Articles

4.1.2011 Longer-term DVR Users Time Shift More

TV viewers in US do more time-shifting once they have become more accustomed to using a DVR, according to a new study from The Nielsen Company. Data from “DVR State of the Media Report” indicates that in households which had acquired a DVR only within the past 12 months as of May 2010, playback added 4.3 points to primetime usage levels for persons age 18-49, making up about 13% of their total Live 7 (live viewing and seven days after live broadcast) usage. In households which had a DVR during both May 2009 and May 2010, DVR playback added almost 8.5 points of lift, or about 26% of their total Live 7 usage.

Comparing the demographic household makeup of prime-time US TV viewers who watch live TV, who have a DVR but watch live TV, and watch time-shifted TV within seven days after live broadcast, it is clear that households which delay the viewing of TV shows with a DVR are more likely to be wealthy.

B.L. 4.1.2011