{
  "schema_version": "1.1",
  "id": "video-95-percent-retention",
  "slug": "video-95-percent-retention",
  "url": "https://groundedkit.com/claims/video-95-percent-retention/",
  "api_url": "https://groundedkit.com/api/claims/video-95-percent-retention.json",
  "claim": "Viewers retain 95% of a message in video vs 10% in text",
  "commonly_cited_as": "\"Studies show viewers retain 95% of a video message\"",
  "verdict": "unsourced",
  "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.",
  "confidence": "high",
  "rating": {
    "value": 1,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Insivia (agency)",
    "title": "Why Do Viewers Retain 95% of a Video Message, But Only 10% of Text?",
    "year": "late 2000s"
  },
  "quote": "It was directional. It was not a peer-reviewed neuroscience study.",
  "method": "The originator describes a small, unpublished survey of ~200 B2B buyers; no data or method published.",
  "drift": [
    "Precision: a directional pattern became a 'scientific' fact"
  ],
  "interest": "Insivia sells marketing services, including video.",
  "safe_rephrasing": "Don't cite 95%/10%. If needed, say video can improve recall for complex topics, and cite peer-reviewed work on dual coding.",
  "sources": [
    {
      "title": "Insivia — origin explanation",
      "url": "https://www.insivia.com/why-does-video-convert-better-than-text/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "late 2000s",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}