A Fresh New Look

As of mid-2011, Nielsen reported digital video recorders (DVR’s) had reached 40.4% household penetration across all markets, ranging from a low of 18.9% (Marquette) to a high of 52.7% (Dallas-Ft. Worth). Increased use of mobile, online video (Hulu, Netflix and networks’ own sites) and other Video On Demand sources enabling consumers to watch what they want, when they want, where they want are all signs that television viewers have indeed become “consumers in control,” no longer beholden to the scheduling whims of network and station programmers. Following reviews the latest trends.

Diversity of Viewing Sources continues to grow

  • Nearly half (48%) of all Americans watch video online vs. 10% via Mobile and 97% on television sets.
  • Mobile video usage in quarter 2, 2011 was up 36% vs. Quarter 2, 2010.
  • 72% of U.S. TV households subscribe to both cable, satellite or Telco video services (“cable-plus”) as well as broadband internet

Usage is increasing, reflecting the growth in DVR penetration and usage as well as consumers staying closer to home in tough economic times

  • Traditional TV usage rose 2 hours and 43 minutes per month (perhaps a sign that consumers are staying closer to home in tough economic times).
  • Time-shifted viewing via DVR’s was up 31 percent vs. 2 years ago, likely reflecting the growing influence of total home DVRs VOD offerings among cable and satellite providers.
  • Time-shifted viewing among ALL TV homes increased 11%, driven by increased DVR penetration (up 13%, from 40.2MM households with at least one DVR in Quarter 2, 2010 to 45.3MM in Quarter 2, 2011)
  • In its December, 2010 State of the Media Report on DVR Use, Nielsen reported 58% and 40% in their cable and satellite set-top boxes, respectively.  Just 3% had stand-alone DVRs.  29% of DVR homes had 2 or more recorders.

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