A large portion of the American public is still living without a DVR – that was my stunning takeaway from a recent study by The Carmel Group. While Multichannel News focuses on the fact that cable providers have taken the DVR lead away from satellite operators (it was only a matter of time), I am more interested in the fact that DVRs are only in about 24% of US households today (26 million out of roughly 107 million). The Carmel Group predicts that number will rise to 46% by 2010. How does the other half survive?
Cheekiness aside, I am surprised that DVRs aren’t more widespread than they are. They’ve certainly created a major cultural shift in the last few years. The TV advertising world is in a tumult, we’ve added DVR to the dictionary, and wardrobe malfunctions are inflated in importance by the availability of instant replays.
On a call today I heard another example of how the evolving TV experience is changing our linguistic behavior. Think about what kids ask when they want to watch TV. The future is a “What I Want, When I Want” (WiWWiW) world.
Past/Broadcast world: “What’s on?”
Current/DVR world: “What do we have?”
Future/WIWWIW world: “What is there?”