Table of Contents
Introduction And Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Market growth pushed by cable and DBS operators
- Driven by ease of use and accessibility
- DVR acquisition becoming more consumer-friendly
- Cable gains ground
- Branded DVR service providers now in the background
- TiVo pushing for top of mind awareness…again
- Direct, retailer or authorized dealer
- DVR is a product for all consumers
- Digital recording exceeds consumer expectations
- Subscriber base on the rise
Market Drivers
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- TiVo popularized the DVR market, DBS and cable redefined it
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- Figure 1: DVR services offered by major cable and satellite providers, August 2004
- The DVR is revolutionary, but as familiar as a VCR
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- Figure 2: Percent of U.S. households with VCR and DVD decks, 1999-2003
- A win for television viewers
- DVR technology abounds worldwide
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- Figure 3: Global manufacturer shipments of DVRs, 2002-04
- Consumers rally around DVRs, but VOD and iTV are not out of the game
Market Size & Trends
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- Figure 4: Total U.S. DVR subscriptions, 1999-2004
- Graph 1: Total U.S. DVR subscriptions, 1999-2004
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Market Segmentation
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- Overview
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- Figure 5: DVR subscriptions, by service type, 2002 and 2004
- Graph 2: DVR subscriptions, by service type, 2004
- DVR via DBS
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- Figure 6: DBS DVR subscriptions, 2001-04
- DVR via cable
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- Figure 7: Cable DVR subscriptions, 2001-04
- Standalone DVR
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- Figure 8: Standalone DVR subscriptions, 1999-2004
Supply Structure
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- FOREIGN TRADE
- COMPANIES AND BRANDS
- Partnership mapping
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- Figure 9: DVR supplier partnership mapping, September 2004
- Powerful partnerships command the category
- DIGITAL VIDEO RECORDING SERVICES
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- Figure 10: Subscriptions by DVR service providers, 2002 and 2004
- DVR SERVICE PROVIDER PROFILES
- Moxi/Digeo
- NDS Group
- OpenTV
- ReplayTV
- TiVo
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- Figure 11: Cumulative share of TiVo customers that are owned by TiVo or DirecTV, July 2003-April 2004
- Figure 12: Share of new subscriber additions that are owned by TiVo or DirecTV, July 2003-April 2004
- UltimateTV
Advertising & Promotion
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- TiVo has brand equity, but lags in sales
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- Figure 13: Advertising expenditures of select DVR providers, 2001-03
- TiVo prepares for comeback
- DBS-authorized dealer promotions
- Cable companies at play too
- Advertising impact
- Net impact on advertising media mix
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- Figure 14: Shifts in advertising expenditures, by type, 2004 and 2009
- On-demand advertising is here
- Effectiveness no longer measured by reach
- Branded entertainment will rise
- Ad content will integrate advertising and promotional campaigns
- Shift toward consolidated brand campaigns
- Online ad campaigns will be backed by bigger bucks
- Live broadcasts revitalized
- Efficient advertising
Retail Distribution
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- Introduction
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- Figure 15: Retail distribution purchase channel, May 2004
- Retail sales
- The growing importance of “other” channels
The Consumer
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- Introduction
- Early lifecycle video products (ELVP)
- DVR ownership
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- Figure 16: Incidence of owning DVRs and ELVPs, May 2004
- Important analysis note
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- Figure 17: Incidence of owning DVRs and ELVPs, by gender, May 2004
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- Figure 18: Incidence of owning DVRs and ELVPs, by age of respondent, May 2004
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- Figure 19: Incidence of owning DVRs and ELVPs, by household income, May 2004
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- Figure 20: Incidence of owning DVRs and ELVPs, by household size, May 2004
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- Figure 21: Duration of DVR ownership, May 2004
- DVR viewing experience
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- Figure 22: Total television viewing and recorded/time-shifted viewing per week, May 2004
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- Figure 23: Expected versus actual DVR viewing, May 2004
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- Figure 24: Incidence of same-day recorded program viewing, May 2004
- Consumer usage of DVR features
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- Figure 25: Incidence of pausing during program viewing, May 2004
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- Figure 26: Incidence of commercial skipping, May 2004
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- Figure 27: DVR capacity and intention to upgrade in the future, May 2004
- Understanding emerging technologies and early adopters
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- Figure 28: Technology adoption status of consumers, May 2004
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- Figure 29: Early adopters and early majority consumers, by age, May 2004
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- Graph 3: Early adopters, by age, May 2004
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- Figure 30: Early adopters and early majority consumers, by household income, May 2004
- Intended future purchases of DVRs
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- Figure 31: Incidence of intention to buy a DVR or other ELVP, May 2004
- Intended future purchases of emerging technology products
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- Figure 32: Incidence of intention to buy any ELVP in 2004, by household size, May 2004
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- Figure 33: Incidence of intention to buy any ELVP in 2004, by household income, May 2004
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- Graph 4: Incidence of intention to buy any ELVP in 2004, by household income, May 2004
- Summary
Future & Forecast
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- FUTURE TRENDS
- Content is the last piece in the puzzle in the DVR vs. VOD competition
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- Figure 34: iTV and VOD offerings of MSOs and DBS, August 2004 providers
- DVR will replace millions of VCRs; but may co-exist with the DVD-R
- High definition will define future market
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- Figure 35: High-definition television unit sales proejctions, 2003-07
- Technology expected to impact advertising
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- Figure 36: 2004 media forecast, by type
- MARKET FORECAST
- Overview
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- Figure 37: Forecast of U.S. DVR subscriptions, 2004-09
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- Graph 5: Forecast of U.S. DVR subscriptions, 2004-09
- DVR via cable
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- Figure 38: Forecast of U.S. DVR subscriptions via cable, 2004-09
- DVR via DBS
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- Figure 39: Forecast of U.S. DVR subscriptions via DBS, 2004-09
- Standalone DVR
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- Figure 40: Forecast of U.S. standalone DVR subscriptions, at current and constant prices, 2004-09
- Forecast factors
Appendix: Trade Associations & Publications
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