Abstract
The US DVD and VOD Usage report explores the many ways viewers watch
television - and explodes the myth that, once again, "TV is dead!"
TV distribution and access are changing, audiences are becoming increasingly
fragmented and primetime is not what it used to be. All true. But with every
challenge comes an opportunity.
More people will watch more TV and video content in the future, not less. They
will just be doing it in different ways - on broadcast and cable, the
Internet, the PC and portable devices.
For content owners, they may lose some control of how, when and where their
content is accessed, but what they forgo in control, they can make up for in
reach and additional touch-points. Advertisers will have to work harder to
find a captive mass market, but on the flip side, interactive marketing has
the potential to have a greater return on investment.
Key questions the "US DVD and VOD Usage" report answers:
- How many DVR and VOD households will there be in the US in 2010?
- What non-traditional marketing and content strategies will emerge in
response to ad skipping and time shifting?
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