WEDNESDAY 21 OCT 2020 4:40 PM


Corporate video is a sector worth £1bn, according to the ‘Brand Film Industry Report,’ a study from video insights agency Moving Image. However, this sector is virtually hidden from film industry statistics.

The lack of data on branded video and corporate film, which refers to all internal and external comms for commercial brands, public sector bodies and not for profits, stems from both the demand and supply side, the report reveals. In terms of demand, large organisations which invest in brand video rarely separate their spend on video from other communications media, while on the supply side, many production companies in the sector are specialists that do not submit data to industry bodies like Ofcom.

The report finds that that 83% of brand film producers are located in London and the south east, social media is the most important channel for brand video, and film production is the key driver for agencies’ revenues, which means that agencies will have to radically revise their strategy due to Covid-19 restrictions.

“Edits for social media used to be an optional add-on for clients. Now nearly every project brief contains a ‘must have’ requirement for social video, adding new challenges to frame shots for multiple aspect, ratios, and extending the reach of almost everything we do,” says Louis Paltnoi, creative director of production company Inspired.

Compared to 2005, the year the brand film ‘Inspiration’ contributed to London winning the 2012 Olympic bid, the industry has seen significant growth and change. At the time, the sector was projected to generate revenues of £2.8055bn in 2005, many videos were still created in hard copy rather than digitally, and the export market was significantly less important, considering it now accounts for one-third of revenues.

“Our share of international versus UK projects has increased significantly. I believe that what global clients are looking for –  creativity, flexibility and a solutions-driven approach – they find in British producers,” says Dagmar Mackett, global development director at DRPG.

Evcom, BFI and Televisual contributed to the report as well.