US DVR subscriber households are forecast to reach 52.3 million (44% of US TV households) by the end of 2014, up from 28.6 million (25% of US TV households) in the third quarter of 2008, according to a new report from Magna.
Over the 10 years between 2004 and 2014, Magna estimates that DVRs will contribute to a 4% erosion in total viewing impressions across all dayparts.
However, rising DVR penetration will be more than offset by increases in TV consumption (which has been slightly less than1% per household in recent years) and increases in total households (which has been slightly more than 1%), said Magna. These latter two figures will drive a 20% increase in total viewing impressions over this ten-year time-frame.
By 2014, Magna expects that true Video-on-Demand will reach 68.8 million households (approximately 57% of television households). This compares with 40.4 million VOD households (36% of total TV households) at the end of the third quarter of 2008.
It also estimates that 68.3 million households had broadband access as of September 2008, 63% of the country’s 117.7 million households, with total broadband access rising to cover 86.2 million households by the end of 2014.
Leichtman Research Group recently revealed that 27% of TV households in the US have at least one Digital Video Recorder (DVR), and 30% of those households have more than one DVR (see DVRs Now In One Quarter Of US Households).
Meanwhile, a study from research firm Parks Associates found that the UK is the first European nation to adopt digital video recorders (DVRs) in significant numbers (see UK first European nation to adopt DVRs in significant numbers).
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.
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