US internet users are more likely to watch online video on a smart TV of smartphone than their European counterparts, while the reverse is true for viewing via computer, although the difference is small.
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 on a daily basis, particularly on a smart TV or smartphone.
More than one quarter of internet users in the US watch online video on their smartphone every day
The proportion of daily viewers in the US remains larger, but in both the US and Europe the proportion of daily viewers has declined slightly.
In Q1 2018 26% of US internet users watched video on their smartphone daily, compared to 19% in Europe.
Binge watching is much more common in the US
The proportion of internet users who strongly agree they frequently watch several episodes of the same TV show back-to-back is 22% in the US and 15% in Europe. Overall 63% in the US agree they frequently binge, compared to 51% in Europe.
Richard Broughton, Director at Ampere Analysis says: “Binge viewing is now standard practise for most US viewers, and European consumers are rapidly following suit”.