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Video on Demand Users Watch More Live Video

Nielsen said its most downloaded report focused on the growing impact of digital as well as some early conversations around shifting currency models.

In a bit of a surprise finding, television ratings and consumer usage firm Nielsen, in its latest Quarterly Cross-Platform Report, said that Video on Demand (VOD) users watch 20 percent more live TV than non-VOD users.

This report includes VOD users of all ethnicities, who Nielsen said watch more TV in general—live or time-shifted—than non-VOD users.

Overall, Nielsen said, people that use VOD services in their homes watch an hour and five minutes of live television per day compared to the 54 minutes of live TV time among non-VOD users. This was found to be true over all VOD platforms measured by Nielsen.

According to Nielsen’s Cross-Platform Report, VOD service is currently available in over 60 percent of households and has emerged as an alternative for consumers who might not have a DVR or simply missed recording last night’s episode. On average Recently Telecast VOD contributes between 4 and 5 percent in the coveted 18-49 demographic. The platform is appealing to younger demos as well as Asian Americans, whose overall contribution through VOD is 8 percent.

“Today’s viewers are making device and platform choices that have a profound impact on the meaning of television and video,” said Dounia Turrill, Senior Vice President of Insights, Nielsen. “Americans continue to watch over five hours of traditional television per day. However, daily time spent watching time-shifted content has continued to rise, as has using the Internet on a computer and using a mobile device.”

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