The State of Online Video Distribution in 2020

Statistics on how businesses are distributing online video across various use cases.

The State of Online Video Distribution in 2020

50Wheel recently ran a survey across our web properties asking users about how they currently distribute video in 2020. What we wanted to find out is what distribution channels are businesses utilizing, what content are they sharing across those channels and where and how are they finding success?

Those questions were answered by thousands 50Wheel users in the months of May and June 2020 via our interactive survey. The results speak for themselves, social video is massive and more and more businesses are investing in connected TV video apps. Scroll down to see the full report.

Video on Social Media

Social Media is the number one online video distribution channel type for businesses in 2020.

  • 41% of businesses say they are sharing video to social media channels.
  • 18% of businesses say they share video primarily through email marketing.
  • Another 8% embed video on their websites.
  • 19% share video via a corporate internet portal.
  • 15% publish video to connected TV apps for viewing.

Responses

Shared on social media
Video embedded on a website

Source: The State of Online Video Distribution Survey, 50Wheel 2020.

  • YouTube
  • Vimeo
  • Instagram
  • Facebook
  • Twitter
  • LinkedIn
  • TikTok
  • What's App

Video distribution breakdown

  • Most companies share their videos on YouTube, with 62% of companies hosting videos there.
  • 33% of companies share videos on Facebook.
  • 19% on TikTok.
  • 14% on Instagram.
  • 8% on Twitter.
  • 4% on Vimeo.
  • 4% on LinkedIn.
  • 4% on What’s App.

Video Emails

Majority of businesses uses dedicated video email software to send video emails.

78% of businesses use software specifically designed to record and send video emails. 25% of businesses share video via emails manually using email software such as Google Mail or Outlook.

Responses

Use to record and send video emails
Share videos manually

Source: The State of Online Video Distribution Survey, 50Wheel 2020.

Video on Websites

  • YouTube or Vimeo videos embedded on website
  • Premium video platform embedded on website
  • Self-hosted video players embedded on website
  • Dedication centralized video section on website

Most businesses that utilize video have a dedicated video section on their websites where video is centralized.

  • 40% of businesses have dedicated video galleries or portals on their websites.
  • 20% of businesses embed YouTube or Vimeo video players on their websites.
  • 20% of businesses embed videos hosted with a premium video platform.
  • Shockingly, 20% of businesses self-host videos on their website.

Types of Video Shared

Explainer videos are the most popular video type being shared by businesses in 2020.

  • 28% of businesses share explainer videos, making it the most popular type of video being distributed.
  • The second shared video type are recruiting videos, which are shared by 21% of businesses.
  • 17% of businesses share internal communications videos.
  • 13% of businesses share product videos.
  • 13% of businesses share branding videos.
  • 11% share customer testimonial videos.
  • 6% share tutorial or support videos.
  • Explainer videos
  • Product videos
  • Branding videos
  • Tutorial or support videos
  • Customer testimonial videos
  • Internal communications videos
  • Recruiting videos
  • Other

What’s Driving Results

Social Media is the top performing channel for businesses distributing online video.

  • 42% of businesses report that social media drives the most results in their video marketing.
  • 29% of businesses report that connected TV apps drive the best results.
  • 12% of businesses see measurable results with internal video and corporate communications.
  • 9% of businesses say that video embedded on their websites drive the most results.
  • 8% of businesses say that video in email is the top performing channel.

Responses

Social media
Connected TV Apps
Corporate communications
Video embedded on website
Video in email

Source: The State of Online Video Distribution Survey, 50Wheel 2020.

  • YouTube
  • Vimeo
  • Instagram
  • Facebook
  • Twitter
  • LinkedIn
  • TikTok
  • What's App

How video success and performance is measured

  • 40% of businesses measure a video’s performance based on the number of views it gets.
  • 32% of businesses measure a video’s performance based on the amount of leads each video generates.
  • 21% of businesses measure performance based on the the amount of subscription revenue generated.
  • 9% of businesses measure video performance based on social engagement (shares, follows, retweets, etc).
  • 9% of businesses measure performance based on ad revenue generated by the video.
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