70% of US households have DVR or use Netflix / VOD

March 6, 2014 | By More

Nearly half of all U.S. TV households have at least one digital video recorder, a 17% increase from 2010, according to a consumer research study released in December 2013.

Netflix Living Room

Leichtman Research Group’s newest consumer survey found DVRs in 47% of U.S. TV households, up from 40% in 2010 and 23% in 2007.

Half of those DVR households (about 23% of all HHs) now have DVR service on more than one TV set. Five years ago, just 8% of all HH had service to more than a single TV.

LRG also said 70% of households have a DVR, subscribe to Netflix, or use on-Demand (VOD) from a cable or Telco provider – with 23% of households using two of the services, and 11% using all three.

“The ways to watch video in non-traditional forms have dramatically expanded over the past decade.  In 2004, 3% of all households had a DVR; 10% of cable subscribers had ever used VOD; and Netflix did not exist yet,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc.  “Today, 70% of households use at least one of these services, and over one-third of all households use more than one of these on-demand services.”

The research, “On-Demand TV 2013:  A Nationwide Study on VOD and DVRs,” is based on a survey of more than 1,250 households throughout the U.S. This is LRG’s twelfth annual study on this topic.

LRG also reported:

  • 55% of households that subscribe to a multi-channel video service have a DVR – compared to 4% of TV households that do not subscribe to a multi-channel video service
  • 58% of households with annual household incomes over $50,000 have a DVR – compared to 30% with incomes below $50,000.
  • 61% of all cable subscribers have used VOD – compared to 43% in 2008, and 10% in 2004.
  • 62% of digital cable subscribers, and 57% of Telco video subscribers, used on-Demand in the past month.
  • 29% of Netflix subscribers stream video daily, and 70% weekly – up from 10% daily, and 43% weekly in 2010.
  • Netflix subscribers report watching, on average, 19.6 TV shows per month – up from 12.7 in 2012, and 9.9 in 2011.
  • The mean annual income of those who use all three services (DVR, Netflix, and VOD) is $96,900 – 90% above the mean income of those who use none of the services.

Meanwhile, David Poltrack, chief research officer for CBS,  said at the annual UBS Global and Media Communications Conference in New York, that the network believes DVR penetration will surpass 50% household penetration in the near future, adding that CBS research shows DVR usage is up 15% in the last two years and 20% among older adults.

Poltrack said research has shown that only 22% of DVR use is in prime time while 35% is during the weekend.

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Category: COLUMNS

Jim ONeill

About the Author ()

Jim O’Neill has been a business journalist since 1992, and has been writing about the digital media industry since 2007. He formerly was the editor of industry journals FierceIPTV and FierceOnlineVideo, and has worked as an industry analyst for international research firm Parks Associates. He currently is CEO and Editor of theConvergence.tv, a newsletter that takes a deeper look at the trends and happenings in the digital media industry, and continues writing research and white papers on a variety of topics in the sector. He can be reached at jim@theconvergence.tv

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