It’s no secret that ever-growing numbers of television viewers are watching their favorite shows days after their initial broadcast, but thanks to C3 deals, networks aren’t making any money off of them.

But is all that about to change?

The New York Times reported Monday that “a chorus of network executives” is pushing advertisers to pay for seven full days of viewing on all screens, from computers to tablets to TV.

The move comes days after new data revealed how shows such as CBS’ “Hostages” and Fox’s “Brooklyn Nine-Nine” are seeing their lackluster first day ratings get a big boost from delayed viewing. Millions of viewers are being added once time-shifting is factored in.

And the median age of delayed viewers tends to be younger (45.1) than the Big Four networks (from 58.3 at CBS to 50.7 at NBC).

Advertisers, however remain skeptical, wary that time-shifters are just skipping the commercials (Nielsen says that half of all ads still get watched days later).

One potential solution: VOD, since most video-on-demand platforms don’t allow fast-forwarding.

Read More: The New York Times.

Brief Take: Delayed viewing is clearly here to stay, and as technology advances and stale ads can be swapped and replaced, VOD could offer important new ways for Madison Avenue to reach consumers.

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