Personal video recorder (PVR) subscribers are forecast to reach 34 million by 2010, up from an estimated 11.4 million at the end of 2005.
According Magna Global, PVR subscriptions will reach 17.4 million at the end of 2006, with the interpublic group claiming that currently, PVRs are present in 11.7% of TV households in the US.
Magna’s long term forecast represents a upwards revision from an earlier estimate of 33 million PVR subscriptions by 2010 (see PVR Adoption To Slow After 2010).
The vast uptake of PVRs is causing concern for advertisers, with research firm Accenture predicting that nearly 9% of all television commercials will be skipped by 2009 due to the fast forwarding technology (see Changing Face Of TV Advertising).
However, advertisers are being sent mixed signals over the dangers of PVR uptake. US studies from Frank N.Magid Associates claim that despite advertisers’ fears of TV adverts being skipped with the new technology, 55% of PVR users stop to watch adverts that catch their eye (see Strong Growth For Entertainment Industry Led By Online Games).
PVRs are set to enjoy massive growth over the next five years, with penetration expected to reach over 11% of television households world-wide, according to a report from Informa Media (see PVRs Penetration To Reach 30% By 2010).
PVR penetration in the UK is forecast to reach five million in the next four years, with penetration set to reach 21% of the population by 2008, increasing to 34% by 2012, according to research from Starcom (see PVRs Causing Increasing Threat To Advertisers).
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