The United Kingdom is the first European nation to adopt digital video recorders (DVRs) in significant numbers, according to a new study from research firm Parks Associates.
This five-country study,
Entertainment 2.0 in Europe, examined entertainment trends across Europe and found over one-third of UK broadband households own a DVR.
British households are also more likely than other European DVR households to record programs and skip commercials, said Parks Associates.
At the same time, DVR use has not completely replaced use of broadcast TV. Even young UK consumers with a DVR continue to watch broadcast TV more often than recorded programs, part of the overall trend in Europe where households are less receptive than their American counterparts to television services.
John Barrett , director of research, Parks Associates, said: “If Americans are wedded to their TVs, Europeans are just dating.
He pointed out that while UK adoption rates are strong by European standards, they still fall behind the US, where over 40% of broadband households now own a DVR. “Europeans have traditionally been less enthusiastic about in-home entertainment than Americans. Pay TV, DVRs, and VoD have been harder sells as a result. These findings show how, at least in the case of the United Kingdom, we’re seeing some traction.”
A recent report from Ofcom found that the UK is one of the most digitally advanced nations in the world, with 30% of people in the UK owning a DVR (see UK leads digital TV revolution).
Meanwhile, an NDS survey published in September found that more than 70% of UK digital video recorder owners said that they cannot live without their machines (see 70% Of DVR Owners Say They Can’t Live Without It).
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