Employees Prefer Video: 2019 State of Video in the Enterprise Survey Reveals Majority Favor Video as a Way to Learn

Rebecca Rozakis
Updated December 3 2019
Rebecca Rozakis
Updated December 3 2019

Today, we’re releasing our sixth annual 2019 State of Video in the Enterprise report! This year, we focused on video’s increasingly critical role in effective learning across the enterprise.


With 91% of respondents reporting that their company is using video for learning and development and 88% seeing video use as steady or growing in their organization, video is the dominant way to train employees today. The report reveals one of the driving reasons that video is so effective—the majority of employees prefer it, with 69% saying they would rather learn a new skill from video than from a written document.


Based on a survey of more than 1,200 full-time professionals who work at companies with more than 500 employees across the United States, the report explores how enterprises are using video to create a more personalized and forward-leaning experience for learning and development today, whether current methods are working, and what employees would find more effective.

Shocking Levels of Disengagement


While employees prefer video as a method of learning, that doesn’t mean they’re always paying attention. 72% of employees admit that they do not give training videos their full attention, skimming them, watching without sound, listening while doing something else, or ignoring them completely. Looking at differences in generations, while 44% of Baby Boomers report always paying attention to training videos, Generation X, Millennials, and Gen Z all have only 23-24% reporting watching training videos with full attention.

Getting Employees’ Attention Back with Interactive Video and Live Video Classes


Fortunately, employees see additional ways to make training more engaging. 82% believe that interactive videos hold their interest better than traditional videos. Videos can be made interactive by techniques such as adding hotspots that link to additional materials or videos, embedding quizzes in the video, and even building videos where content and storyline change depending on the viewer’s choices. Interactive, personalized videos create a lean forward experience that drives increasingly better results.


Additionally, 64% of respondents said their employers are using live broadcasts or virtual classrooms for live training, in which trainees can learn in real time and interact with their instructor. Virtual classrooms seem poised to become one of the pillars of enterprise learning in the future.


“Video has long become a critical tool for learning, both in real-time as well as on-demand,” said Dr. Michal Tsur, Kaltura’s Co-Founder, President and General Manager – Enterprise & Learning. “That’s why forward-thinking organizations have adopted a ‘video-first’ and ‘mobile first’ approach, offering personalized engaging video as part of their onboarding, learning and reskilling. One additional trend that’s quickly gaining in popularity is the use of virtual classrooms, which allow employees to interact with instructors in real-time and can also be recorded and referenced to later through VOD.”


As workplaces continue to evolve, advanced video techniques like personalized interactivity and engaging live broadcasts will be key in recapturing lost engagement and creating a more immersive and active environment for employees to learn.

Many Organizations Failing to Leverage Employee-Created Videos


Nearly a third of employees are already creating videos for work purposes, including meeting recordings, screen share recordings, tutorials for colleagues, marketing videos, sales videos, testimonials, video emails, etc. However, only half of respondents said they have access to the basic video creation tools necessary to make videos that could help spread knowledge across the organization, which will limit organizations’ ability to fully leverage video’s capabilities.

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