According to Nielsen Media Research, 78 percent of DVR viewers watch network prime-time shows that were recorded within two days of their initial broadcast and 84 percent play back shows within three days.

76 percent of viewers aged 18-49 played back broadcast network prime-time programs within 48 hours and 84 percent watched prime-time shows they recorded off advertiser-supported cable networks and 85 percent viewed time-shifted syndicated shows.

"The TV landscape is changing rapidly, and as consumers increasingly decide for themselves when to watch their favorite shows, Nielsen will establish new means to track their behavior," said Pat McDonough, Nielsen Media Research's SVP of planning and analysis. "This latest analysis allows clients to better understand how DVR playback affects viewing over seven days. It will enable us to work with clients to determine the most appropriate way to incorporate this data into our measurements."