Advanced Television

US watches more online content than Europe

October 26, 2017

Ampere Analysis has released data comparing US online video audiences with their European counterparts. The data shows that the US has more online video watchers, and they watch more regularly.

US Internet users are more likely to watch online video across a range of devices than Europeans. The only exception is viewing via a computer:

  • Smart TVs (66 per cent in the US vs 61 per cent in Europe)
  • Smartphones (61 per cent in the US vs 54 per cent in Europe)
  • Tablets (43 per cent in the US vs 40 per cent in Europe)

People in the US are also more likely to watch online video on a daily basis, particularly on a smart TV. Nearly one third of US Internet users watch video on their smartphone every day.

The proportion of daily viewers in the US is larger, but growth has plateaued, while in Europe slow growth is continuing. In Q3 2017, 30 per cent of US Internet users watched video on their smartphone daily, compared to 21 per cent in Europe.

The proportion of Internet users who strongly agree online video services are the main way they watch TV and film is 16 per cent in the US and 10 per cent in Europe.

Daniel Gadher, Senior Analyst says: “The number of global households with subscription SVoD services continues to grow. In fact, SVoD is becoming the main way many people enjoy movie and TV content in a relatively short space of time. As operators work hard to expand the viewing choices by investing in high quality content, this trend will only expand.”


Categories: Articles, Consumer Behaviour, OTT, Research, VOD