Higher Education Video Statistics

Key takeaways

1. 58.1% of the readable homepages of the 300 largest U.S. colleges showed video on November 1, 2026, and 36.8% played a muted background loop, in our own read. (Our read) See details
2. 92.9% of those homepages linked to a YouTube channel, but only 32.1% to TikTok. (Our read) See details
3. Only 22.3% of the homepages linked to a virtual tour; separately, 77% of college-bound students in RNL's 2025 survey said they had used one. (Our read, RNL) See details
4. Of homepages with video, 66.9% served their own video file and 32.6% embedded YouTube; none embedded a lecture-capture platform. (Our read) See details
5. 50% of college-bound students used YouTube in RNL's 2025 survey, but only 26% saw college content there, the widest gap of any platform. (RNL) See details
6. Current students talking about classes and campus life was the most appealing college video type, chosen by 39% (RNL, 2025). (RNL) See details
7. 64.4 percent of students at for-profit colleges studied only online in fall 2024, and 76.1 percent at for-profit 4-year institutions (NCES). (NCES) See details
8. Public colleges must caption web and course video from April 26, 2027 (state universities); DOJ dropped the proposed exception for password-protected course content. (U.S. Department of Justice) See details
9. Strategic Education spent 15.2% of 2025 revenue on advertising and Grand Canyon Education 20.7% on marketing and communication, in their own 10-Ks. (SEC filings) See details
10. In one UK module, the share of students attending none of three matched lectures rose from 19.9% to 39.4% once recordings were available. (Edwards and Clinton 2019) See details
11. '80% of students say video influenced their decision' was a Google survey of 317 prospective online-university students in 2017-2018. (Google) See details

How do the largest U.S. colleges use video on their homepages?

Most lead with it. On November 1, 2026 we opened the homepages of the 300 largest U.S. colleges and universities by undergraduate enrollment, taken from the U.S. Department of Education's College Scorecard file of October 15, 2026, in a headless browser; 296 were readable.

58.1% of the readable homepages showed a video player or a labelled click-to-play video, and 53.7% counting only visible player elements. Most of that video is atmosphere rather than something to watch: 36.8% played a muted autoplay background loop, and 34.1% opened with a full-width autoplay hero video. Of the 172 homepages with video, 66.9% served a plain HTML video file from the college's own site or CDN, 32.6% embedded YouTube, 8.7% Vimeo and 2.3% Kaltura. No homepage embedded Panopto, Mediasite or YuJa, the lecture-capture platforms colleges buy for teaching.

Social video sits one click away. 92.9% of the readable homepages linked to the school's YouTube channel, 97.6% to Instagram, 79.4% to X, 79.1% to LinkedIn and 32.1% to TikTok.

Virtual tours are less prominent than the surveys suggest. Only 22.3% of homepages linked to a virtual campus tour, and 9.1% linked to or loaded a third-party tour platform such as YouVisit, against 79.7% that linked to a campus visit or tour page and 18.9% with a "schedule" or "plan a visit" link.

The set is dominated by public universities and community colleges, because they enroll the most undergraduates; the smallest institution in it had 11,182 undergraduates. Multi-campus systems that share one homepage count once.

Limits: one visit per page from one U.S. connection on one day; 3 homepages refused a script and 1 failed to connect; video behind unlabelled controls is missed (2 possible misses in a 30-page hand check, 28 of 30 agreed), so video shares are slight undercounts; the tour, visit and social-link rules were checked by reading the matched links, not by a separate hand check. Per-institution data: homepages.csv and crawl-summary.json. Our homepage video study measured video on the homepages of the most-visited websites with a similar method.

How many U.S. college students take courses online?

More than half. In fall 2024 the group taking some but not all courses online, 5,547,429 students, was about the same size as the fully online group (NCES, Digest Table 311.15). Only 8,897,879 students, 45.3 percent, took no online course at all (NCES).

Fully online study depends heavily on the type of college. In fall 2024, 64.4 percent of students at private for-profit institutions studied only online, and 76.1 percent at for-profit 4-year institutions (NCES). At private nonprofits 1,223,971 students, 28.7 percent, were fully online (NCES). At public institutions 7,915,690 students (55.2 percent) took at least one online course and 23.0 percent studied only online (NCES); at public 4-year institutions 1,993,678 students (20.2 percent) were fully online and 34.0 percent mixed online and in-person courses (NCES). Public 2-year colleges had 2,577,109 students taking at least one online course, 57.5 percent of their enrollment (NCES). Among undergraduates at public institutions, 7,085,852 took at least one online course (NCES).

The pandemic spike has settled at a level well above 2019. The share of U.S. undergraduates in at least one online course went from 36 percent in fall 2019 to 75 percent in fall 2020 and 61 percent in fall 2021, and the share taking only online courses from 15 percent to 44 percent and then 28 percent (NCES, Condition of Education). In fall 2021, 11,205,320 students (60.1 percent) took at least one online course and 5,654,137 (30.3 percent) studied only online (NCES, Table 311.15, 2022 edition). Among postbaccalaureate students the fully online share was 33 percent in 2019, 52 percent in 2020 and 40 percent in 2021 (NCES), and 88 percent of graduate students at for-profit institutions were fully online in fall 2021 (NCES).

Fully online students mostly stay close to home: of undergraduates taking only online courses in fall 2021, 74 percent attended an institution in their own state (NCES). For-profit 4-year institutions enrolled 4 percent of undergraduates but 10 percent of the fully online ones (NCES).

A small group of colleges is almost entirely online. NCES counted 143 "primarily online" institutions in fall 2022 (more than 90 percent of students fully online): 18 public, 65 private nonprofit and 60 for-profit (NCES, Table 311.33). They enrolled 1,124,509 students, 6.1 percent of the total (NCES), and in 2021-22 conferred 132,274 bachelor's degrees (6.6 percent) and 94,159 master's degrees (10.7 percent) (NCES). The two largest U.S. institutions are online: Western Governors University had all 150,116 of its students fully online in fall 2021, and Southern New Hampshire University 138,672 of 145,533 (NCES, Table 312.10); Arizona State University's online unit enrolled 57,848 (NCES).

