Revised projections from a Magna Global study suggests that both DVR (Digital Video Recorder) and VOD (Video on Demand) penetration in the US will reach 50% by 2016.
In the meantime, a recent Nielsen study suggested that DVR use added 2.3 ratings points to total day usage, and 7.9 ratings points for primetime programing (in DVR homes). More importantly, it showed that DVR viewers did watch commercials on their DVRs. Nielsen also reported that current DVR penetration varied by ethnicity (40.3% White, 35.4% Asian, 30.3% African-American, 29.8% Hispanic), and income.
Source: "Play It Again, Sam," Research Brief form the Center for Media Research
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