US online video sector developing faster than EU

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US Internet users are more likely to watch online video on a smart TV or smartphone than their European counterparts. They are less likely to view online video via computer, according to Ampere Analysis.

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 daily, particularly on a smart TV or smartphone.

The proportion of daily viewers in the US remain the largest globally. In both the US and Europe the proportion of daily viewers has increased more than threefold since Q3 2015. In Q3 2018 32 per cent of US internet users watched video on their smartphone daily, compared to 23 per cent in Europe.

Hannah Walsh, Analyst at Ampere Analysis, says: “As online video viewing in the US continues to grow, consumers are watching TV and film content on a wide range of devices, especially smart TVs and smartphones. While the online video sector in the US has developed faster than European markets, a similar trend can be seen in both regions.”

The proportion of internet users who strongly agree they frequently use a smartphone, tablet or laptop to watch video outside home is 17 per cent in the US and 9 per cent in Europe. Overall 47 per cent in the US agree they do this regularly, compared to 35 per cent in Europe.

The proportion of internet users who strongly agree online video services are the main way they watch TV or films is 19 per cent in the US and 11 per cent in Europe. Overall 47 per cent in the US agree online is their main viewing option, compared to 35 per cent in Europe.

Walsh concluded: “As subscription VoD continues to progress in European markets, the proportion of consumers who watch video on smartphones will rise, alongside the number of consumers who use online video services as their main way to watch TV”


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