The State of Video Marketing Benchmark Report

Resource Overview

Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having.


Related Resources


For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have.

While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence.

In this fifth annual video content marketing report, this study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems.

This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. The Importance of Video
  4. The Performance of Video
  5. Video Viewing Data Integration
  6. Producing & Hosting Video Content
  7. Video Content Budget
  8. Satisfaction with Video Marketing Results
  9. Analyst Bottom Line
  10. Acknowledgements

  11. Appendix - Survey Background

Research Methodology

This 2018 Video Content Marketing Metrics Benchmark Study survey was administered online during the period of September 4 through September 24, 2018. During this period, 414 responses were collected and 271 were used in the analysis of the data for this report. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.