Huge uptick for VOD uptake

The latest Rentrak State of VOD Report, which includes five years of video-on-demand (VOD) analysis, has shown a huge leap in terms of time spent viewing free prime time on-demand content.

The report found that such viewing increased 24% compared with a year earlier, with two-thirds of such viewing occurring after the third day of its original airing. This, says the analyst, provides an opportunity to generate ‘untold’ millions in additional advertising dollars for VOD. For example it calculates that transactional movies on demand generated $1.5 billion.

The research also found an average of 43.3 million televisions accessed VOD content with almost nine hours of time spent viewing per month. The total time spent viewing all VOD content was 4.4 billion hours, a 3% year-on-year increase. The TV Entertainment category, which includes programming from many of the top broadcast and cable networks, also saw a 17% increase in time spent viewing with two-thirds of cable network viewing occurring after the 72-hour period.

“The consumer is utilising the VOD button on their remote in a bigger way than ever, and TV networks have responded with their best programming,” said Rentrak CEO and vice chairman Bill Livek, commenting on the results. “TV networks will be able to tap into untold millions of dollars in revenue through the VOD platform.”