Shifting to our enterprise markets, the permanence of hybrid or remote work has forever changed internal communications. The future of work will require tools that make it easy to provide compelling and informative content to employees wherever and whenever. Despite many return to office announcements in 2023, according to Ella Labs, 33% of the U.S. workforce remains hybrid and remote, with a 78% majority reporting they prefer work from home at least one day a week. In-person communications never scaled in large distributed companies and internal communication programs have notoriously ignored frontline and field workers due to difficulties reaching them. These trends are leading organizations to invest in streaming video platforms, both for internal use and for commercial content focused on driving business results.
Streaming video is becoming the preferred way for consumers to engage with brands. Executing streaming video content well in a way that drives engagement and ensures brand’s reputation and potentially drives new revenue opportunities is now imperative for most companies. According to [Indiscernible], 87% of marketers can directly attribute sales back to their video marketing efforts. With 82% of consumers on the other side, reporting having been convinced to buy a good or service by watching a video. Also according to 2023 Gartner Tech Marketing benchmark Survey, video was the top asset type in 2023 marketing plans and a top-performing asset type for generating marketing qualified leads for tech works. Streaming video is now a key battlefront for marketers in terms of winning and retaining customers.
So, we believe the streaming-driven business transformation will continue in 2024 and beyond. And that the technology platform we supply and the use case solutions we have built on top of it are at the forefront of what is supporting that transformation globally. As we look ahead to 2024, we have validated our strategy in the market and have a clear view of the areas we need to focus on. Underlying each of our priorities is a sense of urgency and sharp focus on execution. We strongly believe in the ability of this business to perform meaningfully better than it has, and it’s on all of us here to deliver that. Our key priorities for 2024 include delivering substantial improvements in profitability. Our guidance calls for 25% growth in adjusted EBITDA year-over-year.
We also expect this adjusted EBITDA growth to translate at 40% to 50% conversion to improved free cash flow. We remain confident we will return to consistent revenue growth but are cautious on when that will be given the macro environment, market dynamics, and the changes we are implementing across the business. So, we believe it is important to generate improved profitability while continuing to invest in certain key growth areas. We are making focused investments in our most promising growth opportunities as well. Last year, we adjusted our sales organization to move to 100 gatherer model with certain reps focused on new logo acquisition and others focused on renewals and add-ons. We’re now here into this transformation and better aligned to execute in 2024.
New business was a clear strength in 2023, and we will double down on this. Our investments in targeting the largest accounts have worked well, and we will remain — this will remain a key focus. We have more work to do with add-ons, but feel very good about our ability to drive improvements. A top priority this year is to build out repeatable and predictable upsell sales motions. We’re also still early in scaling and signing revenue-driving channel partnerships, but expect to make progress on this area in 2024. We are particularly focused on identifying new partners that can help us address the lower end of the enterprise market in a cost-efficient manner. We will continue to drive product innovation. We have developed an impressive product development flywheel that leverages our market leadership in video with purpose-built solutions for specific use cases.
We expect to build upon the success of media communications and marketing studio with advancements of features within them and new products for additional use cases alongside them. We will also increase our AI investments to embed more of it into existing solutions and bring more new products to market. We have a vast amount of structured and unstructured data via our management of our customers’ video libraries and also large amounts of contextual data via user engagement with those videos. Brightcove already leverages AI in various ways that I mentioned earlier. Our goals for 2024 are to build out and partner for capabilities to advance our customers’ businesses through AI, including generative AI solutions that help easily create and speed content creation and publishing, deliver content and advertising optimization tools to drive more revenue, and to continue to advance our storage and delivery capabilities to deliver more cost savings and efficiencies.
Finally, delivering on our targets. We are laser-focused on consistently executing at a high level throughout 2024. We have the team and strategy in place to succeed, and it is on us to deliver a consistent track record of execution. We recognize we need to prove we can do this to our investors, and we intend to. Let me wrap by saying I’m incredibly excited about the opportunity ahead for Brightcove. We have made significant strides in strengthening our products and developing a go-to-market model that can be successful long-term. We are fortunate to be in a large and dynamic market and one we believe we can build more success in going forward. Now, before I hand the call over to Rob to review the numbers, as we described in our earnings release, we are announcing today the beginning of a CFO transition plan.