Enrollment now

U.S. postsecondary enrollment was 18.6 million in spring 2026, up 1.0 percent on a year earlier (National Student Clearinghouse Research Center); undergraduates numbered 15.5 million (NSC) and community colleges 5.8 million (NSC). In fall 2025 total enrollment grew 1.0% (NSC), but undergraduate enrollment fell -1.6% at private nonprofit 4-year institutions while community colleges grew 3.0 percent (NSC). Community colleges enrolled 752,000 students in undergraduate certificate programs in fall 2025 (NSC). Preliminary fall 2026 data show undergraduate growth slowing to 0.6 percent and master's enrollment down 3.7 percent (NSC, preliminary; its method differs from the final report's, so the fall 2025 growth it quotes is not comparable with the final figure above). In 2022, 39 percent of 18- to 24-year-olds were enrolled in college, down from 41 percent in 2012 (NCES).

Who makes video inside U.S. colleges?

Few staff editors. In May 2025 U.S. colleges, universities and professional schools employed 450 film and video editors, 580 camera operators, 4,140 producers and directors, 4,630 audio and video technicians and 270 special effects artists and animators, out of 3,216,330 jobs in all occupations (BLS Occupational Employment and Wage Statistics). Communication and teaching-support roles are far larger: 21,280 public relations specialists, 4,670 graphic designers, 37,080 instructional coordinators and 983,700 postsecondary teachers (BLS OEWS). Across all U.S. industries there were 25,610 salaried film and video editors and 70,230 audio and video technicians (BLS OEWS). Community colleges employed 830 audio and video technicians, 460 producers and directors and 9,550 instructional coordinators (BLS OEWS). These are wage-and-salary jobs only; freelancers and agencies that colleges hire are not counted.

Do prospective students watch college videos?

Most say they do, in surveys run by companies that sell enrollment marketing to colleges. In RNL's January 2025 survey of 1,582 college-bound U.S. high school students in grades 9 to 12, 83% had used videos of campus, classrooms, students and residence halls in college planning, and 84% of them found the videos helpful (RNL). 77% had used virtual tours or virtual-reality experiences (RNL), and 84% had used colleges' social media posts (RNL). RNL's early-2023 edition, presented with virtual-tour vendor StudentBridge, gave 82% for having viewed college videos, 83% for finding them helpful and 73% for virtual tours (RNL and StudentBridge). These measure use and self-rated helpfulness, not whether a video changed anyone's choice; RNL publishes no comparison of watchers with non-watchers.

Which college videos students say they want

On college websites, 23% of the same students wanted videos of campus life, and 15% named a lack of campus-life video or photos as a frustration (RNL). Only 11% wanted a college to send them a video after an inquiry form, 22% of 12th graders (RNL). In a February 2024 RNL survey of students in grades 10 to 12, 54% said they want colleges to use their name in videos (RNL, which sells personalized video).

Where they look: YouTube, Instagram and TikTok

Students are on YouTube, but colleges reach them less there. In RNL's 2025 survey, 50% of college-bound students used YouTube but only 26% saw college information there, the widest gap of any platform; 63% used Instagram and 53% saw college content on it; 49% used TikTok and 32% saw college content; 2% used Vimeo (RNL). Among the same grade 9-12 students, Instagram drew the most ad clicks, 57% of students, against 32% on TikTok and 21% on YouTube (RNL). 37% followed college accounts mainly for student-life content (RNL) and 27% signalled interest by following a college (RNL). In the 2023 edition, 29% of students who clicked a college ad went on to watch a video (RNL), and 23% were open to a text message from a college with a video link (RNL).

Carnegie, a higher-education marketing agency, surveyed 3,424 students and parents from the CollegeXpress email list in May 2025 (1.7% response rate): nearly 1 in 5 graduating seniors and 1 in 4 rising students followed an influencer who posts college content, and seniors' TikTok use "declined by over 20%" while YouTube use rose; the report does not say whether that is points or a relative fall (Carnegie). Seniors applied to 7.68 colleges on average (Carnegie). Encoura, which sells enrollment research to colleges, reported in 2022 a 16% rise in TikTok use for college search and that 45% of college-bound students were online "constantly" (Encoura; no sample or field dates published).

Canada has the best-documented platform data. Academica Group's survey of applicants in the 2022 cycle found YouTube (38%) was the platform applicants most used to learn about institutions (Academica Group), and 70% of social-media users went mainly to see what campus looked like (Academica). In the 2024 cycle Instagram (40%) led YouTube (34%) (Academica); 75% browsed institutions' social media before applying (Academica), 68% to see what campus looks like (Academica), and 29% of international applicants named YouTube the most trustworthy platform, against 15% of domestic ones (Academica).

Teens' platform use, from Pew Research Center's fall 2025 survey of U.S. teens ages 13 to 17: 94% of boys and 89% of girls used YouTube (Pew); 36% used at least one major platform almost constantly (Pew); 35% of Black teens were on YouTube almost constantly, against 23% of Hispanic and 8% of White teens (Pew); about three-quarters of 15- to 17-year-olds used Instagram, against 44% of 13- to 14-year-olds, while YouTube use did not differ by age (Pew). Among adults ages 18 to 29 in 2025, eight-in-ten used Instagram (Pew).

Applications, admission and AI

Common App counted 1,527,328 first-year applicants in 2025-26, up 2% (Common App), who submitted 10,786,782 applications (Common App), an average of 7.06 colleges each (Common App); international applicants fell 10% (Common App). Freshman enrollment held at 2.5 million in fall 2025 and total enrollment was over 19.4 million (National Student Clearinghouse). Only 15.7% of NACAC member four-year colleges gave demonstrated interest considerable importance in fall 2023, and 4.9% test scores (NACAC), so watching a college's videos rarely counts toward admission itself.

In Encoura's 2025-26 survey (no field dates published), 63% of U.S. high school students had used AI tools in college planning, yet 62% would rather talk to a person than an AI when they start learning about colleges (Encoura); 52% said personalized outreach makes them feel a college cares (Encoura) and 74% had seen a college poster or banner at their school (Encoura). Of Millennial parents of college-bound students, 72% wanted colleges to engage parents before the application and 86% who got parent communications liked them (Encoura).

Adult learners decide on jobs. In the Lumina Foundation-Gallup study fielded in October 2025, 58% of U.S. adults ages 18 to 59 without a degree had considered enrolling in the past two years (Lumina-Gallup), expected job opportunities were the top factor, cited by 67% of those enrolled (Lumina-Gallup), 33% of enrolled adults had considered stopping out in the past six months (Lumina-Gallup), and only 25% said most people have access to quality, affordable education after high school (Lumina-Gallup).

How do colleges teach with video, and does it work?

Recorded lectures are routine, students watch them fast and mostly before exams, and the research finds their effect on grades mixed. The strongest positive evidence is for flipped classes, where video replaces the lecture and class time is spent on practice.

