Leichtman Research Group has a new report out that estimates that only 4% of the TV viewing in the US is time-shifted through PVRs or video-on-demand (VOD) services.VOD and PVR use has risen significantly in the last two years. In 2004, 25% of cable subscribers had used VOD and 3% had a PVR. Now 60% of cable subscribers have used VOD, and 12% of households have a PVR.
What this indicates to me is that even those who have these technologies don't use them most of the time. But then, the research seems a bit skewed. The number of households with access to VOD is far higher than the number of households with PVRs. And while 60% may have used VOD, that could mean they tried it once, whereas you could make the case that if you own a PVR, you're always using it to buffer live TV as you're watching. Even if you aren't recording a show to save for later, if you're pausing it to go get a snack, you're watching a recorded show.
I'd like to see the breakdown that shows just PVR use. We've seen evidence before that most viewers still watch programs "live," at the time they air. But I'd say far more than 4% of PVR owners record their shows to watch them later.
1. Well now, I guess that depends. The report says that only 4% of viewing is time shifted in the US, but if only 12% of the population actually owns a DVR/PVR, if 4% of the population is viewing programs after they air on the PVR/DVR, that's something like 20% of the people who own one, isn't it?
Posted at 11:56AM on Nov 1st 2006 by Heather