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Viewing report
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US DVR and VOD Usage: Ad Skippers and Time Shifters
eMarketer, Nov 2006, Pages: 18
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.
Sources Include:
Broadcasters' Audience Research Board (BARB)
Consumer Electronics Association (CEA)
eMarketer
Forrester Research
In-Stat
Kagan Research
Leichtman Research Group, Inc. (LRG)
MAGNA Global
Mediamark Research Inc. (MRI)
National Cable & Telecommunications Association (NCTA)
Veronis Suhler Stevenson
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