Lecture capture

In video-platform vendor Kaltura's 2018 survey (820 complete responses, mostly higher-education staff, self-selected), 68% of institutions used video for lecture capture and 88% used it or intended to; 26% said more than half of their teachers regularly used video (Kaltura). In the 2019 Inside Higher Ed survey of 1,967 U.S. faculty fielded by Gallup (sponsored in part by lecture-capture vendor Mediasite), 65% said their courses caption video and transcribe audio (Inside Higher Ed).

Whether recordings hurt attendance depends on the course. In a UK study of one compulsory second-year module, 161 students without lecture capture against 160 with it, the share attending none of three matched lectures rose from 19.9% to 39.4% once recordings were available (Edwards and Clinton 2019, Higher Education). 68% of the cohort barely watched the recordings during term; views went from 230 in term to 730 by the exam (Edwards and Clinton). A systematic review of 16 studies in university mathematics found 9 of 16 concluded a negative relationship with attainment and one a positive one, and studies reporting an attendance drop measured 23-30% (Lindsay and Evans 2021). At the University of Aberdeen, an observational study of 347 students found attendance and recording use both predicted better grades in Year 1 only (Nordmann et al. 2019), and across all years (N = 290) no compelling evidence that recordings harmed grades (Nordmann et al.). A broader 2021 review of lecture capture covered 71 journal articles, mostly from the U.S., UK and Australia (Banerjee 2021, Computers and Education).

Playback speed

Students speed lectures up, at little cost up to double speed. In a survey of 123 UCLA undergraduates, 85% said they watch lecture videos faster than normal (Murphy et al. 2022, Applied Cognitive Psychology). In the same paper's randomized experiment with 231 undergraduates, comprehension barely fell at 1.5x or 2x but declined beyond 2x (Murphy et al.); at 2x the lectures ran at 314 and 332 words per minute (Murphy et al.).

Flipped classrooms

A 2021 second-order meta-analysis of 15 meta-analyses with 156,722 participants found flipped classrooms improved higher-education outcomes with a mean effect size of 0.37 after adjustment for publication bias (Hew et al. 2021, Australasian Journal of Educational Technology). A meta-analysis of 317 studies found flipped classes beat lectures on seven of eight outcomes, with effects of g = 0.20-0.53 and large differences between studies (Bredow et al. 2021, Review of Educational Research). Video editing matters too: in Guo, Kim and Rubin's edX data, students engaged more with videos that cut between the instructor and slides or code, which 60% of one course's videos did (Guo, Kim and Rubin 2014).

Captions as a study aid

Most students who use captions are not deaf. In a 2016 survey of 2,124 students at 15 U.S. universities, run by Oregon State University Ecampus with captioning vendor 3Play Media, 98.6% of caption users found them helpful (Oregon State University), 75% used them as a learning aid (Oregon State), and 70% of students without hearing difficulties used captions at least some of the time (Oregon State Ecampus). Only 13% had registered with disability services (Oregon State). Captions were often missing: 27% did not know whether their course videos had them, and only 12.2% said transcripts were available for all, most or many videos (Oregon State Ecampus).

What students and faculty prefer

Preferences swung back toward campus after the pandemic, though survey samples and wording differ by year, so these are not one trend line. In EDUCAUSE's 2022 survey of U.S. undergraduates (n = 820), 29% preferred courses mostly or completely online, up from 9% in 2020 (EDUCAUSE), while 49% preferred meeting other students face to face (EDUCAUSE). In its 2023 survey of 1,951 students at 10 U.S. institutions, 53% preferred traditional on-site courses (EDUCAUSE), 71% preferred labs on site, but only 43% exams (EDUCAUSE), and 82% said every student should be able to take part in whatever way works for them (EDUCAUSE). Among 982 faculty in 2023, 53% preferred to teach on site (EDUCAUSE) and 18% completely online, against 9% in 2019 (EDUCAUSE), when 73% preferred mostly or completely on site (EDUCAUSE); 68% preferred one modality per course a term (EDUCAUSE). Tyton Partners, a consultancy, surveyed 2,048 U.S. students in spring 2023: 69% preferred hybrid, blended or online formats, with hybrid the single most popular at 22% (Tyton Partners).

What does the law require of college video?

Public U.S. colleges must caption and audio-describe their web and course video, from April 26, 2027 for state universities and other public entities serving 50,000 people or more, under the Justice Department's ADA Title II rule as amended in 2026 (28 CFR 35.200, eCFR). Smaller public entities and special districts, which include many county community colleges, have until April 26, 2028 (eCFR). The rule adopts WCAG 2.1 Level AA, which means captions on prerecorded and live video and audio description of prerecorded video (Level AA, @LAW-021|W3C), with an alternative or audio description required even at Level A (W3C); sign-language interpretation is Level AAA and not required (W3C).

The first deadline had been April 24, 2026; DOJ's interim final rule of April 20, 2026 pushed every date back a year (DOJ, Federal Register). DOJ said it had overestimated covered entities' staffing and technology capacity (DOJ) and named higher education advocacy associations among those who asked for the delay (DOJ). It put the savings at $2.775 billion in present value (DOJ) against a restated 10-year compliance cost of $24.7 billion (DOJ).

Course video is covered

DOJ dropped the exception it had proposed in 2023 for password-protected course content, so video inside a learning management system must meet the standard on the same dates (DOJ, 2024 final rule). Live captioning applies on the same schedule; No commenters argued for an outright exception to captioning (DOJ). A public state university is a large entity even in a small town, because it is an arm of its state, while a community college in a county of 35,000 is a small one (DOJ).

Five exceptions apply, starting with Archived web content (28 CFR 35.201), which old video meets only under 4 conditions, including being kept only for reference and stored in a clearly marked archive (28 CFR 35.104). Preexisting social media posts are exempt, but a college's YouTube or Instagram videos posted after its compliance date are covered (28 CFR 35.201(e)). Nonconformance is excused only when it has a minimal impact, so small that disabled users get a substantially equivalent experience (28 CFR 35.205). DOJ and the Education Department already told colleges in May 2023 that lectures, admissions information, sporting events and graduations posted on YouTube are an institution's own service and must be accessible (DOJ and Education, joint letter).

What DOJ thinks it costs

DOJ estimated the 2024 rule covers 91,489 state and local government entities running 109,893 websites (DOJ), with $16.9 billion of implementation costs in the first three years (DOJ) and benefits of $5.3 billion a year once fully implemented (DOJ). For a small community college it estimated a 10-year cost of $4,721,508 in present value (DOJ regulatory flexibility analysis), of which $3,617,001 is for remediating course content, more than three times the website line (DOJ), or about $553,504.8 a year per college (DOJ). Small independent community colleges are the only small government type whose cost exceeds 1% of revenue, at 1.05 percent (DOJ).

