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US DVR and VOD Usage:
Ad Skippers and Time Shifters
Ad skippers and time shifters are an emerging breed of television viewer, true. But the alarmist claims that digital video recorders (DVRs) and video-on-demand (VOD) will cause the death of TV and the loss of billions of advertising dollars are just plain wrong.
Attention: Advertising Agencies, Marketers, Broadcast, Cable and Satellite Providers, Entertainment, Information, Sports, Music and Movie Producers.
The US DVD and VOD Usage report explores the many ways viewers watch television — and explodes the myth that, once again, "TV is dead!"
TV distribution and access are changing, audiences are becoming increasingly fragmented and primetime is not what it used to be. All true. But with every challenge comes an opportunity.
More people will watch more TV and video content in the future, not less. They will just be doing it in different ways — on broadcast and cable, the Internet, the PC and portable devices.
For content owners, they may lose some control of how, when and where their content is accessed, but what they forgo in control, they can make up for in reach and additional touch-points. Advertisers will have to work harder to find a captive mass market, but on the flip side, interactive marketing has the potential to have a greater return on investment.
Key questions the "US DVD and VOD Usage" report answers:
- How many DVR and VOD households will there be in the US in 2010?
- What non-traditional marketing and content strategies will emerge in response to ad skipping and time shifting?
- How do DVRs and VOD change TV viewing behavior?
- What are the prospects for paid online TV downloads?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The US DVD and VOD Usage report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decision — every time.
Ad skippers and time shifters are an emerging breed of television viewer, true. But the alarmist claims that digital video recorders (DVRs) and video-on-demand (VOD) will cause the death of TV and the loss of billions of advertising dollars are just plain wrong.
Executive Summary
 DVR and VOD-Enabled Household Penetration in the US, 2005-2010 (% of TV households)
Issues & Questions
The eMarketer View
US TV Advertising Spending vs. Online Advertising Spending, 2000-2010 (billions)
Percent of TV Viewing that Is from Digital Video Recorder (DVR) or Video-on-Demand (VOD) Programming among US Digital Cable Households, 2004 & 2006
US National Advertisers Attitudes regarding Changes in Television Advertising, 2006 (% of respondents)
Impact of DVR Technology on the 30 Second TV Spot according to US Advertising Executives, 2003-2005 (as a % of respondents)
Alternatives to Traditional TV Advertising in which US Advertisers Will Increase Marketing Spending, 2006 (% of respondents)
Select Types of Advertising within Video-on-Demand (VOD) Programming in which US National Advertisers Are Very or Somewhat Interested, 2006 (% of respondents)
Non-Traditional* TV Content and Marketing Revenues in the US, 2005 & 2010 (millions)
The US TV Market
US Multichannel Subscribers, by Platform, 2006 (% market share)
US TV Subscribers, by Platform, 2006 (millions)
Monthly Spending on Cable and Satellite TV Services by US Households, 2005 & 2006
TV Viewers in the US, by Age and Gender, 2005 & 2006 (thousands and % increase vs. prior year)
Average Daily Time Spent Watching TV by US Households and Individuals, 1995-2006 (hours:minutes)
Average Daily Time Spent Watching Primetime TV by US Households and Individuals, 1995-2006 (hours:minutes)
US Households with One TV Set On during Primetime, 1997-2006 (% of total households)
Primetime TV Households in the US, by Network Type, 1986-2005 (% market share)
DVR Estimates
Comparative Estimates: DVR Households in the US, 2005-2010 (millions)
US Digital Video Recorder (DVR) Users, 2004-2010 (millions)
DVR Household Penetration in the US, 2005-2010 (% of TV households)
DVR Households in the US, by Delivery Platform, 2005-2010 (millions)
DVR Household Penetration in the US, by Platform, 2001-2006
