NEW YORK: Growing numbers of US consumers are using video-on-demand services, DVRs, streaming platforms and similar tools, and bypassing network schedules as a result, a survey has claimed.
The Harris Poll questioned 2,496 internet users in February 2013, and found that 78% had utilised at least one of these technologies or rented TV shows on DVD to date.
Video-on-demand services topped the list, with a penetration of 41%. Most consumers opted to access such properties via a cable service (34%), rather than through a satellite provider (9%).
DVRs and other similar devices came next, favoured by 37% of contributors. Streaming services were also popular, with 30% of the panel having used Netflix, a total hitting 22% for Hulu and Hulu Plus.
Similarly, the presence of children in a household was an influence. Americans with children under the age of 18 years old at home were more likely to engage in "self-scheduling" (84%) than those without (76%).
The difference in this case was driven largely by Netflix: 40% of households with children had used this service, measured against 27% for those without.
The survey also found that "binge viewing" was widespread, with 62% of interviewees reporting that they had watched multiple episodes of a single TV show in quick succession.
Both new and old shows contributed to this trend, with 50% of this group having "binged" on older shows or past seasons of current programmes, and 40% doing the same for the most recent seasons.
But for all the talk of water-cooler moments, fewer than two in ten (18%) of the sample pointed to a desire to discuss shows with friends, family and coworkers as influencing their viewing habits.
Data sourced from The Harris Poll; additional content by Warc staff