A new study from Atomik Research, commissioned by Idomoo, has revealed that 78% of consumers want brands to use video more, but brands are falling short.
Based on 2510 respondents in the UK and US, Atomik/Idomoo’s 2025 State of Video Technology report survey found that “93% of Gen Z want personalised and interactive video from brands, and 51% get upset when communications are generic”. The report also shows very high demand for next generation video, including videos that are personalised, interactive and AI-generated. This preference for next gen video is strongest among younger, higher income and digital-first consumers.
Key findings include:
Nearly 8 out of 10 respondents want more video, and more than 4 out of 10 say they never get videos from brands they do business with.
Personalised video is 4x more likely to make someone feel valued by a brand and 3.5x more likely to make them become or remain a customer.
51% of Gen Z consumers report that they get upset when communications are generic.
Consumers want AI videos, especially when it makes things easy. They’re 2x more likely to want an AI video generated from a document rather than the document itself.
The Idomoo report also found that email is declining in importance as the primary channel for brand messaging – down from 52% in 2022 to 28% in 2025. Increasingly young consumers want multichannel messaging across SMS, apps, chat, social media and websites. The desire for multichannel messaging hits 84% among Gen Z.
A key implication in this finding is that brands need to develop a sophisticated digital first strategy – perhaps including creator-led video content.
“The message from consumers is loud and clear. They expect brands to adopt next generation video solutions and will punish those who don’t,” said Yotam Ben Ami, Idomoo CMO. “This is especially true for key demos like Gen Z, millennials, high earners and digital-first consumers, who consistently show higher expectations for video solutions and a stronger inclination to get upset when brands don’t deliver.”
