The news: Consumers want more video content from brands and they expect it to be personalized—but brands’ efforts are lagging.

• 80% of US and UK consumers, including 92% of Gen Zers, want more videos from brands, per Idomoo’s 2026 State of Video Technology report.
• Consumers are two times more likely to purchase from brands that use advanced video tech, including genAI content and personalization.

However, 46% report never getting video communications from brands and only 13% frequently do. About half get frustrated at generic content (45%), say it makes them feel like the brand doesn’t respect their time (52%), or would consider leaving for a competitor over it (52%).

The bigger picture: Video lets brands smoothly introduce company voices, present product demos, and deliver high-impact storytelling. However, companies are struggling to keep up with rising expectations for both volume and relevance.

• Constraints likely include limited, fragmented data and the operational complexity of producing tailored content en masse.
• The result is a widening gap between what consumers want—frequent, individualized video experiences—and what brands can realistically deliver.

On the plus side, 65% of consumers, including 76% of Gen Zers, are willing to share first-party data with brands in exchange for a more personalized experience.

Looking ahead: One way to unify data, quickly iterate, and scale content creation is through AI.

However, data is mixed on consumer attitudes toward this approach: While Idomoo reports that 74% of US and UK consumers are interested in AI video, Animoto found that genAI video would lower brand trust for 36% of US consumers.

Although AI could help brands close the personalization gap, its use introduces a perception risk that can undermine trust if consumers find it inauthentic or intrusive.

Recommendations for marketers: Prioritize unified first-party data strategies and invest in tools that enable quick, scaled video production. Start with high-impact use cases, like onboarding or lifecycle messaging, to help identify areas for high ROI without wasting resources.

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