According to a new Idomoo survey, 78% of consumers want to see brands use more video, yet many companies aren’t delivering. More than 40% of people say they never receive video content from the brands they engage with. This growing disconnect between consumer expectations and brand execution highlights a significant opportunity for marketers to rethink communication.
“The message from consumers is loud and clear: They expect brands to adopt next generation video solutions and will punish those who don’t,” said 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.”
The fourth annual State of Video Technology report reveals an increasing appetite for more video — and smarter, more personalised, and interactive experiences. Demand is especially high among Gen Z, higher income earners, and digital-first consumers, with nearly all Gen Z respondents (93%) wanting personalised and interactive videos from brands.
Personalisation is still a top priority
Videos tailored to individual consumers are 4x more likely to make someone feel appreciated and 3.5x more likely to increase loyalty or retention. These emotionally intelligent touchpoints are critical for building relationships and driving long-term engagement. Conversely, 44% of consumers say they feel frustrated by generic communications, which spikes to 51% for Gen Z. Additionally, 80% expect even more personalisation in future brand interactions.
AI video content
AI-generated video content is also gaining serious traction — particularly when it simplifies the user experience. Consumers are twice as likely to prefer an AI-generated video summary over reading a document. Whether simplifying information or offering dynamic, on-demand assistance, AI-powered video is appealing, especially for time-poor or tech-savvy users.
Despite this demand, many brands are lagging. The data paints a clear picture: consumers aren’t just open to more video; they expect it — and they expect it to be intelligent, relevant, and tailored to them. As next-gen video formats become more accessible and AI tools continue to evolve, brands that fail to adapt risk losing ground to competitors who do.