TiVo to Measure OTT Video

11:15 AM -- On the heels of a retail agreement with Cox Communications Inc. , TiVo Inc. (Nasdaq: TIVO) is getting ready to apply its "Stop||Watch" ratings service to videos that DVR customers access via the Web. (See Cox, TiVo Strike a DVR Deal and TiVo Measures Web TV.)

TiVo, which works with several over-the-top video providers, including Netflix Inc. (Nasdaq: NFLX) and Amazon.com Inc. (Nasdaq: AMZN), claims Stop||Watch is poised to be the first service of its kind to measure traditional TV and broadband TV viewing. Stop||Watch attempts to go beyond traditional demographic data by anonymously measuring second-by-second DVR data.

Once it's up and running and some results shared, the new component should offer a more granular glimpse of the growing popularity of OTT-delivered video and show how usage is stacking up against (and perhaps gaining ground on) linear TV. Stop||Watch currently tracks ratings for about 72 national, ad-supported networks, covering shows and commercials aired from 5:00 a.m. to 1:00 a.m. It also rates an additional 40 "smaller networks."

TiVo, which views the broadband additions as a potential "game changer" for the media industry, plans to start measuring streamed and downloaded video alongside linear TV beginning next month.

— Jeff Baumgartner, Site Editor, Light Reading Cable

sarahthomas1011 12/5/2012 | 4:25:55 PM
re: TiVo to Measure OTT Video

It'll be interesting to see what TiVo finds. It seems like video cord-cutting is constantly discussed, but never actually happens.

For example, an Altman Vilandrie & Co study today said that OTT viewing has doubled in the past year...but pay TV hasn't declined as result.

Jeff Baumgartner 12/5/2012 | 4:25:51 PM
re: TiVo to Measure OTT Video

It's certainly a topic that just won't go away. Seems that every time there's a big story about video cord-cutting being a myth, a report comes out that tries to counter it.  Cable, as one example, will need to be wary of that trend, of course, but their bigger threat to their continually eroding basic video base is the telcos and satellite TV companies, not OTT. At least for now.  They'll end up having to battle this problem on all fronts soon enough. JB

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