Web video content consumption continues to grow, as more than 90 percent of respondents told AYTM they access video on the web.

A report from AYTM Market Research found that more than 90 percent of consumers access video content on the web. Among these respondents, 27.5 said they watch video every day, 23.3 percent do so “a few times per week” and 9.8 percent watch web videos at least once per week. As interest in web video grows, marketers can integrate this content into strategies to drive visibility and awareness for their brands.

Just 9.3 percent of respondents do not watch video on the web, and 20.8 percent occasionally do. Based on data from market research firm comScore, it’s likely that the number of web-connected Americans who avoid video will dwindle moving forward. ComScore found more than 87 percent of consumers accessed video in August, compared with AYTM’s estimate of more than 90 percent.

Creating easy-to-discover video content marketing is an extremely important part of a strategy. Like other types of content, branded video struggles to drive traffic, leads and sales if no one sees it. AYTM data suggests applying SEO best practices to video descriptions and supporting content for on-page videos can help. More than 30 percent of respondents said they usually find the multimedia content through search engines. About 61 percent said they search directly on YouTube and other video sites.

With YouTube marketing, companies can create dedicated Channels that house their content and drive relevant traffic. According to AYTM, 19.8 percent of users find content by following Channels managed by individuals or brands. Sharing content on YouTube channels helps promote brands and engage users with relevant content. As subscribers view more content and navigate to a company’s website, they often develop a stronger perception of a brand that can lead to conversion.

AYTM found that 53.2 percent of respondents do not keep up with content from specific providers on YouTube. Twenty-two percent of respondents said they follow “many” channels on the site, and 24.8 percent indicated they subscribe to one or two.

YouTube’s consistent growth has also fostered a similar rise in the amount of video ads consumers view on the web. Brafton has frequently cited data from comScore that shows consistently strong viewership rates for video ads on the web. For example, Americans viewed more than 10 billion spots in May of 2012.

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.