Cloudinary’s Third State of Visual Media Report: Pandemic Accelerates Demand for Visual Experiences First While Early Users Reap the Benefits of AI


SANTA CLARA, Calif .– (COMMERCIAL THREAD) –Cloudy, the media experience platform for many of the world’s leading brands, today launched its third State of Visual Media Report *. The report, which analyzed data from more than 670 global customer brands, found a substantial increase in the posting of images and video content during the pandemic. For example, video views nearly doubled and video bandwidth increased by almost 140% in the second quarter of 2020, when the pandemic began. At the same time, brands are only scratching the surface when it comes to harnessing the power of new approaches such as the application of AI, the use of image and video formats of new generation and optimization of visual supports for private messaging or “micro-browser” environments.

Key findings from the State of the Visual Media 2021 report include:

  • Video growth fueled by pandemic has also revealed new use cases. In addition to the dramatic increase in video, Cloudinary has also seen brands pioneering creative and innovative use cases, such as streaming videos to Internet of Things (IoT) devices.
  • Modern web drives adoption of modern formats. Most brands use three or four different image formats (32.5% and 28.6% respectively). While JPEG (95%) and PNG (73%) are still the main image formats, newer formats like WebP (69%) are quickly catching up.
  • Mobile responsiveness first is a must. Between December 2019 and April 2021, mobile devices generated 51.4% of traffic, with important regional differences to note. Germany, India, United Kingdom and United States accounted for a wide range of bandwidths for mobile traffic, from 48% in the United States to 81% in India. Most of the brands in our data set are on top of this trend.
  • The use of AI automation, although increasingly popular, is at an early stage of maturity. Brands have widely used automated media manipulations to shine in today’s visual economy, with the top five transformations related to resizing, quality compression, format selection, responsive delivery, and smart cropping. More advanced transformations and AI-powered add-ons have been adopted by industries like media and publishing, but are still on the way to mainstream adoption.

“Our comprehensive data clearly tells us that the use of visual media continues to grow and has been greatly influenced by the pandemic,” said Tal Lev-Ami, co-founder and CTO, Cloudinary. “However, it also shows that brands across industries stand to gain by leveraging new tools and technologies to optimize images and videos and deliver exceptional ‘visual first’ user experiences. As we gradually return to a new post-pandemic reality, fast and flawless visual content will remain of crucial importance for communication and commerce. ”

Brands can learn from the forerunners of ‘visual literacy’ by reading the case studies and advice in the now available report here and learning from top brands such as Apartment Therapy,, Minted and Mediavine at Cloudinary’s free, virtual ImageCon conference next month from October 19 to 20, 2021.

* Methodology

Data analyzed for the State of Cloudinary Visual Media report includes engagement patterns from December 2019 through April 2021 with over 670 Cloudinary customers, spanning over a dozen verticals and a representative sample of over. of 80 billion transactions per month.

About Cloudinary

Cloudinary’s mission is to enable businesses to deliver visual experiences that inspire and connect by unleashing the full potential of their media. With more than 50 billion assets under management and more than 8,000 customers worldwide, Cloudinary is the industry standard for developers, creators and marketers looking to download, store, transform, manage and distribute images and videos online. As a result, major brands like Atlassian, Bleacher Report, Bombas, Grubhub, Hinge, NBC, Mediavine, Peloton, Petco and Under Armor see significant business value using Cloudinary, including faster time to market, greater satisfaction. of users and increased engagement and conversions. For more information visit


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