People in VOD homes watch an hour and five minutes of live television per day, compared with the 54 minutes of live TV time among non-VOD users.

This was found to be true over all VOD platforms measured by Nielsen for its Q1 2014 Cross-Platform Report.

According to the Cross-Platform Report, over the last two years, VOD has come of age. Currently available in more than 60% of US household, VOD is increasingly contributing to the viewing potential and has emerged as a legitimate choice for consumers who might not have a PVR or simply missed recording last night’s episode.

On average recently telecast VOD contributes between 4% and 5% in the coveted 18-49 demographic. The platform is appealing to younger demos and Asian-Americans, whose overall contribution through VOD is 8%.

“The great news for advertisers looking to connect with viewers is that video-on-demand users of all ethnicities actually watch more TV—live or otherwise!” shared Dounia Turrill, SVP Insights, Nielsen.

“As we saw in this year’s Upfronts, today’s viewers are making device and platform choices that have a profound impact on the meaning of television and video. Americans continue to watch over five hours of traditional television per day. However, daily time spent watching time-shifted content has continued to rise, as has using the Internet on a computer and using a mobile device. With Nielsen incorporating mobile viewing in traditional television ratings as well as digital ratings in the fall, next year’s Upfronts and Newfronts will be fueled by new data. ”