Why Read This
Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get their entertainment fix more easily on more devices than ever. This report combines highlights from Forrester's 2013 Consumer Technographics® benchmark surveys with a discussion in Forrester's ConsumerVoices Market Research Online Community to depict the state of consumers' viewing behaviors and find clues to their future video consumption habits. This data foretells the rise of online viewing to displace the DVR for time-shifted viewing, which comes as the industry must adjust to new technologies and business practices. The DVR's decline is good news for advertising, but marketers must adopt new TV planning skills based on the one-to-one, addressable nature of these emerging audiences.