Sony Pixel Power calrec Sony

New Research from Brightcove Finds Video Content Impacts Product and Service Purchases, Particularly by Millennial Consumers

07/11/2018

Study found that 85 percent of consumers between the ages of 18-34 report they've purchased a product or service after viewing a video

BOSTON November 6, 2018 Brightcove Inc. (NASDAQ: BCOV), the leading provider of cloud services for video, today announced the findings from its recent 2018 Video Marketing Survey, analyzing the impact that video content has on consumers' buying decisions. Among the respondents, 76 percent of consumers report they've purchased a product or service after viewing a video, with the most being the Millennial demographic comprised of 18-34 year olds (85 percent). The report illustrates how consumers overall (59 percent), and Millennials in particular (62 percent), find it important for products and services to share their information through video, underscoring the importance for marketers to understand how consumers are motivated by video content and how they can utilize it to drive sales and brand engagement.

When analyzing consumer preferences in relation to marketing-specific content, there were three key takeaways that highlight video as one of the most powerful forms of content:

Video is the most memorable form of content: 21 percent of consumers overall and 29 percent of Millennials find video more memorable than other forms of content. Video was ranked significantly higher than other forms of content such as display ads (13 percent), email marketing (9 percent), case studies (4 percent), text ads (2 percent), among others, which all ranked lower than 4 percent of overall consumers.

Video engages consumers more than any other form of content: 45 percent of consumers overall and 56 percent of Millennials feel that video is more engaging than other forms of content.

Video is preferred for brand and marketing communication: 36 percent of consumers overall and 46 percent of Millennials prefer video content to other forms of brand and marketing communication.

Video today has a significant impact on consumers' choices and buying decisions, so it's essential for marketers to understand the most valuable ways to use it, said Sara Larsen, Chief Marketing Officer, Brightcove. As the leader in video technology, our main priority is to help our customers be successful with video, and that means maintaining a strong understanding of the entire video landscape and what drives purchase intent. To do this, we are constantly learning how different demographics consume video, the various use cases being practiced across industries, and how the industry as a whole is evolving so we can ensure our customers create videos that better resonate with their audience.

In addition to seeing an increase in brand engagement after viewing a video on social media, the study supports the need for more interactive content, a rising trend that immediately connects a consumer to a brand. Key findings to support this include:

53 percent of consumers overall and 66 percent of Millennials report engaging with a brand after viewing a video on social media. The most common follow up actions reported were visiting the brand's website (20 percent) and conducting further research (20 percent).

45 percent of consumers overall and 57 percent of Millennials find it helpful when videos have a distinct call to action, offering them the ability to engage directly with the brand. More specifically, 35 percent of consumers overall and 41 percent of Millennials expressed interest for links at the end of videos that lead them to more information about the brand and its offerings.

23 percent of consumers overall and 30 percent of Millennials want access to links that allow them to directly purchase a product, proving an increase in demand for shoppable content.

Consumers feel it's important to see a video when shopping for a specific product online; personal electronics (56 percent), household appliances (52 percent), tools (48 percent), software (47 percent), clothing and makeup (35 percent), and personal care (27 percent).

Methodology

All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 4,446 adults. Fieldwork was carried out online and undertaken in September 2018. The figures have been weighed and are representative of US/UK/AU adults (aged 18+).

About YouGov

YouGov is a leader in global market research, providing insights into the thoughts, perceptions, and habits of people in over 60 countries worldwide. YouGov uses a proprietary panel of over 6 million globally.

About Brightcove

Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for managing, delivering, and monetizing video experiences on every screen. A pioneering force in the world of online video since the company's founding in 2004, Brightcove's award-winning technology, unparalleled services, extensive partner ecosystem, and proven global scale have helped thousands of companies in over 70 countries achieve better business results with video. To learn more, visit www.brightcove.com.
LINK: https://www.brightcove.com/en/company/press/new-research-brightcove-fi...
See more stories from brightcove

More from Brightcove

07/11/2023

Brightcove and Socialive Partner to Enhance Livestream Management Offerings for Internal Communications

All Press ReleasesShare All press releases Brightcove and Socialive Partner to...

