A study by US PVR service TiVo, shows LIVE TV viewership has dropped 27 per cent with viewers who use broadband connected services. Data from TiVo’s audience research unit, which tracks anonymous usage across some two million TiVo devices on a second-by-second basis shows nearly two-thirds of the viewing on web-connected TiVo units is now delayed television or on-demand video via broadband (OTT). “This new second-by-second data shows that on demand viewing though a combination of time shifting on the PVR and broadband OTT has become a huge part of the consumer’s entertainment mix,” said Tara Maitra, SVP and GM of content and media sales for TiVo. “The trend here is obvious. For most of their video, these consumers prefer to watch on-demand, whether it’s recorded off the air, cable, satellite, or delivered via broadband. It really has become all about whatever they want to watch, whenever they want to watch it.” Maitra added that the reduction in time spent watching LIVE TV has huge implications for commercial ad delivery, how consumers search and find programmes, and the role of networks in the carriage of shows, all of which require the industry’s increased focus.”