In the television research industry, much of the latest research surrounds what we call the "3 Screens," that all consumers interact with on a daily basis. The 3 Screens are your television screen, your computer screen, and your cell phone screen. At any point during the day, you're spending enormous amounts of time looking at 1 of your 3 screens. How many per screen and how much it varies is one of the most debated about topics. How to capture it, measure it and most importantly, advertising to it, is the new frontier of 21st century of TV Research. (Exciting, isn't it?)
The linear TV viewer just comes home, pops on the TV, channel surfs and watches whatever is on. This person isn't really attacted to the TV too much, but enjoys it. I would say that in the U.S. and U.K., that's probably 60% of the TV population. 30% is the DVR viewer. They don't watch linear TV at all, they just watch what they recorded. And 10% is the TV DVD & VOD users. These people don't have a lot of time to watch TV, but they usually take a night or weekend day/night to watch 4 or more episodes of their favorite show all in 1 sitting. Now none of these groups are mutually exclusive. There is some overlap, but almost everyone fits into 1 of those 3 categories. There are also live sporting (Super Bowl) and live entertainment events (Academy Awards) that all 3 viewers are watching the linear feed. Big new events, ie. Michael Jackson, also radically reshift viewing habits almost exclusively to linear.
But rather than talk about the 3 Screens, I would rather talk about the 3 different types of TV viewers. Currently, there are 3 types: the linear TV viewer, the DVR viewer, and the TV DVD & VOD viewer. (I'm talking exclusively about TV viewing on a TV, and not taking into consideration computer or cell phone viewing).
The linear TV viewer just comes home, pops on the TV, channel surfs and watches whatever is on. This person isn't really attacted to the TV too much, but enjoys it. I would say that in the U.S. and U.K., that's probably 60% of the TV population. 30% is the DVR viewer. They don't watch linear TV at all, they just watch what they recorded. And 10% is the TV DVD & VOD users. These people don't have a lot of time to watch TV, but they usually take a night or weekend day/night to watch 4 or more episodes of their favorite show all in 1 sitting. Now none of these groups are mutually exclusive. There is some overlap, but almost everyone fits into 1 of those 3 categories. There are also live sporting (Super Bowl) and live entertainment events (Academy Awards) that all 3 viewers are watching the linear feed. Big new events, ie. Michael Jackson, also radically reshift viewing habits almost exclusively to linear.
The fact is, no matter which bucket you fall into, most are consuming large amounts of television, just in very distinct ways.
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