European internet users are less likely to watch video content on a smart TV or smartphone than their US counterparts, according to research from Ampere Analysis.
Viewers in Europe are also less likely to watch online video daily. According to Ampere’s research, 23 per cent of users in Europe watch video content on their smartphones daily, compared with 32 per cent in the US.
Out-of-home viewing is less common in Europe than the US, with 35 per cent of European users saying they do so regularly, compared with 47 per cent in the US.
Meanwhile, 35 per cent of European users say online services are the main way they watch TV or films, versus 47 per cent in the US.
Hannah Walsh, analyst at Ampere Analysis, said: “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.”