American web video viewership reaches all-time high in August

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by Brafton Editorial
More Americans watched video on the web in August, and the content format continues to become an ideal addition to web marketing strategies.

A report from market research firm comScore found that 188 million Americans watched video on the web in August. The figure represents an all-time high individual consumers accessing the media on the internet, and these users accessed 37.7 billion videos. Americans saw 9.5 billion video ads in the month.

As video content remains consistently popular on the web, making the content format a part of a marketing strategy can help companies increase visibility for their brands. Video content consumption in August grew from the 36.9 billion spots viewed on the web in July. However, video ad views dropped from 9.6 billion to 9.5 billion.

Moreover, in the last 12 months, Americans have consistently consumed more video marketing content. While the numbers can vary from month to month, the 9.5 billion ads watched in August represent strong growth from 6.8 billion last September.

Earlier this summer, video ad consumption reached a high point of 11 billion in June, and the numbers have stayed at or above 9.5 billion since May 2012. Moreover, in the last 12 months, Americans have consistently consumed more video marketing content. While the numbers can vary from month to month, the 9.5 billion ads watched in August represent strong growth from 6.8 billion last September.

As expected, Google remained the top platform for viewing ad content, as well as “content” videos, which are defined as any content not used in pre-roll marketing material. Companies planning to make video a part of their content strategy have an interesting advantage on the web, as marketing content is often viewed by consumers and B2B buyers. In January, Brafton highlighted a video from Jezebel that quickly became an internet sensation. The piece showed 25 different ways for women to tie scarves. The “how-to” video demonstrates a format marketers can use to drive brand awareness, which 40 percent said was a primary web marketing goal.

Developing video material that goes beyond usual content marketing styles and educates and entertains prospects can improve a company’s reputation on the web.

ComScore found that YouTube is the No. 1 channel for both “content” videos and marketing material. Companies can use the YouTube Channel capability to host their videos and distribute them throughout the web.

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