Report: U.S. Continues to Lead Global Online Video Consumption

With the United States the birthplace of subscription video-on-demand, YouTube and other over-the-top video platforms, it should be no surprise that it leads Europe in the consumption of video on smart phones and TVs.

But Europe is catching up, according to new data from Ampere Analysis.

The London-based research firm found that 32% of broadband users in the U.S. streamed video on their smartphone in the third-quarter (ended Sept. 30) compared to 23% in Europe. Consumption of OTT video on the TV was 66% in the U.S. and 60% in Europe.

Indeed, Europeans now consume more online video on the computer, including laptops and tablets (65%) than do Americans (61%).

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

Ampere found that 47% of U.S. survey respondents preferred using OTT video platforms (19% very strongly) to watch movies and TV shows compared to 35% (11%) in Europe.

“As [SVOD] 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,” said Walsh.

 

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