Football players carry around pounds and pounds of gear on them when they play. It lessens the severity of the hits. Otherwise they'd end up killing each other. Regardless you can't say either is better because of the hits, that's just one part of the game. Plus, video's are misleading anyway. I could probably find video's of the opposite where American Football hits are harder than Rugby hits.
American football isn't purely running around with the ball. There is in-depth strategy involved which is much higher than that of rugby, hence all the stops. From what I know, rugby is more the European Football style of play where it's basically get the ball to the other-side of the field however you can with general strategy. Where American Football is often planned out to specific levels. This is a matter of preference to people.
There are hits in European Football, often accidental. Though they are far less often than players taking dives.



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