LOS ANGELES (Reuters) - Time-shifted TV viewing has more than doubled over the past year and over 40 percent of Americans now make plans to record their favorite shows and watch them later, according to a survey released on Tuesday.
More than two-thirds of viewers have watched prime-time television series through video on demand, digital video recorders and the Internet, the survey conducted for the No. 1 U.S. cable TV operator Comcast Corp found.
Sixty-one percent of those who responded said they were using time-shifting technologies more than one year ago.
The survey results underscore the surge in multi-platform TV viewing that has sparked a concerted search by broadcasters and advertisers for new ways to uniformly measure viewership.
"Time-shifting has got the mainstream and is changing the way people watch TV," said Diana Kerekes, vice president of entertainment services for Comcast.
"The results of our 'TV Pulse Survey' underscore more consumers are watching their favorite shows when and how they want to watch them," she added.
The survey found that 80 percent of those questioned planned to watch live the upcoming 2010-11 TV season starting in September. But 41 percent plan to use DVRs to record shows and watch them later, while 17 percent will watch online, and 16 percent will use on-demand services provided by cable and satellite companies.
As for the most anticipated new TV shows, those questioned ranked the CBS remake of 1970s crime series "Hawaii Five-O" at the top of their list, with CBS lawyer drama "The Good Wife", starring Julianna Margulies, and the Fox musical comedy "Glee" topping the list of returning favorites.
The survey was conducted with 1,000 people by International Communications Research on behalf of Comcast. Comcast is in the process of acquiring a controlling stake in the NBC TV network and sister cable networks from General Electric Co..
Reporting by Jill Serjeant; Editing by Bob Tourtellotte