Typeform, the platform that changes how brands get to know people through some of the most engaging and visual forms on the web, has been on a journey to bring powerful video capabilities to their 150,000+ customers. Video is a perfect solution that supports Typeform’s mission of helping businesses attract people, understand people, and act on what matters to people. Building video into forms lets their customers create more personalized, engaging experiences, adding faces to names and voices to text.
“We knew video would be a standout value-add for many of our customers, so our team rapidly implemented video tools early on, which really gave us a foundation for future innovation,” said Jeff Arese, Senior Engineering Manager at Typeform. “We were maintaining our video capabilities in-house using a custom pipeline in AWS. Everything was built using step functions, custom Lamdas, and Media Convert.”
But scalable video infrastructure is complicated.
“Our in-house video pipeline was expensive and limiting,” Jeff said. “When we had any kind of bug or wanted to make improvements, it required a dedicated video engineer, which wasn’t sustainable.” Typeform’s engineering team wanted to prioritize resources toward building robust video solutions and user-facing features, among other innovations. This drove Typeform to seek out a long-term, sustainable solution — one that would be easy to maintain, cost-effective, and flexible, as well as provide visibility into playback performance and enable the implementation of advanced features like adaptive streaming.
Finding video that Just Works™
Typeform set out to find the right partner as a deliberate, strategic step to scale efficiently and focus on innovation. They considered refining their existing AWS pipeline and even explored online video platforms like Wistia. But when they found Mux, everything clicked.
“With Mux we found implementing the product was easy,” Jeff said “The support was great, as well. When we reached out with questions, the answers were quick and the Mux team was always offering help.”
Mux didn’t just streamline implementation — it allowed Typeform to innovate on their video offering. Features like adaptive streaming gave Typeform the tools to provide high-quality video experiences for every user. Just as importantly, Mux’s video analytics, Mux Data, brought visibility into key performance and adoption data.
“Quality of experience metrics in Mux Data is something that has already given us a lot of insight,” Jeff said. “We can look into details, like if some playbacks are failing, and see which areas may be causing the failure. It’s also a tool that helps us debug problems. All this comes together to help us deliver not only powerful capabilities, but an exceptional customer experience.”
“Recently,” Jeff recounted, “we had one form that went viral. We started to see thousands and thousands of video playbacks and Mux Data allowed us to track it back to the specific form.”
And Mux Player changed the game when it came to video implementation. “Our team was able to come up with a proof of concept, where we could already see the player working in a matter of days, if not hours,” Jeff said. “It was easy. Mux Player has been an amazing, smooth experience.”
Typeform also knew that they would have room to grow if they built on Mux. “Scale was important for us,” Jeff explained. “Proven by the customers Mux worked with, we knew that Mux would be able to handle any usage Typeform would have. And beyond that, it freed up our engineering resources so we could continue to build and scale in other key areas that would empower our users to create better forms, faster, with more insight.”
Video that keeps you clicking
With Typeform’s new video capabilities, users can now add video questions to their forms and collect video answers as well. Typeform saw the impact quickly. Introduced as a critical feature in the company’s newly launched Typeform for Growth plans, the video capabilities saw 24% adoption among Growth customers and drove contributions of more than 2.5% of ARR in under six months.
“Great insights start with great experiences,” Jeff said. “Our latest video innovations transform data collection into dynamic, engaging interactions. Video is especially valuable in high-touch conversations, where that extra connection can make a huge difference.”
Continuing to innovate
Video is a part of the company’s broader strategy to drive customer and business value, and it’s now a core part of Typeform’s offering. Adoption continues to grow. Encouraged by user feedback, Typeform is already working on plans such as built-in editing tools, AI-generated video features, and richer analytics integrated directly into the platform
“We trust Mux as a strategic partner that’s been key to our evolution,” Jeff explained. “We are always looking to deliver maximum value to our customers as their needs and wants continuously change — Mux allows us to do that and maintain a complex video product at scale. It's been great so far.”
