Nielsen: Americans still love their TV, embracing DVRs [ArsTechnica]
Nielsen has released their Three Screen Report for the fourth quarter of last year, measuring usage of television, Internet, and mobile video. And the results show that, more than ever, Americans enjoy watching television. In the last three months of 2008, the average American watched 151 hours of television each moth - an all time high. And while 285 million Americans enjoyed watching television programming in the most traditional fashion, other methods are growing quickly.
Time-shifted television viewers - those watching shows recorded on DVRs - increased 37 percent from the last quarter of 2007 to nearly 74 million viewers. That's 20 million more DVR users than there were in 2007. Internet streaming video viewers now number 123 million, and 11 million Americans are mobile video viewers according to Nielsen.
Nielsen's study is instructive because even with the plethora of alternatives that American television viewers have to traditional television and the rapid adoption of those options, Americans' appetite for traditional television viewing has only increased. One reason for that may be that television viewers still prefer watching the television during the evening hours - prime hours for Internet streaming video are during the Monday - Friday, 9-5 work week. Time will tell if the adoption of newer technologies that allow Internet streaming video viewing on television screens (like Boxee and AppleTV) will change this fact.
Americans' appetite has not only increased for video, but for information in general. It's interesting to note the large amount of Internet activity that happens in conjunction of television viewing. Nielsen reports that 31% of Internet usage occurs during television viewing.
As with many technology developments, it's beginning to look like the overall usage seems to add up to more than than the sum of the parts. Rather than challenge conventional television, new viewing options seems to be creating a bigger pie.
check http://yourtvonline.com
Posted by: nadia | Wednesday, February 25, 2009 at 03:46 AM
Hi Michael,
According to the Los Angeles Times the reason for the increase in TV viewing is not viewer satisfaction with the product, but a.) the recession has forced more people to forgo expensive outings, resulting in more time in front of the tube, and b.) the 2008 Presidential election.
That said, I must compliment you again on your blog. You are the rare CEO who maintains such a transparent two-way line of communication with all of your constituents. Others could follow your example.
Cory O'Connor
PS: Of course, I still disagree with you on a la carte.
:)
Posted by: Cory O'Connor | Wednesday, February 25, 2009 at 08:17 AM