Loom users recorded 93 million videos in 2025, and Atlassian estimates those videos avoided 245 million meetings, yet only 31% of knowledge workers say they have ever used asynchronous video at work (Atlassian Loom, Wakefield Research survey of 7,000 workers, 2026). Atlassian paid approximately 975 million dollars for Loom in 2023, booking 544.8 million dollars of goodwill on an 885.6 million dollar cash consideration, a bet that recorded video can absorb part of the meeting load. That load is real: Microsoft’s 2025 Work Trend Index found employees are interrupted every 2 minutes during core hours, and the true cost of those calendars is broken down in our meeting cost statistics. We aggregated data from Atlassian’s SEC filings, Loom and Wakefield Research, the Microsoft Work Trend Index, a 61,182-employee study in Nature Human Behaviour, the Slack Workforce Index, Vidyard, Wistia, MIT Sloan Management Review and the other primary sources listed in the methodology.
TL;DR
- Atlassian agreed to buy Loom for approximately 975 million dollars, about 880 million in cash (Atlassian Form 10-Q, Q1 fiscal 2024).
- Final cash consideration was 885.6 million dollars; goodwill 544.8 million (Atlassian Form 10-K, fiscal 2024).
- 93 million Loom videos were recorded in 2025, 44 million of them using AI features (Atlassian Loom, 2026).
- Atlassian estimates 245 million meetings were avoided with Loom in 2025 (Atlassian Loom, 2026).
- Only 31% of employees have used asynchronous video at work (Wakefield Research for Loom, December 2025).
- 70% say a short recorded video would have prevented their latest miscommunication (Wakefield Research for Loom, December 2025).
- Workers are interrupted every 2 minutes, about 275 times a day (Microsoft Work Trend Index 2025).
- 30% of meetings span multiple time zones (Microsoft Work Trend Index 2025).
- 57% of work time goes to communicating vs 43% to creating (Microsoft Work Trend Index 2023).
- Firm-wide remote work cut synchronous and raised asynchronous communication among 61,182 employees (Nature Human Behaviour, 2022).
- More than 2 hours a day in meetings is the tipping point for feeling overburdened (Slack Workforce Index, 2023).
- Business video creation rose 88% in 2024 to 943,305 videos on one platform (Vidyard Video in Business Benchmark Report).
1. The Loom Deal: What Atlassian Paid for Async Video
The price tag is the clearest signal of how seriously enterprise software treats async video. Atlassian agreed to acquire Loom for approximately 975 million dollars, inclusive of Loom’s cash balance, with about 880 million dollars in cash and the remainder in equity awards (Atlassian Form 10-Q for the quarter ended September 30, 2023). The filing describes Loom as “an asynchronous video messaging tool that helps users communicate through instantly shareable videos”, and at announcement Atlassian said Loom had 200,000 customers creating almost 5 million videos every month (Atlassian, October 12, 2023).
The closing accounts show what Atlassian was really buying. The deal closed on November 30, 2023 for total purchase consideration of about 885.6 million dollars in cash; 544.8 million dollars went to goodwill and 272.3 million to identified intangibles, led by 230 million dollars of developed technology amortized over 7 years (Atlassian Form 10-K fiscal 2024, Business Combinations note). Roughly 62% of the price (544.8 / 885.6) was goodwill, meaning most of the value sat in expected synergies with Jira and Confluence rather than in Loom’s standalone balance sheet. Atlassian said Loom’s results “were not material” for fiscal 2024.
| Metric | Value | Source |
|---|---|---|
| Announced deal value | About 975 million dollars (about 880 million cash) | Atlassian Form 10-Q, Q1 FY2024 |
| Closing date | November 30, 2023 (100% of equity) | Atlassian Form 10-K, FY2024 |
| Total purchase consideration | About 885.6 million dollars, in cash | Atlassian Form 10-K, FY2024 |
| Goodwill recognized | 544.8 million dollars | Atlassian Form 10-K, FY2024 |
| Identified intangible assets | 272.3 million dollars (developed technology 230 million, 7-year life; trade name 37 million, 8-year life) | Atlassian Form 10-K, FY2024 |
| Replacement equity for Loom employees | 30.2 million dollars in RSUs and 54.7 million in RSAs | Atlassian Form 10-K, FY2024 |
| Deferred revenue assumed | 16.1 million dollars | Atlassian Form 10-K, FY2024 |
| Loom customers at announcement | 200,000 | Atlassian announcement, October 2023 |
Context note: the 975 million dollar headline includes Loom’s own cash, and the acquired balance sheet carried 59.3 million dollars of cash and 43.5 million of marketable securities, which is one reason the closing consideration (885.6 million) differs from the headline value.
