DVRs in 36% of households

But 90% of viewing remains traditional

Emmy noms, ad-skipping go hand in hand

DVRs are now in 36% of all U.S. homes, four times more than the penetration of just four years ago, according to a study from Leichtman Research Group.

But even with the deployment of all those time-shifting devices, more than 90% of TV viewing in the country remains the traditional, live-linear type.

The study also says that at least 65% of those owning DVRs begin their TV-watching experience by watching live television, then switch to their recorded programming after determining there's nothing that interests them there.

The data, contained in a report dubbed "On-demand TV 2009: A Nationwide Study on VOD and DVRs," is based on a survey of 1,300 U.S. households.

The report also says more than 20% watched VOD last month, double the rate four years ago.

And, despite the proliferation of TV shows on Web sites like Hulu, at least 98% of television video is viewed on TV screens.

While VOD and DVRs are huge developments, the report concludes that they are of less impact than was the introduction of direct broadcast satellite television 15 years ago.

"Competition between cable and DBS resulted in a dramatic increase in the number of TV channels available to U.S. households." The report says there were 130 channels in the average household last year, up from 61 channels eight years earlier.

"This proliferation of channels led to the development that most impacts TV today -- audience fragmentation," the report says.

"It wasn't long ago," the report posits, "that programs commanding audiences the size of recent Emmy winners like '30 Rock' and 'Mad Men' would have been canceled quickly."
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