2022 Media Stats

Published on
February 1, 2022
Steve Ferris

2022 Media Stats

Steve Ferris
Published on
February 1, 2022
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Iconik manages 149 million assets! In this annual media stats report, we will break down the trends for SaaS media management and let you explore the data yourself. Our annual Media Stats report is a part of our ongoing effort to make media-tech data available to our industry for the benefit of all. This report is based solely on iconik data, but we believe it reflects the direction of trends in the wider market. 

The information in this report will help leaders in media tech to make data-driven decisions based on changes in industry and user behavior. By seeing trends in video technology, media producers can make informed purchasing decisions for cameras and more. Data drives our own internal decisions, so it’s our hope that this data will be helpful to you as well. 


  • Media data has grown 132% over 12 months
  • Video has grown 259% and audio has grown 35%
  • 144% more data has been added to the cloud
  • The hybrid cloud split for hi-res asset storage is 68% cloud and 32% on-premise
  • 62% of iconik’s customer base is Media and Entertainment
  • AI visual analysis usage is up 298% and AI transcription is up 886%

2022 Data Summary

In 2022, the data reveals that more organizations from many industries are utilizing video and this has created a massive amount of new data. To manage and access this data, scalable cloud-based solutions like iconik are being adopted 50-83% more by user groups with less than 100 users. 

The data also demonstrates that accessible content for remote work continues to be important. As a result, organizations are storing 144% more of their media content in the cloud. Instant availability of media encourages more internal and external collaboration as seen in a 77% rise in asset sharing. To increase the visibility of media, AI services like visual AI analysis and voice-to-text transcriptions are being utilized as much as 886% more.

User Stats

SaaS media management users range from media editors, designers, and producers to developers and teachers. Use cases for iconik range from media management and post production to collaboration and automation. This data offers insights into who these users are and the trends of adoption and feature usage.

  • The largest industry using media management is Media and Entertainment, which has remained nearly the same at 62.5%.
  • Customers in the M&E industry represent seven sub-industries as shown, but Movies & Entertainment represents the majority with 34.3%. GICS identifies these as, "Companies that engage in producing and selling entertainment products and services, including companies engaged in the production, distribution and screening of movies and television shows, producers and distributors of music, entertainment theaters and sports teams. Also includes companies offering and/or producing entertainment content streamed online."
  • The 2nd largest industry using media management is Public and Non-profit organizations, making up 11.3%. Educational, religious, and social awareness organizations are included in this group.
  • Small user groups do not always represent small organizations. Large organizations may only require a few users to manage media. 
  • Solo users and teams of up to 5 users are adopting SaaS media management faster than other team sizes with 83% growth over 12 months.
  • Teams of 6-100 grew at relatively the same rate, around 50% growth.
  • Organizations with 100+ users have not adopted SaaS media management more within the last 12 months. It’s our understanding that traditional MAM solutions are still the primary choice for organizations of this size. Larger institutions are also historically late adopters of new technology.
  • Usage of visual AI analysis has risen 298%. Auto-tagging media with visual AI has been an easy win for many organizations that want more searchable data. However, many users are still not using this technology. We believe that visual AI needs to improve so that it can be trained to the needs of each organization. Current pricing models are also not favorable for large media archives. Iconik is actively working to make this technology more useful and affordable. 
  • Usage of AI transcription has risen 886%. Speech-to-text AI technology is available in more languages and has made transcriptions very affordable and fast. Each spoken word becomes searchable.

Rising Login Trend Reflects Increased Adoption

  • Usage trends for SaaS media management, in general, are climbing steadily as more users are incorporating these solutions into their workflows and inviting others to collaborate. During the year, weekly logins rose 66%.
  • End of year activity typically has a large dip due to holiday vacation times which can be seen in this chart.

Increased Media Sharing Reflects Rise in Collaboration

The amount of sharing has risen 77% year over year. This trend has emerged due to both the increased ease of media sharing and the increased comfort of users to manage access permissions for content in the cloud. We can also see that internal (authenticated iconik users) and external collaboration is happening at about the same rate when comparing share visits.

Media Stats

Now we can look into the data and media trends and see how that has changed. To give more insight into how we present this data, our methodology for these reports answers a few essential questions.

Media Stats Methodology

What assets are counted? 

Only original assets added by our customers are counted in our data—proxy and other files are excluded.

Is an asset the same as a file? 

