TV set viewing trends: linear remains vital


10 January 2017

Timeshift viewing on the TV set has doubled since 2010, mainly due to PVR adoption. This has compensated for about 40% of the decline in live viewing, which has fallen by 19% per person on average

Timeshifting habits are widely spread across all age groups. They are proportionately higher for the young, who watch much less live TV, but are still substantial among over-55s, whose total viewing has hardly changed since 2010

Large genre variations in the volume of timeshift viewing (dramas high, live events low), and the fact that this still occurs very soon after the live broadcast, underlines the strength of the linear schedule. And, despite widespread initial concerns that timeshift viewers would fast-forward through all ads, nearly 50% of timeshifted commercials are viewed

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