US Internet users are more likely to watch online video on a smart TV or smartphone than their European counterparts, according to a report by Ampere Analysis. They are less likely to view online video via computer. There is little difference for viewing via a tablet.
Computer (61% in the US vs 65% in Europe)
Smart TVs (66% in the US vs 60% in Europe)
Smartphones (61% in the US vs 52% in Europe)
Tablets (43% in the US vs 39% in Europe)
People in the US are also more likely to watch online video daily, particularly on a smart TV or smartphone. Almost one third of Internet users in the US watch online video on their smartphone every day. The proportion of daily viewers in the US remains 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% of US Internet users watched video on their smartphone daily, compared to 23% in Europe.
Hannah Walsh, analyst at Ampere Analysis, said: “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% in the US and 9% in Europe. Overall 47% in the US agree they do this regularly, compared to 35% in Europe.
The proportion of Internet users who strongly agree online video services are the main way they watch TV or films is 19% in the US and 11% in Europe. Overall 47% in the US agree online is their main viewing option, compared to 35% in Europe.
Hannah Walsh continued: “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.”