OTT, recorded TV viewing beats live TV for TiVo owners
Joseph O'Halloran ©RapidTVNews | 12-01-2012
In what may be a chilling portent for broadcasters, viewing habits research from TiVo has found that nearly two thirds of the viewing on its web-connected units is now delayed television or via over the top (OTT) on-demand services.
The DVR firm believes that the results provide clear evidence that the consumption of recorded television and Internet-delivered programming is quickly surpassing live TV viewership.
Indeed the data from TiVo's audience research unit, tracking anonymous usage across some two million TiVo devices on a second-by-second basis, found that of those devices, only 38% of viewing was for live TV. Furthermore, among those TiVo subscribers that used OTT services such as Netflix, YouTube, Hulu Plus, live viewership was even lower at 27%.
"This new second-by-second data shows that on demand viewing though a combination of time shifting on the DVR and broadband OTT has become a huge part of the consumer's entertainment mix," explained Tara Maitra, SVP and GM of content and media sales for TiVo. "The trend here is obvious. For most of their video, these consumers prefer to watch on-demand, whether it's recorded off the air, cable, satellite, or delivered via broadband. It really has become all about whatever they want to watch, whenever they want to watch it."
"We all know the way consumers watch TV is quickly changing, especially when it comes to the growing consumption of Internet delivered content," added TiVo President and CEO Tom Rogers. "As people watch less live TV, the television industry is being challenged like never before to meet the needs of viewers. The reduction in time spent watching live TV has huge implications for commercial ad delivery, how consumers search and find programs, and the role of networks in the carriage of shows, all of which require the industry's increased focus."