90% of TV Viewing Live Even With DVRs in 44% of Households

According to new consumer research from Leichtman Research Group, about 44% of American TV households now have at least one digital video recorder, up from 8% in 2005, and 62% digital cable subscribers now use video-on-demand at least monthly versus 52% a year ago. However, about 90% of all TV viewing in the U.S. is still via live TV, says the report.

In addition, 73% of all digital cable subscribers have ever used Video on-Demand, with 87% of this group having watched an on-Demand program or movie in the past month. Overall, about 62% of digital cable subscribers used on-Demand in the past month, compared to 52% last year.

Additional significant findings show that:

• 80% of DVR owners rate the service 8-10 (with 10 being excellent), compared to 80% last year, and 77% two years ago
• 62% of cable VOD users rate the service 8-10 compared to 60% last year, and 55% two years ago
• 74% of Premium on-Demand users rate VOD 8-10, compared to 54% of non-POD users
• 63% of all Netflix subscribers rate the Watch Instantly feature 10 (on a 1-10 scale with 10 being an extremely important feature or benefit of the Netflix service), compared to 48% last year, and 37% two years ago
• 20% of Netflix subscribers use Watch Instantly daily, and 57% weekly, while last year 10% used Watch Instantly daily, and 43% weekly
• 78% of Watch Instantly users use it to watch movies and TV shows on a TV set
• 86% of Netflix households subscribe to a multi-channel video service, and 43% with a multi-channel video service subscribe to a premium service, similar to all households in the sample, and similar to Netflix households last year

These findings are based on a survey of over 1,300 households throughout the United States, and are part of LRG’s study, On-Demand TV 2011: A Nationwide Study on VOD and DVRs.

More information may be found in the LRG PDF file available here.

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