It’s hard to fully grasp just how much the TV landscape has changed over the past five years. DVR penetration has gone from 17 percent to 45 percent, video on demand has begun to impinge on primetime viewership, and people are consciously cutting the cord on their pay TV subscriptions in favor of online video. Brad Adgate, research SVP at Horizon Media, talks about how new technology affects advertisers, how DVRs can help gauge a show’s popularity, and why social media is helpful to media people.
A sweeping new report from Swedish tech firm Ericsson that studied viewing habits across 13 developed countries found that fewer people are tuning in to watch regularly scheduled TV, recorded programs and DVDs, while on-demand content from the Web — including TV shows, movies and clips — is rising steadily. By contrast, according to Nielsen, TV viewing in the U.S. is growing from all sources — including traditional TV, where audiences tuned in an average 22 minutes more per month in the first quarter of 2011 compared to the same period a year ago.