A new report reveals that 41% of those surveyed say having the fast-forward function disabled on VOD is a major "frustration," per Hub Entertainment Research.
When fast-forward is available -- through DVR or other time-shifting technologies -- research says 49% of those VOD viewers fast-forward through every commercial; 56% skip every commercial when viewing from a DVR.
Hub says that ad avoidance is not the biggest reason people time-shift, "but it’s a factor."
Traditional TV networks have been counting on expanding their VOD services -- programming-wise -- all to monetize those offerings through TV advertisers, especially through dynamic ad insertion.
Hub surveyed 1,210 TV consumers ages 16 to 74 in February 2015 who watch at least five hours of TV per week and have broadband access. Of those surveyed, it says each viewers has an average of 2.3 sources (DVR, VOD, and TV network apps); 34% time-shift through DVR and 19% via VOD.
Some 53% of all TV time-shifting is done either through DVR or VOD. After this comes Netflix, 16%; TV network apps, 8%; Hulu/Hulu Plus, 6%; Amazon, 3%; a TV provider site/app, 3%, and 7% is attributed to other online sources.
Most of the airing of time-shifted programming occurs within three days of a program’s live airing -- 70% of DVR viewing occurs within three days; 58% for VOD; 68% for Hulu/Hulu Plus; and 67% from a TV network site/app.