State of video report: Engagement rates down, content less promoted

Forty-three percent of businesses produce at least one marketing video a week, according to video marketing platform Wistia. But they’re not necessarily maximizing the value of their work. That’s just one of the core findings from the company’s 2025 State of Video Report.
Only 28% of the more than 1,300 professionals surveyed spend more time promoting their videos than creating them, with 53% doing the reverse: spending more time creating new content than repurposing the videos they have. “People work so hard on making a thing, they don’t spend enough time getting the thing out there,” says Chris Savage, Wistia’s CEO and Co-founder. “A lot of the opportunity is in the promotion. It’s figuring out the campaigns, the angles, the formats. Doing that really well is going to enable companies to differentiate themselves, because not everyone is doing it.”