A new study from Virgin Media shows that half of Brits are moving to time-shifted television from their usual telly guide.
Collected data from over 2.3 million Virgin Media TiVo set-top boxes shows a fifth of all TV is now watched in a time-shifted format, meaning it's either recording onto the hard drive of the box or watched on demand.
43% of people mostly watch time-shifted TV, with the minority of 20% tuning into live television only for must-see moments, and 30% watching predominantly live TV.
Over a third (34%) now use second screens whilst viewing, and 78% of these people also check and update their social media accounts whilst watching.
Sports shows get shoved to second screens when a battle for the television comes about, and 'reflex recording' is triggered by shows that seem to 'trend'.
The research was conducted alongside the launch of Virgin Media's new advertising campaign, which celebrates the nation's viewing habits with animal archetypes that represent different types of TV fans.
To find out which archetype you are, visit http://keepup.virginmedia.com/big-kahuna-movies-skymovies-netflix/quiz
Tagged in Television