Update news about us

Playback Viewing Is Catching Up

Astro PVR

Watching TV has been voted around the world as the top activity enjoyed by families when it comes to spending quality time. However, with all the pressures of the modern lifestyle, it has become a luxury to catch the programs at a specific time.

Time-Shift TV (TSTV) also known as playback or catch-up, allow users to watch programs they want after they were originally aired live on TV. In various markets, Playback viewership proportion has been constantly increasing in recent years. 


Figure 1. Live vs Playback viewing; 2006-2017 in United Kingdom.


Malaysian viewers have also demonstrated the same habit.


Figure 2. Live vs playback viewing, 2016-2017 in Malaysia

A quick snapshot of the Playback viewership…

1. Teens and young adults - the dynamic and active groups, are also the most time-poor. Close to half of the viewing of their favourite content, namely KPop, is time-shifted at their convenience.Image3.png

It is not by chance; a similar trend is seen consistently across the months.


2. Viewership increased by almost 50% with Playback viewing: 


3. With 36% Playback viewership in AOD, “Prime Time” is now redefined. 8.30pm & 9.30pm dramas are being recorded and watched during other times of the day.

4. 75% of the Playback viewing happens within a day. The more time-sensitive the content, the sooner it gets played-back. 90% of the news and 82% of sports content is played-back within a day.

5. Incremental GRPs delivered by Playback amongst the Top 5 categories:


As advertising moves increasingly across screens, measurement needs to move fast to keep up for a more robust analysis of viewership. On average, advertisers are losing 15% of the viewership without Playback. Therefore, Playback should be considered in business analysis due to its unneglectable influence on commercial audience rating.


Archived articles

Rate Card

Download our rate card


Download our credentials