PARIS: Television viewing times continue to rise around the world, even in mature markets like North America and Europe.

Research firm Eurodata TV reported that the global average consumption time hit 3 hours 10 minutes per day last year, an increase of six minutes compared with 2005.

North America delivered a lift reaching four minutes measured against 2009, registering 4 hours 39 minutes overall, while Europe grew in line with the norm, on 3 hours 48 minutes, across the same period.

At present, Asia Pacific's total stands at 2 hours 34 minutes, although this is expected to improve going forward.

In Belgium and Ireland, where delayed viewing - such as by DVR - has been incorporated into measurement figures, viewing time rose by ten minutes and 11 minutes respectively.

Major sporting events retained their appeal, as totals climbed by 36 minutes in Canada and 22 minutes in Denmark year on year during the Winter Olympics in Vancouver.

In Spain, Telecinco attracted a 78% audience share for its broadcast of the 2010 World Cup Final, featuring (and won by) the national team.

Entertainment content topped the category charts for the first time, taking 40% of the ten highest audiences in 70 countries, beating fictional output, on 39%.

The Eurovision Song Contest posted the top scores in 16 countries, while local versions of America's Got Talent, Strictly Come Dancing and the X-Factor also generated excellent ratings in several markets.

Local dramas tended to perform more strongly than big American series, but medical offering House and police procedural the Mentalist proved international successes.

To monitor changing attitudes and the impact of digital media, the study assessed the broadcast consumptionsof 15-24 year olds covering several screens, such as mobile and PC.

It revealed that, when including all channels, the amount of time dedicated to this material rose by 14 minutes in the UK, six minutes for Germany and five minutes for the US.

Data sourced from Eurodata TV; additional content by Warc staff