2008 CTAM Co-Op Study
Watching On Demand and DVRs
The Impact on TV Viewing
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Discover how the recent growth spurt of On Demand and DVRs has affected television viewing behavior and media habits in the new 2008 CTAM Co-op Study, Watching On Demand and DVRs: The Impact on TV Viewing.
CTAM data shows that DVR and On Demand penetration is blossoming. DVR penetration has reached 23% of total U.S. households compared to just 8% in 2005*. And On Demand continues to have a growing presence, with availability in approximately 28 million U.S. homes and over half (54%) of these households ordering On Demand movies or programs*. With recent growth and use of these technologies, how have consumers’ use and television behavior evolved over the past several years? How are they using these technologies in their daily viewing routines?
Through this study’s extensive analysis on On Demand and DVR use and behavior, cable companies can further increase use and adoption, and programmers can help drive viewers to their networks through the use of these technologies.
CTAM’s Watching On Demand and DVRs: The Impact on TV Viewing will go beyond other industry reports and data by taking a deeper dive, including a sample of teens (ages 13-17) to allow further examination of DVR/On Demand behaviors among Millennials vs. Baby Boomers.
This study examines:
- Awareness and familiarity changes with On Demand and DVR technologies and capabilities over the years;
- Changes in television viewing behavior and choices through the use and adoption of DVRs and On Demand;
- The benefits of DVRs and On Demand, as well as the features lacking from these services; and
- How these technologies are affecting the cable industry (both cable companies and programmers, alike).
Important Areas of Investigation for Cable Companies:
- To understand DVR and On Demand ease of use in terms of navigation;
- To gather DVR and On Demand use, adoption and attitudinal data specific to cable company*; and
- To examine differences in use and demographics among different levels of On Demand and DVR users (i.e. heavy, light, and never users) to predict and initiate future adoption and use.
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Important Areas of Investigation for Programmers:
- To discover the impact DVRs and On Demand have on the progression of choice and hierarchy of television viewing;
- To gauge consumer acceptance and viewership of advertising in these various non-linear formats; and
- Programs, genres and other content that consumers currently view through On Demand and DVRs, and how they can drive viewership to network linear channels.
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| Proprietary data by cable company is available only to specific top MSOs in the U.S. Please contact Dana Fragnoli at dana@ctam.com to check data availability. In addition, data will only be provided for your company. No competitive information for other cable companies will be shared. |
New to Subscribers!
“Watching On Demand and DVRs” Webcast - October 29, 2008 at 12:00pm (ET)/9:00am (PT)
As an added feature, subscribers of this study will also have the opportunity to attend a special CTAM Webcast to review key findings from this study and to ask additional questions with research experts.
Methodology:
Quantitative Component: This online survey includes a total of 1,600 consumer interviews among A18+ to understand use and adoption of DVRs and On Demand and its effects on television viewing. Included in this sample are several quotas of approximately 400 respondents each:
- 400 who have On Demand and DVR
- 400 who have On Demand, but not DVR
- 400 who have DVR, but not On Demand
- 400 who have neither On Demand nor DVR
The adults surveyed will represent a variety of demographic factors including gender, age, ethnicity, etc. to properly represent the U.S. marketplace. A proper representation of the top cable companies will also be represented, so that a cable company can examine these data further among their own subscriber base.
Teenage Sample: In addition to the sample of 1,600 adults 18+, the quantitative study will also be conducted among a sample of approximately 300 teens, ages 13-17. These teens will fall into the three DVR and/or On Demand groups listed below and will allow further analysis and comparison among demographic groups, such as Millennials vs. Baby Boomers.
- Have DVR and On Demand
- Have On Demand, but not DVR
- Have DVR, but not On Demand
Deliverables:
By subscribing to the 2008 CTAM Co-op Study, Watching On Demand and DVRs: The Impact on TV Viewing, you will receive the following deliverables:
- Topline executive summary
- Complete written report with integrated graphics and analytics, including segmentation analysis, factor analysis and predictive modeling
- Two correspondence/perpetual maps
- Full set of all data tables and banners
- Webcast presentation with Q&A
Ordering Information:
The 2008 CTAM Co-op Study, Watching On Demand and DVRs will be available in June 2008 for a cost of only $5,000. For more information or if you have any questions, please contact Dana Fragnoli-Piteo at 703.549.4200 or at dana@ctam.com.
For an order form, please click on the designated link below.
Order Online: Click Here
Order Form: Mail/Fax
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The 2008 CTAM Co-op Study, Watching On Demand and DVRs: The Impact on TV Viewing is partnered with E-Poll Market Research and is produced with the assistance of the CTAM Research Committee. |
*CTAM May/June 2007 Pulse: Tracking Home Entertainment and Technology At Home and On the Go.