01/11/2023

Brightcove Announces Financial Results for Third Quarter Fiscal Year 2023

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Third Quarter Fiscal Year 2023 BOSTON, MA (November 1, 2023) - Brightco...

18/10/2023

Brightcove Selected To Power Acquia's Video Marketing Strategy

All Press ReleasesShare All press releases Brightcove Selected To Power Acquia's Video Marketing Strategy Digital experience company chooses Brightcove&#...

15/09/2023

Brightcove To Showcase Its Award-Winning Platform And Media Solutions At IBC 2023

All Press ReleasesShare All press releases Brightcove To Showcase Its Award-Wi...

07/09/2023

In The Black Network Taps Brightcove To Power Its AVOD Streaming Platform

All Press ReleasesShare All press releases In The Black Network Taps Brightcove To Power Its AVOD Streaming Platform The new streaming service that highligh...

18/08/2023

Brightcove Named Best Overall Marketing Campaign Management Solution In 6th Annual Martech Breakthrough Awards Program

All Press ReleasesShare All press releases Brightcove Named Best Overall Mark...

02/08/2023

Brightcove Announces Financial Results for Second Quarter Fiscal Year 2023

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Second Quarter Fiscal Year 2023 BOSTON, MA (Aug. 2, 2023) -- Brightcove...

02/08/2023

Brightcove To Power Online Streaming Content Across Digital Platforms For The National Hockey League

All Press ReleasesShare All press releases Brightcove To Power Online Streamin...

31/07/2023

Brightcove to Power Yahoo Inc.'s Worldwide Streaming Capabilities

All Press ReleasesShare All press releases Brightcove to Power Yahoo Inc.'s Worldwide Streaming Capabilities One of the world's largest media and tec...

20/07/2023

Brightcove Forms Strategic Partnership With Pubmatic to Fuel its Ad Monetization Service

All Press ReleasesShare All press releases Brightcove Forms Strategic Partners...

05/06/2023

Brightcove Strengthens Monetization Service with New 'Ad Insights' Capability

All Press ReleasesShare All press releases Brightcove Strengthens Monetization...

08/05/2023

Brightcove Named Leader In The Aragon Research Globe For Enterprise Video, 2023 Report

All Press ReleasesShare All press releases Brightcove Named Leader In The Arag...

03/05/2023

Brightcove Announces Financial Results for First Quarter Fiscal Year 2023

All Press ReleasesShare All press releases Brightcove Announces Financial Results for First Quarter Fiscal Year 2023 BOSTON, MA (May 3, 2023) - Brightcove In...

02/05/2023

Brightcove Powers Livestream For Badminton Horse Trials

All Press ReleasesShare All press releases Brightcove Powers Livestream For Badminton Horse Trials The world-famous equestrian event will use Brightcove tech...

18/04/2023

Brightcove Launches Quality of Experience Analytics and Insights to Measure the Impact of Video Performance

All Press ReleasesShare All press releases Brightcove Launches Quality of Expe...

17/04/2023

Brightcove Forms Strategic Partnership with Frequency to Launch an Integrated Fast Channel Solution

All Press ReleasesShare All press releases Brightcove Forms Strategic Partners...

14/03/2023

Brightcove Expands E-Commerce Capabilities with New Platform Integrations

All Press ReleasesShare All press releases Brightcove Expands E-Commerce Capabilities with New Platform Integrations Brightcove is integrating with Shopify, ...

07/03/2023

Brightcove Launches Ad Monetization' Service For Media Clients, Establishes Global Advertising Operations Team

All Press ReleasesShare All press releases Brightcove Launches Ad Monetizatio...

