BOSTON – On demand services and digital video recorders are driving viewers back to linear television, says new research released by CTAM on Sunday, day one of the CTAM Summit.
Thirty-four percent of VOD-only homes (i.e. no DVR) and 47% of households with on demand and a DVR found a program on VOD and then sought it out on the regular channel.
Almost six out of ten (59%) households with both VOD and a DVR, and 49% of VOD-only households report that they are more likely to try new programs because of on demand. Two-thirds of DVR users also found new programming by recording it on their DVR.
“Many worried that that the on demand and the DVR technologies would cannibalize linear viewing but these findings show the opposite is true," said Char Beales, CTAM President and CEO, in the release.
These findings are in the October/November Pulse, which examines the adoption and usage of VOD and DVRs, as well as how these technologies affect television viewing behavior. The research is based on the 2008 CTAM Co-op Study – Watching On Demand and DVRs: The Impact on TV Viewing. An online survey was conducted from April 29 – May 7, 2008. The sample includes 1,646 adults (A18-64) and 292 teens (A13-17), with sub-samples of 427 DVR-only households, 533 On Demand-only households, 497 DVR + On Demand households and 532 households with neither technology. This study has a +/- 4.0% margin of error at the 95% confidence level.
