Discovery Networks Varies Its Menu of VOD Content

An increase in short-form content has resulted in large gains for video-on-demand usage for Discovery Networks U.S. services.

During September, VOD usage across all of the programmer's networks more than doubled, growing 101% versus orders in September 2006, according to statistics measured by Rentrak.

Discovery officials said the Portland, Ore.-headquartered measurement company couldn't supply aggregate usage counts.

Setting the pace in terms of percentage growth in September was on-demand fare from Discovery Military Channel, Discovery Health On Call and The Science Channel, which posted 349%, 276% and 133% advances, respectively, over September 2006 figures.

A common thread for their amelioration: the proliferation of more short-form, “snackable” content — 20 minutes or shorter — said Discovery vice president of new media distribution and domestic distribution Rebecca Glashow.

Glashow said Discovery relaunched its on-demand strategy in August 2006. “What we determined is that one size doesn't fit all when it comes to VOD. For Discovery, TLC and Animal Planet, we have a more episodic approach,” she said. “We've put up entire seasons of [TLC's] L.A. Ink and [Animal Planet's] Meerkat Manor. Essentially, we've let viewers time-shift the show.”

For Science, Military and Health, which are more information-oriented, Discovery created extra content that goes beyond shows and specials. “This is for passionate viewers who are curious and want more information,” Glasgow said.

Science Channel, which evenly divides short- and long-form VOD fare, categorizes content around such pillars as weather, engineering and space.

Health on Call's VOD content, almost entirely short-form, centers on diet, exercise, tips for healthy living, diagnosis and treatment information.

About 70% of Military's on-demand fare is short-form.

Discovery itself saw September 2007 VOD usage improve 135% from the prior-year period.

It's racked up almost 2 million VOD views, the most since the company began tracking numbers in October 2004, for the 10-part special Planet Earth.

Glashow also said VOD previews have helped linear performance. “We offered Planet Earth standard- and high-definition content with Comcast and had strong viewing in those markets on the linear network,” she said.

Glashow explained that Discovery has an edge from owning or commissioning much of its programming. “We don't have to clear the rights, so we can exploit the content,” she said. “Our 'preditors' [producers/editors] are always working on what can be used on different platforms, including mobile.”

Expect to see more HD VOD from Discovery, TLC, Science and Animal Planet in the months to come, according to Glashow.