Interactieve video in 2025: statistieken, tips en trends

Creating and publishing videos consistently doesn’t mean you’ll get the ROI you’re looking for. Want to engage your audience in ways that will grab their attention and convince them to take your desired action?

According to a 2020 Video Marketing Survey by Wyzowl, currently 85% of businesses use video as a marketing tool.

Of course, that can only mean you’re up for some competition. How do you use videos in ways that will make your brand stand out from the crowd? Serve them interactive videos that drive engagement and conversion!

What are interactive videos? A refreshment.

Unlike linear videos – where viewers can only play, pause, fast forward, and rewind – interactive videos allow the viewer to interact with the video elements, alter the story, and thus create a more personalized viewing experience.

In other words, with interactive videos, you’re not only watching passively, but you’re also interacting and engaging with the video content, much like what you’re doing when navigating a web page.

Want to wrap your head around how big interactive video has become? Take a look at the following key interactive video statistics:

• 62% of B2B marketers are using interactive content. (DemandGen)
• 70% of interactive video users say interactive video engages well or very well. (Brightcove)
• 77% of marketers say that interactive content has “reusable” value, which translates to repeat visits and multiple brand interactions. (Content Marketing Institute)
• 20% of marketers have used interactive videos, and 78% of them have stated it’s an effective strategy. (Wyzowl)
• Interactive videos convert twice as much as passive content. (Kapost)
• 91% of B2B buyers prefer interactive and visual content. (DemandGen)

Interactive videos have been around for some time, but it wasn’t until Netflix aired the ambitious interactive film Black Mirror: Bandersnatch when people started paying close attention.

Bandersnatch was a unique viewing experience for many, specifically because it allowed viewers to decide the fate of its protagonist, video game creator Stefan, as he inches his way into madness as he creates the titular video game.

[Image source: Netflix]

The interactive film was such a success that Netflix decided to add more interactive shows in its already robust lineup.

Companies around the world have been finding great utility in using interactive video internally for many years, especially for training, recruitment, and onboarding purposes — and to amazing effect.

Studies show that interactive videos can significantly impact engagement and retention in online learning environments.

In a marketing era where brand storytelling is becoming more integral in building relationships with customers, more and more brands are using interactive video to provide more engaging and immersive brand experiences.

Interactive video content is proving useful for direct-response campaigns thanks to the rise of shoppable videos. Using this format, e-commerce brands can add interactions that let viewers buy products without ever leaving the video.

A great example is Mango’s interactive video, which allows viewers to “try on” clothing items with virtual models and purchase them in real time using the shoppable feature.

Many brands are also leveraging entertainment media to promote their products and services. Walmart created a wide range of original interactive shows including EffinFunny’s Wizard School Dropout and Olive Bridge Entertainment’s Timeline.

A beautiful example of successfully introducing the new Honda Civic is the automotive campaign Honda – The Other Side. This ‘switchable interactive video’ features two alternating storylines that viewers can switch between by holding “R” on their keyboard — mirroring the Type R race button.

People spent over three minutes on average engaging with the video, and traffic to the Civic website doubled during the campaign.

There are many ways you can interact with video, including:

• Branching: Viewers make choices that determine the direction of the video. Ideal for customer care, recruitment and storytelling.
• Quizzes: Add buttons and multiple-choice questions to test knowledge or give assessments.
• Buttons, links & product overlays: Add hotspots, downloadable documents, buy buttons or links to other videos/pages.
• Input forms: Allow viewers to submit information, subscribe, or download files directly inside the video.
• 360° videos: Allow viewers to freely explore an immersive environment.
• Switchable videos: Let viewers switch perspectives, characters, product variants and more. Fully supported by VIXY’s interactive video software.

Our interactive video software makes it easy to add calls-to-action, forms, or branching elements.

[Image source: The FWA]

In case you’re not convinced yet, here are the reasons why interactive video is essential:

High engagement

Attention is your brand’s most valuable asset. Interactive videos place viewers at the center of your storytelling, increasing immersion and emotional impact.

Higher conversions

Interactive video keeps viewers engaged long enough to understand their pain points and see why your solution helps. Well-timed interactions can dramatically increase conversion.

More memorable

80% of users forget branded content after a few days. Interactive experiences are more emotional and therefore more memorable.

Better personalization

Branching allows viewers to control the path, making experiences more relevant — which leads to higher sales and conversions.

More trackable

Static video only tells you views. Interactive video tracks clicks, impressions, conversions and behavior inside the video. VIXY tracks every interactive element.

Interactive video provides far more data than passive video — but a large amount of data can distract from the KPIs that actually matter. These are the key metrics to track:

• Play rate: Plays divided by impressions. With click-through rates 10× higher than passive video, this shows whether your audience wants to engage.
• Completion rate: Shows how long viewers stay engaged and how effective your interactive elements are.
• Interaction rate: How many viewers interacted with your video vs. total viewers.
• Direct answers to questions: Interactive videos can collect quantitative input directly from viewers.

You must go beyond individual KPIs — true insights come from understanding how they influence each other. High interactions only matter if they contribute to conversions.

Your goal: turn casual viewers into loyal brand advocates through interactive journeys.

Interactive video is the future of video marketing. Brand trust is declining, ad costs are rising, and static ads are losing effectiveness. Companies need formats that hold attention.

With the rise of 5G and platforms that simplify the creation, distribution and enhancement of interactive video, it’s clear that the future of content is interactive.

Creating an interactive video is not as difficult as it looks. With the right platform and a solid strategy, you can create impactful interactive experiences.

We created 6 easy steps for creating effective interactive videos.

VIXY’s Interactive Timeline Editor makes it easy to add interactive elements, scale content and make adjustments — offering full flexibility to personalize experiences at scale.

Better yet, VIXY offers robust analytics and monitoring tools that give you a clear overview of how viewers interact with your videos. This allows you to see what works, what doesn’t, and make the right adjustments to turn casual viewers into raving fans.

Request a 21-day free trial for our interactive video software and see for yourself how easy it is to get started with creating interactive videos.