Half of consumers watch online video content on their smart TV (49%) every day, a level that is just ahead of smartphones (46%), according to research from market analysts Ampere.

Why it matters

Online video has been growing in popularity but the device used to watch content varies across the world – advertisers will need to tailor their creative accordingly.

For example, nearly three-quarters of internet users in China and India watch online video on their smartphone every day, compared to 46% across all 24 markets surveyed. In comparison, smart TVs are most popular in the United States, at 53%....