11% of Americans time-shift their primetime into 11pm-midnight

The traditional prime time period (8-11 PM) is expanding as people create their own “personal television schedules” and push prime time as far back as midnight, Nielsen says. 11% of viewers age 18-49 in DVR homes are playing back recorded programming between 9 and 10 PM. 7% are playing back programming between 11 PM and 12 AM, according to Nielsen.