What Video Arts does

Video Arts is a UK-based corporate e-learning company founded in 1972 by John Cleese and Sir Antony Jay, operating as a wholly-owned subsidiary of the Tinopolis Group since 2008. The company produces humour-led, TV-quality video training content covering nine areas: Management & Talent, Leadership, Diversity Equality & Inclusion, Mental Health & Wellbeing, Hybrid & Cross-Cultural Communication, Conversations Coaching & Mentoring, Customer Service & Sales, Health Safety & Compliance, and Workplace Skills. Its library comprises 1,000+ learning assets and 400+ micro-courses, with content co-developed alongside named subject matter experts and delivered in English, French, German, Spanish, Italian, and Mandarin.

The technology stack centres on Video Arts Play, a next-generation AWS-powered LMS launched in 2025, plus three other delivery channels: SCORM-compliant Ready To Go E-learning courses, iFrame-based Embedded Video Learning for existing authoring tools, and an On>Demand streaming platform. An AI Chatbot Experience integrated across the content library uses natural language processing to provide personalised, judgement-free conversational practice, with 50+ active chatbots covering sensitive topics such as mental health, difficult feedback, and inclusion. A speech-based chatbot is in development for 2026 with GenLearn.

The business model is subscription-based, sold primarily through a sales-led motion with dedicated account managers. Three core tiers are offered: E-learning Only (annual licence for the content library), E-learning + Platform (combined Video Arts Play LMS and library), and a Small Business Package (curated course subset for smaller teams). Custom and bespoke content licensing supplements the standard offering. Customer evidence is documented across 31+ enterprise case studies spanning retail, automotive, engineering, finance, hospitality, media, logistics, and the public sector, with named clients including Volvo, NSPCC, Newsquest, Evans Cycles, East of England Co-op, and Collinson Group.

Name

Video Arts

Legal name

Video Arts Limited

Website

https://videoarts.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Video Arts is a UK-based corporate e-learning company, founded in 1972, producing humour-led video training content and a cloud LMS sold via subscription to enterprise and mid-market organisations across multiple sectors and languages.

Ownership category

akta.pro rank

Product category

Corporate E-Learning Software

NAICS

Professional and Management Development Training (611430), All Other Schools and Instruction (61169), Motion Picture and Video Industries (5121), Software Publishers (5132)

SIC

Services-Educational Services (8200), Services-Motion Picture & Video Tape Production (7812), Services-Prepackaged Software (7372)

akta.pro primary industry

Interactive Multimedia Learning Content (Video, Audio, Interactive Lessons) (EDAFACAG)

akta.pro secondary industries

Interactive Video & Video-Based Learning Authoring (EDAFAHAC), AI-Powered Tutoring & Study Assistant Platforms (EDANAGAD), Workshops, Webinars & Live Masterclasses (MPACALAD)

Keywords

• Corporate e-learning
• Video training courses
• Learning management system
• Microlearning content
• Compliance training videos

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription Licensing (E-learning Only): Annual fee for access to the full Video Arts learning library, delivered via the customer's existing LMS or Video Arts' chosen delivery method. One price covers the entire content library without hidden surprises. This tier targets organisations that already have a learning platform.
2. Subscription Licensing (E-learning + Platform): All-in-one subscription combining Video Arts Play LMS with the full Video Arts content library under a single price. Targets organisations seeking a complete, integrated learning solution.
3. Small Business Package: Curated selection of most popular courses at a reduced price point, designed for smaller teams that want impactful learning without the expense of a full licence.
4. Custom / Bespoke Content Licensing: Video Arts develops custom e-learning content in partnership with clients. Content is tailored to specific organisational needs, as seen in collaborations with clients like Jamie Oliver's Fifteen restaurant, Volvo, and the British Council.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Video Arts produces and distributes humour-driven video e-learning courses and a proprietary Learning Management System (Video Arts Play) for corporate training. The offering includes over 1,000 learning assets across 400+ micro-courses spanning nine content areas (leadership, management, DEI, mental health, compliance, customer service, etc.), delivered via four flexible channels: proprietary LMS, SCORM-compliant modules, embedded iFrame videos, and a streaming On>Demand platform. AI-powered chatbot coaching is integrated across collections to provide personalised, scenario-based practice.

Product overview

Video Arts is a corporate training video and e-learning company founded in 1972, offering a comprehensive suite of workplace learning solutions. The product portfolio centres on Video Arts Play, a next-generation Learning Management System (LMS) powered by AWS, combined with four flexible delivery options: Ready To Go E-learning (SCORM-compliant micro courses with integrated AI coach), Learning On-Demand (streaming platform), and Embedded Video Learning (iFrame integration for existing authoring tools). The platform delivers access to an award-winning library of over 400 micro e-learning titles spanning nine content areas: Management & Talent, Leadership, Diversity Equality & Inclusion, Mental Health & Wellbeing, Hybrid & Cross-Cultural Communication, Conversations Coaching & Mentoring, Customer Service & Sales, Health Safety & Compliance, and Workplace Skills. Content is characterised by humorous storytelling combined with evidence-based learning design, featuring professional actors and TV-quality production. AI-powered chatbot integration provides personalised conversational learning experiences, with over 50 active chatbots across collections. Content is available in multiple languages including English, French, German, Spanish, Italian, and Mandarin.