2. Loom at Scale: Videos, AI Features and Meetings Avoided
Two years after the acquisition, Loom is less a standalone app than a layer inside Atlassian’s suite. Atlassian reports 93 million Loom videos recorded in 2025, with 44 million using AI features, and estimates 245 million meetings were avoided (Atlassian Loom blog, February 2026). For scale, the 2023 run rate of almost 5 million videos a month equals about 60 million a year (5 million x 12), so recorded volume appears to have grown substantially since the deal, although the two figures come from different disclosures. Loom’s homepage now claims “millions of people across 400,000 companies” and transcripts and captions in 50+ languages (Loom).
Atlassian’s fiscal 2026 annual report folds Loom into a bundle: the Teamwork Collection “brings together Jira, Confluence, Loom, and Rovo”, and the company says it powers more than 350,000 customers worldwide, up from more than 265,000 in September 2023 (Atlassian Form 10-K, fiscal 2026). The meetings-avoided figure should be read as a model, not a count: Loom’s 2025 year in review states its time-savings math assumes that 10 minutes of viewing by a user can avoid the need for a 30-minute meeting.
| Metric | Value | Source |
|---|---|---|
| Loom videos recorded in 2025 | 93 million | Atlassian Loom, 2026 |
| Loom videos using AI features, 2025 | 44 million | Atlassian Loom, 2026 |
| Meetings avoided, 2025 (vendor estimate) | 245 million | Atlassian Loom, 2026 |
| Videos created per month, 2023 | Almost 5 million | Atlassian announcement, October 2023 |
| Companies using Loom | 400,000 (homepage claim) | Loom website, 2026 |
| Caption and transcript languages | 50+ | Loom website, 2026 |
| Atlassian customers | More than 350,000 (FY2026) vs more than 265,000 (September 2023) | Atlassian Form 10-K FY2026; Form 10-Q Q1 FY2024 |
Case study: Datasite says it cut more than 4,050 meetings in its first five months with Loom and saved roughly half a million dollars in meeting time, partly by replacing a 2-hour monthly business review attended by 125 people with a 15-minute recorded recap. Its organization-wide Loom fluency rate was 29% (Atlassian Loom, Datasite case study).
3. The Adoption Gap: Miscommunication and the 31%
The most useful finding for anyone planning an async rollout is how far usage lags the perceived need. Only 31% of employees have used asynchronous video at work, yet 70% say a short recorded video message would have prevented their most recent miscommunication (Wakefield Research for Loom, survey of 7,000 knowledge workers in the US, UK, Germany, France, Spain, Australia and India, December 12-22, 2025). The gap is the market: written chat is where things go wrong, with 42% naming chat as the channel most likely to be misunderstood and 34% naming email.
The cost side of the same survey is large. 80% of workers spent time in the past month on work that turned out to be unnecessary or had to be redone because of a misunderstood written message, almost a third lost more than half a workday that month, and 1 in 5 VP-level and above executives lost more than 24 hours in a single month (Atlassian Loom, February 2026). Loom extrapolates a 203 billion dollar annual US productivity loss by multiplying BLS earnings and employment for professional and business services workers by the survey’s median weekly time lost. The emotional toll, with nearly two-thirds saying miscommunication follows them after work, connects to the trends in our workplace burnout statistics.
| Metric | Value | Source |
|---|---|---|
| Employees who have used async video at work | 31% | Wakefield Research for Loom, Dec 2025 |
| Say a short video would have prevented their latest miscommunication | 70% | Wakefield Research for Loom, Dec 2025 |
| Channel most likely to be misunderstood | Chat 42%, email 34% | Wakefield Research for Loom, Dec 2025 |
| Did unnecessary or redone work due to misread messages (past month) | 80% | Wakefield Research for Loom, Dec 2025 |
| Regularly spend time each week interpreting unclear messages | Nearly 9 in 10 | Wakefield Research for Loom, Dec 2025 |
| VP-level and above who lost 24+ hours in a month to redone work | 1 in 5 | Wakefield Research for Loom, Dec 2025 |
| Personally reprimanded over a misunderstood message | 61% (more than 1 in 4 considered quitting) | Wakefield Research for Loom, Dec 2025 |
| Estimated annual US productivity loss | 203 billion dollars | Loom analysis of BLS data, 2026 |
Context note: this survey was commissioned by Loom, which sells the remedy it tests. The 31% adoption rate is the more conservative and arguably more credible number, because a vendor has no incentive to understate usage.