28/02/2023

Brightcove Launches Communications Studio, A Video Streaming Solution To Boost Internal Communications Capabilities

All Press ReleasesShare All press releases Brightcove Launches Communications ...

23/02/2023

Brightcove Announces Financial Results for Fourth Quarter and Fiscal Year 2022

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Fourth Quarter and Fiscal Year 2022 BOSTON, MA (February 23, 2023) - Br...

10/01/2023

Brightcove and Magnite Announce Strategic Partnership to Boost Ad Monetization for CTV and Online Video (OLV) Publishers

All Press ReleasesShare All press releases Brightcove and Magnite Announce Str...

08/11/2022

Seismic shift in global streaming predicted as Producer Economy' emerges

All Press ReleasesShare All press releases Seismic shift in global streaming predicted as Producer Economy' emerges Brightcove expects major content di...

03/11/2022

Sin Heder of CODA and Billy Eichner of Bros to Headline Brightcove's PLAY Season 1

All Press ReleasesShare All press releases Si n Heder of CODA and Billy Eichne...

02/11/2022

Brightcove Announces Financial Results for Third Quarter Fiscal Year 2022

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Third Quarter Fiscal Year 2022 BOSTON, MA (November 2, 2022) - Brightco...

02/08/2022

Brightcove Announces Financial Results for Second Quarter Fiscal Year 2022

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Second Quarter Fiscal Year 2022 BOSTON - Aug. 2, 2022 - Brightcove Inc....

26/07/2022

BRIGHTCOVE APPOINTS TRISHA STILES AS CHIEF PEOPLE OFFICER

All Press ReleasesShare All press releases Brightcove Appoints Trisha Stiles as Chief People Officer Former Salesforce Employee Success Leader and Head of HR...

20/07/2022

Brightcove Appoints Dan Freund as Chief Revenue Officer

All Press ReleasesShare All press releases Brightcove Appoints Dan Freund as Chief Revenue Officer Former Oracle Global Sales Executive Joins Brightcove to F...

01/06/2022

Brightcove Appoints David Beck As Chief Strategy And Corporate Development Officer

All Press ReleasesShare All press releases Brightcove Appoints David Beck As C...

01/04/2022

Deborah Besemer to Retire as Chairman of Brightcove's Board of Directors

All Press ReleasesShare All press releases Deborah Besemer to Retire as Chairman of Brightcove's Board of Directors Current board member Diane Hessan app...

16/02/2022

Brightcove Announces Financial Results for Fourth Quarter and Fiscal Year 2021

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Fourth Quarter and Fiscal Year 2021 Brightcove Inc. (Nasdaq: BCOV), the...

09/02/2022

Marc DeBevoise Joins Brightcove as Chief Executive Officer

All Press ReleasesShare All press releases Marc DeBevoise Joins Brightcove as Chief Executive Officer Experienced Technology & Media Executive to Lead Next P...

02/02/2022

Brightcove acquires Leading Audience Insights Company, Wicket Labs

All Press ReleasesShare All press releases Brightcove acquires Leading Audience Insights Company, Wicket Labs Acquisition augments Brightcove's robust in...

31/01/2022

Harness Racing Victoria Relaunches TrotsVision with Brightcove

All Press ReleasesShare All press releases Harness Racing Victoria Relaunches TrotsVision with Brightcove The leader in harness racing tapped Brightcove to i...

19/01/2022

Brightcove Named a Leader in The Aragon Research Globe

All Press ReleasesShare All press releases Brightcove Named a Leader in The Aragon Research Globe Brightcove identified as a leader for both Product Perform...

02/12/2021

Enterprise And Media Organizations Drive Revenue, Engagement, And Demand With Brightcove Solutions, Independent Study Reveals

All Press ReleasesShare All press releases Enterprise And Media Organizations ...

28/10/2021

Brightcove Announces Financial Results for Third Quarter Fiscal Year 2021

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Third Quarter Fiscal Year 2021 Brightcove Inc. (Nasdaq: BCOV), the glob...

