The report excelled by breaking down benchmarks by sector (Tech, Healthcare, Manufacturing, Finance). It recognized that a 5% click-through rate (CTR) for a manufacturing equipment video was excellent, whereas the same rate for a SaaS explainer was poor. Weaknesses / Dated Elements 1. 2017-Specific Tech Limitations The report heavily relies on metrics from Wistia, Vidyard, and YouTube pre-2018 algorithm changes. References to “autoplay on mute” strategies feel archaic now that platforms prioritize sound-on and captions by default.
While the report discussed testimonials, it underestimated the rise of micro-influencers and user-generated content (UGC). The 2017 benchmarks focus almost exclusively on polished, agency-produced “hero” content, ignoring the scrappy, authentic vertical video that dominates today. xxvi video 2017 business benchmark report
The report’s most cited statistic—that 60% of B2B viewers drop off by the 15-second mark if the value proposition isn’t stated—was ahead of its time. This benchmark forced producers to rewrite scripts to front-load value. The report excelled by breaking down benchmarks by