Advanced Television

Study: Consumers want next-gen video from brands

April 17, 2025

A study of 2,510 adults in the UK and US reveals that 78 per cent of consumers want brands to use video more, but brands are falling short.

The fourth annual State of Video Technology report – from idoomo and market research firm Atomik Research – also shows very high demand for next generation video, including videos that are personalised, interactive and AI-generated. This preference for next gen video is strongest among younger, higher income and digital-first consumers.

Key takeaways from the study:
  • Brands aren’t using video nearly enough in customer communications. Nearly 8 out of 10 consumers want more video, and more than 4 out of 10 say they never get videos from brands they do business with. This shows a clear video gap that brands need to fill to meet consumer expectations.
  • Personalised video drives loyalty. As in past years, personalised video is 4x more likely to make someone feel valued by a brand and 3.5x more likely to make them become or remain a customer.
  • People punish brands when they don’t personalise. A sizable 44 per cent of all consumers report that they get upset when communications are generic. This jumps to 51 per cent for Gen Z — 80 per cent of whom also want communications to be more personalised in the future.
  • Consumers want AI videos from brands, especially when it makes things easy on them. They’re 2x more likely to want an AI video generated from a document rather than the document itself.
  • Gen Z, high earners and digital-first consumers demand video innovation. Younger consumers, high earners and those more comfortable with digital tech are the most interested in next gen video. Gen Z leads the curve with 93 per cent wanting personalised and interactive videos from brands. Right behind them are high earners (86 per cent – 88 per cent) and digital-first consumers (85 per cent – 86 per cent).
“The message from consumers is loud and clear: They expect brands to adopt next generation video solutions and will punish those who don’t,” commented Yotam Ben Ami, Idomoo CMO. “This is especially true for key demos like Gen Z, millennials, high earners and digital-first consumers, who consistently show higher expectations for advanced video solutions and a stronger inclination to get upset when brands don’t deliver.”

Categories: Advertising, AI, Articles, Consumer Behaviour, Research

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