01.11.2012 02:15 PM
TiVo: Recorded & Internet TV Exceeding Live TV Viewing
LAS VEGAS, NV—TiVo customers are now
viewing more hours of recorded television and Internet-delivered programming than
two thirds of the viewing on web-connected TiVo units is now delayed television
or on-demand video via broadband (OTT).
That's the latest data from TiVo's audience research unit, which tracks
anonymous usage across some two million TiVo devices on a second-by-second
basis. Of those devices, only 38 percent of viewing is live.
TiVo provides broadband OTT access
to Netflix, YouTube, Hulu Plus and other video options. Among those TiVo
subscribers that used these services, live viewership is even lower at 27
"This new second-by-second data
shows that on demand viewing though a combination of time shifting on the DVR
and broadband OTT has become a huge part of the consumer's entertainment
mix," said Tara Maitra, SVP and GM of content and media sales for TiVo.
"The trend here is obvious. For most of their video, these consumers
prefer to watch on-demand, whether it's recorded off the air, cable, satellite,
or delivered via broadband. It really has become all about whatever they want
to watch, whenever they want to watch it."
"We all know the way consumers
watch TV is quickly changing, especially when it comes to the growing
consumption of Internet delivered content," said TiVo President and CEO
Tom Rogers. "As people watch less live TV, the television industry is
being challenged like never before to meet the needs of viewers. For the cable
industry, TiVo is the leading provider of advanced television solutions that
deliver seamless access to four forms of content -- traditional live TV,
recordings from TV linear channels, operator video-on-demand, and
broadband-delivered video. The reduction in time spent watching live TV has
huge implications for commercial ad delivery, how consumers search and find
programs, and the role of networks in the carriage of shows, all of which
require the industry's increased focus."
To learn more about TiVo's audience
research measurement visit: https://stopwatch.tivo.com/home/index.html