The Science Behind the Effectiveness of Video in Learning
At Video Arts, we often get asked: “What’s the research that proves video is the most effective tool for learning?”
The good news? There’s plenty of it. From attention and retention to accessibility and engagement, the evidence consistently shows that video is one of the most powerful ways to deliver workplace learning.
Here’s a breakdown of the research and why video continues to lead the way in L&D.
Why Learners Prefer Video
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Video fits modern habits: 50% of smartphone users regularly watch videos on their devices (Educational Marketing Group).
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Leaders love it too: 59% of senior executives say they prefer watching video over reading text (Forbes).
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It grabs attention: You’re four times more likely to look at video on a website than static text or images (Cisco).
Video Improves Retention and Understanding
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Learners remember: 10% of what they read, 20% of what they hear, but 50% of what they both see and hear — like video (Edgar Dale’s Cone of Learning).
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Video enhances understanding of complex concepts, especially for learners with limited prior knowledge (Salomon, 1994).
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Combining visual and auditory information makes content more memorable and increases comprehension (Baggett, 1984).
The Impact on Engagement
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Video boosts attention, motivation, and the overall learning experience (Herefordshire & Worcestershire Lifelong Learning Network).
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Students report that video reinforces their learning, keeps them visually stimulated, and holds their attention better than text (Cofield, 2002).
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Instructors find that students ask more specific, thoughtful questions after using video-based instruction (Franciszkowicz, 2008).
Proven Results in the Workplace
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85% of L&D professionals use video for learning (Video Arts client survey).
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Posting video content can increase monthly website visitors by up to 300% and double the time users spend on the site (Marketing Sherpa).
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Videos are 53 times more likely than text pages to appear on the first page of search results (GIGAmon).
Why Video is Here to Stay
With learners harder to reach and attention spans shorter than ever, video offers a flexible, mobile-first solution that meets people where they are. Whether through interactive video, bite-sized microlearning, or informal peer-shared clips, video makes learning more engaging, more memorable, and more effective.
As Dr James McQuivey of Forrester Research puts it: “A minute of video is worth 1.8 million words.”
Bottom line: The science is clear — video isn’t just a trend in learning and development. It’s one of the most effective ways to educate, engage, and empower employees.
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