Last week, Edison published a piece by our creative services director, James Brown, making the case for why video has become essential in investor relations (IR). It’s worth reading.
But the piece didn’t come out of nowhere. It reflects a decision Edison made as a business roughly a year ago: video could no longer be a nice-to-have add-on to our service offering; it needed to be one of our three core strategic pillars. We saw where IR communications were heading, and we acted on it, bringing in James to lead creative services and Alexis Amsellem to build our audience analytics function from the ground up.
I’m sharing this because the data is now beginning to validate that call.
James’s article pointed out that video now accounts for 82.5% of all global internet traffic and that 91% of institutional investors have made an investment decision after sourcing information from digital and social channels. It’s clear that investors today research, discover and engage with companies using a mix of channels, many of them still relatively new.
In that context, the numbers from our own channels are encouraging. Organic views of Edison’s video content – viewers finding and choosing to watch without any paid amplification – have grown more than six-fold over the past 10 months. In June 2026, we recorded more than 9,000 views, a month-on-month record.
What drives genuine engagement, measured by watch time rather than clicks, is also clear: executive interviews. Long-form conversations in which a CEO or CFO speaks directly about their business, their strategy and their outlook capture the viewer’s attention. Not polished corporate presentations, but real people speaking clearly about what they are building and why investors should care – that is what audiences seek out and stay for.
And we’re beginning to see something new in the data. In June, for the first time, our website analytics began tracking visitors arriving directly from AI search tools like ChatGPT, Perplexity, Claude and Gemini as a distinct source. We recorded more than 1,400 visitors in a single month. This is only month one – it will grow.
The direction of travel in IR communications is not ambiguous. Investors are consuming content in video format. They are using AI tools to research companies. The content that is open, accessible and regularly updated is the content that gets found, watched and acted on.
Edison made video a strategic priority because we believe the companies that tell their story, in the formats investors actually use, will build a durable advantage. Our data is starting to prove it.
Fraser Thorne
Chief Executive Officer,
Edison Group