4. The Meeting Load That Async Video Is Built to Absorb
Async video exists because the synchronous calendar is saturated. Microsoft’s telemetry shows employees are interrupted every 2 minutes during core hours by a meeting, email or ping, about 275 times a day (Microsoft Work Trend Index 2025, Breaking down the infinite workday). The average worker receives 117 emails and 153 Teams messages a weekday, 57% of meetings are ad hoc calls without a calendar invite, and meetings after 8 pm rose 16% year over year.
Distributed teams are the natural async use case, and their share keeps rising: 30% of meetings now span multiple time zones, up 8 points since 2021 (Microsoft Work Trend Index 2025). Meetings also cluster: half of all meetings fall between 9-11 am and 1-3 pm, and Tuesday carries 23% of the week’s meetings. 48% of employees and 52% of leaders say their work feels chaotic and fragmented, and 80% of the global workforce say they lack the time or energy to do their work. For how video platforms themselves are evolving, see our video conferencing statistics.
| Metric | Value | Source |
|---|---|---|
| Interruptions during core hours | Every 2 minutes (about 275 a day) | Microsoft Work Trend Index 2025 |
| Emails and Teams messages per weekday | 117 emails, 153 messages | Microsoft Work Trend Index 2025 |
| Meetings that are ad hoc (no invite) | 57% | Microsoft Work Trend Index 2025 |
| Meetings spanning multiple time zones | 30% (up 8 points since 2021) | Microsoft Work Trend Index 2025 |
| Meetings after 8 pm, year over year | +16% | Microsoft Work Trend Index 2025 |
| Share of meetings on Tuesday vs Friday | 23% vs 16% | Microsoft Work Trend Index 2025 |
| Employees who say work feels chaotic and fragmented | 48% (leaders 52%) | Microsoft Work Trend Index 2025 |
| Workers lacking time or energy for their work | 80% | Microsoft Work Trend Index 2025 |
Context note: the Work Trend Index combines Microsoft 365 telemetry with a survey of 31,000 workers in 31 markets conducted February to March 2025 by Edelman Data x Intelligence. The infinite-workday page reports 57% ad hoc meetings and 50+ messages outside core hours, while the main 2025 report cites 60% and 58 messages, so treat both as approximate.
5. Sync vs Async: What the Research Shows
The strongest evidence that remote work pushes communication toward async comes from inside Microsoft. A study of 61,182 US Microsoft employees over the first six months of 2020 found firm-wide remote work caused a decrease in synchronous communication and an increase in asynchronous communication (Yang et al., Nature Human Behaviour, 2022). The same study found collaboration networks became more static and siloed, with fewer bridges between groups, a reminder that async tools solve scheduling but can deepen silos if nothing replaces the hallway.
Microsoft’s own survey data shows why workers want relief. In its 2023 index, 57% of time went to communicating (meetings, email, chat) versus 43% to creating, 68% said they lack uninterrupted focus time, and only 1 in 3 thought meetings were worth attending (Microsoft Work Trend Index 2023, Will AI Fix Work?). Slack’s research pins the threshold: more than 2 hours a day in meetings is the tipping point where desk workers feel overburdened, and executives (55%) are twice as likely as all desk workers (27%) to say they spend too much time in meetings (Slack Workforce Index, 2023). Recording is the first step toward async, and the AI layer on top of it is covered in our AI meeting assistant statistics.
