Time Spent Watching Free VOD TV Content Jumps 40%: Rentrak

Study Finds Number of Shows Accessed from Platform Up 29% 4/17/2013 10:49 AM Eastern

The amount of time subscribers spent watching free video on demand television fare soared in 2012, according to the latest findings from measurement company Rentrak.

According to the "Rentrak State of VOD Report 2012," which reflects four years of platform analysis from Rentrak’s OnDemand Essentials Service, the total amount of time subscribers spent viewing free-on-demand TV content grew 40% in 2012 from 2011’s level.

Moreover, the report found that the total number of free-on-demand TV programs watched went up 29% from the prior year. Relative to broadcast network shows, the percentage gains were even greater, as there was a 60% uptick in total time spent viewing those programs and a 47% advance in the number of those shows watched from the prior year.

High-definition VOD viewing escalated by 60% in 2012, while there was a 5% increase to 43 million TVs that accessed VOD content on a monthly basis. That was up 13% from 2010’s levels, according to the Rentrak study.

Given these numbers, Rentrak officials point to the opportunities for advertisers to reach viewers through VOD mechanisms.

"There is no doubt that this kind of growth is reshaping budgets of cable operators, content providers and advertisers," said Rentrak corporate president and president of the AMI Division Cathy Hetzel in a statement. "Our reporting gives perspective on how many ad dollars could be left behind if on-demand content is not considered by the planners of TV."


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