Stop Thinking MP4: The Future of Video Is Platform-First
For years, MP4 has been the default answer to the question, “How do we share a video?”
But that’s the wrong question.
The real question is: What do you want your video to do?
From Text Files to Google Docs
Remember when documents lived as .txt files? They worked everywhere — but they were bare bones. No formatting. No collaboration. No comments.
Today, nobody in your team asks, “Can I download this as a .txt?” when working in Google Docs. Why? Because you’d lose:
- Real-time collaboration
- Version history
- Sharing permissions
- Comments and feedback
The platform replaced the file as the center of value.
Video is going through the same shift.
From JPEGs to Canva
JPEGs and PNGs are universal. But when teams want to design together, they don’t just swap files. They open Canva, Figma, or Photoshop Online.
Why? Because platforms bring:
- Versioning
- Collaboration
- Access anywhere
- Easy export when you need it
No designer says: “I only care about a PNG.” They care about working together on the design.
Why MP4 Is the Wrong Default for Video
Think about your L&D workflows:
- Version chaos: “final_v3_FINAL.mp4” — sound familiar?
- Slow feedback: Emailing files back and forth, waiting days for comments.
- No analytics: Did learners watch the whole video? Where did they drop off? No idea.
- Limited access control: Sure, you can lock down a file in Google Drive, but that’s it.
MP4 is today’s PDF: a static, frozen file. Useful as a backup — but not enough as a learning tool.
What Platforms Unlock
1. Real-Time Collaboration & Versioning
Like Google Docs for video.
- SMEs, brand teams, and compliance can all contribute in one place.
- Comments pinned to exact timestamps.
- Version history with rollback safety.
- Faster cycle times: less email, more alignment.
2. Analytics That Close the Loop
Beyond “views.” Modern platforms show:
- Where learners drop off
- Which sections are rewatched
- Completion rates by cohort
Stats:
- How can you iterate to get video where 70% users stay for 10min?
- How does interactivity actually boost engagement and watch time?
Analytics turn video from a one-off event into a continuous improvement loop.
3. Multi-Language Reach
MP4 means one file = one language.
Platforms mean one video = every language.
- Automatic translation and dubbing
- One player, easy language switching
- Learners engage in their native tongue without managing 12 different files
4. Interactivity for Deeper Learning
Video is no longer passive:
- Buttons to skip ahead
- Cards linking to resources
- Forms to check understanding
- Branching paths for role-based relevance
Stats:
- Interactive content can increase retention by up to 60% (source)
And looking ahead: voice agents inside videos will let learners:
- Ask questions and get directed to the right moment
- Practice skills with AI feedback on delivery, not just content
- Go beyond multiple-choice into open-ended, conversational assessments
5. Tangible ROI for L&D
- Every $1 spent on online training yields $30 in productivity gains. (source)
- The corporate eLearning market is projected to grow from $245B to $462B by 2027. (source)
The Takeaway: MP4 Is Backup, Not the Future
Yes, MP4s will always exist. Like .txt or .png, they’re a universal baseline. But the real value lies in the platform: collaboration, analytics, interactivity, and intelligence.
So instead of asking, “Can I download this as MP4?” ask:
- “How can my learners interact with this video?”
- “What can I measure and improve?”
- “How can this scale across languages and audiences?”
A Note on Synthesia
At Synthesia, we believe this is the future of video. That’s why our platform includes:
- Collaborative video creation with comments and versioning
- Analytics that show engagement patterns
- Instant multi-language support
- Interactive elements to turn passive watching into active learning
Whether you use Synthesia or another platform, the shift is already happening. The question is: will you keep defaulting to MP4 — or embrace what video can actually do?
