There is growing awareness among consumers about video-on-demand, according to the latest "Pulse" survey from the Cable & Telecommunications Association for Marketing.
Pulse surveyed 1,016 homes in December and found that 74% of digital subscribers knew about VOD and slightly more than one-half of the overall respondent base had heard of VOD.
Younger and affluent homes showed the most knowledge. Some 65% of adults between 18-34 knew about VOD and 69% of those with household incomes above $75,000 were aware of the service.
CTAM president Char Beales said the numbers were encouraging given that VOD is a brand-new product for consumers. "This research shows that cable marketers have done a good job building awareness of on-demand in just a few short years," she said in a prepared statement.
The study found that 22% of all subscribers had ordered VOD, with 34% of premium customers saying they used VOD and 35% of digital subscribers.
In other research, 58% of digital subscribers said ordering VOD was more convenient that renting videos.