Over 80 per cent of consumers are streaming more video than three years ago, according to CenturyLink and the Streaming Video Alliance.
The Changing Nature of TV study surveyed adults in the UK, France, Germany, the Netherlands, Sweden, Finland, Norway and Iceland.
The research found that 45 per cent of consumers define TV as being delivered over the internet.
The study also showed that 73 per cent have one or two OTT subscriptions, and 27 per cent have three or more.
While 50 per cent of consumers use their phone for video streaming at least once a day, 60 per cent watch online content on their TV at least once a day.
Meanwhile, 47 per cent of respondents said they had lower expectations of stream quality when watching content on mobile devices.
Respondents also reported frequently watching short-form content of less than five minutes from social platforms such as YouTube or Facebook, with 34 per cent saying they watch multiple times a day.
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