In the museum of Stuff Your Dad Used to Have, alongside the Chevrolet Cobalt and the Modest Mouse t-shirt, here’s another item to add: the DVR.
The machine that ate television may be starting to show its age, according to some interesting analytics shared recently by CBS research guru David Poltrack.
Although digital video recording devices have made an impressive climb into the U.S. consumer mainstream – close to half of U.S. households now have one or more sitting on or near the TV set – there are signs they’re starting to lose traction with younger viewers.
Poltrack shared data points at the December UBS Global Media and Communications conference that suggest network-rendered time-shifting alternatives may be taking some of the steam from DVR usage among youngsters. The Nielsen-derived data shows the share of prime time ratings attributable to DVR playback is flat in 18-49 HHs over the past two TV seasons, but rising among older viewers. Here are the numbers:
These are subtle indicators, to be sure. But the directions are interesting. Note the turnabout from the 2012-2013 season, when younger viewers watched a greater share of DVR-retrieved content than older viewers (4.9 percent versus 4.8 percent).
“It is the older, later adopters that are increasing their time-shifted viewing, not the younger viewers that originally fueled the growth of this form of viewing, many of whom have moved…