Wednesday, November 01, 2006
Recorded to Replace Live TVWatching recorded video through video on demand services or DVRs like TiVo maybe be only a fraction of TV viewing today, but I say it will surpass "live" TV watching by 2012.
Approximately 4 % of TV watching today is done through DVRs or VOD through cable or satellite, according to Leichtman Research Group. But that's double the figure it was just two years ago. And when you consider that this fall was the first time that the networks are also streaming prime time programs online, the pressure to extend these services is now even greater.
VOD is now in 25 million homes, and 60 percent of digital cable subscribers have used VOD, up from 25 percent two years ago, according to LRG. About 12% of households in the United States now have a DVR - up from 3% just two years ago.
There are lots of programs that we would watch if they were on at a more convenient time for today's modern families. With having to rush to a soccer game, working late or sacking out early because of the strains of the day, parents that are now missing out on the best programs don't have to. Daytime shows like Oprah and Ellen are already being repeated in the evenings, but DVRs further expand their reach.
TV has never had so many competitors. Folks without kids maybe at a concert, bar, or immersed in Everquest or Second Life, and setting up the DVR to make sure you don't miss House lets you have a social life and your favorite shows.
I also noticed that invaluable resource IMDB now shows you the next times that your favorite movies will be shown on broadcast or cable. Being able to schedule TV to your life and not vice versa is a desirable reality. Advertisers and network programmers have to adjust their business models accordingly.
By John Gartner at 09:55 AM | Comments (0)