BVDW and IAB Europe, the trade bodies, polled 1,012 members of the internet population, and found 77% consumed videos via this channel, rising to 93% for 16-24 year olds and 91% for 25-34 year olds.
"The focus of their consumption is not usually download-only deals. Instead, users prefer ad-supported streaming services," said Holger Schöpper, of BVDW. "This trend is enhanced by social media and social TV, which facilitate live sharing and communications about content."
Even among those members of the web audience over 65 years old, however, the online video channel has reached a critical mass, with 57% of this demographic playing back such content.
A further 50% of interviewees had seen at least one film on the net, standing at 47% for a live event, as well as 46% for advertising and 44% for television shows.
Turning to smartphones, exactly 50% of people owning these gadgets had viewed video, films or television programmes using these devices, including 17% who did so at least weekly.
Another 38% of individuals who owned an iPhone or similar appliance had downloaded this type of content to their handset.
Data sourced from BVDW; additional content by Warc staff