Time Shifted Viewing and Video on Demand

29 Jul 2015

Video on demand time-shifted viewing programs are now going mainstream, and this is driving multi-platforms viewing as well. Data above indicates that more and more people, especially of the younger generation, prefer to watch video content on their own timetable. And, according to Nielsen’s 2013 Cross-Platform Report, their Time-shifted behavior has challenged the TV industry that was accustomed to serving

  • Set-up box video on demand was available in approximately 60 percent of television households in 2013, up from 37 percent in 2008 (Nielsen).
  • Most time-shifted viewing happens through a set-top box today. Together, DVRs (34 percent) and VoD from a pay-TV provider (19%) account for more than half of all time-shifted viewing. (according to a Hub Entertainment Research study conducted in February 2015)
  • Some networks see over 50 percent of their 18–34 aged viewership coming in the seven-day window after a live airing (Nielsen).
  • 47 percent of the average viewer’s TV content is live while 53 percent is time-shifted. (Hub Entertainment Research)

Source: Nielsen

While 52 percent of viewers have movies as their top VoD choice, with only 2 percent between the age group of 18–38 time shifting these programs, general drama programs are time-shifted by 40 percent between the age group of 18–34 and by 51 percent in the 50+ age group. Moreover, 17 percent of program viewers between the age group 18–34 and 8 percent of program viewers of 50+ age time-shift general documentaries.

The main challenge right now is for broadcasters and publishers to demonstrate to their advertising clients that people are still watching their ads; they just have much more control over what they’re watching. According to Nielsen, time-shifted viewing behavior could also provide insights into whether or not social media is influencing and enhancing this trend. And if it is, there could be monetization potential with live +7 audiences.

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