Consumers viewing content on their own time, says Nielsen

Viewers often wait up to 7 days to watch content
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With the advent of on-demand and digital video recorders (DVRs), consumers no longer have to view movies or their favorite television episode when it airs. Instead, they can watch it later that day or that week.

According to the Q3 2012 Nielsen Cross-Platform Report, viewers are often waiting up to seven days after a show or movie airs to watch it.  

This trend is being driven both inside and outside of the home. Dounia Turrill, cross platform practice lead, said the growing adoption of mobile devices such as smartphones and tablets "create portability that allows contact with content and entertainment at home or on-the-go while digital video recorders (DVRs) and expanded video-on-demand offerings allow us to meet the needs of our busy lives." Article