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DVR users skipping commercials in mass

Posted in DVR,Tivo by Nino Marchetti on December 10th, 2007

As the screenwriters’ strike drags on and those without TiVos are forced to watch reruns, TiVo owners and those of other DVR style devices provided by the likes of cable companies can take stock in the fact they can stretch their original programming a little further than others. This of course does not include viewing commercials, according to a new survey from ABI Research.

The research firm found that DVR technology has reached a point in the market where anyone with this type of gear is getting used to blasting through on-screen ads. Numbers from this survey find four out of five TiVo and 82% of other DVR users skip all or most commercials. Both types are also both likely to record significant amounts of TV per day.

“The market for DVR is fairly mature,” said Michael Wolf, research director at ABI Research. “While just a few years ago many consumers still did not have a firm grasp of the benefit DVRs would bring them, today the concept of DVR and time-shifting is fairly well understood. That being said, adoption levels are still fairly dependent on service provider rollouts and whether consumers are interested in paying additional fees for the benefits of a DVR.”