Nielsen: Dramatic Rise In Time-Shifted Viewing [MediaDailyNews]
In the fourth quarter of 2010 people between the ages of 25 and 64 watched roughly thirty (30) hours of DVR time-shifted programming each month. This accounts for 22 percent of all TV viewing for those between 25 and 34, 19 percent for those between 35 and 49, and 16 percent for the 50 to 64 age bracket. I am part of the oldest group in the study so count me in as helping to skew that group's percentage higher.
The numbers for time-shifted viewing among younger viewers, while still seeing growth, were lower than even the 50 to 64 age bracket. Viewers between the ages of 18 and 24 use their DVRs about 19 hours each month, which accounts for 15 percent of all of that groups TV viewing. Viewers between 12 and 17 time-shifted 18 hours each month, or 16 percent.
Overall, television watching (both DVR and non-DVR) increased from a total of 145 hours per viewer each month in the third quarter 2010 to 154 hours in the fourth quarter. Much of this increase (and the increase from a mere 55 hours per viewer per month in the third quarter of 2009) is due to DVR usage. Time-shifted viewing across all age groups increased 17.9 percent in the third quarter of 2010 and 13.4 percent in the fourth quarter. The total number of DVR users was up to 105.9 million, an increase of 16.7 percent over last year’s number.