Europe’s younger generation is leading the way in adoption of web TV services, according to research to be released by Strategy Analytics at this year’s IBC convention.

The Strategy Analytics survey of 2,500 European broadband users shows that nearly 50 per cent of under 25s from the five major Europe markets are now regularly streaming TV shows or movies from broadcaster websites.

"Our survey suggests that broadcasters have been successful in reaching out to those demographics which have been drifting away from traditional television," commented Martin Olausson, Director of Strategy Analytics’ Digital Media research. "However, there is no room for complacency – Europe’s youth is ready to move on to alternative sources of online entertainment as soon as they are made available."