14/10/2021

BRIGHTCOVE BOOSTS VIDEO INTERACTIVITY BY ACQUIRING HAPYAK BEST-IN-CLASS TECHNOLOGY FROM NEWSELA

All Press ReleasesShare All press releases BRIGHTCOVE BOOSTS VIDEO INTERACTIVI...

13/10/2021

Legendary CEO, Producer, and Writer Shonda Rhimes to Keynote Brightcove Play 2021

All Press ReleasesShare All press releases Legendary CEO, Producer, and Writer...

05/10/2021

BRIGHTCOVE ANNOUNCES BRIGHTCOVE MARKETING STUDIO FOR MARKETERS TO DRIVE GREATER AWARENESS AND REVENUE

All Press ReleasesShare All press releases Brightcove Announces Brightcove Mar...

05/10/2021

BRIGHTCOVE LAUNCHES CORPTV TO DELIVER BRANDED, ALWAYS-ON CHANNELS TO VIEWERS ANYWHERE

All Press ReleasesShare All press releases Brightcove Launches CorpTV to Deliv...

30/09/2021

BRIGHTCOVE PLAY 2021: THE MAGIC OF CRIP CAMP' AND NEW WAYS COMPANIES ARE SUCCEEDING WITH VIDEO

All Press ReleasesShare All press releases Brightcove Play 2021: The Magic of ...

28/09/2021

NEW BRIGHTCOVE MARKETPLACE EXPANDS TECHNOLOGY PARTNER ECOSYSTEM

All Press ReleasesShare All press releases New Brightcove Marketplace Expands Technology Partner Ecosystem Customers can now search and discover applications...

16/09/2021

LEGENDARY CEO, PRODUCER, AND WRITER SHONDA RHIMES TO KEYNOTE BRIGHTCOVE PLAY 2021'

All Press ReleasesShare All Press Releases LEGENDARY CEO, PRODUCER, AND WRIT...

29/07/2021

Brightcove Announces Financial Results for Second Quarter Fiscal Year 2021

All Press ReleasesShare All press releases Brightcove Announces Financial Results for Second Quarter Fiscal Year 2021 Brightcove Inc. (Nasdaq: BCOV), the glo...

13/07/2021

BRIGHTCOVE PARTNERS WITH WIBBITZ, ONE OF VIDEO'S EASIEST, MOST POWERFUL CREATION TOOLS

All Press ReleasesShare All Press Releases BRIGHTCOVE PARTNERS WITH WIBBITZ,...

22/06/2021

Brightcove and ByteArk Bring Superior New Media and OTT Technologies to Customers in Thailand

All Press ReleasesShare All press releases Brightcove and ByteArk Bring Superi...

08/06/2021

One Championship Uses Brightcove to Stream Every Punch, Kick, Takedown, and Knockout on its One Super App

All Press ReleasesShare All press releases One Championship Uses Brightcove to...

27/05/2021

ONE CHAMPIONSHIP USES BRIGHTCOVE TO STREAM EVERY PUNCH, KICK, TAKEDOWN, AND KNOCKOUT ON ITS ONE SUPER APP'

All Press ReleasesShare ONE CHAMPIONSHIP USES BRIGHTCOVE TO STREAM EVERY PUNCH,...

25/05/2021

BRIGHTCOVE ENABLES COMPANIES TO SEAMLESSLY DELIVER VIDEO CONTENT INTO CHINA

All Press ReleasesShare All press releases Brightcove Enables Companies to Seamlessly Deliver Video Content into China World's most populous market is no...

18/05/2021

DANA-FARBER CANCER INSTITUTE LIVESTREAMED CAMPAIGN ANNOUNCEMENT EVENT POWERED BY BRIGHTCOVE VIDEO PLATFORM

All Press ReleasesShare All press releases Dana-Farber cancer institute livest...