Best Practices for Creating Effective Employee Training Videos
Employee training can be time-consuming, particularly when the same information needs to be explained repeatedly…
Online video has become a major part of how people spend their time online, and the latest data shows that this trend is continuing.
For businesses, this creates an important opportunity. Whether you are promoting a product, explaining a service, sharing a customer story or building awareness of your brand, video is now an established part of how audiences consume content.
According to Ofcom’s 2026 Media Nations report, people in the UK watched an average of 41 minutes of YouTube per day across devices connected in the home during 2025, up from 33 minutes in 2022. YouTube viewing on TV sets alone has more than doubled over the same period, from 9 minutes to 19 minutes per person per day.
Ofcom’s Online Nation research also found that YouTube reached 94% of UK online adults in May 2025, with average usage reaching 51 minutes per person per day across smartphones, tablets and computers, excluding viewing on a TV screen.
The figures show that online video is no longer something people only watch on their phones. Video is increasingly being consumed across smartphones, computers and televisions.
It is easy to think of online video as something mainly used for entertainment, but people also use video to find information, learn new skills and research products and services.
Ofcom’s 2025 research found that 47% of adults who watch YouTube said they watch how-to content, while music was selected by 49%.
This is particularly relevant for businesses.
A potential customer might watch a product demonstration before making a purchase, look for an explanation of a service, watch a customer testimonial or search for advice relating to a problem they are trying to solve.
That means businesses have an opportunity to create videos that answer genuine questions and provide useful information, rather than simply producing traditional advertisements.
The growth of online video does not mean every business needs to produce long-form films.
Short-form content has become a significant part of online viewing. DataReportal’s 2025 research found that people reported spending an average of 11 hours and 39 minutes per week consuming online video, with short videos such as Reels and TikToks accounting for 6 hours and 42 minutes of that time.
For businesses, this highlights the value of creating video content that can be adapted for different platforms.
A professionally produced video could provide the main film for a website or YouTube channel, while shorter sections could be edited into social media content.
One of the most interesting developments is the changing relationship between online video and the television.
Ofcom reports that YouTube viewing on TV sets has doubled since 2022. In 2025, people watched an average of 19 minutes of YouTube per day on their TV sets, compared with 9 minutes in 2022.
This means businesses should not necessarily think of online video as something that will only be watched vertically on a smartphone.
Depending on the audience and subject matter, professionally produced content can also be suitable for larger screens and longer viewing sessions.
The growth of online video gives businesses more opportunities to communicate with potential customers.
A company could use video to:
The most effective approach will depend on what you are trying to achieve and who you are trying to reach.
It is also worth thinking about where the video will be used before production begins. A video created for a website may need to be edited differently from content designed for LinkedIn, YouTube, Instagram or an event presentation.
One of the biggest advantages of professional video production is that a single shoot can create much more than one finished video.
For example, a customer interview could become a full testimonial and case study video, several shorter social media clips and additional footage for your website.
Similarly, an event could provide a main event video, short social media videos and footage that can be used in future marketing campaigns.
Planning this content before filming can help you get more value from your production budget.
The latest figures make one thing clear: online video is now an established part of everyday media consumption.
For businesses, the opportunity is not simply to produce more videos. It is to create useful, relevant content that gives people a reason to watch and helps them understand what your organisation offers.
Whether you are considering a promotional film, customer story, training video or social media content, having a clear purpose and distribution plan can make your video much more effective.
At CMA Video, we create professional video content for businesses and organisations, from corporate promotional videos and customer testimonials to events and training content.
If you are considering video for your business, get in touch to discuss your project
The latest UK viewing figures are available in Ofcom’s Media Nations 2026 report, which provides data on television, online video and changing viewing habits in the UK.
