28 percent of Europeans now regularly watch online video, more than double the rate in 2006, according to a new report from JupiterResearch. In addition, time spent watching online video has grown by 50 percent in the last 12 months.

Short form video content – typified by YouTube – currently accounts for most of this. Just nine percent of Europeans watch full length videos online. Jupiter predicts, though, that this rate will increase significantly as a result of services like the BBC’s iPlayer.

“Online video has now broken through and is a key activity for European Internet users. Although TV is still the primary place to watch video content, it is vital that broadcasters actively engage users online as well as on TV,” said Nick Thomas, European Media Analyst and lead author on the report. “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.”

If you’re a European reader – how are you using online video? Are you watching mainly short videos? Is it replacing some of your television time?

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