Video has been one of the hottest subjects in marketing and in sales over the last few years. It seems to become more important, used more innovatively and by more companies every day. Naturally there are vendors who will have to “host” the video that companies are marketing with, or “host” the videos sales people are sending prospects.

So which vendor is going to cash in on the trend? We used our own tool to uncover signals of intent to buy from the top vendors in the market. We honed down the data we collected so we are now just looking at North American decision makers looking at these vendors.

This is what we found…


Who owns the general market?

It’s interesting that Vidyard come in 2nd place here because they are a large company with a large, ranging offering. They do more than just hosting, so we expected to see a larger share of the market under Vidyard’s name. Wistia take 43.9% of the market, making them to dominant vendor in the space.

Brightcove and Kaltura takes around 15% of the market each, it will be interesting to see how their share of the market drops and climbs across the SMB, Mid-Market and Enterprise spaces and if they over take each other.


Company size intent

This is very surprising data. We normally we around 50% or 60% of the intent signals we collect coming from SMBs but this is far greater. 80% of the signals we found came from SMBs. But when you think about it, it makes sense.

SMBs are popular now, it’s fashionable to join a start-up who may be getting funding. There are lots of small businesses, there will always be more small businesses than there will be Enterprises. But outside of that, think of how a standard video marketing project is started in an SMB, Mid-Market and Enterprise company.

The SMB has less stake holders, a large number of competitors and less industry standing to rely on. They have to do something to stand out, it has to be done soon, it has less stake holders to get a project signed off.

Conversely, in the Enterprise market a project must be 101% perfect, approved by multiple layers of stake holders, planned months in advance and reviewed countless times.

So in volume and in relation to the deal sizes and process that running projects using a video hosting vendor involves, it’s actually quite natural that we would see this much intent from SMBs.


Who owns the SMB market?

Wistia is dominant in the SMB market, but Kaltura only take 7.9% of the market share here. With this, we would expect them to be very powerful in the Mid-Market or the Enterprise space. Brightcove maintains around 14% and Vidyard stay between 25% and 30%.

This is a key market because of the very high level of intent signals we found in the whole market coming from the SMB market. Wistia owns nearly 50% of this space, which makes up 80% of the entire market.

If Wistia are about to run any new campaigns, it’s clear who they should market to.


Who owns the Mid-Market?

We have seen this before, but it’s a shock to see Vidyard register less than 0.1% of the market share in the Mid-Market. Considering they own a significant part of the entire market, we expected them to at least own 15% of the Mid-Market.

Another surprise is that Wistia falls from nearly 50% to 23.5% and Kaltura gains a huge share of the market. They dominate the Mid-Market with over 52.9% of the market share.

Another surprise is that Brightcove gains a significant share of the market and owns 23.5% of the Mid-Market. The key thing to remember in this market is that it does make up a small part of the entire market.

There can be surprises when we isolate a small segment of the market, clearly the Mid-Market space is very different to the SMB space.


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Who owns the Enterprise market?

This market is full of surprises. For the first time in any market we wanted to isolate and examine, nobody dominates the market. Wistia comes out on top with 33.3% of the Enterprise market, but Vidyard is back with 25% and Kaltura returns to 25% of the market too. Brightcove maintains their usual level of around 16% market share.

Again, it is important to remember that the Enterprise space is a small segment of the entire market. We also have to consider that Enterprise deals can be more expensive, more complex and cater to more specific projects and needs.

For example, Vidyard have climbed from 0% to 25% from the Mid-Market to the Enterprise space. This could be because their offering ranges widely and can serve a number of purposes. Enterprises could use their other offerings in multiple projects, whereas other vendors they compete with here have different services to Vidyard. They all have different positioning, messaging and target different people in their content. All of these factors play a part in why this space is very competitive compared to the other markets.

Intent signals by seniority

We expected to see more intent signals from the buyers in SMBs, which we predicted would be the Directors or the C Level buyers. We always see a high percentage of intent signals coming from the Management level and then usually the C Level are key players too. But here, the Director level is just 20% of the data and over 60% of the data shows us Management level buyers are looking at these vendors.

It does make sense though.

You’re a CEO of an SMB who is growing, winning new clients and hiring people to cope with the work. The marketing team want to run a new video campaign, do you care who hosts the video files? Probably not, but the marketing decision maker will have to know the entire plan. They have to know the cost, strengths of each vendor and choose the right one for their project. The Management level will also be involved in the day to day use of the tool, as well as helping the Director to choose the tool.

Considering 80% of the intent signals we found came from SMBs, this is our hypothesis.

If you’ve got a different theory, let us know. Download the Infographic below and let us know on social media.