Last year, Content Marketing was the department where video was used the most. This year, the trend has changed, with the Product department being where companies use video the most.

This is unsurprising, given how Product Led Growth has gained popularity since last year. Marketing and Product are now working in synergy versus working in silo as in previous years.

Another surprising contestant for this year is the HR department. Although still at the bottom of the podium regarding video usage, HR and other non-marketing-related departments started leveraging video to amplify their work. HR, for instance, uses video for recruitment, while Sales uses it for interactive and pre-recorded demos.