TechSmith Corporation, a prominent leader in visual communication, has released its 2024 Video Viewer Study, an extensive report examining global viewer engagement and preferences for instructional and informational videos. Based on a survey of 1, 000 participants from various industries across six countries—the United States, Australia, Canada, France, Germany, and the United Kingdom—the study sheds light on key factors influencing viewer behavior. The findings identify clarity, relevance, and authenticity as the top drivers of engagement, emphasizing the heightened importance of delivering concise and pertinent video content in today’s content-saturated digital environment. The study also explores viewers’ attitudes toward the growing use of artificial intelligence (AI) in video production. While 75% of respondents are receptive to AI-assisted videos, demonstrating openness to innovative content creation techniques, 90% express concerns, notably about content accuracy (45%), quality (24%), and origin (21%). These apprehensions reflect wider societal debates balancing AI innovation with trust and reliability. Authenticity emerges as a critical theme, with 87% of viewers preferring videos featuring real people over animated or AI-generated avatars, highlighting the audience’s desire for genuine human connection in educational materials. Video continues to dominate as the preferred format for learning, with 83% favoring it over others.

Informal training videos comprise just over half of all viewed content, while other popular formats include live streams and webinars (49%), PowerPoint recordings (32%), quick colleague-made videos (28%), and recorded meetings (27%). Selection criteria for videos are also evolving. The most common reason for choosing a video is its description matching viewer interests (56%), followed by recommendations from trusted individuals (52%) and algorithmic suggestions (51%), underscoring the ongoing influence of personal endorsements and technology-driven discovery. In summary, TechSmith’s 2024 Video Viewer Study offers valuable insights into global viewer behaviors and perspectives on instructional videos. Clarity, relevance, and authenticity remain essential for engagement, while AI integration introduces both promising opportunities and notable challenges. The enduring preference for video learning and shifting discovery habits highlight the dynamic nature of digital education. Content creators and educators are encouraged to prioritize authentic human presence and transparency in their videos while thoughtfully incorporating technological advancements to maintain audience trust and enhance impact.