Enforcement

Two settlements set the template for captioning public college video. The National Association of the Deaf sued Harvard in February 2015 (U.S. District Court, D. Mass.). Harvard's 2019 consent decree requires older video to be captioned within five business days of a request (consent decree), new content on its official YouTube, Vimeo and SoundCloud channels to be captioned within two years (consent decree), industry-standard live captioning of university-wide live streams (consent decree), reports every six months on captioning requests (consent decree), and up to $1,575,000 in attorneys' fees (D. Mass.). MIT's 2020 decree requires captions at posting from 60 days after it took effect (D. Mass.), captions within 7 business days of a request for content from before 2019 (D. Mass.), live captioning of public live streams with captions on replays within 7 business days (D. Mass.), and fees of up to $1,050,000 (D. Mass.). On December 2, 2022 a court approved a DOJ consent decree requiring UC Berkeley to make its public online content, including YouTube video, accessible (DOJ).

The Education Department's Office for Civil Rights covers about 6,000 postsecondary institutions under Section 504 and Title II (OCR). It received 19,201 complaints in fiscal 2023 (OCR), 6,749 of them about disability (OCR), with 186 Section 504/Title II allegations about technology accessibility (OCR), and a record 22,687 in fiscal 2024 (OCR); disability complaints totalled 27,620 from 2021 to 2024 (OCR). By May 2023 OCR had resolved more than 1,000 digital-access cases (DOJ and Education) and opened 100 proactive reviews of digital accessibility in May 2022 (DOJ and Education).

The UK rules are looser on video

UK public bodies, universities included, must make video published after 23 September 2020 accessible (legislation.gov.uk), but live time-based media is exempt (legislation.gov.uk), and the monitoring body marks live captions Exempt in its tests (Government Digital Service). A body may claim disproportionate burden if it explains the gap (legislation.gov.uk); 37% of detailed-test cases closed with such a claim, missing audio description being GDS's example of costly retrofits (GDS). The standard is WCAG 2.2 AA plus an accessibility statement (GOV.UK); apps built for students or staff are not covered (GOV.UK). From January 2022 to September 2024 GDS found 29,787 issues on 1,203 public sites and 21 apps, 55.3% fixed during monitoring (GDS); Further Education colleges were among the areas it worked through (GDS), and 85% of monitored sites had an accessibility statement at first check (GDS).

What do colleges spend on advertising?

Only publicly traded education companies have to say, and the ones that do spend roughly a tenth to a fifth of revenue on it. In their own 10-K filings, the eight listed U.S. postsecondary and online-program companies we read reported the following for their latest fiscal year (nonprofit and public colleges publish no comparable line; IPEDS does not collect one).

Shares we calculated divide the reported expense by the same filing's revenue; expense lines differ in scope (Grand Canyon's includes marketing staff), so compare them loosely. American Public Education's wider selling and promotional line, which includes marketing staff, was $137.3 million in 2025 (10-K). These companies enroll mostly online students: about 91% of Perdoceo's students were in fully online programs at the end of 2025 (10-K); Strategic Education's U.S. segment averaged 86,285 students (10-K) and Grand Canyon University had 131,826 (10-K).

The online program manager 2U shows the ceiling. It spent $372.1 million on marketing and sales in 2023, 39.3% of its $946.0 million revenue (2U 10-K), said that marketing produced enrollments seven to twelve months later on average (2U 10-K), served more than 260 university and corporate clients (2U 10-K), carried $948.4 million of debt (2U 10-K) and filed for Chapter 11 on July 25, 2024 (2U 8-K).

Which video platforms do colleges use?

Teaching video runs on a few specialist platforms, described here in their sellers' own words. Kaltura says it serves more than 40% of U.S. R1 research universities, down from "more than 50%" in its 2024 report because the 2025 Carnegie update added 41 universities to the R1 list (Kaltura 10-K); its Enterprise, Education and Technology segment made up 74% of 2025 revenue (Kaltura 10-K). Panopto says 2,000+ organizations use its platform and 11 million people use it daily (Panopto, undated) and YuJa 1,000+ organizations (YuJa, undated); neither publishes a method. Instructure, maker of the Canvas learning management system where most course video is posted, had 8,085 higher-education and K-12 customers at the end of 2023, including all Ivy League universities (Instructure 10-K), revenue of $530.2 million (Instructure 10-K), and was bought by KKR for about $4.8 billion in 2024 (Instructure 8-K).

Online degree platforms: Coursera's catalog comes from more than 200 universities and 175 companies (Coursera 10-K) and listed 50+ online degrees and postgraduate diplomas at the end of 2025 (Coursera 10-K); its Degrees segment earned $51.0 million in 2023, its last year reported separately (Coursera 10-K).

YouTube itself is a learning platform. It reported more than 5.5 billion views of learning and how-to content in the U.S. in June 2025 (YouTube), more than 20 million users of its AI "Ask" button on academic videos in December 2025 (YouTube) and 3.5 million in-video quiz answers a month in early 2025 (YouTube). When YouTube EDU turned one in March 2010 it had more than 300 college partners (YouTube) and more than 350 full courses (YouTube).

What the popular higher education video numbers really say

Seven video statistics recur on enrollment-marketing agency blogs, edtech vendor sites and statistics roundups. We traced each as far back as public records go. Two came from real surveys whose population was dropped in the retelling, two from vendors' own customer data with no comparison group, one from a single course study read as a rule, and two have no study behind them.

"80% of students say video influenced their decision"

It came from Google, and it was about online universities only. In a Google-commissioned survey by Greenberg of 317 U.S. prospective students planning to attend an online university, fielded in 2017-2018, 80% said an online video influenced their application (Think with Google, Internet Archive capture). Full Fabric, which sells admissions software, repeats the 80% and adds that the same logic applies to on-campus programs, which the survey did not ask (Full Fabric, 2025). The related "82% of students watch college videos" is RNL's 2023 E-Expectations survey (above: 82%), which ran from January 16 to February 20, 2023 (RNL) and measured viewing and self-rated helpfulness, not influence. We found no source for "students watch N videos before choosing a college". Use instead: RNL's 2025 figure, 83% of college-bound students used campus videos, with its vendor label.

