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Gen-Z fuels massive surge in corporate video adoption

In-house video production is a lucrative opportunity for vendors, according to a report by Futuresource Consulting and Platform Communications, entitled "Lights, Camera, Enterprise!". This investigation uncovers that 89% of companies are currently engaging in self-produced video content.

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In-house video production sees vast potential for vendors, according to a joint report by...
In-house video production sees vast potential for vendors, according to a joint report by Futuresource Consulting and Platform Communications, with 89% of businesses involved.

Gen-Z fuels massive surge in corporate video adoption

"Vid Pro, Baby: The Rise and Rule of Corporate Video Production"

Non-broadcasters are embracing professional video production with open arms, reveals a fresh report by Futuresource Consulting and Platform Communications, entitled "Vid Pro: Light the Stage, Direct the Screen!"

Supercharge your in-house video content factory—that's the message for tech vendors, according to the new report. An astonishing 89% of businesses are now jumping on the video bandwagon, setting the stage for a potential gold rush in the market for professional cameras, production tools, software, and services.

The report attributes this rampant growth to Gen Z's video-centric upbringing and preferences. Over 60% of professionals aged 22-26 are churning out video content for the digital consumption masses. Sales of broadcast-grade video cameras for corporate use have tripled between 2019 and 2023, while large-sensor camcorder shipments have hit the roof by a whopping 487% since 2019.

Alistair Johnston, Futuresource Consulting's head honcho, shared his wisdom: "The collision of traditional broadcast and enterprise video is happening at breakneck speed. If you think your video gear is just for pros or 'prosumers,' think again. Embrace the enterprise as the driving force behind the next decade's professional video revolution."

Professional video production has carved out a coveted niche in marketing, sales, corporate events, internal communications, and employee training, spreading its influence across conventional industry sectors like retail, finance, healthcare, education, and the house of worship. The report pleads for more professional-grade cameras, editing software, and live production gear, hinting at a tidal wave surging towards video vendors.

David Lawrence, Platform Communications' grand poobah, chimed in: "High-quality video is the new normal in business, thanks to plummeting tech costs, burgeoning digital literacy, and the ongoing transformation of hybrid workspaces. Tech suppliers, heed this call to arms—craft your marketing and communication strategies to lure new audiences and boost your sales."

The report offers valuable insights into the retail sector, where 42% of enterprises plan to churn out their in-house marketing videos by 2025. The leading retailers are busy setting up their own advanced video production studios, ready to roll out both short-form and long-form content for the web and social media platforms.

But knowing how to conquer this ever-changing landscape is just half the battle. Armed with these findings, the report lays out battle plans for marketers:

  • Shout out Business Benefits: Don't bore your audience with the technical details—keen them with the outcomes. Show them how your solutions can improve collaboration, speed up onboarding, and boost ROI.
  • Tailor Your Pitch: C-suites crave results; tech teams seek integration and scalability. Craft custom messages that target those specific needs.
  • Empower Your Partners: Exploit resellers and integrators with your compelling content, not run-of-the-mill brochures. Let them sell your story as powerfully as you would.
  • Amplify Thought Leadership: Garner trust and visibility with industry-focused case studies, data-driven insights, and vertical media coverage.
  • Align Your Strategy: Knock the socks off your target audience with your deep understanding of their challenges and aspirations. Speak their language, not just a laundry list of features.

Click here to grab a copy of the "Vid Pro: Light the Stage, Direct the Screen!" report. For access to further juicy market insights, drop a line to [email protected].

[1] AI, AR, and VR joining the video content creation party[2] High-quality video content defined as the new norm[3] Asset light business model reins supreme in the video content business[4] The vanishing line between professional and consumer-grade video tools[5] Immersion through augmented reality adds a whole new dimension to video content creation

  1. Technology is joining the video content creation party, with AI, AR, and VR becoming increasingly popular tools for professional video production.
  2. High-quality video content is now the new norm in business, driven by plummeting technology costs, digital literacy, and the transformation of hybrid workspaces.
  3. Collaboration can be significantly improved through the use of professional video production tools, aiding in areas such as onboarding, training, and internal communications.

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