We studied over 1,500 random SaaS companies, analyzing more than 12,300 data points, to uncover how they use video on their websites, from homepage videos and GIFs to product demos. Discover what we found in our latest WayaFrame 2027 State of SaaS Video Report.
Table of Contents
Key Takeaways
- 32.3% of SaaS companies use video on their homepage.
- 30.5% of SaaS companies use autoplay video, GIFs, or both.
- Only 3.7% of SaaS companies feature a demo video on their homepage.
- Only 11.1% of SaaS companies with homepage video also use a demo video.
- Accounting software has the highest homepage-video adoption at 44.9%.
- E-commerce platforms have the lowest homepage-video adoption at 24.0%.
- Project Management Software has the highest demo-video adoption at 8.0%.
- One video is the median number of homepage videos among SaaS companies using video.
Video has become one of the most visible ways SaaS companies explain, demonstrate, and differentiate their products online. But how widespread is video really across SaaS websites?
Are SaaS companies using video primarily to create movement and visual interest, or are they using it to explain products and demonstrate how software works?
To answer these questions, WayaFrame, an AI-powered video marketing platform, studied the website of 1,536 SaaS companies randomly sourced from G2, covering five major SaaS categories:
- Project Management Software
- Marketing Automation Software
- E-Commerce Platforms
- Video Conferencing Software
- Accounting Software.
We examined whether each company’s homepage contained video, whether the homepage used autoplay or GIF-based motion, the number of videos and video GIFs present, and whether the homepage featured a product demo video.
The result is a snapshot of how SaaS companies are currently using video on their most important marketing asset: the homepage.
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The Key Findings
Here’s what we found after analyzing more than 12,300 data points across over 1,530 randomly selected SaaS companies and their websites.
1. Two-thirds of SaaS homepages still don’t use video
Our study uncovered that:
- 32.3% had a video on their homepage.
- 67.7% did not
This is perhaps the clearest finding in the study.
Despite the widespread availability of video production tools, embedded players, product-recording software, and animated website elements, homepage video is not yet a default component of SaaS marketing.
The conventional assumption that modern SaaS websites are increasingly “video-first” is therefore not supported by this dataset.
Instead, the SaaS market appears to be divided between companies that have incorporated video into their homepage experience and a much larger group that continues to rely primarily on static design, screenshots, illustrations, product interfaces, and written messaging.
WayaFrame finding
The homepage video is mainstream enough to be strategically important but not common enough to be considered table stakes.
That distinction creates an opportunity for SaaS brands that can use video more effectively than competitors.
2. SaaS companies use motion almost as often as they use video
Our dataset contains a particularly interesting relationship between homepage video and autoplay/GIF usage.
Overall:
- 30.5% used autoplay, GIFs or both.
- 32.3% had homepage video.
Among companies with homepage video, 91.9% also had an autoplay/GIF signal.
By comparison, only 3.7% of companies without homepage video had an autoplay/GIF signal.
In other words, autoplay and GIF usage are strongly associated with the presence of homepage video.
This suggests that video is often being deployed as part of the visual experience of the homepage rather than exclusively as a traditional “watch this video” asset.
The implication is important.
SaaS companies are increasingly treating video as a design component, not simply as a piece of content.
A video can function as:
- a hero background
- a product animation
- a looping interface demonstration
- a visual explanation
- an animated GIF
- an autoplay product sequence
- or a conventional click-to-play video.
WayaFrame finding
The future of SaaS website video is not necessarily a video player. It is motion embedded into the interface.
3. Product demos are dramatically underused
Only 3.7% of the companies we studied featured a demo video. This is one of the strongest opportunities identified by the research.
Homepage video is relatively common at 32.3%, but actual product demonstrations are much less common.
Among the 496 companies with homepage video, only 55 featured a demo video, equivalent to approximately 11.1%.
That means the vast majority of SaaS companies using homepage video are doing something other than explicitly demonstrating the product.
This creates an important distinction between:
Video for attention and video for product understanding.
A visually engaging hero video may help create interest, establish brand personality, or make a website feel more dynamic.
But a product demo does something different; help prospects understand what the software actually does.
For complex SaaS products, this distinction matters.
A buyer can read a headline such as “AI-powered workflow automation platform,” but seeing the product perform the workflow can communicate value much faster.
WayaFrame finding
SaaS has adopted video faster than it has adopted product demonstration.
That gap represents one of the clearest opportunities for SaaS marketers heading into 2027.
4. Accounting software is the most video-forward category
Our study found that accounting SaaS companies have the highest homepage-video adoption, with a homepage-video adoption rate almost 21 percentage points higher than e-commerce platforms.
| Category | Homepage Video | Autoplay/GIF | Demo Video |
| Accounting Software | 44.9% | 42.3% | 0.0% |
| Project Management Software | 36.6% | 33.1% | 8.0% |
| Video Conferencing Software | 36.3% | 38.0% | 1.7% |
| Marketing Automation Software | 29.6% | 27.9% | 2.1% |
| E-Commerce Platforms | 24.0% | 22.8% | 1.2% |
| All SaaS | 32.3% | 30.5% | 3.7% |
It also has the highest rate of autoplay/GIF usage at 42.3%.
