Consumers, Armed With Alternative Sources, Say Live TV is a Minority of Their Program Viewing

An average of just 44% of viewing of full-length TV shows is live, according to [download page] respondents to a study from Vubiquity. However, the survey was limited to consumers with access to video-on-demand services from a cable/telco/satellite provider, meaning that it may not be representative of the entire TV viewing population. (Previous research from Nielsen indicates that around 90% of broadcast and cable primetime viewing is live.) Still, the results suggest that live TV viewing is falling victim to alternative sources of content: respondents to the Vubiquity study indicate that 22% of their viewing of full-length TV shows is from a DVR, 14% is on demand, and 6% is via an online source, among others. (more…)