where... Steffen has spouted a lot of data. We are collecting this data every year and We are trying to keep sort of a, um, an eye on how the world is progressing in our particular sphere. in our particular sphere, whether it's for Webinars,, or for Video, marketing. and for other points. This is also an invitation that if you think... well, did they actually answer this question? Or I had this question that having a lot of data would be allowing me to answer categorically. let us know right we are here to kind of keep this conversation going so if you feel that that there are questions that... could be answered better, please feel free to engage. Okay, so. After all this data. There's a lot of takeaways, in fact, but there are four ones. that I want to highlight as a way of making Video, investing pay off. You want to get Video, mix right. This is... I mean, A version of what I spoke about now becomes this pitch for, well, you should be... Making five Video, because people will watch a five Video,. That's not the point. But you shouldn't be limiting yourself in terms of Video, duration You shouldn't be buying into dogma of saying. we need to be shorter for the sake of being shorter. You probably want to be producing the kinds Video, that make sense at the duration they are. I showed some of the data that sort of mirrors Video, side. that from our Webinars, report and it's sort of the same thing. That's a huge mix of the different kinds of Webinars, that are being run. They're literally people that run a 10 minute Webinars, and you're thinking, wow, that's a lot of effort to put on 10 minutes of content. And there are people that run five-hour Webinars, and I'm thinking, wow, that's pretty tough to stand in front of OnCamera, for five hours. but on the other hand you're also participating in a Webinars,. That's sort of six hours, in fact, just strip. Spread over two days. So you want to be sort of flexing that basic muscle Video, and getting Video, mix. Exciting, right? based on the KPI that you identify. So if your KPI is about lead generation. Certain videos matter if your KPI is about anonymous views, other KPIs matter. If you're... If your KPIs is about engagement, well, probably you want to have different videos that are fielded in front of you. the customers in different ways. Alright, you want to Video, right on your website. this gets heavily slanted towards kind of like, are we all leaving YouTube and are we all leaving? Facebook, we probably should, but for other reasons. Video,, it's mostly about figuring out how do you have a meaningful strategy with sort of the iceberg. There Video, that will absolutely make sense on YouTube. There Video, that will absolutely make sense on Facebook. But it's probably only the ones that are sort of search engine for. And in a lot of cases, it's probably only a small fraction of all Video,. The usual benchmark would be out of 10 videos, probably one is is meaningful on YouTube and maybe only meaningful on YouTube for a while. you should maybe only have like 10 or 20 Video, YouTube just as you would have hero Video, the front page. The longer form Video, the longer Video,. those matter better on your website because it's sort of the same effort to get people to watch them. them, the main difference is that people will watch them for much shorter If they meet it on your social media channels, and honestly they'll also disappear elsewhere. So getting Video, on your website and getting a mixture right. where yes, social media is part of it, but only media is a core part of them. of your mixture. You want to get real results by increasing production. increasing production here doesn't mean that you should be doing daily stuff But it means that your production needs to mature. to a point where you know not just... Well, we need to invent Video, because it's been six months. but rather what are the two formats, four formats or eight formats that are part of forming your of forming your meaningful video marketing strategy. So getting real results by increasing production is about maturing. and sort of having the playbooks exactly right for the kinds Video, that you're doing. And yeah, you want to be getting more leads from... from view forms. Too few Video, gated. It's actually a minuscule amount. Video,, less than 2% Video, being played. have any kind of gating associated with it. So you want to make sure that you sort of have a meaningful way. at least for Video, that are further down kind of that iceberg funnel thing. to get a point where, well, somebody is watching Video,. it would be infinitely more valuable from me as a business owner if I knew who was watching Video,. A kind of corollary to getting more leads with Video, also I spoke a bit about attribution before. or this idea that it's one thing to know. this Video, on my webpage. You might even know that Steffen is playing Video,. but attributing that compared to all the other types of engagement I have. on my website is meaningfully well can be a meaningful driver of business. So the best example is in Twin Freeze context, if somebody is looking at both Video, our Help Center and on our pricing page. Well, those two different data points, they might live in different systems and