However, there is an important caveat: none of the accounting software companies in the dataset have a demo video on the homepage.
This suggests that accounting software companies may be particularly interested in visual storytelling and motion while relying on other mechanisms for product demonstration.
5. E-commerce platforms are the least likely to use homepage video
E-commerce platforms recorded the lowest homepage-video adoption in the dataset.
Only 24.0% of the 333 companies analyzed had homepage videos.
That compares with:
- 44.9% for Accounting Software
- 36.6% for Project Management Software
- 36.3% for Video Conferencing Software
- 29.6% for Marketing Automation Software
The result is notable because e-commerce software is often highly visual by nature.
Yet the platforms providing e-commerce infrastructure are not necessarily using video prominently on their own websites.
This may indicate that many e-commerce SaaS companies prioritize screenshots, customer examples, interface previews, feature grids and other forms of visual communication instead of video.
WayaFrame finding
A product category being visually demonstrable does not automatically translate into higher website-video adoption.
6. Project management software leads the demo-video category
Project management software tells a very different story. We analyzed 513 project management software companies and here’s what we found:
- 36.6% had homepage video.
- 33.1% used autoplay/GIF.
- 8.0% had a demo video.
That 8.0% demo rate is more than twice the overall SaaS rate of 3.7%.
Among project management software companies that had homepage videos, approximately 21.3% also had demo videos.
This is the highest demo-video penetration of any category in the study.
The category makes intuitive sense for this type of video strategy.
Project management products can be difficult to communicate through a static feature list because their value is often demonstrated through workflows:
- Creating a project
- Assigning work
- Changing statuses
- Viewing dashboards
- Collaborating with teammates and
- Tracking progress.
A short product demonstration can show that workflow more effectively than a paragraph of copy.
WayaFrame finding
The SaaS categories that are easiest to understand through workflows appear to have a stronger case for product-led video.
7. Video conferencing companies use motion heavily, but not demos
Video conferencing software had a homepage-video adoption rate of 36.3%.
However, its autoplay/GIF rate was even higher at 38.0%.
This was the second-highest motion rate in the study after accounting software.
Yet only 1.7% of video conferencing companies were marked as having a demo video.
This produces an interesting contrast.
Video conferencing companies are among the most likely SaaS businesses to use visual motion, but that does not necessarily mean they use traditional product demos.
The product category may naturally lend itself to visual storytelling. Video calls, collaboration interfaces, virtual meetings, and communication scenarios can be communicated through short looping sequences without requiring a conventional explanatory demo.
WayaFrame finding
Video-rich websites do not necessarily equal demo-rich websites.
8. Marketing automation sits in the middle of the market
Marketing automation software had:
- 29.6% homepage video adoption
- 27.9% autoplay/GIF adoption
- 2.1% demo-video adoption
The category sits below the overall SaaS average for homepage video but above e-commerce platforms.
Its relatively low demo-video penetration is notable because marketing automation software can also involve complicated workflows involving campaigns, segmentation, automation rules, analytics, and integrations.
This suggests that many companies in this category may still be relying on traditional SaaS messaging techniques rather than using video to visualize the actual workflow.
9. GIFs are a smaller but meaningful part of SaaS website design
We found that 9.7% of the analyzed SaaS companies have at least one video GIF.
Overall, companies recorded an average of 0.19 video GIFs per homepage, but the median was zero.
Video GIF adoption varied by category:
- Video Conferencing Software: 12.8%
- Project Management Software: 11.1%
- E-Commerce Platforms: 9.9%
- Accounting Software: 7.7%
- Marketing Automation Software: 6.9%
Video conferencing therefore had the highest proportion of sites with at least one GIF.
This supports the broader finding that SaaS companies are not using one universal video format.
GIFs appear to occupy a niche between static imagery and conventional video: they can demonstrate interface behavior without requiring a traditional video player.
The SaaS Video Adoption Gap
The research reveals three distinct levels of video adoption.
Level 1: Static SaaS
Approximately 67.7% of companies had no homepage video.
These companies represent the traditional SaaS homepage model: headline, supporting copy, screenshots, product UI, features, customer logos, and calls to action.
Level 2: Motion SaaS
Approximately 30.5% of companies used autoplay, GIFs or both.
Here, video becomes part of the visual experience.
The objective may be attention, visual explanation, product visualization, or brand storytelling.
Level 3: Demonstration SaaS
Only 3.7% of companies featured a demo video.
This is the smallest group. These companies use video not simply to create movement but to help explain the product itself.
This creates a significant opportunity. The market is much further along in visual motion than it is in product demonstration.
