LONDON: Online video viewing across Europe has grown by 50% in the last twelve months, according to Jupiter Research's new report, Online Video in Europe: Managing TV Audience Fragmentation.
The report also found that 28% of Europeans now regularly watch online video - more than double the rate in 2006 - making the practice "the most popular online media activity".
Although European web users still spend more time watching television than being online, the report urges broadcasters to develop strategies to distribute content across digital platforms so that TV can continue to engage an increasingly fragmented audience.
Short clips, typified by those posted on YouTube, currently account for the majority of online video behaviour, while just nine percent of Europeans watch full length videos.
However Jupiter predicts this rate will increase significantly as the success of TV online services such as the BBC's iPlayer in the UK and M6 Replay in France demonstrates the growing appetite for watching longer-format video.
Comments the report's lead author Nick Thomas: "Online video has now broken through and is a key activity for European internet users.
"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."
Adds Jupiter president David Schatsky: "Broadcasters must respond to this shift in consumption to ensure their offerings are relevant to future audiences."
Data sourced from jupiterresearch.com; additional content by WARC staff