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Time-shift TV Won’t Cut Amount of Live TV, Says Study

The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news. 

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Some of the households were given premium TV channels, which included popular movies and shows without commercial breaks, for six weeks. Pixabay

Time-shift television, a technology that allows people to watch TV shows they missed without presetting devices to record content, may not reduce the amount of time people spend watching live TV and the advertisements on the shows, suggests new research.

The findings, published in the journal Management Science, showed that people with time-shift TV watched slightly more TV overall than they did before having the technology; they did not watch less live TV, and they did not watch fewer advertisements.

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Our findings should interest advertisers as well as cable companies and producers of TV content,” Ferreira added. Pixabay

“Advertisers have been concerned that using time-shift TV would decrease the amount of time people spend watching live TV, which would reduce their exposure to ads,” said study co-author Pedro Ferreira, Associate Professor at Carnegie Mellon University in the US.

“Our findings should interest advertisers as well as cable companies and producers of TV content,” Ferreira added.

For the study, the researchers used a randomised control trial that involved cable customers from more than 50,000 households.

Some of the households were given premium TV channels, which included popular movies and shows without commercial breaks, for six weeks.

In some of those households, consumers were also given access to time-shift TV, which allowed the researchers to observe the effect of the technology on consumers’ consumption of TV.

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The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news. Pixabay

The study found that on average, having access to the premium channels with time-shift TV increased households’ total consumption of TV through viewership of both live and previously aired programmes.

Having time-shift technology did not change the amount of time consumers viewed live TV but boosted the concentration of total TV viewership because viewers used the technology disproportionately more to watch popular programmes.

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The study also found that time-shift TV was used more frequently for watching TV programmes and movies, and not as frequently for watching sports and news.

The technology did not change the consumers’ behaviour towards watching advertisements when they watched the original TV channels live, suggesting that consumers did not use the technology to strategically avoid advertisements, the results showed. (IANS)

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Actor Akshay Kumar Enjoys Huge Popularity Overseas

Akshay Kumar enjoys wide popularity overseas: Study

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Image: IANS

Akshay Kumar has secured the top spot in a list of popular Bollywood actors outside India, according to a study.

He is closely followed by Salman Khan, Shah Rukh Khan, Amitabh Bachchan and Varun Dhawan. Akshay also became the ‘most watched’ actor as per the consumption study.

The findings are a part of a consumption trend study done by Spuul, a video-on-demand (VOD) streaming platform for Bollywood and regional movies. The report is based on a demographic data and consumption pattern which resulted in insights about what Indians and Indian diaspora are viewing, read a statement.

The #18to82 campaign
Akshay Kumar. IANS

Mayur Krishna, Content – Head at Spuul, said: “Through this study, we hoped to understand our viewers’ content preferences and how we could improve their experience on our platform.”

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The data in the report was gathered from January 1 to April 30 from more than 47 million registered users of the platform in India, Australia, New Zealand, the UK, the US, Singapore, Malaysia, Thailand, Indonesia, Philippines and the UAE. (IANS)