VideoElephant Recorded Double-Digit Increases in Licensed Videos This Year & Saw Vertical Video Usage Soar
by on 5th Mar 2025 in News
In its annual year-end Rewind Report, which tallies video usage by client publishers and broadcasters, video solutions provider VideoElephant, which has one of the largest libraries of premium, rights cleared video in the world, has seen a striking 42% increase in the average number of videos each client licensed per month.
VideoElephant COO Brian Cullinane says, “This represents a huge increase in one year, and points to the importance that publishers are placing on video to drive viewers and ad dollars.” Calming nature scenes, also known as Zen videos, saw the most traction during this period, and UGC videos seem to have lost popularity in favour of curated influencer videos.
The 2024 VideoElephant Rewind Report also revealed a marked 52% increase in the amount of vertical video that publishers and broadcasters licensed this year. This is surprising because publishers have been slow to embrace vertical video, a format suitable for mobile play, and critical to their futures as they try to attract, retain, and monetise younger audiences. According to recent stats, video viewers are up to 3.3 billion worldwide, with 89% of consumers saying they want to see even more video content from brands so publishers have no choice but to get on board. According to recent research, less than 30% of users turn their mobile to watch videos horizontally and, as such, presents an opportunity that media companies can’t afford to miss.
Says Cullinane, “While publishers may have taken their time to embrace vertical formatting and the life or death importance of mobile, they are getting on board, realising that they need to reach younger users where they are – on their phones.”
Finally, the Rewind Report also revealed a dramatic increase in the amount of video ingested by VideoElephant in 2024, meaning that channel owners and content creators are progressively recognising the opportunity to drive supplemental revenue by licensing and/or syndicating their content to other web publishers, creating additional advertising opportunities for all involved.
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