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New Survey Reveals DVR Users Watch More Video-on-Demand
Fetching by Remote: A Survey of Video-on-Demand Users, a new report in Lyra Research's DTV View report series, reveals that digital video recorder (DVR) users watch more video-on-demand (VOD) programs than non-DVR users, and these findings held true for both free and paid VOD. This consumer behavior may be surprising to cable-service providers as it challenges a widespread industry assumption that DVR and VOD technologies are competing for viewers' usage.
"We had anticipated that the DVR users would particularly watch less free VOD than the non-DVR users because DVR users can readily time shift and control their TV shows without using VOD," says Steve Hoffenberg, principal analyst for the DTV View report series and Lyra Research's director of electronic media research. "Our findings may be because VOD offered content that was not available via broadcast or because the DVR users are more experienced than non-DVR users with time shifting and more comfortable operating menu-driven systems for selecting programs. This will be an important topic area to clarify in future DTV View research."
Hoffenberg adds, "Video-on-demand brings a whole new meaning to the term home video, enabling consumers to watch premium content on their own schedules and without a trip to the video store. Right now, however, VOD usage is fairly low, the program offerings are limited, and the technology doesn't inspire much consumer enthusiasm. As one survey respondent commented, 'VOD is still a work in progress.'"
Fetching by Remote: A Survey of Video-on-Demand Users is based on an Internet survey of approximately 350 users of cable-TV VOD services in the United States, conducted in April and May by Lyra Research's DTV View group. The survey provides snapshots of existing VOD users' behaviors and attitudes toward this emerging technology, including comparisons to video rental in retail stores and reactions to several proposed advertising models.
The report is the second in the new DTV View report series on the digital television market, published regularly by Lyra Research. DTV View reports feature timely consumer surveys on all aspects of digital television, including services, content, products, and promotion. The series probes leading-edge industry developments, reality-tests common assumptions, and provides valuable consumer feedback on experimental product and service concepts. Industry executives will find this survey information relevant in their planning to develop and deliver products and services that consumers will desire.
The third report in the DTV View series, a survey of HDTV users, will be released in July. In addition to published market research, Lyra Research offers custom market research services in the field of digital television.
To introduce the new DTV View report series to the industry, Lyra Research is offering the first report in the series, DVR Love: A Survey of Digital Video Recorder Users, published in May 2004, free to qualified industry executives. To receive a free PDF file of the report and to learn more about the DTV View series of digital television consumer surveys, visit www.dtvview.com. Industry executives can also sign up at the site to receive Lyra's free DTV View e-mail research briefs.
About Lyra Research
Founded in 1991, Lyra Research is recognized worldwide as the leading provider of market, product, and technology information and analysis focused on the imaging industry. Lyra Research provides targeted information to more than 2,000 clients in more than 40 countries. Lyra's outstanding team of researchers and analysts have solid professional industry experience and provide clients with decision-critical support and market intelligence. Lyra's portfolio of services includes leading industry newsletters, special market reports, advisory services, conferences, and custom consulting. With the launch of DTV View, Lyra is applying its research methodologies and publishing expertise to the digital television industry.
Related Keywords:Video-on-Demand , Lyra Research DTV View report series, digital video recorder