"Students who watch video are 2.7 times (or 5 times) more likely to enroll"

It is one college's self-selected comparison. RNL, which sells personalized video, reports that at Pacific Lutheran University in 2023-24, 33.9% of the 1,328 admitted students who opened their personalized financial-aid video enrolled (RNL) against 12.4% of the 2,178 who did not (RNL), and calls that 2.7X (RNL). Students who open a college's aid video are already more interested, so this does not show what the video caused. The same deck's "up to 5x more likely to enroll" names no school, year or sample (RNL). Use instead: the raw counts, labelled as one college's self-selected comparison.

"Viewers retain 95% of a message in video, 10% in text"

No study exists. Insivia, the marketing agency the line traces to, now says it came from a small survey of about 200 B2B buyers it ran in the late 2000s and was directional; no students were in it (Insivia). It has been recast for colleges: RNL's 2025 personalized-video deck says 95% of a message is retained with personalized video (RNL), Enrollify repeats 95% quoting an RNL speaker (Enrollify, December 2024) and KWALL, a web agency for colleges, gives 95% with no source (KWALL, 2022). An AI video tool tells educators 69% of people prefer learning by video, with no source (Vivideo, 2026). Use instead: nothing. For learning effects, see the flipped-classroom meta-analyses above.

"The ideal educational video is six minutes"

It is a 2012 engagement ceiling, not a learning optimum. Guo, Kim and Rubin measured how long students kept watching, and whether they attempted the next problem, in 6.9 million sessions across four edX courses from fall 2012; median engagement stopped rising at about six minutes (ACM Learning at Scale 2014). It did not test learning. An AI video tool now tells educators that about 6 min is where engagement "peaks" and that "shorter wins" (Vivideo, 2026). Use instead: the study's own scope, and the playback-speed experiment above for how students actually consume lectures.

"Lecture capture kills attendance" and "it doesn't"

Both sides overstate. Panopto, which sells lecture capture, reviewed 75 studies and says that of 34 covering attendance only four found a decrease, so 88% found "little or no" negative impact (Panopto, 2020); that is the vendor's own selection and count, not a meta-analysis. The best-known study on the other side covers one UK module, 161 students before and 160 after (Edwards and Clinton 2019). A survey of 694 University of Liverpool biology students found most said recordings did not change their attendance (FEBS Open Bio, 2023) but about one-third skipped more (FEBS Open Bio). Use instead: the course-level evidence in the teaching section; effects vary by course and student.

"YouTube is the second-largest search engine" and "61% of prospective students search on YouTube"

The first is a 2008 comScore table misread; the second is a real survey of adult learners, widened. In comScore's November 2008 U.S. search table, the "YouTube/All Other" line, which counts Google's other properties too, logged 2,791 million searches against 2,620 million for Yahoo (comScore), but comScore itself ranked Yahoo second with 2.6 billion (comScore). (Our thumbnail and CTR page traces the same line to comScore's August 2008 report; both months tell the same story.) A 2026 statistics page calls YouTube the second-largest search engine "globally" (Web Tonic) and Carnegie Higher Ed tells colleges it is the second-largest in a 2013 post still live in 2026 (Carnegie Higher Ed). The 61% is from a March 2025 survey by UPCEA and Search Influence of 760 U.S. adults ages 18 to 60 interested in online or continuing education: 61% use YouTube as a search engine when researching programs (Search Influence, with UPCEA). Click Vision restates it as 61% of "prospective students" (Click Vision, 2026), dropping that they were adult learners. A 2012 Google deck, built on Compete clickstream data from 2011, found 62% of prospective students who watch video used YouTube and 57% college websites (Google deck). KWALL's "42% of teens use YouTube to research colleges" has no source we could find (KWALL); the nearest published figure, a 2012 Zinch survey, said 38% of high schoolers used social media in general to decide where to enroll (YPulse).

"Virtual tours raise applications 16% (or inquiries 80%)"

These are vendor figures that disagree with each other. EAB, which sells Appily virtual tours, says partners with a tour on their profile see a 16% higher application rate and 60% higher deposit rate, with no comparison group or period (EAB). Its own 2025 Impact Report gives +12% applications and +30% deposits, comparing students who personalize their tour with those who don't (EAB). YouVisit, now part of EAB, advertises "as much as 80%" more inquiries with no clients, period or baseline named (YouVisit). None is causal. Use instead: EAB's Impact Report figure, labelled as vendor data on self-selected students.

Every popular claim our research pages trace, 462 in all, is on one page: popular video statistics, fact-checked.

How we built this page

We started from the questions people search for about higher education video statistics and looked for the organization that actually produced each answer. Every figure on this page sits in an evidence ledger with its source, the exact table or paragraph it came from, the measurement period, the population measured, and the date we checked it. This edition holds 329 figures from 54 publishers.

On November 1, 2026, each of the sourced figures on this page was re-fetched with the fetch cache cleared and matched against the recorded wording: NCES Digest tables and Condition of Education indicators, National Student Clearinghouse reports, BLS Occupational Employment and Wage Statistics (through the BLS API), the Federal Register, eCFR and the Justice Department's and Education Department's own documents, the Harvard and MIT consent decrees, W3C and UK government pages, the 10-K and 8-K filings of eight education companies, Kaltura, Coursera, 2U and Instructure on SEC EDGAR, surveys by RNL, Pew Research Center, Common App, NACAC, Lumina Foundation and Gallup, Encoura, Carnegie, Academica Group, EDUCAUSE, Tyton Partners and Inside Higher Ed, peer-reviewed studies, and the original pages behind each popular claim. educause.edu, w3.org, ed.gov and thinkwithgoogle.com refuse scripts or no longer show the figures, so those rows were read through Internet Archive captures; one PubMed Central article was matched through NCBI's E-utilities API after the site served a bot check. Our own figures come from a headless-browser read of the homepages of the 300 largest U.S. colleges by undergraduate enrollment on the same day. We left out Niche (it refuses scripts), EAB's 2025 student survey (behind a form), NACAC's member-only dashboards, Panopto's student survey (no sample or dates published), Echo360's customer counts (they only load with JavaScript) and the EU accessibility directive (EUR-Lex served a bot check).

We only cite the producer: government agencies, regulators, company filings and official posts, and the survey owner's own report. We do not cite statistics roundups, Statista-style aggregators, or salary sites without a public method. We did not bypass paywalls or sign-up forms; where a full report was gated, we used only the figures its publisher states publicly.

Figures marked "our calculation" are arithmetic on the cited numbers, and anyone can reproduce them:

This edition contains no Mark Studios customer data.

