Interactive video comes in many flavors, and data shows they’re all getting tastier.
You may not be snacking on candy right now, but just as there’s no wrong way to eat a certain peanut butter cup, there’s no wrong way to create an interactive video. That is to say interactive videos come in many flavors, including a few of the more common forms:
- 360° Video/VR+AR
Simply put, interactive videos are one or a combination of the above that feature engaging content that allows you to be a part of the video.
To see what I mean in action, consider the Buzzfeed interactive quiz, “Sorry Olds, Only Gen Z Can Make It Through This High School Quiz.”
This quiz utilizes all of the components of interactive video listed above except 360° video. Let’s take a closer look at them:
Quizzes have predetermined outcomes based on the choices you make. In the Buzzfeed example, the high school students speak directly to you and respond accordingly to the choices you’re presented with.
These choices are graded on a positive/negative reaction basis and are scored at the end to an ultimate pass/fail outcome.
Branches are the actual choices you make that lead you down a certain outcome. In the Buzzfeed example, you’re often asked a question based on slang. If you choose “correctly,” the person asking the question will respond favorably. If not, unfavorably.
Think of branches like flowcharts—they’re the actual arrows that connect everything.
Hotspots are something clickable in the video—be it a drag and drop, button, or otherwise. For example, in Hulu’s interactive ads, it plays just like any other ad, but at the end, you make a choice whether to learn more or continue with your show. That choice is presented in the form of two buttons—those buttons are ad hotspots.
360° video, also known as a 360° view, puts you inside the video in real time. As the video plays, you can look in all directions. The only thing is, you can’t move or make choices.
That’s what distinguishes 360° video from other forms of similar interactive content, such as Virtual Reality (VR) and Augmented Reality (AR).
Now that you know the types of interactive content, understanding 26 statistics on interactive video should be a breeze:
1. For starters, as a whole, marketers have finally accepted video as a viable channel. The vast majority of them plan to use it in 2020 as well as ramp up their ad spend (or remain consistent).
2. Based on past video marketing statistics, a majority of marketers employed short videos—less than two minutes.
As video gains in popularity, this number will rise and videos will get even shorter.
3. Given the stat above, the fact that interactive video is in second place at 43% in 2019 reflects the same trend I spoke of earlier.
As more prospects and customers like interactive video, the more marketers use them. This stat specifically gives a reason why people like online videos.
4. As I mentioned earlier, AR and VR are forms of interactive video distinct from 360° video. The difference is the level of immersion in the experience. With VR, everything around you is indistinguishable from reality. The Oculus Rift is a good example of this.
On the other hand, AR is usually involves a smartphone. Using a smartphone’s camera and using a specific app, the smartphone adds elements of VR, such as an object/animal/etc. layered on top of what you see in real-time.
Pokèmon Go is a prime example of an AR app in action. A B2B example might look like Google’s ARCore Software Development Kits.
The stat below shows that AR is growing while VR is slowing from 2017 up to 2021.
Think of the AR/VR difference this way: with VR, you’re you in another reality. With AR, another reality is brought to you—it’s mostly your reality with elements of another.
5., 6. and 7. Judging from these numbers, VR has some significant challenges to being integrated into the workforce.
This reinforces the trend above that VR is slowing and AR is growing.
The stats below explain why.
8. Below, you can see the projected number of VR and AR headset shipments.
VR is still projected to grow, but from 2022-2023, it slows significantly for reasons outlined in the above bullet.
9. But VR isn’t all bad—it does have its merits.
The above stat shows that VR has grown—so it’s hot right now—but within the context of the stat in No. 7, it is projected to be outpaced.
10. Consistent with the above trend, this stat shows a visualization of the potential revenue you can make by investing in AR in your ad spend, promotions, or otherwise.
11. The below stat further explains that VR is something you might want to invest in now, while also investing in AR at the same time.
That way, when VR is projected to phase out, you don’t have to start from scratch with AR development.
12. So as long as you’re investing in VR for those short-term gains, it would help to know which category of VR to invest in, as the below statistic shows.
13. Something to keep in mind, though, is that while AR is projected to outpace VR in the coming years, it does so on a mobile device. AR headsets face the same problems as VR headsets—they’re clunky—as the below stat reveals in terms of revenue gained.
14. When designing apps—which can also be considered a form of video game—that use VR, price is an important consideration.
The below chart illustrates that many people don’t spend on video games, and the ones that do would pay slightly more for a game that requires a virtual reality headset.
Moreover, this shows you’re better off offering your app you designed for free or slightly higher than MSRP.
15. Given Facebook’s decision to acquire the Oculus Rift, a VR headset, in 2014, there are a sprawling array of applications they can use it in.
Gaming is set to outpace every other application of VR by 2025. This might be why AR is set to overtake VR in the coming years.
16. But just because VR is projected to slow, as I mentioned earlier, there is some serious money to be made from 360° photos and ads that utilize 360° technology.
17. As virtual reality requires additional accessories, these numbers show that there’s more in the virtual content arena than designing the accessories, such as the headsets required to play it.
18. This chart projects the potential of VR and AR apps, specifically, to grow in terms of revenue numbers by 2025.
19. If you’re investing in virtual reality now, you’d be best served developing a comprehensive user experience.
20. So if you’re looking to get backing from investors, the data shows below that AR and VR are generally thought of in a gaming context, which means designing a free or upscale app would be helpful.
21. I’ll let this stat speak for itself.
The chart shows AR/VR projected market size by 2022.
