Personalization gap widens as 80% of consumers demand more brand video, report finds

Brands are falling short of growing consumer expectations for personalized video, despite clear evidence that tailored content drives engagement and purchasing behavior, according to new data and supporting industry analysis.

Findings from the 2026 State of Video Technology report indicate that 80% of consumers in the US and UK want more video content from brands, with demand rising to 92% among Gen Z. However, delivery remains inconsistent: 46% of consumers report never receiving video communications from brands, while only 13% say they receive them frequently.

This disconnect is reflected in consumer sentiment. Around half of respondents express frustration with generic content, with 52% saying it signals a lack of respect for their time and an equal share indicating they would consider switching to a competitor as a result. The data suggests that personalization is no longer a differentiator but an expectation.

The commercial implications are significant. Consumers are twice as likely to purchase from brands that adopt advanced video technologies, including AI-generated and personalized content. This positions video not only as a branding tool but as a direct driver of conversion, particularly when tailored to individual preferences and behaviors.

Insights from the report reinforce these trends. It highlights a strong correlation between personalized video experiences and higher customer retention and satisfaction rates. At the same time, operational barriers remain evident. The report points to fragmented data ecosystems and production scalability challenges as primary constraints preventing brands from delivering individualized content at scale.

Despite these challenges, there are indicators of consumer willingness to support more personalized experiences. The report shows that 65% of consumers—and 76% of Gen Z—are open to sharing first-party data in exchange for more relevant interactions. This signals an opportunity for brands to address personalization gaps, provided they can effectively manage data and content workflows.