we would never actually get a sense that. that this is probably a pretty good lead. Whereas collecting that into a system of record where We actually attribute the fact that people watch not Video,, but maybe Video, on a different subject. or in the same subject, as you say, that means that we get better lead information and ultimately... Better. Okay, so I'll take a breath here and say that this is sort of the bulk. of our state of view report in 2nd. will provide a link and you can see it and all those kind of stuff. I want to say that the... We are hosting TwentyThree, Summit,. Amelia has told you a lot about this already, so I won't. I won't go too deeply into it. But I'll say that this is one of our occasions to have more meaningful conversations not just about Video, people uniting with their OnCamera, and their mics and their gear, But also Video, people like me, Video, people that honestly don't know how to hold OnCamera, or to Whatever. white balance of thing or whatever, but the people that care about. The data that's behind this stuff. The people that are sort of the practitioners Video, Marketing. So the invitation to the Summit, here. is yes go hang out with the true artists there, the actual video people. but we also view people when we care about this. Video, people that know exactly how do I produce this Video, this particular audience for this particular purpose. for meaningful KPIs. So an open invitation for... for joining up with the Summit,. We'd love to see you there. We will be having sessions about all of this stuff. and we'll have meaningful panels to talk about. not just Video, data, but also how do I attribute my data? How do I get it into Marketing automation system? How do I get it into my CRM? How do I get? where basically marketing qualified leads for Video, funnel. all the way down the funnel to a point where it matters to my salespeople. So that's it. That's the state of Video, 2025 report. It is available now for download. And you can even get a. a really nice link to it in the chat as well. There's going to be plenty of opportunities to get this. It's basically released today. So it's fresh off the presses. We'd love to know what you think. Honestly, this is one of the things that's really fun about this stuff, right? It's that we get to see how the market is developing and the better we get at the answer the right questions at the right time, the better we're all going to be off. So please download the report, kind of Go explore all the numbers, ask the questions. challenges us to add more metrics, to add more meaningfulness. as we go along and I think with that I'll hand it back to you, Emilio, to see how your Christmas mood is doing. Thank you so much, Steffen. And thank you for going deep into all the numbers and also. So putting some context to the numbers, it's always interesting to understand what a data point actually means and the different forces the kind of create these reactions so thank you so much for shedding some uh some lights and uh i wish you a merry christmas and i hope you uh get on with all the christmas wrapping so uh So the Christmas becomes a relaxing season. Thank you, William. Wonderful. Now, I do want to take this time to give a very special thank you to To not just Steffen, but to all our incredible speakers that have taken the time to to pitch in and to help all of us, Video, people. I think they have inspired thousands Video, marketers, whether you sit in Marketing team, whether you're Video, A producer, a program manager. a business leader, an agency professional, a... editor, a gear provider. customer success manager who wants to do brilliant video content and Webinars, formats for their clients. Whoever you are, I hope you have found inspiration and learning for from this year's VideoDays, and I hope you have all the tools you need. To really kick off 2026 with a bang and make sure that Video, game is scaled up data to that next level. I also want to take this time to thank all of our wonderful participants for tuning in and being part of of creating this amazing experience. As Steffen also mentioned, We will be hosting TwentyThree, Summit,. in May. So please feel free to use the discount code. I will show it here. One. Last time. You can go to TwentyThree, slash site. You can use. This discount code VideoDays, 99 to make sure that you secure your tickets before December TwentyThree,. An amazing opportunity to to connect with your peers and make some new connections in real life and be part of the magic, be part of shaping what you want to the future of digital to look like. Now, I hope I see you in Copenhagen in May. But if not, I hope I see you at VideoDays, 2026. next year. And please remember that if you found a session that was especially Really inspiring either from today's program or yesterday's program, you can catch all the sessions on demand. and I think your colleagues would appreciate a little holiday surprise for you as well if If you found some content to be especially relevant, to your team or to a colleague or to a friend. please feel free to... share knowledge and I cannot wait to See you all at VideoDays, 2026. Thanks. Thank you so much for this time around. and have a happy holiday season.