Firms looking to market their brands could find that video websites are a useful platform, especially when looking to reach younger audiences.
According to a new study by market research firm Ipsos MediaCT, a higher percentage of consumers aged 15 to 24 watch music videos on YouTube than on music television channels, the BBC reports.
Indeed, some 57 per cent of those questioned said they had visited YouTube to watch music content, while 56 per cent said they watch it on television.
Ian Bramley, head of entertainment research at Ipsos, said it is likely that this generation will maintain their preference for the web over TV as they get older.
It is not just music videos that consumers are watching online. Research from Hitwise shows that the BBC iPlayer had the second-biggest share of video website views in February, while Channel 4 TV also featured in the top ten.
Meanwhile, the Wall Street Journal has reported that Google is testing a new service that will allow internet marketing professionals to insert advertising into YouTube videos.