More and more people are adopting DVRs and using on-demand services as time-shifted viewing increases.
More and more viewers are becoming accustomed to using both subscription video on demand (SVOD, e.g. Netflix) and the on-demand services provided by their MVPDs.
Leichtman Research Group (LRG) found that three-quarters (76 percent) of U.S. households have a DVR, or subscribe to Netflix, or use on-demand (VOD) from a cable or Telco provider.
A full quarter (26 percent) of households use some combination of two of the services, and one-tenth (11 percent) use all three.
The survey also found that 62 percent of US households that subscribe to a pay-TV service have a DVR (up from 41 percent five years ago), while 1 percent of pay-TV non-subscribers have a DVR. In addition, 55 percent of households with a DVR now have DVR service on more than one TV set, up from 28 percent five years ago.
Other related findings include:
- 66 percent of households with annual household incomes >$75,000 have a DVR – compared to 33 percent with incomes <$30,000
- 25 percent of current non-DVR households previously had a DVR at home
- 59 percent of all cable subscribers have ever used VOD – compared to 46 percent in 2009, and 10 percent in 2004
- 63 percent of digital cable subscribers, and 58 percent of Telco video subscribers, used on-Demand in the past month
- 36 percent of pay-TV subscribers get Netflix – compared to 48 percent of non-subscribers
- 36 percent of Netflix subscribers stream video daily, and 72 percent weekly – up from 10 percent daily, and 43 percent weekly in 2010
- 32 percent of pay-TV subscribers with Netflix stream Netflix daily – compared to 53 percent of non-subscribers with Netflix
- Last year, 70 percent of households had a DVR, or Netflix, or used on-Demand
“This is LRG’s thirteenth annual study on on-Demand TV. While VOD and DVRs were relatively nascent when this series of studies began, they are now core components of pay-TV packages,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “Along with Netflix and other over-the-top offerings, these on-Demand TV services have permanently changed the options of how people may choose to watch TV.”
These findings are based on a survey of over 1,230 households throughout the United States, and are part of LRG’s study, On-Demand TV 2014: A Nationwide Study on VOD and DVRs. This is LRG’s thirteenth annual study of this topic.