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# Nielsen’s Latest Study Reveals A Whole Lot Of Time-Shifting Going On
- URL: https://tvrev2beta2.ghost.io/nielsens-latest-study-reveals-whole-lot-time-shifting-going/
- Published: 2016-05-03T17:54:49.000Z
- Updated: 2026-09-04T01:42:01.000Z
- Author: Alan Wolk
- Tags: #sqs, #Import 2026-09-03 18:33, Streaming Wars, #inferred-channel

Nielsen’s latest study of what happens beyond the Live-Plus-7 window is an eyeopener. Viewers are watching a lot of TV a week or more after it first airs.**Some key top line results:**

- Viewership rises anywhere from 4% to 58%, depending on the show.
- Reality/competition shows have the lowest percentage of extended viewing, animated comedy shows the best.
- The majority of extended viewing comes during week two (days 8 to 14) but younger viewers time-shift for even more extended periods
- VOD viewing trumps DVR viewing, which drops off considerably after the first week.
- VOD viewers watch twice as long as live viewers

**Some key takeaways:**

- Making entire seasons available on VOD is a smart idea— many viewers catch up with shows after the fact.
- Binge viewing is not just for Netflix. It’s happening on VOD too. That means commercial loads need to reflect that reality and not show the same three spots every time.
- Networks should not be so quick to cancel shows: there’s a good chance a show will find an audience after it airs—the right marketing can make a difference too.
- Different genres result in different ratings patterns—keep that in mind when deciding what’s working and what isn’t.