Time Shifting Has Become The Default
*by Jack Loechner**
**Media Post**
**
**March 19, 201**5*
http://www.mediapost.com/publications/article/245710/time-shifting-has-become-the-default.html
According to the recent The Hub Entertainment Research survey, conducted
among 1,210 TV viewers aged 16-74 who watch at least 5 hours of TV per
week and who have broadband access at home, ad avoidance is a factor in
time-shifting, but not the main one. 60% of respondents cited the
convenience of watching on their own time as the primary benefit, vs.
only 37% saying skipping ads was favored.
Untethering TV from a linear schedule has both invigorated and disrupted
the TV industry. Watching on your own schedule has made TV a more
compelling entertainment option for consumers. It’s also made back
catalogs more accessible, and thus more valuable. But they’ve also put
tremendous pressure on how the TV business has traditionally made money:
TV shows watched live, with ads.
When it comes to TV viewing, says the report, consumers are increasingly
living in the past. 53% of all viewing among consumers16-74 is time
shifted, vs. 47% live. 42% prefer watching episodes of a current season
via time-shifting, vs. 28% prefer watching live. Among millennials, 61%
of viewing is time-shifted
*Percentage Of Shows Viewed Per Source*
*/Show Source/*
*/% of Viewers/*
Shows you record on a DVR or TiVO
34%
On-Demand service
19
Shows you stream from Netflix
16
Sites or apps from TV networks
8
Shows on Hulu or Hulu Plus
6
Amazon Prime or Amazon Instant
3
The site or app from [PROVIDER]
3
Any other online source
7
Source: Hub Entertainment Research, February 2015
56% of users skip every commercial when viewing from a DVR. And, 49% of
VOD viewers fast-forward through every commercial. In aggregate, DVRs
and VOD service account for more than half of time shifted viewing.
Top Reasons For Watching Shows Later
* 60% Watch when convenient
* 37% See missed episodes
* 37% Skip ads
* 34% Can pause or rewind
* 33% Takes less time to watch
* 29% Not available during live airing
* 19% Can watch back-to-back
The report concludes by noting that, with the exception of sports and
some reality genres, most TV shows today are watched sometime after they
air. All of which makes the question of how to track viewership and
monetize programming more challenging, and more urgent, than ever. If
anything, time-shifting is only going to increase
Start with the DVR, add VOD, and OTT services, and suddenly the ability
to watch TV on your own schedule has shifted from a benefit to an
expectation, says the report. In fact, it has become the default. It's
all part and parcel of the new mindset that the Internet has wrought.
Providers of any service must deliver in a way that meets the consumers'
needs, rather than the other way around, concludes the report.
Please visit here to access the complete Hub Time Shifting report
<http://hubresearchllc.com/download-report/time-shifting> in PDF format.
--
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George Antunes Voice (713) 743-3923
Associate Professor Fax (713) 743-3927
Political Science Mail: antunes at uh dot edu
University of Houston
Houston, TX 77204-3011
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