22. While I’ve shown you similar figures in this post, what sticks out in this one is the CAGR—the probability of growth assuming you reinvested. This shows that going AR is good, but investing and reinvesting in it is better.
23. Interactive content—good interactive content—can only be obtained through good data.
Below is how the 2019 Content Marketing Benchmarks broke down where marketers get their data.
Source: Content Marketing Institute
24. Interactive videos can also nurture your audience. As I mentioned earlier, interactive videos combine educational content and entertainment.
Source: Content Marketing Institute
The perfect mix of entertainment and educational content make interactive videos a must. In this report, e-mail was found to be king, with educational content a close second.
This data is also from last year, so you can imagine within the context of the information and projections you’ve seen so far, interactive content is on track to rise.
25. Perhaps unsurprising is the fact that B2B marketers are spending vast amounts of resources on content creation—that includes interactive video. And as time marches forward, it’s primed to increase.
Source: Content Marketing Institute
26. To further cement interactive video’s grip on marketing, here’s a chart that indicates marketers are utilizing the benefits of interactive content.
Videos, livestreams, and webinars are all interactive formats.
Source: Content Marketing Institute
Have we convinced you that interactive videos are the next big thing? Let us know by sending us a message in the chat below.
26 Interactive Video Statistics for 2020 Sources
AR Post. (2017, November). Key Augmented Reality Statistics You Need to Know. https://arpost.co/2017/11/15/key-augmented-reality-statistics/
Beets, L. (2018, October). 2019 B2B Content Marketing Research: It Pays to Put Audience First. https://contentmarketinginstitute.com/2018/10/research-b2b-audience/
Carter, J. (2020, Feb). Video marketing statistics to know for 2020. https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/
Eko. (2019, December). Sorry Olds, Only Gen Z Can Make It Through This High School Quiz. https://www.buzzfeed.com/helloeko/only-gen-z-can-pass-this-quiz
Entegral. (2017, March). Is Virtual Reality the new frontier in real estate marketing? https://blog.entegral.net/2017/03/is-virtual-reality-new-frontier-in-real.html
Facebook. (2014, March). Facebook to Acquire Oculus. https://about.fb.com/news/2014/03/facebook-to-acquire-oculus/
Gallagher, C. (2018, November). End of year summary of Augmented Reality and Virtual Reality market size predictions. https://medium.com/xrbootcamp/a-summary-of-augmented-reality-and-virtual-reality-market-size-predictions-4b51ea5e2509
Gilbert, N. (2020, 62 Virtual Reality Statistics You Must Know in 2020: Adoption, Usage & Market Share. https://financesonline.com/virtual-reality-statistics/
Iyer, G. (2016, February). FB Stock: Goldman Sachs Delivers Reality Check to Facebook Inc Bears. https://www.profitconfidential.com/stock/facebook-stock/fb-stock-goldman-sachs-delivers-reality-check-to-facebook-inc-bears/
Jarboe, G. (2019, June). B2B Video Getting Shorter, But Being Watched Longer [Report]. https://www.searchenginejournal.com/b2b-video-shorter-length-watched-longer/312915/#close
Kiger, P. (2020, January). What’s The Difference Between AR, VR, and MR? https://www.fi.edu/difference-between-ar-vr-and-mr
Lamm, B. (2019, August). Perhaps 2019 Is Finally the Prophesized Year of Video for Marketers and Publishers. https://www.adweek.com/digital/perhaps-2019-is-finally-the-prophesized-year-of-video-for-marketers-and-publishers/
Mark. (2017, November). Virtual Reality Stats 2015 to 2018 number of active users. http://www.vudream.com/5-benefits-vr-virtual-reality-360-degree-photos-videos-personal-business/stats/
Medium. (2018, October).Statistical data about VR in 2017. https://medium.com/virtual-reality-life/statistical-data-about-vr-in-2017-f5d5752eef19
Oculus Rift. (2020, April). https://www.oculus.com/rift/
Petrock, V. (2019, March). Virtual and Augmented Reality Users 2019
VR Slows as AR Grows. https://www.emarketer.com/content/virtual-and-augmented-reality-users-2019
Phaisan, B. (2017, November). 360° Video / VR Performance Statistics from 1000+ Campaigns. https://www.omnivirt.com/blog/360-video-vr-performance-statistics/
Richter, F. (2016,April). The Diverse Potential of VR & AR Applications. https://www.statista.com/chart/4602/virtual-and-augmented-reality-software-revenue/
Richter, F. (2018, September). The (Yet Untapped) Potential of Augmented Reality. https://www.statista.com/chart/15310/augmented-and-virutal-reality-shipment-forecast/
Statista. (2017, January). Virtual Reality Content Set To Outpace Hardware by 2018. https://www.statista.com/chart/7408/virtual-reality-content-set-to-outpace-hardware-by-2018/
Statista Research Department. (2020, February). Forecast unit shipments of augmented (AR) and virtual reality (VR) headsets from 2019 to 2023. https://www.statista.com/statistics/653390/worldwide-virtual-and-augmented-reality-headset-shipments/
Takahashi, D. (2019, October). SuperData: Facebook sold 180,000 Oculus Quests in Q3 2019. https://venturebeat.com/2019/10/24/superdata-facebook-sold-180000-oculus-quests-in-q3-2019/
Walters, K. (2019, June).The 2019 Video in Business Benchmarks You Won’t Want to Miss [Infographic]. https://www.vidyard.com/blog/2019-video-in-business-benchmarks-infographic/