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For B2C Marketing Professionals

How Online Video Will Challenge DVRs' Role

Advertisers Must Now Prepare For A Multiplatform Video Ecosystem

October 30, 2013

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  • By Jim Nail
  • with Colin Campbell,
  • Anjali Lai,
  • Luca S. Paderni,
  • David M. Cooperstein,
  • Samantha Merlivat

Why Read This Report

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.

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Table of Contents

  • Consumer Video Entertainment Viewing Behaviors Diversify
  • Consumers Relish The Control That New Technologies Offer
  • New Devices, Sheer Economics, And "King" Content Reshape The Industry
  • recommendations

  • Marketers Should Prepare For TV's Addressable Future Now

  • Consumer Viewing Behaviors Force Change On The Advertising Industry
  • Supplemental Material

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