Mobile phone owners are increasingly using their handset to view YouTube clips, the website has revealed.
According to the video sharing outlet, more than 200 million videos are viewed on mobile devices such as smartphones every day.
This is three times the amount recorded a year ago and a figure which YouTube has described as a "milestone".
Andrey Doronichev, mobile product manager at the site, said this could potentially lead to more brands embracing mobile as a marketing channel.
"As the world goes mobile and more people watch videos on their smartphones, we expect more partners will take advantage of these new mobile advertising capabilities," he commented.
Mr Doronichev said he believes brands will also step up their efforts to make more of their content available across a wider range of devices.
He added that the mobile marketing sector is enjoying a high rate of growth at the moment, particularly in the US.
Estimates from YouTube indicate that this market will be worth nearly £625 million before the end of this year.
Mr Doronichev was speaking after VEVO's music collection was added to the YouTube 2.0 app for Android.
This means that smartphone owners around the world can access videos by a wide range of major artists if their mobile phone has the Android 2.2 (Froyo) operating system.
Clips of artists such as U2, Lady Gaga, Kanye West and Rihanna will be complemented with additional information, such as biographies of each act and other songs they have released.
Music fans will also be able to explore a particular genre further by clicking on the "related artists" tab.
This comes after Tim Green, executive editor of the Mobile Entertainment website, noted that many people still have not got into the habit of downloading music with their mobile phones.
He said this is partly because factors such as data charges and the high number of clicks needed to download a song have put people off in recent years.