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.
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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.