But a better reflection of the change in audience TV viewing habits was the fact that 66% of the viewing of broadcast prime-time programming occurred more than 3 days after the original broadcast. Delayed viewing is not concentrated to particular days; those watching On-Demand content did so on an average of 16-18 days a moth. TV viewers, in the U.S. at least, are increasingly choosing when they watch their favorite programs.
"The consumer is utilizing the VOD button on their remote in a bigger way than ever, and TV networks have responded with their best programming," said Rentrak Chief Executive Officer and Vice Chairman Bill Livek.
Source: Video-On-Demand Broadcast Primetime Viewing Grew 24% According to Rentrak's Newly-Released 'State of VOD' Report, Market Watch