Europe’s Connected TV Market Surpasses U.S.

DALLAS: The adoption of PC-to-TV connections in Europe has exceeded that of the U.S. market, according to Parks Associates.

The New European Entertainment and Internet of Things research finds that among broadband households, 54 percent in Spain have connected a PC to the TV. In the U.K. and Germany, it's 38 percent. This compares to the 32 percent reported in the U.S.

"Growth of broadband services and expansion of OTT services are driving systematic changes throughout Europe's video industry," said Brett Sappington, the director of research at Parks Associates. "Netflix is expanding, and new entrants are launching video services. Pay-TV providers are introducing their own services to compete with these new players, and broadcasters are expanding access to online video. They will find a receptive audience as European broadband households are very active online. Many are eager to get online content on the television, evidenced by the strong adoption of PC-to-TV connections and smart TVs."

Companies are now adding new features to differentiate their offerings, including personalized recommendations and second-screen features. Among smartphone and tablet owners, 46 percent in Germany, 59 percent in Spain and 47 percent in the U.K. use their mobile device to search for video content.