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Business Video Is Already Mainstream in the Enterprise

September 29, 2011 - 5 Comments

Enterprise video is experiencing tremendous change in terms of adoption, traffic growth, business model evolution, and technology innovation.

We recently undertook an extensive study to uncover key insights about the use of business video in U.S. enterprises. The survey is part of the Cisco Internet Business Solutions Group’s Horizons program, which combines multimodal research and analysis to identify business transformation opportunities fueled by technology innovation.

Since the purpose of this study was to understand how the use of video is evolving in the enterprise, we chose to seek insight from executives at enterprises with at least 1,000 employees, from across the United States.  For this study, we recruited more than 450 enterprises from more than 20 industries across the United States, including both Cisco customers and non-Cisco customers.

Because we wanted to understand both end-user and IT perspectives on business video, participants included both business executives (i.e., from non-IT functions such as sales, marketing, finance, and engineering), and IT executives.

Our research uncovered several key findings:

#1: Business Video is already widespread throughout the enterprise.

  • We discovered that business video is already well entrenched in the enterprise. More than three out of four business executives said they use either one-way video or two-way video—or both—at least once a week.
  • This trend is growing: more than 70 percent of respondents said they will increase their use of business video in the next two years.

#2: A majority of executives are active in both recording videos and viewing employee-created videos, and they plan to do more of both.

  • More than 70 percent of corporate executives expect their use of one-way and two-way video to grow over the next two years. Currently, 34 percent of business executives record business videos on a daily basis, and 62 percent of business executives watch employee-created videos at least once a week.
  • 93 percent of the executives who watch employee videos also comment on, recommend, forward, or rate them. Education and training are the leading uses of one-way video, followed by executive communications and company meetings.
  • The most popular uses of two-way video are for attending company events and for internal or external meetings.

#3: Most organizations are concerned about how growing video usage will impact their network.

  • One in three executives worry that their network is unprepared for increased video adoption across their organization.
  • We found that limitations in network capacity were the biggest technology challenge, inhibiting adoption.

#4 For end-users, “any-to-any” interoperability is extremely important.

  • End-user executives said that when deploying one-way video solutions, the single most important feature they looked for was, “The ability to view, access, and manage video from any Internet-enabled device, regardless of where the video was captured or recorded.”
  • Collaboration emerged as the “killer app” for enterprise video, enabling better exchange of ideas and better interactions.

Enterprise video is everywhere. Executives use it in remote offices, while they are traveling, at their home offices, at customer sites, and even while they are commuting. Clearly, business video has hit its stride in the enterprise and will continue to transform the ways people communicate, collaborate, and innovate.

The Cisco IBSG Research & Economics (R&E) Practice serves as a sensing engine for Cisco by identifying emerging trends and market discontinuities. Through the Horizons program, the IBSG Research R&E team examines trends, use cases, adoption patterns, lessons learned, and financial impacts in areas such as video, collaboration, and cloud computing. Squarely focused on the linkage between a customer’s technology environment and their business strategy, the Horizons program accelerates the success of Cisco customers by identifying transformative network-enabled strategies and analyzing their economic underpinnings.

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  1. Robb, Nadee & Rick. Thanks for your prompt responses. Have a great day, regards from Spain.

  2. Pedro,

    In the study we performed we considered One Way video to be those circumstances where the video communication was flowing in one direction only – e.g. video from a web site to one (or many) viewers. This could be public video streams such as YouTube or private / commercial streams such as in-house training videos.

    Two way video we considered to be where two (or more) people were conducting interactive video communications. This could be a TelePresence session for example.

  3. Hi Pedro, thanks for your question. To add on to Robb’s reply, for this specific study we defined one-way business video to include viewing both live and recorded streaming video on any device (e.g., PC, mobile phone, tablet) for work purposes. Two-way business video includes real-time, interactive video communications such as video conferencing or video calling.

    I hope that helps – thanks!

  4. Pedro,

    In general, the idea of one way video is thinking about what I call a broadcast style. One to Many implies that I will record a message (or do it live actually…) and broadcast it out. A two way video is akin to a video conference. Live, interactive.

    Does that help?


  5. Thanks for the market research and sharing results. Could you please let me know what do you mean with one and two-way video?