Subscription video on demand services like Netflix and Hulu for the first time have matched penetration levels for DVR’s in U.S.TV households, according to the latest Nielsen Total Audience Report.
Nielsen’s first quarter 2016 report stated that both SVOD services and DVR reached the 50% penetration mark, the first time SVOD services have caught up with DVR numbers. Yet the increase of SVOD penetration hasn’t completely cannibalized DVR penetration – close to 30% of homes have both a DVR and access to at least one SVOD services, up nearly 20% from last year, according to Nielsen.
Overall, total media consumption during 1Q 2016 has increased by one hour of overall time spent being consumed per day over different devices and platforms compared to the prior year, said Nielsen. On the flip side, the amount of live TV viewing declined, but not nearly as rapidly as in previous years. Viewers watched about 3 minutes less live TV during the first quarter 2016 compared to the same period in 2015, which was less than the decline of 16 minutes experienced in 2015 and 2016, according to Nielsen.