Live TV alternatives increasingly viewers’ first choices

Editor ©RapidTVNews | 08-12-2011



New research from TDG has found that a growing number of TV viewers are seemingly inclined to first tune into a source other than live broadcast TV.

In what it calls 'first glance' segmentation of TV viewing preferences, the new TDG report Viewing Preferences in the Age of Multi-Source Television, finds that while consumers have long ranked live TV programming as their top television content source, the arrival of new platforms and services including digital video recorders (DVRs), pay-TV on-demand services, and online video has changes the traditional dynacmiacs. TDG identified five key segments; non-overlapping groups that exhibit unique TV source preferences. In this breakdown, so called DVR devotees form the largest segment with 34% of all viewers, characterised by a uniquely strong initial preference for DVR-recorded content. Yet t hey also have little interest in on-demand content, regardless of source and are more likely than others to subscribe to satellite pay-TV as opposed to cable TV.
Next come the TV traditionalists and ‘black-box baulker’ each with 26%. The former are pretty self explanatory wanting regular TV and little more, but the latter are said to strongly prefer live broadcast and on-demand content, eschewing adding new 'black boxes' to their TV system, especially devices they have to connect and configure. That said they will likely buy a service that is fully integrated into their one-device, on-remote experience such as pay-TV on-demand.
At the margins of the segmentation are new video enthusiasts and broadcast cast offs with 8% and 7% respectively. Only 72% of broadcast castoffs have access to live TV broadcasts on their TV and they prefer DVR-recorded and Internet video for 'First Glance' TV viewing and have very little interest in live broadcast content. The early adopters that are new Video Enthusiasts prefer Internet video, pay-TV on-demand, and DVR-recorded material, and are less likely to turn to live TV or physical discs.