Watching video is now the favourite online activity for Europeans, according to a recent study by analyst firm Jupiter Research.

The consumption of web video has grown by some 50 per cent over the past 12 months, and will continue to grow as more broadcasters take their content online.

"Although TV is still the primary place to watch video content, it is vital that broadcasters actively engage users online as well," said Nick Thomas, European media analyst at Jupiter Research.

"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."

The study found that users currently prefer sites that specialise in shorter videos, such as YouTube.

However, the researchers predict that the market for longer videos will catch up as television networks begin to come online and add new services.

The big problem, according to Jupiter Research president David Schatsky, will be figuring out a way to make money from the services.

"Models to monetise online video content are still emerging, but the audience is already there and growing rapidly," he said.

"Broadcasters must respond to this shift in consumption to ensure that their offerings are relevant to future audiences."