Data from Wistia’s 2026 State of Video Report reveals why AI is transforming how businesses manage video, even as most teams still leave hosting, organizing, and reporting outside their AI workflow
CAMBRIDGE, Mass. — July 6, 2026 — Wistia, the video marketing platform for businesses, today unveiled its Model Context Protocol (MCP) server, giving marketing, product, and engineering teams a new way to manage their entire Wistia account. The MCP enables Wistia users to create, search, edit, publish, and access analytics using prompts from Claude, Cursor, or ChatGPT directly in the Wistia workflow.
Wistia’s 2026 State of Video Report, an analysis of more than 13 million videos and a survey of nearly 1,000 marketing professionals, found that AI is reshaping video production faster than most marketing stacks can keep up. Teams using AI in their video workflows produce roughly twice as many videos per year, and the share of companies producing video in-house has climbed sharply over the past two years.
The report also identified how businesses are using AI agents to do chores, not create new videos. Organizing, captioning, auditing, and reporting on a growing library are the tasks that have historically eaten the most time and delivered the least strategic value, and teams are now handing them off to AI via Wistia’s MCP.
“Our State of Video report gave us a clear picture of where marketers are in using AI to help make videos, but managing everything they’ve already made is still a grind,” said Chris Savage, co-founder and CEO of Wistia. “The MCP server means you don’t have to leave Claude or Cursor to run your video library. You just ask.”
What teams are actually using it for
Since going live, Wistia’s MCP server has fielded thousands of queries across more than 300 accounts, and early usage shows teams are turning to AI to handle the recurring, high-friction work of running a video library. The most common use cases to date include:
- Finding and understanding content fast. The most-used capability lets someone hand an agent a video ID, a title, or a rough description to immediately get content, saving time and energy digging through folders or squinting at a dashboard.
- Reading captions and transcripts at scale. Teams are asking agents to pull transcripts to summarize videos, extract quotes, or locate a specific moment in a longer recording. The second-most-used capability in the MCP server.
- Auditing and closing accessibility gaps. One customer is running a library-wide caption audit, asking its agent to flag every video missing captions, then order captions for each one, without a person manually clicking through the library.
- Cutting long videos into organized, on-demand assets. Sales and training teams are asking agents to split long-form videos into named chapters and automatically file them in the right folders, turning an hour of manual editing into a single prompt.
- Curating channels and campaigns. Ketch is using the MCP server to manage an entire Wistia channel end-to-end. Tasks like reordering episodes, re-tagging media, standardizing titles and metadata across podcast videos, and pulling captions directly from its AI tool of choice.
- Reporting on performance without opening a dashboard. Ketch and other Wistia users are pulling plays, engagement, and audience data straight into their agent of choice, turning what used to be a login-and-dig exercise into an instant answer.
“We had 90 podcast episodes uploaded over time with inconsistent names and metadata, and cleaning that up would have taken days by hand,” said Stéphane Le Mentec, Director of Demand Generation at Ketch. “With the MCP, it took minutes. Now I’m looking forward to using it for reporting across our site, blog, and podcast channels, which will automate the most manual part of my workflow.”
The report highlights two challenges Wistia’s MCP addresses. Video libraries are growing faster than teams can maintain them, and long-form content is outperforming expectations, with 75% of companies now hosting webinars and ranking them as the second most impactful video type.
Wistia’s MCP server connects directly to a Wistia account and is available today to account owners and managers. Once connected, users can ask their AI tool of choice to search their library, manage and organize media, publish to channels, run webinars, purchase and manage captions and translations, pull performance analytics, and more, all without opening the Wistia app.
More information and setup instructions are available at wistia.com.
About Wistia
Wistia is a video marketing platform built for businesses. Wistia helps marketing teams host, manage, and measure the performance of their video content — from webinars and product demos to social clips and internal training — across the entire customer journey. Wistia’s 2026 State of Video Report, based on a survey of nearly 1,000 marketing professionals and analysis of more than 13 million videos, is available at wistia.com.
