Advanced Television

Research: US binge watches more than Europe

March 27, 2018

Ampere Analysis has released new market data comparing the online viewing habits of US audiences with European audiences. The research reveals:

US has more online video watchers, and they watch more regularly

US Internet users are more likely to watch online video on a smart TV or smartphone than their European counterparts, while the reverse is true for viewing via computer, although the difference is small. There is little difference for viewing via a tablet:

  • Computer (61 per cent in the US vs 65 per cent in Europe)
  • Smart TVs (66 per cent in the US vs 60 per cent in Europe)
  • Smartphones (61 per cent in the US vs 52 per cent in Europe)
  • Tablets (43 per cent in the US vs 39 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 or smartphone.

More than one quarter of Internet users in the US watch online video on their smartphone every day

The proportion of daily viewers in the US remains larger, but in both the US and Europe the proportion of daily viewers has declined slightly.

In Q1 2018, 26 per cent of US Internet users watched video on their smartphone daily, compared to 19 per cent in Europe.

Binge watching more common in the US

The proportion of Internet users who strongly agree they frequently watch several episodes of the same TV show back-to-back is 22 per cent in the US and 15 per cent in Europe. Overall 63 per cent in the US agree they frequently binge, compared to 51 per cent in Europe.

Richard Broughton, Director at Ampere Analysis says: “Binge viewing is now standard practice for most US viewers, and European consumers are rapidly following suit.”


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