Differentiator

Problem solved

Functional benefit

Brands

• Video Arts Play: A next-generation Learning Management System (LMS) designed to make training engaging, seamless, and stress-free for learners and L&D teams, powered by AWS.

Products and services

• Video Arts Play LMS Next-generation proprietary Learning Management System (LMS) powered by AWS that combines the full Video Arts content library with gamification, AI coaching, learning pathways, and mobile-first design. Targets enterprise and mid-market organisations seeking an all-in-one integrated learning solution.
• Ready To Go E-learning SCORM-compliant micro e-learning courses designed to slot straight into any existing LMS. Each course takes as little as 10 minutes to complete and now features an integrated AI coach for personalised practice in a safe environment. Targets organisations that already have a learning platform.
• Learning On-Demand Streaming platform for on-demand training videos designed for hybrid workers and remote teams. Videos stream to desktops, tablets, and mobile devices with features including multi-language captions, content bundling by topic, and white-label customisation.
• Embedded Video Learning iFrame-based video embedding solution for organisations with existing authoring tools. Allows users to embed TV-quality learning content directly into courses without additional platforms. Provides control for personalised learning pathways with custom logos, annotations, and sequencing.
• AI Chatbot Experience AI chatbot integration that transforms traditional training into a personalised experience through conversational dialogue, guiding learners through tailored conversations that adapt to individual needs and provide instant feedback. Over 50 active chatbots are operational across collections, providing safe spaces to practise sensitive workplace conversations.

Quantifiable outcome

• 38% increase in active coaching from managers (East of England Co-op)
• +4 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• GenLearncoreTechnology or Integration · 1 January 2025GenLearn is Video Arts' development partner for AI chatbot technology. Video Arts is collaborating with GenLearn on new versions of the chatbot that include speech-based interaction to expand accessibility. GenLearn co-founder Sarah Mateljan has appeared on Video Arts' podcast discussing AI in L&D. The partnership enables Video Arts to offer advanced AI-powered conversational learning experiences across its content library.
• Tinopolis GroupcoreOthers · 1 January 2008Video Arts joined the Tinopolis Group in 2008 and relocated to Hammersmith, London. Tinopolis is an international media producer and distributor and one of the largest independent television suppliers in the UK, with significant US network programme production. Video Arts operates as a subsidiary within the Tinopolis Group, with the parent company providing corporate governance, data protection oversight, and strategic direction. The registered office is at Tinopolis Centre, Llanelli, and the main trading address is Number 1 Smith's Square, London.
• AWS (Amazon Web Services)coreTechnology or IntegrationVideo Arts Play LMS is powered by AWS cloud infrastructure, ensuring scalability, reliability, and performance for enterprise learning delivery. AWS underpins the platform's ability to serve large learner populations including global rollouts.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Skillsoft: Skillsoft is a long-established corporate e-learning library provider offering video-based courses, microlearning, and leadership/management content to enterprises. Directly comparable to Video Arts' content-library-plus-platform model at a much larger scale.
• Pluralsight: Pluralsight provides enterprise video-based technology and professional skills learning with skill assessment and analytics. Comparable subscription-based video library model and enterprise L&D buyer, though with stronger technology-skills tilt than Video Arts' soft-skills focus.
• LinkedIn Learning: LinkedIn Learning (formerly Lynda.com) delivers a subscription-based video learning library to enterprises and individuals, covering business, creative, and technology skills. Closely comparable in delivery mechanism (video courses, LMS integration) and target L&D buyer, with the backing of LinkedIn/Microsoft distribution.
• OpenSesame: OpenSesame operates a curated e-learning course marketplace serving enterprise L&D buyers with thousands of off-the-shelf courses across compliance, leadership, and soft skills. Directly comparable as an aggregated content provider serving similar enterprise customers.
• Coursera for Business: Coursera for Business offers curated video courses from universities and companies to enterprise L&D teams, with emphasis on leadership, management, and technology skills. Comparable buyer (enterprise L&D), content library model, and subscription licensing structure.
• Learning Pool: Learning Pool is a UK-based learning technology company offering an LMS, course libraries, and performance-focused learning tools to mid-market and enterprise customers. Comparable geography, buyer profile, and combined platform-plus-content positioning.

Broad incumbents

• Docebo: Docebo is an enterprise LMS with an integrated content marketplace (Docebo Learn) and AI-driven learning delivery. Comparable buyer and overlapping platform-plus-content model, but broader in scope (full LMS) and larger in scale than Video Arts' specialist focus.
• Cornerstone OnDemand: Cornerstone OnDemand is a large enterprise talent and learning platform with built-in content aggregation and extended enterprise capabilities. Serves the same enterprise L&D buyers but at significantly greater scale and platform breadth than Video Arts.

Emerging players

• Sana Labs: Sana Labs is an AI-native enterprise learning platform that uses generative AI for personalized learning content creation and tutoring. Comparable enterprise L&D buyer and represents the AI-native competitive threat to Video Arts' authored-content-plus-AI-chatbot positioning.
• Looop: Looop is an emerging learning experience platform focused on lightweight, in-the-flow-of-work training delivery for L&D teams. Comparable buyer and overlap in learning content creation/distribution, but a smaller, more agile player than Video Arts with a less established content library.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/videoarts
• Facebookfacebook.com/576759572356494
• LinkedInlinkedin.com/company/video-arts-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Video Arts