All Bets Are Off – The New Rules of Video Production
The Video Production Industry is Changing—Fast. Are You Ready?
It feels like we’ve entered a new era—an era where all bets are off. The video production industry, like many others, is experiencing rapid transformation, and many of the old rules no longer apply.
But what exactly is changing? And more importantly, how can you adapt to thrive in this new landscape?
In this post, I’ll break down the biggest shifts affecting video production, what they mean for you, and what you can do to future-proof your business.
The Hard Truth: "So Far, So Good" Isn't Good Enough
There’s a quote from the 90s French film La Haine that perfectly captures where we are right now:
“Heard about the guy who fell off a skyscraper? On his way down, past each floor, he kept saying to reassure himself: So far so good… so far so good… so far so good.
How you fall doesn’t matter. It’s how you land.”
Right now, many videographers and production companies are in a kind of freefall, reassuring themselves that things are fine.
But the landing is coming.
And the truth is, some video businesses won’t survive the fall.
That’s not an exaggeration. It’s a wake-up call.
The question is: Will you adapt, or will you be left behind?
The Biggest Threats to Video Production Businesses Right Now
1. AI is Moving Faster Than You Think
AI isn’t coming—it’s already here.
It’s changing the way video content is created, and jobs are already disappearing.
For example:
AI can generate realistic stock footage, instantly eliminating the need for certain types of b-roll.
OpenAI’s Sora can generate full scenes with cinematic quality.
AI voiceover tools are making human voiceovers obsolete for many clients.
Some commercial real estate companies are now staging properties virtually, eliminating the need for videographers to film physical spaces.
And the scary part? AI doesn’t have to be perfect.
A commercial real estate client recently told me about a tool they use to create virtual walkthroughs. He admitted that you can still tell it’s AI, but then he said something that stuck with me:
“It’s good enough.”
That’s all it takes.
And remember: AI today is the worst it will ever be.
2. Video Content is Becoming a Commodity
In the past, businesses invested in high-quality video production because it was a premium service.
Today, many businesses don’t care about high-end production. They just want consistent, “good enough” content.
The rise of social media and content marketing has created a shift where businesses:
✅ Want regular video content rather than big-budget productions.
✅ Don’t always prioritise quality—just speed and efficiency.
✅ Are using AI and automation to create content in-house.
In other words, the market is becoming more ruthless.
And video production companies that compete on price will lose to AI, outsourcing, or in-house teams.
3. The Old Rules of Business No Longer Apply
Beyond AI, the entire business landscape is shifting:
Outsourcing and in-housing are growing. Many companies are hiring in-house video teams to cut costs.
The cost of living and inflation are changing client priorities. Businesses are being more cautious with budgets.
Competition is fiercer than ever. The barrier to entry for video production is lower, meaning there are more videographers fighting for work.
And yet, many video professionals are still relying on hope.
Hope is NOT a Business Strategy
A conversation I had recently drove this point home.
I was renting gear for a shoot and got into a chat with one of the staff. He mentioned that last year was brutal for many video production businesses.
But this year? He said people seem more optimistic.
I asked him: “What’s making them feel more positive? Are they seeing actual trends? More bookings?”
And he replied:
“I think it’s just human nature to be hopeful.”
That hit me like a gut punch.
This wasn’t based on data or real business movement—it was just hope.
Hope is great. But hope won’t pay your bills.
If you want to thrive, you need to take action—now.
How to Future-Proof Your Video Business
1. Become a Strategic Partner, Not Just a Technician
The biggest risk? Becoming interchangeable.
If clients see you as just another videographer, they’ll:
❌ Go with the cheapest option.
❌ Cut video production from their budget entirely.
❌ Replace you with AI.
To avoid becoming a commodity, position yourself as a strategic partner:
Understand your client’s business goals.
Help them use video as a tool to drive results.
Offer insights beyond filming and editing.
The more valuable you are, the harder you are to replace.
2. Focus on Real Content AI Can’t Replace
AI-generated video is impressive, but it struggles with authenticity.
What does that mean for you? Focus on real, human-driven content.
Case Study Videos – Clients want to see real people telling authentic stories.
Event Filming & Live Streaming – AI can’t capture a live event.
Internal Communications – Company leaders need to connect personally with their teams.
This is the type of work that won’t be easily replaced.
3. Get Out of the Low-Budget Market
The lower the budget, the easier it is for AI or cheap outsourcing to take over.
Instead, move upmarket into industries with strong budgets:
✅ Finance
✅ Healthcare & Pharmaceuticals
✅ Construction
✅ Higher Education
These industries still value high-quality video production.
4. Embrace AI as a Tool, Not a Threat
The people who learn to use AI effectively will lead the industry.
AI can streamline your workflow:
✅ AI editing tools can speed up post-production.
✅ AI-generated transcriptions can save time on scripting.
✅ AI analytics tools can help measure video performance.
Use AI to work faster and smarter—but keep the human touch where it matters.
5. Master Sales & Marketing
The biggest mistake videographers make?
Waiting for work to come to them.
If you rely on word-of-mouth, you’re at the mercy of others.
If you don’t have a lead generation system, you’ll struggle to find clients.
To win in this new era, you need to:
✅ Learn LinkedIn outreach.
✅ Invest in SEO, email marketing, and PPC.
✅ Build case studies & testimonials that prove your value.
The best video businesses own their lead generation.
Final Thoughts: What Will You Do With the Time That is Given to You?
This isn’t the end of the video production industry. But it is the end of business as usual.
Like Gandalf tells Frodo in Lord of the Rings:
“So do all who live to see such times. But that is not for them to decide.
All we have to decide is what to do with the time that is given to us.”
This is your time.
What are you going to do with it?
🚀 Want to Future-Proof Your Video Business?
Learn how to attract high-value clients & build a sustainable video business:
🔗 ryanspanger.com/coaching