| Metric | Value | Source |
|---|---|---|
| Employees in remote-work causal study | 61,182 (US Microsoft, January-June 2020) | Yang et al., Nature Human Behaviour 2022 |
| Time spent communicating vs creating | 57% vs 43% | Microsoft Work Trend Index 2023 |
| Lack enough uninterrupted focus time | 68% | Microsoft Work Trend Index 2023 |
| Weekly Teams meetings and calls since February 2020 | 3x (192% increase) | Microsoft Work Trend Index 2023 |
| Meeting recording usage, March 2020 to 2022 | More than doubled | Microsoft Work Trend Index 2022 |
| Daily meeting time at which workers feel overburdened | More than 2 hours | Slack Workforce Index 2023 |
| Say they spend too much time in meetings | 27% of desk workers, 55% of executives | Slack Workforce Index 2023 |
| Time lost searching for answers | 25% of leaders’ and teams’ time | Atlassian State of Teams 2025 |
Context note: Microsoft’s 2022 index (Great Expectations) found weekly meeting time up 252% since February 2020 and meetings under 15 minutes at 60% of all meetings. On meeting-free days, MIT Sloan Management Review’s survey of 76 companies with 1,000+ employees found 47% cut meetings by 40% with two no-meeting days a week and the best results at three (MIT SMR, January 2022). Most recent available data for these items: Microsoft 2022 and 2023, Slack 2023, MIT SMR 2022.
6. Business Video Beyond Loom: Length, Engagement and AI Avatars
Async video is spreading well beyond internal updates into sales, support and training. Vidyard customers created 943,305 videos in 2024, up 88% year over year, and the average user made 37 videos, up 241%, or nearly one every 10 days (Vidyard Video in Business Benchmark Report). The length data carries the practical lesson: 65% of viewers finish videos under 1 minute, but only 20% stay to the end of videos over 20 minutes, even as creators made 420% more videos over 20 minutes long.
AI is the next layer. Vidyard reported a 12x increase in adoption of its AI avatars between April and December 2024, and Wistia’s 2026 State of Video report, based on 900+ professionals and 13+ million videos, found more than a third of teams already use AI in their video workflow, with nearly a quarter more planning to start soon (Wistia State of Video 2026). Atlassian’s earlier research frames the opportunity: its State of Teams 2024 survey of 5,000 knowledge workers and 100 Fortune 500 executives estimated 25 billion work hours a year are lost to ineffective collaboration across the Fortune 500 (Atlassian State of Teams 2024).
| Metric | Value | Source |
|---|---|---|
| Business videos created on Vidyard, 2024 | 943,305 (+88% year over year) | Vidyard Video in Business Benchmark Report (2024 data) |
| Videos per user | 37 (+241%), nearly one every 10 days | Vidyard Video in Business Benchmark Report (2024 data) |
| Viewers finishing videos under 1 minute vs over 20 minutes | 65% vs 20% | Vidyard Video in Business Benchmark Report (2024 data) |
| Growth in videos over 20 minutes | +420% | Vidyard Video in Business Benchmark Report (2024 data) |
| AI avatar adoption, April-December 2024 | 12x increase | Vidyard Video in Business Benchmark Report (2024 data) |
| Teams already using AI in video workflow | More than a third | Wistia State of Video 2026 |
| Fortune 500 work hours lost to ineffective collaboration | 25 billion a year | Atlassian State of Teams 2024 |
| Executives who say teams could deliver the same in half the time | 93% | Atlassian State of Teams 2024 |
Context note: Vidyard’s figures come from its own customer base (anonymized videos created January 1 to December 15, 2024), so growth partly reflects Vidyard’s customer growth, not the whole market. By industry, Vidyard saw video creation rise 436% in education and 280% in consulting between 2023 and 2024.
