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Timeshifting in 2013: A Detailed Overview of DVR Users

Dive into the world of timeshifting TV viewing in 2013 with this informative deck, analyzing DVR usage trends and the impact of time-shifted programming on television consumption. Learn about the growth of DVR households, timeshifted genres, demographics, and more. Find valuable insights on the changing landscape of television viewing habits.

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Timeshifting in 2013: A Detailed Overview of DVR Users

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  1. Timeshifting In 2013

  2. Important Note To Our Members: • The following deck was developed to give you an overview of DVR users and to demonstrate the effects of Time-Shifting on television viewing. • This document was not written as a full presentation – please pick and choose the slide (s) that work for your individual needs. • These slides were created on a white background so they can easily be inserted into your current presentation • Please view the presentation in slideshow mode as there may be animation

  3. Timeshifting in 2013 • Today, half of the TV homes have a DVR but penetration is starting to slow • Higher income homes are more likely to have DVRs • Time spent with timeshifted programming continues to grow but is still only a fraction of overall TV time • Only a fraction of Cable’s programming gets timeshifted while practically half of Broadcasts’ is viewed in Playback mode. • Participation Variety and Drama are the most timeshifted genres.

  4. Today Practically Half Of Homes Have a DVR; With Growth Rate Starting To Slow % of U.S. TV HHs 47.7% Source: Nielsen; March of each year.

  5. DVR Households Are Becoming More & More Multi-DVR Homes Percent Of Homes with Multiple DVRs Penetration Growth Among 2+ DVRs Source: Nielsen; Percent of DVR HH only – not total HHs.

  6. Higher Income Homes Are More Likely To Own A DVR DVR Penetration By Income (v. YAG) 25% (+13%) 52% (+9%) Less Than $30K $50-75K 68% (+6%) $100K+ 60% (+11%) 41% (+9%) $75-100K $30-50K Source: Nielsen, State Of Media report. 12/13 v. yag

  7. DVR Penetration Among African American & Hispanic Households Has Grown Substantially DVR Penetration % March ’07 March ’13 Hispanic 9.9% 38.5% African American 11.9% 40.6% Source: Nielsen.

  8. Time Spent…

  9. Time Spent With Timeshifted Programming Continues To Grow But Is Still Only A Fraction Of Total TV Time Monthly Time Spent In Hrs:Min Per User 2+ 4Q11 4Q12 % Diff Watching Timeshifted TV 11:44 12:38 +8% Watching TV 153:19 156:24 +2% Source: Nielsen, Cross Platform Report.

  10. Across The Board, DVR Playback Accounts For A Small Portion Of Total TV Viewing Monthly Time Spent In Hrs:Min Source: Nielsen, 4Q12 Cross Platform Report. *Includes live viewing + DVR playback.

  11. DVR Playback Has Experienced Its Greatest Gains With The Older Consumers 50+ Monthly Time Spent Watching Timeshifted TV In Hrs:Min Source: Nielsen, Cross Platform Report.

  12. Ethnic Breakdown: Hispanics Time Spent With DVR Playback Has Grown Considerably As Well Monthly Time Spent In Hrs:Min By Ethnicity Per User 2+ Source: Nielsen, Cross Platform Report. *Includes live viewing + DVR playback.

  13. Of Those Who Time-Shift, Half Watch Commercials

  14. DVR Usage…

  15. On A Total Day Basis, 8 Out Of 10 Programs Are Viewed “Live” % Spent With Playback v. Live Minutes: Total Day P18-49 March ‘13 Source: Nielsen, Base=DVR HHs.

  16. In Prime, More Than Three Quarters Is Viewed “Live” % Live v. Playback Minutes: Primetime P18-49 March ‘13 Source: Nielsen, Base=DVR HHs.

  17. Time Spent With “Live” Programming Is Consistent Across The Board % Live v. Playback Minutes: Primetime March ‘13 Source: Nielsen, Base=DVR HHs.

  18. Diving Deeper Into Programming…

  19. Less Than A Quarter Of Cable’s Programming Is Time-Shifted P18-49 % Time-Shifting In Prime By Source (base=DVR hhs) Source: Nielsen, Base=DVR HHs.: March 13

  20. Among Both Young And Old, Only A Fraction Of Cable’s Programming Is Time-Shifted % Time Spent With Time-Shifted Programming in Prime Ad-Supp Cable Broadcast A18-49 24% 44% A25-54 24% 42% A12-17 18% 39% A18-24 21% 44% A25-34 27% 49% A35-49 23% 42% A50+ 17% 32% Source: Nielsen, Base=DVR HHs.; % of minutes; March 13

  21. In Fact, Broadcasts’ Highest Rated Programming Tends To Be The Most Time-Shifted Top 15 Most Time-Shifted Broadcast Programs Primetime: March 2013 Base: DVR HH Source: Nielsen’s Npower; Prime=M-Sa 8-11p & Su 7pm. Base= DVR HHs;; Broadcast 6 A18-49 total U.S. Live+7rank (greater or equal to 2 t/c).

  22. Program Type Determines the Degree Of DVR Playback

  23. Participation Variety & General Dramas Tend To Be The The Most Time Shifted In Primetime A18-49 Live+7 v. Live Absolute Change By Genre In Prime (Base: DVR HHs) Source: Nielsen;3/13; primetime;

  24. The Future…Enhanced TV Services

  25. Enhanced TV Services Offered By Your Cable Provider: Offering A Variation On the DVR Various MSO’s offer the following services in select markets. These services are free with Digital Cable: Start Over – Provides you with the power to restart and watch a program from the beginning. With Start Over, the fast-forwarding function will be turned off. Shows airing can be restarted multiple times within their normal broadcast time. For example, if a program airs from 7 to 7:30, you will be able to restart it at any time during that half hour until 7:29 and 59 seconds. And while you’re watching a Start Over show, you can: REWIND the show while it's playing PAUSE it for up to 5 minutes RESUME: change the channel then come back within 5 minutes to where you left off in your Start Over program (as long as the show is still in it's original broadcast window). Note: Start Over may not be available in all areas. Look Back - Allows you to view shows that have already aired up to 3 days later! Look Back is available on select shows from participating networks

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