TV network executives will be happy to learn that homes with video-on-demand services continue to watch more of the commercials that run in TV programming.
Nielsen says
video-on-demand TV viewers who view a 30-minute TV program watch an average total of 28 minutes -- programming and commercials. But those using a DVR to time-shift a show only watch 23 minutes of a
30-minute show; live TV viewers only take in 20 minutes of a half-hour show.
Looking at young viewers, 55% of commercial minutes were seen in non-live TV shows among 18- to-24-year-olds in
video on-demand homes. This is in contrast to the 25% of commercial minutes seen when analyzing all of total TV viewing (live and time-shifted) among 18-24 viewers in VOD homes.
Nielsen
notes that this is likely due to the fact that video-on-demand services do not allow fast-forwarding of commercials.
Among Netflix homes, 69.1% watch live TV versus those in non-Netflix
homes with DVRs and Internet, who watch 80.5% live. Netflix is in 29% of U.S. TV homes.
Comparing Netflix homes and non-Netflix homes, viewing shares coming from DVR time-shifting are about
the same. In Netflix homes, 10.4% of their TV time is from DVRs. In non-Netflix homes, their share of total TV-video is 9.2%.
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