TV can be viewed live or recorded, how much viewing is done within 7 days of broadcast?

TV can be viewed live or recorded, how much viewing is done within 7 days of broadcast?

• A. 0%-2%
• B. 50%-60%
• C. 20%-30%
• D. 8%-10%

Answer: (D)

Think of TV viewing in two parts: what people watch live and what they time-shift within a week after it airs. The amount of viewing that happens within seven days after broadcast is typically a small slice of total viewing, because most people either watch live or delay further than a week if they skip it entirely. The 8-10% range captures that modest but real share of audience who catch the program via DVR, on-demand, or streaming within a week. The other ranges would overstate or understate this time-shifted activity: 0-2% would miss the noticeable DVR/on-demand within a week, while 20-30% or 50-60% would imply a much larger portion of viewing is time-shifted in that window than is generally observed.

Think of TV viewing in two parts: what people watch live and what they time-shift within a week after it airs. The amount of viewing that happens within seven days after broadcast is typically a small slice of total viewing, because most people either watch live or delay further than a week if they skip it entirely. The 8-10% range captures that modest but real share of audience who catch the program via DVR, on-demand, or streaming within a week. The other ranges would overstate or understate this time-shifted activity: 0-2% would miss the noticeable DVR/on-demand within a week, while 20-30% or 50-60% would imply a much larger portion of viewing is time-shifted in that window than is generally observed.