TV viewing via PVRs will become the norm, says Kantar study

Time-shifted viewing is becoming more prolific among the UK adult population and will eventually become the norm, according to new research from Kantar Media.

While most people currently prefer to watch TV at the time of broadcast, Kantar’s futurePROOF study – which takes a look at the ownership and use of digital technologies in Britain – found that over half of British adults own a personal video recorder (PVR), and a further half have watched TV on-demand in the past month, using any device.

Although the research found that 31% of adults are without a PVR and not actively using on-demand services, Kantar believes that there are strong implications for time-shifted viewing to become the default behaviour for the majority of viewers most of the time, while live viewing will become primarily reserved for event TV.

Kantar suggests that PVRs are often seen as more convenient and reliable than on-demand TV viewing, while on-demand is seen more as a catch-up facility.

“futurePROOF’s qualitative research indicates that live television is seen as a convenient way to transition from work to relaxation and the best way to experience ‘unmissable’ moments,” said Trevor Vagg, director of Kantar Media Custom.

“The social opportunity to ‘media-mesh’ with live content is also a factor that will surely continue to influence viewing choices. However, the ease of use and convenience of PVRs, and to a lesser extent on-demand services, is leading viewers towards a preference for being in control of when they watch their favourite programmes.”