Here are some highlights:
- Less than 30% of TV homes currently have DVRs, but they already account for 11% of national household ratings for the five broadcast networks, and 16% of adult 18-49 viewing.
- In DVR homes, roughly 40% of household viewing and 50% of adult 18-49 viewing were time-shifted.
- There was little correlation between rating size and the degree of DVR playback for a series.
- There was a clear link between program type and the amount of time-shifted viewing, regardless of actual audience size or network.
- Sci-fi and action dramas were the only genres where virtually all programs had above average DVR playback.
- Heroes, Fringe, Prison Break, Pushing Daisies, Chuck, Smallville, Terminator: Sarah Connor Chronicles, Supernatural, My Own Worst Enemy, and Ghost Whisperer each had a much greater percentage of DVR playback than the average primetime series.
- Medical dramas with serialized storylines, and a number of younger, female skewing serialized dramas had significantly higher than average DVR playback.
- Grey’s Anatomy, House, and Private Practice, as well as 90210, Lipstick Jungle, Gossip Girl, Privileged, One Tree Hill, Dirty Sexy Money, and Desperate Housewives had substantial amounts of DVR playback.
- Some comedies, such as The Office (the most time-shifted show on broadcast television), 30 Rock, How I Met Your Mother, My Name is Earl, and The Big Bang Theory had time-shifting levels well above average. Most others did not.
- Reality ran the gamut, with Survivor, Amazing Race, and America’s Next Top Model, having a higher percentage of time-shifting than most primetime series. Most other reality shows had much less DVR activity.
- Young adults time-shift their viewing at a much greater rate than older viewers.
- The average primetime broadcast series viewed live had more adults 65+ than adults 18-34 (20% vs. 18%). This was not the case among the time-shifted audience, where 31% of total viewers were adults 18-34 compared to just 6% adults 65+.
- The average 5-network median age was about 10 years younger for the DVR Playback audience than for the live audience (40 vs. 50). This 10-year gap held true for ABC, CBS, and NBC. FOX, which is somewhat younger to begin with, had a 5-year difference, while CW, which is far younger than the other networks, had just a 2-year difference between its live and time-shifted audience.
The report has a massive amount of data and you can download the entire report here.