US DVR subscriber household numbers are expected to reach 42.9 million (36.5% of TV households) by the end of 2012, according to the latest forecast from Magna Global.
This is an increase from Magna’s estimate of 23.1 million (20.8% of TV households as of the end of the third quarter of 2007.
By 2012, Magna expects true Video-on-Demand (distinct from simulated VOD) to have reached 62.8 million households (approximately 53.5% of television households).
This compares with 34.6 million VOD households (31.2% of total TV households) at the end of the third quarter of 2007.
Magna said that although its model’s terminal year forecasts are similar in comparison to prior forecasts, it now incorporates less aggressive assumptions about the pace with which the cable industry will forcibly migrate entire footprints of set-top boxes to digital (the pre-requisite for providing access to VOD) between now and then.
As of the end of September 2007, it estimates that 67.7 million households had broadband access out of 116.1 million total households.
It estimates that internet access was enjoyed by approximately 78.9 million households by the end of the third quarter of 2007. It expects total broadband access to rise to cover 94.5 million households by the end of 2012.
Research from Attentional published in October found that personal video recorders (PVRs) do not significantly affect viewing choices (see PVRs Do Not Significantly Affect Viewing Choices).
Attentional said that the main impact of PVRs on advertising is likely to be “ad-skipping”, not compounded by a strong decline in the overall levels of viewing.
At the start of the year, a report from The Nielsen Company found that US viewers with digital video recorders (DVRs) still watch, on average, two thirds of advertisements (see US DVR Users Still Watch Two Thirds Of Ads).
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