Summary: Asynchronous Video Messaging by the Numbers
| Metric | Value | Source |
|---|---|---|
| Loom announced deal value | About 975 million dollars | Atlassian Form 10-Q, Q1 FY2024 |
| Loom purchase consideration at close | 885.6 million dollars in cash | Atlassian Form 10-K, FY2024 |
| Goodwill on Loom deal | 544.8 million dollars | Atlassian Form 10-K, FY2024 |
| Loom customers at announcement | 200,000 | Atlassian, October 2023 |
| Loom videos recorded in 2025 | 93 million | Atlassian Loom, 2026 |
| Loom videos using AI features, 2025 | 44 million | Atlassian Loom, 2026 |
| Meetings avoided with Loom, 2025 (estimate) | 245 million | Atlassian Loom, 2026 |
| Companies using Loom | 400,000 | Loom website, 2026 |
| Employees who have used async video at work | 31% | Wakefield Research for Loom, Dec 2025 |
| Say a video would have prevented their latest miscommunication | 70% | Wakefield Research for Loom, Dec 2025 |
| Did unnecessary or redone work from misread messages | 80% | Wakefield Research for Loom, Dec 2025 |
| Interruptions during core hours | Every 2 minutes (about 275 a day) | Microsoft Work Trend Index 2025 |
| Meetings across multiple time zones | 30% | Microsoft Work Trend Index 2025 |
| Ad hoc meetings | 57% | Microsoft Work Trend Index 2025 |
| Time spent communicating vs creating | 57% vs 43% | Microsoft Work Trend Index 2023 |
| Remote-work study sample | 61,182 employees | Nature Human Behaviour, 2022 |
| Meeting overload threshold | More than 2 hours a day | Slack Workforce Index 2023 |
| Business videos created on Vidyard, 2024 | 943,305 (+88%) | Vidyard Benchmark Report |
| Completion, videos under 1 minute | 65% | Vidyard Benchmark Report |
| Fortune 500 hours lost to poor collaboration | 25 billion a year | Atlassian State of Teams 2024 |
Methodology and Sources
Every figure above was read during research for this article in an SEC filing, a company research page, a vendor-commissioned survey with disclosed methodology, or a peer-reviewed journal record. Several sources (Loom, Atlassian, Vidyard, Wistia) sell async video or collaboration tools; their figures are labeled by source and should be read with that interest in mind. Statistics circulating on blogs without a primary document were excluded.
- Atlassian SEC filings: Form 10-Q for the quarter ended September 30, 2023, Form 10-K for fiscal 2024 and its Business Combinations note, Form 10-K for fiscal 2026
- Atlassian: Atlassian acquires Loom (October 12, 2023), State of Teams 2025 (12,000 knowledge workers and 200 executives), State of Teams 2024
- Loom: How to get your team unstuck from constant miscommunication (February 3, 2026), reporting the Wakefield Research survey and 2025 usage data; The Rewind: Loom’s 2025 Year in Review; Datasite case study; Loom homepage
- Microsoft Work Trend Index: Breaking down the infinite workday (2025), 2025: The Year the Frontier Firm Is Born, Will AI Fix Work? (2023), Great Expectations: Making Hybrid Work Work (2022)
- Yang, Holtz, Jaffe, Suri et al.: The effects of remote work on collaboration among information workers, Nature Human Behaviour (2022), abstract read via Europe PMC
- Slack: Workforce Index, after-hours work and productivity (10,333 desk workers, August-September 2023)
- MIT Sloan Management Review: The Surprising Impact of Meeting-Free Days (January 2022)
- Vidyard: Video in Business Benchmark Report (943,305 videos, 2024 data)
- Wistia: 2026 State of Video Report (April 2026)
- Data watch: The 245 million meetings avoided is an Atlassian model based on an assumed 10 minutes of viewing replacing a 30-minute meeting, not a measured count. Loom’s 200,000 customers (2023) and 400,000 companies (2026 homepage) are different metrics and should not be read as customer growth. The Wakefield Research survey was commissioned by Loom, and its 203 billion dollar loss figure is Loom’s own extrapolation from BLS data. Microsoft’s two 2025 pages differ slightly (57% vs 60% ad hoc meetings; 50+ vs 58 messages outside core hours; time-zone meetings described as up 35% since 2021 on one page and up 8 points on the other). Microsoft 2022 and 2023, Slack 2023 and MIT SMR 2022 are the most recent available data for those items, and MIT SMR’s table of percentage changes by number of meeting-free days could not be read in full. Atlassian does not disclose Loom revenue (results were described as not material for fiscal 2024), and no independently verifiable market-size estimate for async video messaging was found, so none is cited. The full State of Teams 2025 PDF exceeded our reader’s size limit, so only its landing-page figure is used. Gartner digital workplace research and Zoom Clips usage were not publicly available in a readable primary document and are not cited.
Last updated: October 3, 2026. We update this roundup quarterly, and the next refresh is expected when Atlassian files its Form 10-Q for the quarter ending September 30, 2026 and Microsoft publishes its 2026 Work Trend Index data.