LAS VEGAS, NV--(Marketwired - Jan 9, 2014) - TiVo Inc. (NASDAQ: TIVO) and TiVo Research and Analytics Inc. (TRA), a wholly owned subsidiary of TiVo Inc., have announced the results of several recent research studies and surveys related to binge TV watching, second screen viewing and advertising brand engagement, at the Consumer Electronics Show (CES) in Las Vegas this week.
"TiVo is uniquely capable of bringing the 'big data' of TV to life by explaining the granular data related to what consumers are watching and, more importantly, how they are consuming content and engaging with programming," said TiVo Chief Research Officer Jonathan Steuer. "We're in rapidly-changing and exciting times with regard to TV technology and consumer behavior and our research plays an integral role in helping networks, brands and advertisers understand the shifts in viewing behavior as they seek to most affectively reach their target consumers."
Binge-Watching
TiVo Research found almost 90 percent of TiVo subscribers admit to binge-viewing in the past few months, having watched three or more episodes of a given program in single day. In fact, one in four hour-long TV programs was viewed as part of a binge and nearly one-fifth of every thirty-minute program was viewed as part of a binge. The two most predominantly binged genres are dramas (e.g., Breaking Bad, Grey's Anatomy, The Walking Dead) and crime dramas (e.g. CSI, NCIS, Law and Order, Bones, Castle), followed in popularity by reality TV, sitcoms and home improvement programming. Additionally, survey results showed that binging is a lonely habit: more than half of bingers report never or rarely binging with others. The primary reported motivator for binge viewing is "to catch up on missed episodes," followed closely by "to improve the viewing experience and maintain continuity."
The Second Screen
TiVo subscribers are increasingly streaming programming to their mobile devices, driving longer periods of engagement on second screens, with recorded shows leading the way as the streaming content of choice. TiVo data indicated that 78 percent of 'streaming-capable' TiVo subscribers are streaming content to their mobile devices at least once per month. Additionally, the average number of streaming sessions per month increased by almost 50 percent in the second half of the 2013. Four out of five TiVo streaming sessions were viewed on tablets, while the remaining twenty percent were viewed on smartphones. Additionally, a typical streaming session was as long as a 30-minute sitcom, without commercials, with an average user streaming 15.6 sessions per month.
Battle of the Brands
Best Buy, Samsung, AT&T, Google Nexus, GoPro Hero, Xbox One and HTC One came out on top as the category winners of TiVo's fifth annual Battle of the Consumer Electronics Brands at CES competition. TiVo evaluated brands by how well their ads resonated with TiVo service subscribers, as measured by viewers' propensity to watch, rewind or fast-forward through the brand's spots during time-shifted TV viewing. Winning brands had the most-frequently watched or rewound TV spots.
Insights and analysis from TiVo assists advertisers, agencies and television networks as they seek to improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, and a growing number of proprietary customer marketing databases. To learn more about TiVo Research's capabilities and services please visit www.tivoresearch.com.
About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TRA's web-based Media TRAnalytics® and TV Health Ratings platforms matched the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer, Sunovian and Starcom MediaVest Group. More information at: www.traglobal.com.
About TiVo Inc.
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at www.TiVo.com and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry. More information at: www.TiVo.com. Find us Facebook: http://www.Facebook.com/TiVo. Follow us on Twitter: http://www.Twitter.com/TiVo.
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