2025 Media Stats Report
To stay ahead, teams must not only create more media but also manage it efficiently.
This is driving a growing need for solutions that streamline workflows, enable scalability, and empower teams to compete in a rapidly changing landscape.
Backlight’s annual iconik media stats report is uniquely positioned to provide insights into these trends. As a cloud-native product, iconik analyzes media across both on-premise and cloud storage, offering a comprehensive view of how organizations manage their content. This report stands out as the only publicly available resource about media management data, which has historically been difficult to access.
TL;DR
Cloud migration
- The trend toward cloud data storage is still growing as teams want their media to be remotely accessible. Iconik customers continue to store 30% of their data on-premise and 70% in the cloud.
Rapid data growth
- Data is growing rapidly and needs to be managed. Iconik data has grown to 207.3 petabytes, + 36% YoY. Scalable cloud-native solutions support this rapid media growth.
Rising media demand
- Demand for video and other rich media is increasing. Iconik manages 223.5 years of audio (+ 7% YoY) and 464.5 years of video (+ 41% YoY). Put that all together, and it’s the same as streaming non-stop since the Renaissance.