Another month—another new category announcement! This time, I am excited to announce that G2 has launched a new category for Business Entertainment Software.
This category joins our growing Video Software taxonomy to house the tools that deliver curated video content in commercial and public spaces to enhance customer experiences.
Business entertainment software helps companies deliver curated video content to their customers in commercial and public spaces, such as waiting rooms and bars. It offers unique channels, interactive content, and analytics to measure views and engagement. Businesses in several industries use this solution to deliver engaging content to customers.
When customers are sitting in a waiting room, standing in line at the store, or having a drink at a bar, they are usually staring blankly at a screen that is playing standard TV programming. Or worse—they’re locked in on their own phone, doom scrolling. Either way, it’s not a very memorable experience.
Business entertainment software brings together various technologies to deliver a new type of customer experience. It delivers content that can be intended to entertain, engage, educate, or advertise.
Businesses can create customized playlists by selecting from a wide range of pre-made content that best appeals to their audience. The content varies in length and includes several types of themes and genres.
The aim is to improve the mood to enhance customer satisfaction and promote repeat business. Screens in multiple locations can all be connected to the software, and the content curation and delivery are centrally managed. Business owners, managers, and marketing teams use this tool to manage content and use analytics to make informed marketing decisions.
It’s not a surprise to see more video-related software products. Whether it is used for internal education, advertising, or communication, video has a plethora of B2B use cases.
Video content provides businesses the ability to connect with their audience on a more personal level, to communicate with them more effectively, and to engage them with visual messaging. Businesses recognize this and are jumping on board the video train, searching for solutions that best address their video needs.
Software companies are rising up to the challenge and providing better and easier ways for customers to leverage video in their business operations. In the past year, Video categories have been some of the fastest growing on G2, with these categories seeing increased traffic and increased product counts.
Several of G2’s Design categories are video related, and even those are some of G2’s fastest growing by new product growth. You can read more about G2’s fastest growing software categories in last quarter’s State of Software Report.
Some of this growth can be attributed to the rise of AI technology. The rise in accessibility of AI technology has led to a significant surge in AI-enabled video tools in the market, several of which are now listed on G2.
AI also helps to make video tools, which historically have a steep learning curve, much easier to use. Users are now showing heightened interest in these tools, as evidenced by the increased traffic to these categories.
The chart below shows the average adoption rate for products in G2’s video categories as stated by reviewers of these products since 2021. These categories are Animation, Business Entertainment, Live Stream, OTT Platforms, Video Content Creation, Video Editing, Video Effects, and Video Hosting.
The data for this chart comes from a question on G2’s review form asking users, “What percent of your users have fully adopted the product?” This can be interpreted as the amount of users on their specific team or in the company as a whole. There was a slight dip in the adoption rate from 2021 to 2022, but it jumped back up in 2023.
So far in 2024, reviewers are stating an average adoption rate that is almost 9% higher than in 2023. This increased adoption rate may be the result of the enhanced usability of these tools, combined with a growing trend of teams and individuals incorporating video solutions into their professional workflows.
AI helps generate, edit, customize, and reuse video content faster than ever. Software providers will continue to build video tools to address B2B challenges across teams that traditionally have used video software, such as sales, marketing, and HR.
Moreover, video software providers will start to expand into emerging teams and use cases that are embracing video technology for the first time.
Learn about the importance of customer engagement in maintaining customer loyalty.
Edited by Jigmee Bhutia
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