Workflow Products Win in Business Video
Lenny Bogdonoff, co-founder and CTO of Milk Video, on the video infrastructure value chain
The biggest near term winners in business video are likely to be workflow products that turn video into measurable pipeline, not broad collaborative editors. Video work is still split across recording, editing, approval, hosting, and distribution, with most teams using different tools and handoffs rather than sitting together in one shared canvas. The money has flowed faster to products that help marketing and sales teams capture leads, track viewer behavior, and tie video usage to revenue systems.
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Wistia built its core business around marketers, not editors or developers. Its product tracks who watched which video and for how long, can collect leads inside the player, and pushes viewing data into tools like HubSpot, which makes video easier to justify as part of a revenue stack rather than as a creative seat license.
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The strongest video software outcomes have come from point solutions tied to a job with clear ROI. Gong turned recorded calls into coaching and deal insight, while Loom made quick async communication easy. Both grew around a specific business workflow, not around multiplayer video editing as the central behavior.
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A Canva like layer is emerging in narrower formats, especially AI talking head video. Synthesia reached $100M ARR in March 2025 by making script based corporate videos fast and cheap, but that is still a structured workflow for training, sales, and marketing, not a general purpose Figma for all video production.
The next phase is likely to pull video products deeper into CRM, marketing automation, and knowledge systems. As AI makes cutting, dubbing, and avatar generation cheaper, those features become table stakes. Durable value moves toward owning the business workflow around the video, the viewer data, and the downstream action that follows.