September 18, 2013 10.59 Europe/London By Julian Clover

On Demand and PVRs account for almost 1 in 6 TV minutes viewed in the UK and the United States, according to a new report from IHS.
Broadcast TV continues to deliver audiences, particularly in the recession hit countries of Italy and Spain. However, it is timeshifted TV and on demand usage that is driving increases in the United States, UK and Germany.
Individuals in the United States and UK spent over 40 minutes per day watching on-demand or timeshifted TV in 2012. By contrast, Spanish individuals spent the least amount of time – across the markets assessed– watching on-demand or timeshifted TV, spending just ten minutes per day on average viewing TV via non-linear mechanisms.
One in seven minutes of online viewing is now to subscription VOD, which is beginning to have a significant effect on the viewing habits of the average consumer. In the US, OTT subscription service viewing has risen by 10 minutes a day between 2010 and 2012. This has been mirrored by a decline in daily linear broadcasts of 13 minutes per day.
Across the Big 5 European markets (UK, France, Germany, Spain, Italy), subscription VOD services such as Netflix and Lovefilm are responsible for nearly 1 in every 7 minutes of online viewing of TV (long-form TV only, excluding user generated content).

IHS will be presenting the latest digital media trends in our annual conference The Future of Digital Media Distribution on September 26.