Limitations

• Most survey data on prospective students is vendor data. RNL, Encoura, Carnegie, EAB and Academica sell enrollment services to colleges; RNL's 2025 survey publishes its sample and dates, several Encoura releases do not.
• No independent study measures what video does to enrollment. The popular multiples come from vendors' self-selected comparisons; see the last section.
• Nonprofit and public colleges publish no advertising totals. The spending table covers only listed, mostly online, education companies, and their expense lines differ in scope.
• The teaching research is mostly single-course. Lecture-capture studies cover one module or one university; the meta-analyses pool very different designs.
• Our crawl sees one visit to one page. 4 of 300 homepages could not be read; video behind unlabelled controls is missed; the set is mostly large public universities and community colleges.
• BLS counts only salaried jobs. Freelancers and agencies colleges hire for video are not in the occupation counts.

How to cite this page

For a single figure, cite the original publisher named next to it, and link here if the verification trail is useful to your readers. Each figure has its own anchor, so you can link straight to it, for example https://www.markstudios.com/research/higher-education-video-statistics#DRV-003. To cite the page as a whole:

Mark Studios. "Higher Education Video Statistics." Last verified Nov 1, 2026. https://www.markstudios.com/research/higher-education-video-statistics

@misc{markstudios_higher_education_video_statistics_2026,
  author = {{Mark Studios}},
  title = {{Higher Education Video Statistics}},
  year = {2026},
  month = nov,
  url = {https://www.markstudios.com/research/higher-education-video-statistics},
  note = {Last verified 2026-11-01}
}

Our calculations and the evidence table are free to reuse with attribution and a link to this page. Each underlying figure remains the claim of its original publisher, and some publishers ask for a link when their figures are reused.

Sources

Download the evidence table (CSV)