State of SaaS Video Report: Category Benchmarking
Accounting Software
Accounting software had the strongest overall homepage-video adoption.
Homepage video: 44.9%
Autoplay/GIF: 42.3%
Demo video: 0%
Accounting companies appear highly willing to use motion, but the data suggests that their video strategy is not centered on homepage product demos.
Project Management Software
Project management was one of the strongest categories overall.
Homepage video: 36.6%
Autoplay/GIF: 33.1%
Demo video: 8.0%
This category has the strongest evidence of using video to communicate the actual product.
Video Conferencing Software
Video conferencing companies had a strong visual presence.
Homepage video: 36.3%
Autoplay/GIF: 38.0%
Demo video: 1.7%
The category appears particularly comfortable with motion but relatively less likely to use a formal demo video.
Marketing Automation Software
Marketing automation was close to the overall market average.
Homepage video: 29.6%
Autoplay/GIF: 27.9%
Demo video: 2.1%
There remains substantial room for more product-led video.
E-Commerce Platforms
E-commerce platforms were the least likely category to use homepage video.
Homepage video: 24.0%
Autoplay/GIF: 22.8%
Demo video: 1.2%
This makes e-commerce software the clearest “low-video” category in the dataset.
What Our Study Says About SaaS Video in 2027
Our findings point to three broader conclusions.
1. Video has not replaced traditional SaaS website design
The majority of SaaS websites still do not use homepage video.
Video should therefore not be viewed as a universal requirement.
The competitive advantage comes from using it where it communicates something that static content cannot communicate as effectively.
2. Motion is becoming a design language
Autoplay and GIF usage are almost as prevalent as homepage video itself.
This suggests that the evolution of SaaS video is partly happening outside traditional video players.
Video is increasingly becoming part of the interface.
3. Product demos remain an underdeveloped opportunity
Only 3.7% of the full sample used a homepage demo video.
For SaaS companies selling complex products, this is a major gap.
The industry has invested heavily in making websites look dynamic but has invested less heavily in showing prospects how the software actually works.
What the Findings Mean for SaaS Video Marketers
Our study shows that SaaS companies are using video, but many are still using it primarily as a visual element rather than as a tool for explaining their products.
For SaaS video marketers, the opportunity is not simply to add more videos to a website, but to use each video with a clear purpose.
Use Video to Explain Complex Products
If your SaaS product is difficult to understand from a headline or feature list, use a short explainer video to show what it does and why it matters. Focus on the problem, the solution and the outcome rather than trying to explain every feature.
Demonstrate the Product
Product demos are still uncommon across SaaS websites, making them one of the clearest opportunities identified in this study. Show prospects how the product works by walking through a real workflow, featuree or use case instead of relying entirely on screenshots and written descriptions.
Show Workflows, Not Just Features
When your product involves multiple steps, use video to show the complete workflow. A visitor can often understand how a platform fits into their daily work more quickly by watching a process than by reading a list of individual features.
Use Short Videos for Visual Engagement
Not every video needs to be a full product demonstration. Short looping videos, animations, and autoplay clips can make a homepage more engaging while highlighting an interface, feature or product experience without requiring visitors to press play.
Use Video to Build Trust
Give prospects a closer look at the real product, customer experience, or people behind the software. Showing the actual interface can make an abstract SaaS offering feel more tangible and give potential customers greater confidence before they book a demo or start a trial.
Use Video to Reduce Friction
A good video should answer questions before a prospect has to ask them. Use video to clarify how the product works, who it is for, what problem it solves, and what users can expect after signing up.
Match the Video to the Buyer’s Journey
Use different types of video for different stages of the buying process. An animated or short visual video can create awareness, an explainer can build understanding, a product demo can support evaluation, and a customer story can strengthen confidence before conversion.
Don’t Add Video Just Because Competitors Do
The study does not suggest that every SaaS website needs video. If a product is easier to understand through screenshots, interactive elements, or concise copy, adding video simply for the sake of having video may create unnecessary friction. The right question is whether video communicates something more effectively than the alternatives.
State of SaaS Video Report 2027: Final Thoughts
The SaaS industry has not become universally video-first. It has become selectively video-driven.
Our analysis shows that about one in three SaaS companies uses homepage video, while only a small fraction use video to demonstrate their actual products. That gap points to the biggest opportunity for SaaS video marketers in 2027: moving beyond video as visual decoration and using it as a product communication tool.
The competitive advantage may not come from producing more videos but from producing more useful ones. The strongest SaaS video may not be the most cinematic or elaborate. It may be a 45-second product walkthrough that shows a prospect exactly how the software solves the problem they came to the website to solve.
For SaaS companies, the question is no longer simply “Should we use video?” It is “What can we help our customers understand faster with video?”
The State of SaaS Video in One Sentence:
SaaS websites are becoming more comfortable with motion, but the biggest opportunity is turning video from visual decoration into product demonstration.