Leading DVR Providers in the US, by Subscriptions, Q1 2004-Q1 2006 (thousands)
US Personal Video Recorder (PVR)* Shipments, 2001-2006
Demographics & Usage
Income and Education Profile of US Adult DVR Owners vs. the Total Adult Population, March 2005-May 2006 (% of respondents in each group)
US Adult DVR Owners vs. the Total Adult Population Who Are Heavy Users of Select Media, March 2005-May 2006 (% of respondents in each group)
Benefits of Using DVRs according to US Consumers, 2005 (% of respondents)
Primary Reason that US Consumers Choose to Record Television Programming, 2005 & 2006 (% of respondents)
US DVR Owners Who Skip All or Most Commercials during Playback Programming, by Race/Ethnicity, 2005 (% of respondents in each group)
US DVR Owners Who Skip Commercials, by Gender, 2005 & 2006 (% of respondents)
Weekly TV Usage by DVR and Non-DVR Households in the US, 2006 (hours)
Daily Time Spent Watching DVR Content or Programming by US Cable TV Subscribers Who Own a DVR, October-December 2005 (% of respondents)
Change* in TV Viewing Habits due to DVR** Usage among US Teen Internet Users Who Watch TV, by Age and Gender, June-July 2006 (% of respondents in each group)
TV Shows Viewed at Their Scheduled Times vs. Last Year due to DVR* Usage among US Young Adult Internet Users Who Watch TV, by Age and Gender, June-July 2006 (% of respondents in each group)
Types of Network TV that US DVR Users vs. Adults Watch from Start to Finish without Changing Channels, June 2006 (% of respondents in each group)
Types of Network TV with Interesting Advertising to which US DVR Users vs. Adults Pay Attention, June 2006 (% of respondents in each group)
VOD Estimates
Comparative Estimates: VOD-Enabled Households in the US, 2005-2010 (millions)
VOD-Enabled Household Penetration in the US, 2005-2010 (% of TV households)
US Digital Cable and Video-on-Demand Households, 2003-2010 (millions)
Demographics & Usage
US Adult Internet Users Who Have Purchased Video On-Demand Programming in the Past Year, by Demographic Profile, 2005 (% of respondents in each group)
US Adult Internet Users Who Purchased On-Demand Cable or Satellite TV Programming During the Past Year, by Age and Gender, October 2005 (% of respondents in each group)
US Digital Cable Households that Have Used Video-on-Demand (VOD), 2004 & 2006 (% of respondents)
US Cable Subscribers Who Have Watched Video-on-Demand (VOD), January-February 2006 (% of respondents)
Frequency of Video-on-Demand (VOD) Usage by US Cable TV Subscribers Who Use VOD, October-December 2005 (% of respondents)
Video-on-Demand (VOD) Pricing Preference of US Cable Subscribers*, January-February 2006 (% of respondents)
On-Demand* TV Format US Consumers Would Choose If They Missed Their Favorite Show, by Age, November 2005 (% of respondents)
Video-on-Demand (VOD) Programming Content that Interests US Cable TV Subscribers, October-December 2005 (% of respondents)
Reasons for Not Using Video-on-Demand (VOD) among US Cable TV Subscribers Who Have Access to VOD but Do Not Use It, October-December 2005 (% of respondents)
Online TV & Video
US Spending on Internet Downloads of TV Programs, 2005-2010 (millions and % increase vs. prior year)
Devices on which US Teen Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
Amount of TV Watched by US Online Video Viewers due to the Effect of Online Video, July-August 2006 (% of respondents)
US Adult Internet Users Who Are Likely to Purchase On-Demand Online Video Programming, by Age and Gender, October 2005 (% of respondents in each group)
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Ad skippers and time shifters are an emerging breed of television viewer, true. But the alarmist claims that digital video recorders (DVRs) and video-on-demand (VOD) will cause the death of TV and the loss of billions of advertising dollars are just plain wrong.
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Consumer Electronics Association (CEA)
Edison Research
eMarketer
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Price: $695.00
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Price: $695.00
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