US online video viewers continue to surpass Euro counterparts in Q3
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Joseph O'Halloran
| 20 November 2018

The latest Ampere Analysis barometer of online video for the third quarter of 2018 has confirmed the recent trend of the US having the highest global proportion of daily online video viewers.

The research found that fundamentally in both the US and Europe the proportion of daily online video viewers has increased more than threefold since Q3 2015. 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 with 35% in Europe.

When compared to counterparts across the Atlantic, US internet users are more likely to watch online video more regularly than European counterparts, especially on portable devices. By platform, this breaks down to 66% in the US vs 60% in Europe for smart TV; 61%/52% for smartphones; and 43%/39% smartphones. Europeans led only in the computer category by 65% to 61%.

People in the US were also found to be also more likely to watch online video daily, particularly on a smart TV or smartphone, while almost one third of internet users in the US watch online video on their smartphone every day. Specifically, Ampere calculated that in Q3 2018 32% of US internet users watched video on their smartphone daily, compared with 23% in Europe. The survey also revealed that the proportion of internet users who strongly agree they frequently use a smartphone, tablet or laptop to watch video outside home was 17% in the US and 9% in Europe. Overall 47% in the US agree they do this regularly, compared with 35% in Europe.

Commenting on the research, Ampere Analysis analyst Hannah Walsh, 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. 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”