More than 70 percent of adults access video content on the web at least once per week, and many watch while consuming other media, including television and news content.

A report from Burst Media found that 71.6 percent of adult web users access video content at least once per week. This figure demonstrate the value of video content and the potential it has to help businesses’ web marketing campaigns.

The type of content consumed is widely varied. Nearly 40 percent say they access full-length television shows, while others prefer clips from news agencies and user-generated content. Marketers might take this as their cue that consumers increasingly enjoy this form of media, and they’re open to watching any videos that are relevant, informative and/or humorous.

Using video content marketing can help businesses complement their other strategies, especially any SEO or event television spots, Burst Media reported. According to the study, 80 percent of respondents said they access web video content while watching television. Additionally, nearly 50 percent report browsing the web and playing video at the same time.

“Web publishers seeking to attract larger audiences and increase dwell time could benefit from incorporating video content into their sites, whether it’s produced in-house or brought to the site via online video syndication services,” Burst Media marketing director Mark Kaefer said in a release. He suggests that original brand videos are “an effective way for brand marketers to align their messaging with content that draws highly-engaged, targeted audiences at scale.”

Brafton recently highlighted the effort of energy drink leader Red Bull, which has a web marketing campaign that includes a custom video channel on YouTube. The page contains extended video clips of action sports athletes while training and in their every day lives, effectively aligning the energy drink with hyperactive sports that appeal to its target audience.

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.