New Software Layer for Business Video
Lenny Bogdonoff, co-founder and CTO of Milk Video, on the video infrastructure value chain
This gap created the opening for a new software layer between raw video infrastructure and pro editing suites. Before 2020, business video software mostly handled hosting, streaming, and analytics, or served trained editors using tools like Premiere. As webinars, Zoom calls, sales outreach, and internal training turned everyday employees into video publishers, companies needed software that could clip recordings, add captions, resize formats, search transcripts, and distribute finished assets without a specialist editor.
-
Early B2B video platforms like Wistia were built for marketing teams that uploaded finished videos and measured engagement after the fact. Their core job was hosting, embedding, lead capture, and analytics, not turning raw meeting footage into dozens of reusable clips.
-
The new buyer was a marketer, recruiter, salesperson, or founder sitting on a pile of Zoom recordings and trying to turn one long session into short assets for LinkedIn, email, landing pages, and internal knowledge bases. That workflow called for transcript based editing, templates, and automation rather than a film style timeline.
-
That is why tools like Milk, Descript, Runway, and later AI video products emerged as a distinct category. They were not selling raw storage or professional craft software. They were selling speed, simpler workflows, and software that did most of the repetitive post production work automatically.
The category is moving toward all in one business video systems where creation, clipping, search, hosting, publishing, and measurement live in the same workflow. As AI keeps reducing the manual work of captioning, cropping, dubbing, and summarizing, the durable value shifts away from basic editing and toward being the system where a company stores video, turns it into usable assets, and ties those assets to marketing and sales outcomes.