the future of converged and on-demand television pvr adoption and the impact on viewing tony wearn,...
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The Future of ‘Converged’ and On-Demand Television
PVR adoption and the impact on viewing
Tony Wearn, Research Director, BARB
7th July 2009
Growth in PVR penetration
0
10
20
30
40
50
60
70
80
90
100
% Homes with VCR % Homes with DVDR% Homes with PVR
Base: All Households
BARB Panel
PVR ownership by Age of Housewife
0
500
1000
1500
2000
2500
May 05 May 06 May 07 May 08 May 09
00
0s
16-24
25-34
35-44
45-54
55-64
65+
Base: Age of Housewife, All Households
BARB Panel
PVR ownership by Age of Housewife
0
1000
2000
3000
4000
5000
6000
7000
8000
May 08 May 09 May 09 (All Homes )
00
0s
16-24
25-34
35-44
45-54
55-64
65+
Base: Age of Housewife, All Households
BARB Panel
Housewife Age Profile of PVR ownership
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
May 05 May 06 May 07 May 08 May 09 May 09 (AllHomes )
65+
55-64
45-54
35-44
25-34
16-24
Base: Age of Housewife, All Households
BARB Panel
PVR ownership by Household Social Grade
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
May 05 May 06 May 07 May 08 May 09
00
0s
ABC1
C2DE
Base: All Households
BARB Panel
PVR ownership by Household Social Grade
0
2000
4000
6000
8000
10000
12000
14000
16000
May 08 May 09 All Homes May 09
ABC1
C2DE
Base: All Households
BARB Panel
Profile of PVR ownership by Social Grade
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
May 05 May 06 May 07 May 08 May 09 All HomesMay 09
ABC1
C2DE
Base: All Households
BARB Panel
Profile of PVR ownership by Household Size
0
500
1000
1500
2000
2500
3000
3500
May 05 May 06 May 07 May 08 May 09
000s 1 P HH
2 P HH
3 P HH
4 P HH
5 + P HH
Base: All Households
BARB Panel
PVR ownership by Household Size
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
May 08 May 09 May 09 All homes
1 P HH
2 P HH
3 P HH
4 P HH
5 + P HH
Base: All Households
BARB Panel
Household Size Profile of PVR ownership
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
May 05 May 06 May 07 May 08 May 09 May 09 Allhomes
5 + P HH
4 P HH
3 P HH
2 P HH
1 P HH
Base: All Households
BARB Panel
PVR ownership by Presence of Children
0
1000
2000
3000
4000
5000
6000
May 05 May 06 May 07 May 08 May 09
000s Presence
ofChildren
NoChildren
Base: All Households
BARB Panel
PVR ownership by Presence of Children
0
5000
10000
15000
20000
25000
May 08 May 09 May 09 All Homes
000s Presence
ofChildren
NoChildren
Base: All Households
BARB Panel
Profile of PVR ownership by Presence of Children
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
May 05 May 06 May 07 May 08 May 09 May 09 AllHomes
PresenceofChildren
NoChildren
Base: All Households
BARB Panel
Base: All Individuals 4+
BARB Panel
Amount of Timeshift Viewing as (%) of All Viewing
0
1
2
3
4
5
6
7
May
-05
Jul-0
5
Sep
05
Nov0
5
Jan
06
Mar
06
May
06
Jul
06
Sep
06
Nov0
6
Jan
07
Mar
07
May
07
Jul
07
Sep
07
Nov0
7
Jan
08
Mar
08
May
08
Jul
08
Sep
08
Nov0
8
Jan
09
Mar
09
May
-09
%
Timeshift %
PVR Timeshift %
All Viewing Timeshift Timeshift %
Mon - Thurs 3.9 0.6 17.2
Friday 3.7 0.6 16.7
Saturday 3.8 0.6 16.8
Sunday 3.9 0.6 17.7
Timeshift Viewing by day of week
Base: Average Hours, All Individuals in PVR Homes May 09
BARB Panel
Time of day and PVR timeshift viewing
Base: Average Hours, All Individuals in PVR Homes May 09
BARB Panel
All Viewing PVR Timeshift%
Timeshift
9am -1pm 0.42 0.04 10.4
1pm -6pm 0.77 0.10 13.2
6pm -7.30pm 0.49 0.06 13.7
7.30pm -9 pm 0.66 0.13 20.3
9pm -10.30pm 0.74 0.18 26.1
Timeshift by Age (Average Daily Hours)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
May 0
5
Ju
l 05
Sep
05
No
v05
Jan
06
Mar
06
May 0
6
Ju
l 06
Sep
06
No
v06
Jan
07
Mar
07
May 0
7
Ju
l 07
Sep
07
No
v07
Jan
08
Mar
08
May 0
8
Ju
l 08
Sep
08
No
v08
Jan
09
Mar
09
May-0
9
Da
ily A
ve
rag
e h
ou
rs
Adults 16-24Adults 25-34Adults 35-44Adults 45-54Adults 55-64Adults 65+All IndividualsChildren 4-15
Base: Individuals Av Hrs
BARB Panel
Recording Devices by Household
Mill %
Total Homes 26.0 100
Solus PVR 2.2 8.5Solus DVDR 0.7 2.8Solus VCR 11.1 42.8PVR + other device 5.8 22.5DVDR + VCR 1.7 6.4None 4.4 17.0
ALL PVR Homes 8.0 30.9Base 000s All homes May 09
BARB Panel
Profile of equipment and timeshift viewing
4.4
4.2
3.8
4.0
3.2
3.1
0.0
0.1
0.1
0.2
0.6
0.7
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No PVR/DVDRecorder/VCR
Solus VCR
Solus DVD Recorder
DVD recorder andVCR
PVR + Otherequipment
Solus PVR
Live
Time shift
Base: Average Daily Hrs, All Households May 09
BARB Panel
Genre and timeshift viewing
0% 20% 40% 60% 80% 100%
News/Weather
Other
Children's
Current Affairs
Sport
Arts
Hobbies/Leisure
Entertainment
Documentaries
Drama:Series/Serials
Live
Timeshifted
Base: Total Mins (All) , PVR Households May 09
BARB Panel
27th May 2009
The Apprentice BBC1 9:00 – 10:00 pmUEFA Champions League Final ITV1 7:00 – 10:10pm
The Apprentice v Champions League Final
How best to keep the viewing options open?
0
2000
4000
6000
8000
10000
12000
000s
THE APPRENTICELive
THE APPRENTICETimeshift
UEFA CHAMPIONSLEAGUE Live
UEFA CHAMPIONSLEAGUE Timeshift
Individuals Individuals with PVR No PVR