1. National Center for Education Statistics (NCES), U.S. Department of Education, Digest of Education Statistics, Table 311.15. Number and percentage of students enrolled in degree-granting postsecondary institutions, by distance education participation, location of student, level of enrollment, and control and level of institution: Fall 2023 and fall 2024 (2026-03). Accessed 2026-11-01.
2. National Center for Education Statistics (NCES), U.S. Department of Education, Condition of Education: Undergraduate Enrollment (indicator cha) (2023-08). Accessed 2026-11-01.
3. National Center for Education Statistics (NCES), U.S. Department of Education, Digest of Education Statistics, Table 311.15. Number and percentage of students enrolled in degree-granting postsecondary institutions, by distance education participation, location of student, level of enrollment, and control and level of institution: Fall 2020 and fall 2021 (2022-12). Accessed 2026-11-01.
4. National Center for Education Statistics (NCES), U.S. Department of Education, Condition of Education: Postbaccalaureate Enrollment (indicator chb) (2023-08). Accessed 2026-11-01.
5. National Center for Education Statistics (NCES), U.S. Department of Education, Digest of Education Statistics, Table 311.33. Selected statistics for degree-granting postsecondary institutions that primarily offer online programs, by control of institution and selected characteristics: Fall 2022 and academic year 2021-22 (2024-01). Accessed 2026-11-01.
6. National Center for Education Statistics (NCES), U.S. Department of Education, Digest of Education Statistics, Table 312.10. Total enrollment and enrollment in exclusively distance education courses of the 120 largest degree-granting postsecondary institutions, by selected characteristics and institution: Fall 2021 (2023-01). Accessed 2026-11-01.
7. National Student Clearinghouse Research Center, Spring Enrollment: Undergraduate Growth Continues While Graduate Enrollment Holds Steady (press release, Final Spring Enrollment Trends report) (2026-06-04). Accessed 2026-11-01.
8. National Student Clearinghouse Research Center, Fall Undergraduate Enrollment Shows Overall Growth Despite Decline at Private Colleges (press release, Final Fall Enrollment Trends report) (2026-01-15). Accessed 2026-11-01.
9. National Student Clearinghouse Research Center, Total Higher Ed Enrollment Holds Steady in Preliminary Fall Enrollment Trends Report (press release) (2026-10-29). Accessed 2026-11-01.
10. National Center for Education Statistics (NCES), U.S. Department of Education, Condition of Education: College Enrollment Rates (indicator cpb) (2024-05). Accessed 2026-11-01.
11. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Film and Video Editors in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
12. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Camera Operators, Television, Video, and Film in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
13. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Producers and Directors in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
14. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Audio and Video Technicians in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
15. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Special Effects Artists and Animators in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
16. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for All Occupations in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
17. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Public Relations Specialists in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
18. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Graphic Designers in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
19. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Instructional Coordinators in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
20. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Postsecondary Teachers in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
21. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Film and Video Editors in All Industries in the United States (2026). Accessed 2026-11-01.
22. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Audio and Video Technicians in All Industries in the United States (2026). Accessed 2026-11-01.
23. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Audio and Video Technicians in Junior Colleges in the United States (2026). Accessed 2026-11-01.
24. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Producers and Directors in Junior Colleges in the United States (2026). Accessed 2026-11-01.
25. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Employment for Instructional Coordinators in Junior Colleges in the United States (2026). Accessed 2026-11-01.
26. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Film and Video Editors in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
27. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Camera Operators, Television, Video, and Film in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
28. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Audio and Video Technicians in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
29. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Instructional Coordinators in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
30. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Public Relations Specialists in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
31. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Special Effects Artists and Animators in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
32. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Producers and Directors in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
33. U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), OEWS series: Annual median wage for Postsecondary Teachers in Colleges, Universities, and Professional Schools in the United States (2026). Accessed 2026-11-01.
34. RNL (Ruffalo Noel Levitz), with Halda, 2025 E-Expectations Trend Report (2025). Accessed 2026-11-01.
35. RNL (Ruffalo Noel Levitz) and StudentBridge, E-Expectations Series: Engaging Prospective Students Through Virtual Experiences and Video Content (2023 E-Expectations Trend Report webinar deck) (2023-08). Accessed 2026-11-01.
36. RNL (Ruffalo Noel Levitz), 2024 High School Student College Planning Report (2024). Accessed 2026-11-01.
37. Carnegie (with CollegeXpress), Summer Research Series: College Choice Trends 2025 (2025-07). Accessed 2026-11-01.
38. Encoura (Eduventures Research), Eduventures Student Sentiment Research Report Reveals Changing Views of College-Bound High School Students (press release) (2022-09-22). Accessed 2026-11-01.
39. Academica Group, A Look at the UCAS 2022: The Role of Social Media (2023-03-20). Accessed 2026-11-01.
40. Academica Group, #Applied: How Applicants use Social Media to Explore PSE (2025-05-09). Accessed 2026-11-01.
41. Pew Research Center, Teens, Social Media and AI Chatbots 2025 (2025-12-09). Accessed 2026-11-01.
42. Pew Research Center, Americans' Social Media Use 2025 (2025-11-20). Accessed 2026-11-01.
43. Common App, End-of-season report, 2025-2026: First-year application trends (2026-08-20). Accessed 2026-11-01.
44. National Student Clearinghouse Research Center, Clearinghouse Enrollment Insights Series: Final Fall Enrollment Trends (2026-01-15). Accessed 2026-11-01.
45. National Association for College Admission Counseling (NACAC), Factors in the Admission Decision (2024). Accessed 2026-11-01.
46. Encoura, Student-Centered Research Re-Evaluates College Planning Through Students' Eyes (press release for the 2026 College Planning Report) (2026-04-02). Accessed 2026-11-01.
47. Encoura (Eduventures Research), The New Power Players in College Decisions: Millennial Parents (press release, Eduventures 2026 Prospective Parent Research) (2026-09-17). Accessed 2026-11-01.
48. Lumina Foundation and Gallup, The State of Higher Education 2026 (2026-05). Accessed 2026-11-01.
49. Kaltura, The State of Video in Education 2018 (2018-07-01). Accessed 2026-11-01.
50. Inside Higher Ed (Gallup), 2019 Survey of Faculty Attitudes on Technology (2019-10-30). Accessed 2026-11-01.
51. Higher Education (Edwards & Clinton), A study exploring the impact of lecture capture availability and lecture capture usage on student attendance and attainment (2018-06-05). Accessed 2026-11-01.
52. Mathematics Education Research Journal (Lindsay & Evans), The use of lecture capture in university mathematics education: a systematic review of the research literature (2021-02-15). Accessed 2026-11-01.
53. Higher Education (Nordmann et al., University of Aberdeen / University of Glasgow), Turn up, tune in, don't drop out: the relationship between lecture attendance, use of lecture recordings, and achievement at different levels of study (2018-11-03). Accessed 2026-11-01.
54. Computers & Education (Banerjee), To capture the research landscape of lecture capture in university education (2020-09-30). Accessed 2026-11-01.
55. Applied Cognitive Psychology (Murphy et al., UCLA), Learning in double time: The effect of lecture video speed on immediate and delayed comprehension (2022-01-01). Accessed 2026-11-01.
