Brands looking to diversify their marketing efforts should include video content now that 85 percent of web users view streaming media.

Video content is quickly becoming a staple in brands’ web marketing strategies as they realize their target audiences watch streaming clips more often. In May 2013, online content videos attracted 182 million Americans, or just under 85 percent of all internet users, according to comScore‘s latest Video Metrics data. Viewers consumed approximately 41 billion videos that latest 5.6 minutes on average.

This indicates more people went online to watch streaming content in May 2013 than in April 2013, when comScore’s Video Metrix data revealed that 181.9 million Americans tuned into video content. Over the course of two months, the average video length of 5.6 minutes stayed the same.

Brands are wise to remember online consumption habits as video content becomes more of a content marketing staple and less of an optional advantage. Specifically, videos must be kept short and sweet to hold viewers’ attention. Brafton previously covered Conviva’s Viewer Experience Report, which explained that abandonment rates are higher when videos take longer to load.

While comScore’s data suggests consumers are watching long-form videos (giving marketers a little more time to deliver brand messages), businesses must keep load times short. Publishing clips that stutter or buffer too often pushes viewers away, so they won’t reach their lead generation and conversion potential.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.