No, not always. Assets like video, images, and audio files are a container that consists of at least two files. A single asset can include:

  • A container
  • An original file
  • Various formats of that file, e.g. proxy, mezzanine, etc
  • Technical and user-defined metadata (both on the asset and time-based level)
  • ACLs (access control lists) and permissions
  • And other files

How are industries defined?

All industries are defined by the GICS model.

How do you track trends over time?

All charts with a time axis have been generated using only files with the creation date set in the XMP or EXIF metadata. Files without a creation date have been omitted. It’s important to note that in the case of video assets, only 19% have creation date data.

Now let's dive into the numbers!

132% Rise in Data Demands Scalable Media Solutions

Media data has grown 132% (29.9 PB) to 52.6 PB over 12 months. That works out to be about 81TB per day, 3.4 TB per hour, and about 1 GB per second. To demonstrate even further how fast media data is growing, just look at what's happened over three years– it's grown by 1043%!

With each new wave of growth, users demand the same reliable service. Cloud-native solutions with the architecture to scale each part of the technology independently offer extreme elasticity and consistent performance.

Storage Stats

Iconik was built for the hybrid cloud. The hybrid cloud data storage split is currently 68% cloud, 32% on-premise via iconik Storage Gateways. 21 PB of original, hi-res files were added to the cloud in 2021 for a total of 35.8 PB, an increase of 144%. Cloud storage has become more secure and affordable over recent years, which has made migrating to the cloud all the more feasible.

When users connect their existing cloud storage to their media management solution, they can have all their assets from multiple locations centralized. The top 4 fastest growing cloud storage providers for iconik users over the last year were Amazon S3 (+165%), Backblaze B2 (+135%), Google Cloud Storage (+69%), and IBM (+65%).

Notice: The five interactive charts below may need time to load.

Media Asset Stats

Rising Media and Data Trends are Responsible for 170% More Assets

When iconik began, we identified four emerging trends that would guide our development. Today these four trends are becoming more obvious:

  1. Data is migrating to the cloud and needs to be accessible
  2. Data is growing rapidly and needs to be managed
  3. Video content is rising and dominating the digital world
  4. More teams are working remotely. 

The asset growth we see confirms that these trends are real and rising. The result in 2021 was a 170% rise in media assets, from 55.4 million to 149.6 million assets.

Asset Type Trends Show that Video Has the Largest Data Footprint

This chart shows the total number of assets divided by type and how much data each asset type contributes to the total amount of data.

  • This asset breakdown has remained consistent with 2020 and 2019.
  • Videos are 16% of the total assets but account for 80% of the data.
  • Images are 36% of the total assets but account for 2% of the data.

How much content is this?

  • 163 years of video (up 259%)
  • 61 years of audio (up 35%)

Video Stats

Because video is so vital to any media business, it’s important to track the evolution of this medium over time to understand how video is changing.

This data reflects the trends of all video from all previous years. The percentages are based on the total duration of video, which has risen 259% in the last year. It's important to remember that if a percentage of video has dropped that it doesn't necessarily mean there's less of it, but more likely that other kinds of video were added at a higher rate. As stated in our methodology, time-based charts only represent 19% of the video that has XMP/EXIF data for the shoot date. Videos without this data are not counted. This is so that we can accurately see trends over time. Note that the data shown in the pie charts is divided by the total hours of video, not by single assets. 

Video Format Trends

  • 71% of video formats are MPEG-4/H.264. This label includes all MPEG 4 video and AVC in MOV and MXF containers. This includes formats like MP4, M4V, MKV, MOV, and certain MXF videos.
  • 17.8% of video formats are ProRes, down 6% from the previous year.

Video Resolution Trends


  • 35% of all video is 1080p, down 14.7%, but rising annual trends for 1080p video can be seen in the area chart with +8%.
  • 4K content accounts for 4.5% of all video, down 2.8%, but annual trends for 4k video show it holding steady even as video content has more than doubled.
  • The decline of higher resolution content is often the result of new customers onboarding legacy content.
  • 360p video rose from 4% to 12.3%. Much of this content was probably created for early mobile users.
  • The time based chart only represents 19% of iconik video with creation date metadata.

Video Aspect Ratio Trends

  • Video with a 16:9 aspect ratio represents 81.7% of the total hours of video.

Thanks for Reading

We hope this data has offered some insight into the current state of media and media management. This report featured some new data that hasn’t been in prior reports, and next year we promise even more. Iconik continues to find more exciting data points to further explore the trends around media. 

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