B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
95%
95% -- message retention rate for video viewers vs text readers (2025)
Viewers retain 95% of a message when delivered via video compared to 10% when reading text.
- Secondary blog post citing unnamed studies without direct citation
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
95%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
peopleproductions.com
Primary
Tier C
https://peopleproductions.com/insights/meet-your-new-marketing-superpower-storytelling/ ↗
Source Article
Meet your new marketing superpower: Storytelling - People Productions
We believe storytelling is more than a buzzword — it’s a strategic imperative. From Fortune 500s to growing startups, companies that lean into authentic, well-crafted stories aren’t just communicating — they’re forging deep connections.
Why is storytelling in marketing so important?
Humans are wired…
Original Research
peopleproductions.com
· Original study ↗
Methodology
Blog citing unnamed studies; comparison figure of 10% for text reading
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2018 | 95% | |
| 2019 | 95% | 0% |
| 2025 (current) | 95% | 0% |
| 2026 | 95% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
video viewers vs text readers: 95% message retention rate. Source: peopleproductions.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/video-message-retention-vs-text
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<blockquote cite="https://lighthousedata.io/data/video-message-retention-vs-text" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>95%</strong> -- message retention rate for video viewers vs text readers<br><small>Source: peopleproductions.com (2025) · <a href="https://lighthousedata.io/data/video-message-retention-vs-text" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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