More Europeans Watching Online Video

Though time spent consuming online video in Europe has grown by 50% in the last 12 months, it has not been at the expense of TV: European internet users still spend more time watching TV than going online.

However, the European audience for video content, fuelled by next-generation broadband connections and increased laptop ownership, will see further growth as multiple online outlets emerge.

Short form video content – typified by YouTube – currently accounts for the majority of online video behaviour and just 9% of Europeans watch full length video.

Jupiter predicts this rate will increase significantly as the success of TV broadcaster online services such as the BBC’s iPlayer in the UK and M6 Replay in France demonstrates the growing appetite for watching longer-form video.

Nick Thomas, European Media Analyst and lead author on the report, said: “Online video has now broken through and is a key activity for European Internet users. Although TV is still the primary place to watch video content, it is vital that broadcasters actively engage users online as well as on TV.

“As viewers spend longer watching video online, broadcasters must ensure that the content viewers want to see is available online via legitimate sites, or risk losing audience to pirate sites.”

“Models to monetise online video content are still emerging, but the audience is already there, and growing rapidly,” said David Schatsky, president of JupiterResearch. “Broadcasters must respond to this shift in consumption to ensure their offerings are relevant to future audiences.”

The Deloitte Digital Index, published in June, found that 19% of UK households consume online video on a regular basis, up 8% from August 2007 (see 19% Of UK Households Watch Online Video).

Last week, meanwhile, eMarketer released its revised US online video ad spending projections, forecasting that advertisers will spend $505 million online this year (see eMarketer Revises US Online Video Adspend Predictions).