DVR Penetration Means Time-Shifted Viewing Is Up

Television time-shifted viewing is growing this season — for almost all shows.

NBC’s “The Office” is the most time-shifted program; in terms of its overall percentage, it grabbed 38.8% more viewers — up to seven days of time-shifting. Overall, NBC comedy was also first in 2009, with 37.5% compared to 29.0% in 2008.

In terms of actual time-shifted viewers, ABC’s “Modern Family” had the highest number with 5.465 million; ABC’s “Grey’s Anatomy” was next at 5.067 million. Both shows topped last year’s number for ABC’s “House,” at 5.038 million.

Among first-year shows, NBC’s “The Event” was best in time-shifting — in terms of percentage — 34% or 3.083 million viewers. CBS’ “Hawaii 5-0” had the most time-shifted viewers overall for a new show — 3.976 million — accounting for 27.1% of its total seven days audience.

One of the biggest upward movers was ABC’s “Modern Family,” which doubled its time-shifted viewership to 5.465 million in 2010, from 2.613 million in 2009. Fox’s “Glee” also climbed high — to 4.8 million from 2.969 million. And CBS’ “How I Met Your Mother” doubled its time-shifted viewers over the last two years.

What Do We Know About DVR Homes?

•          DVR homes tend to be younger; more upscale BUT more than 38% of DVR users are over age 45

•          Very highly concentrated in digital homes

•          DVR ownership stands at 38% of all US TV Households

•          More Co-Viewing occurs in playback than in live

•          When DVR playback is included, DVR households watch more primetime programming than non-DVR households

•          DVR playback peaks at 9pm and 10pm

•          The majority (71%) of DVR homes have only one unit, a quarter (24%) of DVR homes have two, and 5% have three or more

•          DVR penetration by Race/Ethnicity – (40.3% White, 35.4% Asian, 30.3% African-American, 29.8% Hispanic)

•          Top ranked time-shifted genre is Science Fiction followed by Sitcoms and General Drama