The State of Video in 2026: What Toronto Businesses Need to Know

Published: July 16, 2026

I talk to a lot of people who need a video. Sometimes it’s a nonprofit trying to raise money. Sometimes it’s a business that finally decided to invest in telling their story the right way.

But almost always, they start the conversation the same way:

“I have no idea who to hire.”

And honestly? I get it.

If you type “video production company Toronto” into Google right now, you get hundreds of results. Everyone has a website. Everyone has a reel. Everyone says they are the best. It is overwhelming.

So let me share what we’ve learned in 2026 about where the industry is headed—and what actually works.

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The Toronto Video Scene Has Changed

If you haven’t hired a production company in a few years, the landscape looks different now.

The industry is busier than ever. Ontario film and television spending jumped 40 percent in 2024 to over $2.5 billion. That rebound brought a lot of new players into the market. Some of them are great. Some of them are learning as they go.

At the same time, the bar for quality has gone up. Audiences have watched so much content that they can spot a lazy production from a mile away. A video that would have impressed people five years ago now feels dated.

The good news? Toronto has world-class crew. Over 35,000 skilled technicians work in this city across film, television, and commercial production. The talent is here. The challenge is finding the right team for what you actually need.

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The Big Shift Nobody Talks About

Here is something interesting that happened in 2026.

Technology made it easier than ever to create video content. Cameras are cheaper. Editing software is simpler. AI can generate scripts and rough cuts in minutes.

On paper, anyone can be a video production company now.

But here is the thing that did not change: actually making something that people want to watch is still hard.

The technology lowered the barrier to entry, but it raised the bar for quality. When everyone has access to the same tools, the only thing that separates good work from forgettable work is experience, taste, and judgment. You cannot buy those things. You only get them by doing this for a long time.

Average daily video consumption has increased by 47% since 2024, and mobile devices now account for over 75% of all video views. But here’s the paradox: audiences demand broadcast-quality production values even on social media platforms, yet they also expect authentic, relatable content.

That means businesses can’t afford to cut corners—and they can’t afford to sound like a robot, either.

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5 Trends Defining Video Production in 2026

1. AI Is a Tool, Not a Replacement

AI has moved from experimental technology to an essential production tool. 77% of organizations now use AI video—for writing scripts, editing footage, and improving accessibility.

But here’s the key: the most successful video strategies in 2026 use AI to handle repetitive technical tasks while preserving human creativity for strategic storytelling and emotional connection.

AI can generate a rough cut. It cannot tell you if a moment feels real.

2. Virtual Production Is No Longer Experimental

Toronto-based LED volume studios had a busy first quarter of 2026, supporting projects for global brands including Pepsi, Ziploc, PwC, and Wendy’s. Virtual production has moved from “promise” to “proof.”

Agencies are increasingly choosing virtual production because they value the control it gives them on shoot day.

3. Short-Form Video Dominates Discovery

Short-form video under 60 seconds captures 82% of social media engagement. TikTok has over 30 million active users in the UK alone, who spend an average of 49.5 hours per month on the platform.

But here’s what most businesses get wrong: short-form video is for discovery. Long-form is for depth. You need both.

4. Enterprise Video Is Scaling—and Struggling

78% of organizations feel pressure to produce more video over the next 12 months, and 46% call that pressure significant or extreme.

But creation is no longer the main bottleneck. The harder problem is governance, deployment, and measuring ROI. 53% of leaders cannot account for what their organization published in the last 90 days.

That’s where working with an experienced production partner makes the difference.

5. Authenticity Wins Every Time

Creator-style content and user-generated content are more popular than ever. Professional video content generates 12x more shares than text and images combined—but only if it feels real.

Audiences can smell a scripted corporate monologue from a mile away. The videos that perform best in 2026 are the ones that tell honest stories.

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How to Actually Choose a Video Production Company

Let me give you a framework that works.

Look past the reel. Everyone has a reel. A reel is just the best 60 seconds of someone’s entire career. It does not tell you if they can handle your specific project. Ask to see full projects similar to what you want to make.

Ask who is actually shooting your project. Some companies send a junior crew while the owner takes the meetings. That is fine if you know it going in. Just ask. You want to know exactly who will be on set.

Understand their process. A good production company has a clear process. Pre-production. Shooting. Post. They should be able to explain it in plain language. If they cannot, that means they are making it up as they go.

Check their references. Not the quotes on the website. Real references. Ask to talk to a past client who had a similar project.

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The Bottom Line

Video in 2026 is more accessible than ever—and more competitive.

The companies that win are the ones that combine the efficiency of new technology with the judgment that only comes from experience. They understand that a video isn’t just content. It’s a business asset that drives engagement, builds brand authority, and delivers measurable ROI.

If you’re ready to tell your story the right way, we should talk.

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Skyrex Productions is a Toronto-based video production company specializing in corporate videos, documentaries, and branded content. We’ve been doing this long enough to know what works—and we’re always learning what’s next.

Contact us today to start your project.