Introduction: In-House Video Production Is Booming — But That’s Not the Whole Story
The Wistia 2025 State of Video Report reveals a major shift: brands are producing more video content in-house than ever before. In 2024, the number of companies producing 51+ videos per year increased by 52% year-over-year (YoY). At first glance, that might look like bad news for agencies and external video production companies.
But it’s not. In fact, this evolution in how companies produce video is creating more opportunity, not less — especially for creative partners who know how to collaborate with in-house teams.
In this article, we’ll explore:
Why brands are bringing video production in-house
What that means for creative agencies, freelancers, and video partners
Why hybrid production models are becoming the new norm
How companies like Melty Cone Video work with in-house teams to scale content output and quality
Let’s dive in.
Why Are More Brands Producing Video In-House?
1. Video Is No Longer Just a “Campaign Asset” — It’s a Constant Need
For modern marketing teams, video has become part of the daily toolkit — not just for big campaigns, but for product demos, social content, training materials, internal updates, and more. With that shift, many brands feel the pressure to increase video output across multiple platforms.
Bringing production in-house helps brands:
Move faster
Control costs
Maintain consistency across content
2. Tools & Technology Make In-House Video Easier Than Ever
Access to affordable cameras, user-friendly editing tools, and platforms like Wistia, Vimeo, and Adobe Express have made in-house video creation more accessible. Even marketing team members with little experience can now shoot and edit quick-turn video.
Example tools:
Descript (easy editing)
Canva Video (templated branding)
Wistia (video hosting + analytics)
3. Brands Want More Control & Brand Consistency
In-house teams allow companies to:
Ensure every video aligns with brand voice and visual guidelines
Reuse assets and footage more easily
Keep sensitive projects internal
Why In-House Doesn’t Mean “No More Agencies”
The Reality: In-House Teams Need Support
While in-house production is growing, very few companies rely solely on internal resources. According to Wistia’s report:
"Most companies today use a combination of in-house teams, freelancers, and agencies to meet their video goals."
In other words, hybrid production is the dominant model — not pure in-house.
Why?
In-house teams often lack the gear, talent, or time for high-end production.
They may be great at quick-turn social content but not equipped for brand films, commercials, or animations.
When bandwidth is maxed out, external partners are a must.
Brands need flexible partners who can plug in, scale up, and elevate quality.
The Rise of the Hybrid Video Production Model
What Is Hybrid Video Production?
A hybrid video production model combines internal content creation (often quick and high-volume) with external creative partnerships (often high-quality or high-concept).
This approach lets brands:
Stretch budget further
Balance speed with quality
Match production level to content need
What This Means for Video Agencies & Production Companies
For video partners like Melty Cone Video, the rise of hybrid models is a growth opportunity. Why?
Because brands need:
Directors, cinematographers, and editors for high-quality productions
Concept development and scripting to bring ideas to life
Post-production specialists for animation, sound design, and finishing
Flexible crews that can scale with content needs
In fact, when in-house teams work with external video experts, they can:
Avoid burnout
Maintain high creative standards
Take on bigger or more ambitious projects
Real-World Examples: How Brands Use Both In-House & External Video Teams
Let’s break down how this hybrid approach looks in practice.
Scenario 1: Social Video In-House, Commercial Video Outsourced
A tech brand produces weekly product tutorials in-house, but brings in a video production company like Melty Cone for a high-concept campaign video.
Scenario 2: Internal Shoots In-House, Post-Production Outsourced
A B2B company shoots customer testimonials themselves, then sends footage to an agency for editing, color grading, and graphics.
Scenario 3: Strategic Collaboration from Pre-Pro to Post
A retail brand partners with an external team from concept through delivery for a major launch — even as their internal team handles day-to-day content.
These models are increasingly common.
How Melty Cone Video Partners with In-House Teams
At Melty Cone Video, we regularly work alongside internal marketing and creative teams. Here’s what we bring to the table:
Creative development: Concepts, scripting, storyboarding
Full-scale production: Crew, gear, direction, and execution
Post-production: Editing, sound design, color, VFX, and motion graphics
🎥 Check out our Work to see recent projects.
Our process is built for collaboration. Whether we’re leading a full shoot or plugging into a brand’s existing framework, we help internal teams scale content without sacrificing quality.
Key Takeaways for Agencies, Brands & Creators
In-house video production is growing, but it’s not replacing agencies — it’s redefining the relationship.
Hybrid models are now the norm: brands combine in-house speed with external expertise.
Agencies and production partners that offer flexible, scalable, high-quality support are more essential than ever.
Creative collaboration is the future — not competition.
Ready to Collaborate with a Trusted Video Production Company?
Whether your team is just starting to build in-house capabilities or looking for a trusted production partner to elevate your next big project, Melty Cone Video is here to help.
✅ Learn about our services
✅ Contact us to discuss your next video
Melty Cone Video is a leading video production company based in New York City, creating commercials, branded content, corporate video, and more for top brands nationwide.
