While Americans continue to watch plenty of TV on the traditional TV set, non-traditional ways of viewing content are proliferating as consumers increasingly seek to watch programming on their own schedules. Accordingly, 7 in 10 TV households in the US have a DVR, subscribe to Netflix, or use Video-on-demand (VOD) from a cable or telco provider, per new data from Leichtman Research Group (LRG), with about 1 in 10 using all three services.
The study also finds that Netflix subscribers are watching an increasing number of TV shows on a monthly basis. This year, Netflix subscribers claim to watch an average of 19.6 TV shows per month, up from 12.7 last year and 9.9 the year before. That coincides with heavier streaming activity, as 29% of Netflix subscribers report streaming video on a daily basis, up from 10% doing so in 2010. Weekly video streaming has also grown from 43% of subscribers to 70% during that period.
DVR penetration also continues to mount, though the pace of growth appears to be leveling off. The latest survey results from LRG indicate that 47% of TV households have at least a single DVR, up from 40% in 2010 and 23% in 2007. Just-released data from Nielsen reveal that during Q3, consumers watched about 25 minutes of DVR playback per day, the highest for a third quarter going back at least to 2009.
Finally, 6 in 10 cable subscribers have used VOD, per LRG, up from 43% in 2008 and 10% in 2004.
- 58% of households with annual income of more than $50,000 have a DVR, versus 30% of those with annual income of less than that amount.
- The mean annual income of households using all 3 services (DVR, Netflix and VOD) is $96,900, 90% higher than the mean for those who use none of the services.
About the Data: LRG’s “On-Demand TV 2013: A Nationwide Study on VOD and DVRs” is based on a telephone survey of 1,253 adults age 18+ (including 152 cell phone calls) from throughout the continental US in households with a TV set. The survey was conducted in October, 2013. The random sample of respondents was distributed to best reflect the demographic and geographic make-up of the US. The overall sample has a statistical margin of error of +/- 2.8%.