Movavi study finds global users embrace AI & creative filters

Movavi has released comprehensive findings from a two-year analysis examining the video editing behaviours of 70 million users across 190 countries, focusing on the global use of filters, presets, and AI-driven features.

The research, based on an extensive user base and over 6,000 available video effects, demonstrates that while only 8% of edited videos include colour filters, those who use filters test an average of 200 different variations within a single project. On average, 16 filters are applied to each video where they are featured, suggesting a high level of experimentation among users seeking personalisation in their content.

In addition to filters, the report highlights that 26% of users who move beyond basic editing functions such as cutting and trimming deploy animation tools, making it the most widely used advanced editing feature. Slow-motion effects follow closely, used by 18% of users engaged in advanced editing. "Picture-in-Picture" effects are utilised by 9% of creators, with an average of 12 instances per video, while noise removal tools appear in 8% of all edited videos.

Other less frequently used tools include background removal and video stabilisation, reported to be used by 6% and 2% of users respectively. Despite these smaller user shares, the analysis indicates their consistent application among creators seeking to enhance video quality.

Dmitriy Gripak, Product Manager at Movavi Video Editor, attributed the high level of filter exploration to the availability of user-friendly features. He stated, "Choosing the right filter is a creative challenge, and users want to see all available options. Thanks to features like skimming, quick preview, and mouse-over effects preview, they can easily cycle through hundreds of filters and quickly find the perfect one."

The study also found that geographic location has minimal impact on user behaviour. Gripak commented, "We compared user habits across countries over the past two years and found no significant or statistically meaningful differences." He added, "Globally, we see a steady rise in the adoption of AI-powered tools — automatic subtitles, speech-to-text, background removal, and special effects can now be applied in seconds." This trend indicates a global alignment in the adoption of advanced editing tools regardless of regional differences.

Expert analysis provided further context to these findings. Geoffrey Scott, a marketing expert and regular contributor to GoDaddy.com's Garage Blog, remarked on the changing landscape of video editing expectations. "These numbers confirm a global trend: users don't just want to edit videos — they want to do it quickly and with style. Even beginners are using dozens of filters and effects, which reflects rising expectations for content quality. In my view, the rapid development of AI tools is redefining what people expect from video quality. Automatic transcription, smart editing, music generation — tools like these are on track to become standard features."

Elinor Zucchet, an experienced video project creator for organisations including UNESCO, Expedia, and Yahoo, observed evolving user demands. "These insights align with what I've been seeing. There's clearly a growing interest in slow-motion effects and filters that help create emotional, cinematic videos. Pre-set styles and effects are especially helpful for beginners to start producing visually impressive content more easily. I believe that in the coming years, the demand will be increasing for automation tools and social media integrations — especially for vertical video formats."

Felipe Drumond, a professional video editor and educator based in Brazil, shared local industry trends: "Here in Brazil, there's a clear trend of people exploring filters and animations, especially in short videos for social media. Tutorial videos, makeup content, and recipes, for example, are booming and rely on dynamic and visually impactful editing. I believe mobile editing will continue to grow, and AI-powered tools will make content creation even easier for beginners. On top of that, experienced editors can also benefit from these tools, expanding their creative possibilities even further."

Movavi Video Editor is utilised by over 70 million users in 190 countries and provides access to a substantial library of video effects. The company has increasingly integrated AI features into its product portfolio since 2022 and offers educational versions that are widely used in schools and universities to support digital content creation and remote learning initiatives.