Web video content has become an increasingly effective marketing platform for businesses to reach web audiences.

While most consumers still watch their televisions, some demographics are becoming increasingly more likely to stream video on laptops and various mobile devices. According to a report from Ypulse, this is especially likely among adult Millennials, those currently aged between 18 and 30. Video marketing may be a prime way to reach these audiences.

The study found that 70 percent of these consumers stream video content regularly. Fifty-nine percent said they routinely watch video from a desktop or laptop computer, while 24 percent do so from smartphones and tablets.

With general web access also increasing, the kinds of video content consumers watch is expanding. Brafton has reported that some of the top YouTube videos include branded how-to clips. That said, using video as part of a content marketing campaign can help businesses appeal to most demographics, especially the young adult generations.

Currently, older adult generations are not especially strong targets for video marketing campaigns. However, this will change moving forward, as the report found all generations stream more web content.

Another interesting takeaway from Ypulse’s study is the growth of internet-connected televisions, which allow consumers to browse the web and watch video content directly on their TV set. Creating high-definition video content can help companies appeal to these users.

Brafton recently cited a similar study from YuMe, which suggested the 25 to 34 age group was the most likely to be influenced by video marketing. While the differences in each age group between the two studies does skew data slightly, it’s clear that young adults are ideal targets for new media marketing efforts.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.