CTAM: Strong Demand for VOD


A total of 54% of digital-cable subscribers ordered video-on-demand programming in 2006 -- up from 49% in 2005 and 35% in 2004 -- according to theCable & Telecommunications Association for Marketing’s recent Pulse report.

CTAM added that among premium-cable customers, 56% ordered VOD fare in 2006, up from 51% in 2005 and 34% in 2004.

And 67% of subscribers who were aware of HD programming being available via VOD watched an HD program or movie using that service.

“Although cable HD on-demand is just beginning to be delivered, customers are chomping at the bit to have it, and more of it,” CTAM CEO Char Beales said in a prepared statement. “Cable’s customers have been enjoying a huge library of on-demand selections. Add HD on-demand to the mix, and today’s cable customers will be even more satisfied.”