Consumer Study 2025: The next phase of interactive video in CX

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A shift in how people explore products online

The way people explore products online is changing.

Short-form video has become one of the most dominant formats in digital engagement. But video is no longer just something people watch.

Consumers increasingly want to explore, interact, and learn through video experiences.

To understand how this shift is evolving, Videobot commissioned a consumer study in Finland and Sweden examining how people perceive interactive video on company websites.

The findings reveal a clear gap between how websites currently present information and how consumers actually want to discover products.

Early insights from the study

The findings reveal several interesting signals about how consumers engage with digital content today.

Many consumers already prefer video when learning about products before making a purchase.

Younger audiences show particularly strong interest in interactive video experiences, while a growing share of users say they are open to more engaging ways of exploring information online.

At the same time, most consumers have never encountered interactive video on a company website.

This gap highlights a potential opportunity for brands rethinking their digital customer experience.

Inside the report

The report explores:

• The shift toward video-driven customer experiences
• Consumer insights from Finland and Sweden
• Market signals showing growing momentum for interactive video
• Strategic implications for brands
• What the future of interactive customer experiences may look like