DVR Ownership Has Limited Effect on Live TV Viewing

October 27, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Broadcast & Cable | Media & Entertainment | Television

More than one-quarter (27%) of TV households in the US have at least one digital video recorder (DVR), and 30% of those have more than one, but most people still watch recorded programs when nothing interests them on live TV, according to research from Leichtman Research Group, Inc. (LRG).

The study also found that those who own DVRs are very happy with the service – 87% would recommend their DVR service to a friend, and 81% rate their DVR between 8 and10 on a 10-point scale (45% rate the service as 10). Yet recorded viewing is not necessarily the priority in DVR households – 68% of DVR owners say that they usually watch recorded DVR programs when there is nothing on regularly scheduled TV that they want to watch.

LRG forecasts that DVR and on-demand’s share of total TV viewing time in the US will increase from about 6% today to 16% at the end of 2012.

Additional findings:

  • 35% of DVR owners feel that they spend more time watching programs recorded on their DVR than regularly scheduled programs
  • 45% of DVR owners record five or fewer programs per week
  • 68% of digital cable subscribers say that they have used video on-demand – with 85% of this group having used VOD in the past month
  • 42% of VOD users are more likely to keep digital cable because of on-Demand

“The number of US households with DVRs has essentially doubled in the past two years, and – with a continued push from cable, DBS, and Telco TV providers – will likely double again over the next four years,”? said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “DVRs, along with on-demand, continue to change the way that many people watch TV.”

About the study: “On-Demand TV 2008: A Nationwide Study on VOD and DVRs,”? is LRG’s seventh annual study on this topic and is based on a telephone survey of 1,300 US adults age 18+ in households with a TV set. The survey was conducted in July 2008. The random sample of respondents was distributed to best reflect the demographic and geographic makeup of the US.

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