In a world where workplace learning must compete with competing demands for attention, interactive video is rapidly rising as the most effective tool in online training. Traditional methods like text-heavy modules or standard video lectures simply don’t hold up against formats that invite the learner to participate, respond, and choose their learning path. For training managers focused on engagement, performance and measurable outcomes, interactive video is not just a trend — it’s the training format of the future.
Interactive video blends the rich visual storytelling of traditional video with dynamic elements that encourage learner participation: quizzes, decision points, clickable nodes, hotspots and real-time feedback. These features elevate an otherwise passive experience into a two-way dialogue between the learner and the content.
Unlike static video, interactive video keeps learners mentally “in the game,” which is why organisations increasingly invest in it as part of their digital learning strategies. For training professionals in the UK and beyond, the question is no longer should we use interactive video? but how do we implement it effectively for maximum impact?
Recent research highlights the growing appetite for video in workplace learning — and specifically interactive formats:
95% of UK companies use video as a core part of employee training, signalling video’s central role in modern organisational learning.
83% of UK employees say learning and development opportunities influence whether they accept a job, showing that engaging training formats are not just nice-to-have, but essential for attraction and retention.
Across global learner statistics, 72% of online learners prefer interactive video over traditional content because it helps them stay engaged and absorb material more deeply.
Separate industry data indicates 92% of learners find interactive video more engaging than passive video content — a powerful endorsement for training impact.
Taken together, these trends make one thing clear: interactive video is becoming the expected standard for online training — not a nice add-on.
Each of these factors will make interactive video more effective for your training goals. Goster can help walk you through putting together an interactive video for yourself or provide you with options if you should require us to do this for you. This consultation on interactive video is available during your free discovery call.
Interactive video turns watching into doing. Built-in quizzes, pop-up questions and hotspots require learners to think, choose, and act — which significantly strengthens attention and cut-through compared to passive viewing.
Rather than waiting until the end of a module or a separate assessment, learners get immediate responses to their inputs. This helps them understand mistakes as they occur and reinforces correct behaviour, improving retention and confidence.
By using branching decisions — where learners choose what to explore next — interactive video delivers personalised journeys that feel tailored to individual needs rather than one-size-fits-all training.
Interactive video platforms provide advanced data on learner behaviour: where people pause, which questions they struggle with, and how they navigate the content. These insights help trainers refine modules and intervene proactively where learners need support most.
Traditional video training has value — it’s scalable, clear and easy to distribute. But research shows substantial benefits when interactive elements are added:
Interactive content increases engagement by up to 66% compared to non-interactive video. BusinessCloud
Learners who engage with interactive video complete viewing at higher rates and show stronger comprehension versus those consuming linear video. ResearchGate
The result? Training that doesn’t just happen — it sinks in.
Interactive video isn’t just an abstract concept — forward-looking organisations are using it right now across the UK to boost training effectiveness:
Scenarios and decision points can simulate real-world consequences without risk, helping employees learn what to do before things go wrong.
Branching videos can allow learners to make decisions in simulated conversations, boosting confidence and skill transfer.
Interactive scenarios help new hires practice product knowledge and customer interactions in a way that traditional slide decks never could.
Clickable hotspots can walk learners through machines or systems step-by-step, connecting visual content with practical tasks.
If you’re considering integrating interactive video into your online training strategy, here’s a practical roadmap:
Identify which videos would benefit most from interactivity.
Start with modules where engagement and retention are critical.
Look for solutions that support branching, analytics and easy editing.
Use analytics to refine before rolling out company-wide.
Ask learners what works — and iterate.
The growing body of research and UK learner preferences make one thing clear: interactive video isn’t a fleeting trend — it’s the future of online training. By making learning active, personalised and measurable, interactive video delivers engagement, retention and performance improvements that training teams need in a competitive talent landscape.
For forward-looking training managers, embracing interactive video today means stronger learning cultures tomorrow. Reach out to us for a free 15 minute discovery call to explore some options for putting together your own interactive videos.
(These were used to research UK statistics and interactive video engagement referenced in the article.)
FirstMedia — Interactive Training Videos Benefits
https://www.firstmedia.co.uk/interactive-training-videos firstmedia.co.uk
Learning Technologies — Data on AI Video Training Engagement
https://www.learningtechnologies.co.uk/exhibitor-news/effective-ai-video-training-heres-data-shows Learning Technologies 2026 UK
Cinema8 — How Interactive Video Shapes Online Training
https://cinema8.com/blog/interactive-video-is-the-future-of-online-training Cinema8
WiFiTalents — Digital Transformation & E-Learning Statistics
https://wifitalents.com/digital-transformation-in-the-elearning-industry-statistics/ WifiTalents
ReelMind — E-Learning Trends & Interactive Video Engagement
https://reelmind.ai/blog/e-learning-statistics-video-viewership-trends Reelmind
ResearchGate — Study on Interactive Video Engagement
https://www.researchgate.net/publication/386117703_The_Effectiveness_of_Interactive_Videos_in_Increasing_Student_Engagement_in_Online_Learning
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