56. Australasian Journal of Educational Technology (Hew et al.), On the use of flipped classroom across various disciplines: Insights from a second-order meta-analysis (2021-05-10). Accessed 2026-11-01.
57. Review of Educational Research (Bredow et al.), To Flip or Not to Flip? A Meta-Analysis of the Efficacy of Flipped Learning in Higher Education (2021-12-01). Accessed 2026-11-01.
58. ACM Learning @ Scale (Guo, Kim & Rubin), How Video Production Affects Student Engagement: An Empirical Study of MOOC Videos (2014-03-04). Accessed 2026-11-01.
59. Oregon State University, Closed captions, transcripts aid learning for almost all students (2016-10-31). Accessed 2026-11-01.
60. Oregon State University Ecampus Research Unit (Linder), Student Uses and Perceptions of Closed Captions and Transcripts: Results from a National Study (2018-01-01). Accessed 2026-11-01.
61. EDUCAUSE, 2022 Students and Technology Report: Methodology and Acknowledgments (2022-10-03). Accessed 2026-11-01.
62. EDUCAUSE, 2022 Students and Technology Report: Rebalancing the Student Experience - Modality Preferences (2022-10-03). Accessed 2026-11-01.
63. EDUCAUSE, 2023 Students and Technology Report: Flexibility, Choice, and Equity in the Student Experience - Empowering Students to Choose (2023-08-28). Accessed 2026-11-01.
64. EDUCAUSE, 2023 Faculty and Technology Report: A First Look at Teaching Preferences since the Pandemic - Modality Preferences (2023-08-21). Accessed 2026-11-01.
65. Tyton Partners, Time for Class 2023 press release (2023-06-21). Accessed 2026-11-01.
66. Office of the Federal Register / U.S. Department of Justice (eCFR), eCFR: 28 CFR Part 35 Subpart H -- Web and Mobile Accessibility (2026-04-20). Accessed 2026-11-01.
67. World Wide Web Consortium (W3C), Web Content Accessibility Guidelines (WCAG) 2.1 (2025-05-06). Accessed 2026-11-01.
68. U.S. Department of Justice, Civil Rights Division, Extension of Compliance Dates for Nondiscrimination on the Basis of Disability; Accessibility of Web Information and Services of State and Local Government Entities (interim final rule, 91 FR 20902) (2026-04-20). Accessed 2026-11-01.
69. U.S. Department of Justice, Civil Rights Division, Nondiscrimination on the Basis of Disability; Accessibility of Web Information and Services of State and Local Government Entities (final rule, 89 FR 31320) (2024-04-24). Accessed 2026-11-01.
70. Office of the Federal Register / U.S. Department of Justice (eCFR), eCFR: 28 CFR 35.104 Definitions (2026-04-20). Accessed 2026-11-01.
71. U.S. Department of Justice and U.S. Department of Education (joint), Dear Colleague Letter on Online Accessibility at Postsecondary Institutions (2023-05-19). Accessed 2026-11-01.
72. U.S. District Court, D. Mass. (court filing hosted by Cohen Milstein Sellers & Toll, class counsel), NAD v. Harvard University, No. 3:15-cv-30023-KAR, Plaintiffs' Assented-To Motion for Preliminary Approval of Class Action Settlement (Docs. 200-201) with proposed Consent Decree (2019-11-27). Accessed 2026-11-01.
73. U.S. District Court, D. Mass. (consent decree hosted by DREDF, co-counsel), NAD v. Massachusetts Institute of Technology, Civil Action No. 15-30024-KAR, Consent Decree (2020-02-18). Accessed 2026-11-01.
74. U.S. Department of Education, Office for Civil Rights, Office for Civil Rights FY 2023 Report to the President and Secretary of Education (2024-05-01). Accessed 2026-11-01.
75. U.S. Department of Education, Office for Civil Rights, Protecting Civil Rights: Highlights of Activities, Office for Civil Rights 2021-2025 (2025-01-15). Accessed 2026-11-01.
76. legislation.gov.uk (The National Archives); UK Government, The Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018 (SI 2018/952), as made (2018-08-28). Accessed 2026-11-01.
77. Government Digital Service (GOV.UK), Accessibility monitoring of public sector websites and mobile apps from 2022 to 2024 (2024-12-17). Accessed 2026-11-01.
78. Government Digital Service (GOV.UK), Understanding accessibility requirements for public sector bodies (2024-09-30). Accessed 2026-11-01.
79. Covista Inc., formerly Adtalem Global Education (SEC Form 10-K), Covista Inc. (formerly Adtalem Global Education) Form 10-K for fiscal year ended June 30, 2026 (2026-08-06). Accessed 2026-11-01.
80. Grand Canyon Education, Inc. (SEC Form 10-K), Grand Canyon Education, Inc. Form 10-K for fiscal year ended December 31, 2025 (2026-02-18). Accessed 2026-11-01.
81. Strategic Education, Inc. (SEC Form 10-K), Strategic Education, Inc. Form 10-K for fiscal year ended December 31, 2025 (2026-02-27). Accessed 2026-11-01.
82. Perdoceo Education Corporation (SEC Form 10-K), Perdoceo Education Corporation Form 10-K for fiscal year ended December 31, 2025 (2026-02-19). Accessed 2026-11-01.
83. Coursera, Inc. (SEC Form 10-K), Coursera, Inc. Form 10-K for fiscal year ended December 31, 2025 (2026-02-23). Accessed 2026-11-01.
84. Universal Technical Institute, Inc. (SEC Form 10-K), Universal Technical Institute, Inc. Form 10-K for fiscal year ended September 30, 2025 (2025-11-26). Accessed 2026-11-01.
85. American Public Education, Inc. (SEC Form 10-K), American Public Education, Inc. Form 10-K for fiscal year ended December 31, 2025 (2026-03-12). Accessed 2026-11-01.
86. Lincoln Educational Services Corporation (SEC Form 10-K), Lincoln Educational Services Corporation Form 10-K for fiscal year ended December 31, 2025 (2026-03-02). Accessed 2026-11-01.
87. 2U, Inc. (SEC Form 10-K), 2U, Inc. Form 10-K for fiscal year ended December 31, 2023 (2024-03-06). Accessed 2026-11-01.
88. 2U, Inc. (SEC Form 8-K), 2U, Inc. Form 8-K, July 25, 2024 (Item 1.03 Bankruptcy or Receivership) (2024-07-25). Accessed 2026-11-01.
89. Kaltura, Inc. (SEC Form 10-K), Kaltura, Inc. Form 10-K for fiscal year ended December 31, 2024 (2025-02-20). Accessed 2026-11-01.
90. Kaltura, Inc. (SEC Form 10-K), Kaltura, Inc. Form 10-K for fiscal year ended December 31, 2025 (2026-03-16). Accessed 2026-11-01.
91. Panopto (vendor), Panopto homepage (undated). Accessed 2026-11-01.
92. YuJa (vendor), YuJa homepage (undated). Accessed 2026-11-01.
93. Instructure Holdings, Inc. (SEC Form 10-K), Instructure Holdings, Inc. Form 10-K for fiscal year ended December 31, 2023 (2024-02-21). Accessed 2026-11-01.
94. Instructure Holdings, Inc. (SEC Form 8-K, Exhibit 99.1), Instructure to be Acquired by KKR for $4.8 Billion (Exhibit 99.1 to Form 8-K) (2024-07-25). Accessed 2026-11-01.
95. Coursera, Inc. (SEC Form 10-K), Coursera, Inc. Form 10-K for fiscal year ended December 31, 2023 (2024-02-22). Accessed 2026-11-01.
96. YouTube (Google), New tools for teachers and students to improve the learning experience on YouTube (2026-04-28). Accessed 2026-11-01.
97. YouTube (Google), More courses, more colleges: YouTube EDU turns one (2010-03-25). Accessed 2026-11-01.
98. Google (Think with Google), Online university application statistics - Think with Google (2019). Accessed 2026-11-01.
99. Full Fabric, Why Video Works So Well in Higher Education Marketing (2025-09-23). Accessed 2026-11-01.
100. Ruffalo Noel Levitz, How to Utilize Data-Driven Personalized Videos (slides) (2025-07). Accessed 2026-11-01.
101. Insivia, Why Do Viewers Retain 95% of a Video Message, But Only 10% of Text? (2026). Accessed 2026-11-01.
102. Enrollify, How AI and Personalized Video Are Transforming Student Engagement (2024-12-11). Accessed 2026-11-01.
103. KWALL, Videography Is More Important Than Ever in Higher Ed Recruiting (2022-02-17). Accessed 2026-11-01.
104. Vivideo, AI Video for Education (2026-07-13). Accessed 2026-11-01.
105. Panopto, 75 studies reveal the impact of lecture capture (2020-01-14). Accessed 2026-11-01.
106. FEBS Open Bio (Wiley; PMC full text), Lecture capture affects student learning behaviour (FEBS Open Bio) (2023-02). Accessed 2026-11-01.
107. comScore, Comscore Releases November 2008 U.S. Search Engine Rankings (2008-12-19). Accessed 2026-11-01.
108. Web Tonic, Education Video Marketing Statistics: Benchmarks & Data for 2026 (2026). Accessed 2026-11-01.
109. Carnegie Higher Ed, Digital Byte: Ring in the New Year with a YouTube Campaign (2013-01-17). Accessed 2026-11-01.
110. UPCEA, AI Tools Are Driving Prospective Student Decisions, UPCEA and Search Influence Research Shows (2025-10). Accessed 2026-11-01.
111. Search Influence (with UPCEA), AI Search in Higher Education: How Prospects Search in 2025 (2025-10). Accessed 2026-11-01.
112. Click Vision, Education Marketing Statistics: Benchmarks & Trends for 2026 (2026-06-05). Accessed 2026-11-01.
113. Google (deck re-hosted by Lafayette College), Google Insights on Education (presentation, 2012) (2012-05). Accessed 2026-11-01.
114. KWALL, Short-Form Videos are Essential Tools for Engaging Students (2021-06-02). Accessed 2026-11-01.
115. YPulse, Nearly 70% of high school students are turning to social media to research college options... (2012-09-28). Accessed 2026-11-01.
116. EAB, Appily Tours (virtual tours) product page (2026). Accessed 2026-11-01.
117. EAB, Appily Tours 2025 Impact Report (updated Jan 2026) (2026-01). Accessed 2026-11-01.
118. YouVisit (EAB), College Campus Visit (Not stated). Accessed 2026-11-01.

Update policy and change log

We re-verify every figure quarterly and when a major source publishes a new edition. The next scheduled review is February 2027. Corrections go to contact@markstudios.com.

• Nov 1, 2026: First published with 329 figures from 54 publishers, each checked against its original source.