• by Joe Mandese , May 17, 2004

New research on the impact of digital video recorders (DVRs) on the level of "satisfaction" of viewers with television goes a long way toward explaining why cable and satellite TV providers are rushing DVR services to their subscribers. The aptly named report "DVR Love," released Monday by Lyra Research, shows a ten-fold improvement in the quality of the TV viewing experience after consumers acquire a DVR.

While the findings did not disclose the impact of DVRs on specific viewing patterns, or on exposure to advertising, they do reinforce the notion that DVRs may be a killer app from a TV service provider's point of view.

However, calling the DVRs a "breakthrough" in TV viewing technology, Steve Hoffenberg, principal analyst at Lyra, said "the TV advertising industry needs a breakthrough of equal magnitude."

The research surveyed 600 DVR owners online in March and April, and found that increases in TV satisfaction were consistent across all demographic groups, regardless of age, gender, income, or education.

Satisfaction With TV Viewing Before/After Acquiring DVR

Before    After 
Extremely Satisfied           7%      72% 
Somewhat Satisfied           34%      12% 
Neutral                      30%       6% 
Somewhat Dissatisfied        21%       2%

Extremely Dissatisfied        7%       8% 

Source: Lyra Research's DTV View Survey of Digital Video Recorder Users, March-April 2004. Base = More than 600 DVR users surveyed online.