New Rentrak Report Claims VOD Usage Up 21% Year-Over-Year

--Claims VOD Users Order Average of 17.81 VOD Assets per Month

Multiscreen media measurement and research company, Rentrak, announced Monday that it has published its "Rentrak State of VOD: Trend Report 2008." According to the company, the 25-page report, which is priced at $495, is based on data from January 2007 through December 2008 that was gathered by its OnDemand Essentials service. The company claims that that service--which it bills as providing operators, content providers (including broadcast and cable networks and studios), and advertisers with a transactional tracking and reporting system--has processed over 17 billion VOD transactions to date from its operator partners. "Rentrak's status as a leading media measurement and research firm makes us uniquely qualified to contribute important industry insights from the data we are tracking," Kristie Fortner, Rentrak's VP of syndication, said in a prepared statement. "As awareness and access to VOD continues to grow steadily, and the popularity of the platform increases, we are proud to provide our subscribers with instant availability of the vital information needed to track on-demand content, trends, consumer behavior and more."

According to Rentrak (which cites figures from Magna Global that show that 37% of TV households had access to VOD programming at the end of 2008), its new report analyzes trends in free (FOD), subscription-based (SVOD), transactional (TOD), HD, and adult transactional VOD; and also, for the first time, includes both benchmarks and decay curves for the top-five FOD content categories: Kids, Music, TV Entertainment, Free Movies and Cutting Edge. Among the highlights of the report:

  • When comparing system-to-system growth, the on-demand platform overall has continued to experience double-digit increases in usage year-over-year, with 2008 orders up 21% from the previous year.
  • On average, consumers who use VOD order 17.81 VOD assets per month.
  • In 2008, FOD accounted for 74% of all non-adult orders, while SVOD accounted for 23%, and TOD accounted for 3%.
  • In a given month, around 13% of all VOD-enabled set-top boxes purchased TOD content.


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