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Report: U.K. DVR Users Watch as Few Commercials as Do U.S. Users

30 Aug, 2007 By: Chris Tribbey

A U.K. government report regarding the use of Digital Video Recorders casts a less-than-rosy result for DVD sales and TV ad revenue in the United Kingdom. A DVR report for the United States released this summer mirrored the results on the ad side.

The U.K. Office of Communications (Ofcom) said in its report, released Aug. 27, that 15% of the population owns a DVR and 78% of those responding to Ofcom inquiries that they fastforward through commercials.

And for DVD, “Film is the genre that most DVR owners prefer to watch recorded,” the report reads. “As the majority of DVDs are films, one of the likely consequences of this could be an impact on the amount of time spent watching DVDs.”

According to the report, 28% of DVR owners claim they watch fewer DVDs because of the DVR, while 9% said they watch more. And as hard drives for DVRs become cheaper, larger and can hold more programming, users will be even less likely to purchase hard copies of product, the report reads.

The Carmel Group, in a report released in July, said that by 2010 DVR household penetration in the United States would be around 50%, and it, too, finds that a majority of DVR owners here skip right past the advertising. That report did not look at the affects DVR has on DVD viewing.

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