New research from online video technology startup JW Player, which examined how viewers watch online video content from all over the world, finds that Europeans are the most engaged audience and tablets are the preferred way to watch.
With 80% of its viewer base living outside of the US, JW Player’s first quarterly report on digital video trends found that Europeans tend to have the highest attention spans when it comes to online video, watching on average 34 minutes per sitting as opposed to 32 in North America, 30 in Asia, and just 14 in Africa.
Though viewing on sites using JW Player technology occurs across all these continents, only a handful of countries make up its primary audience. Of the 193 countries that JW Player reaches, 75% of viewing takes place in Germany, France, Great Britain, Italy, Spain, China, Brazil, Thailand, Russia, Turkey, Mexico, Canada, and Japan.
Having taken into account where their viewers are watching online video, JW Player then looked into how. The company found that users watched the most minutes per month on tablets (40), which decreased to 30 on desktops and 20 on mobile phones.
Overall, JW Player’s streams went up from 4.3 billion per month to 13.6 billion from May to October of 2014. Meanwhile, their monthly ad impressions rose from 1.4 billion to 3.3 billion. The company gathered all of this data using their own analytics service (part of the player’s version 6).