The Yankee Group released one of their latest studies today titled "Technology on Fast Forward: 2006 to 2011 US DVR Forecast" (doesn't that just roll off the tongue?), which predicts that by 2010 PVRs as a product category will be dead, which will in effect lead to the death of TiVo. Now first off, by dead they mean that you won't be going out and buying PVRs, instead they will be so common place with cable companies that there will be no need to buy a specific brand/kind.
That's a pretty bold claim to make, and most of the basis of it comes down to the belief that PVRs will be so commoditized that TiVo just won't be able to compete anymore.
Interestingly enough the Yankee Group stresses that you cannot take away our beloved 30-second skip button. Instead advertisers will have to make us want to watch commercials by using techniques such as:
• time relevant advertising
• location relevant advertising
• ad telescoping
• product placement
• interactive advertisements
So what do you think? Will PVRs become so cheap and common place that TiVo just won't be able to survive?









1. Yeah, just like you can't buy a Mercedes or BMW anymore since the Yugo totally commoditized the automobile market. ;-)
You can still buy high-end A/V components despite a flood of cheap alternatives. Just because basic capabilities become available cheap doesn't mean a premium product has no place in the market.
And TiVo is working on diversifying, with the Comcast/Cox software. Since it is OCAP, they should be able to bring it to more cable STB platforms. And since OCAP is based on GEM, which is based on MHP, which is used internationally, it may give them a leg-up on porting the software to run on STBs internationally.
Posted at 4:40PM on Jan 22nd 2007 by MegaZone