Music Choice shattered its monthly viewing record for free video on demand viewing in July.
Music Choice VOD Network drove 136 million views last month from nearly 7 million unique set-top boxes, according to Rentrak data.
Led by videos from Nicki Minaj, Bruno Mars, Kelly Rowland, Chris Brown, Katy Perry among others, that total eclipsed the 119 million views Music Choice VOD notched in July 2010. The 136 million views now represent the most video transactions for any single VOD service, for music or any other genre, according to officials at the programming sources.
Music Choice VOD, which launched in November 2004, is currently available in 51 million U.S. homes.
Given the number of new marquee videos and students at home from school, Damon Williams, vice president programming and content at Music Choice, had anticipated the VOD mark would fall, this summer.
"Watching videos is a social experience and our fans clearly want to see it on the best possible screens - their TV, said Williams. "Our numbers clearly illustrate that Music Choice is the industry leader in providing consumers with the hottest videos in the form they prefer - on demand!"
Noted Cathy Hetzel, corporate president and head of the AMI dicision at Rentrak: "Having instant access to a wealth of music content is one of the many reasons the on-demand platform experiences continued growth. Rentrak is pleased to provide our partner MusicChoice with the on-demand industry's measurement currency in order to maximize monetary opportunities on this powerful platform."
The top 10 videos that drove Music Choice VOD:
1. Nicki Minaj - Super Bass
2. Bruno Mars - Lazy Song
3. Kelly Rowland - Motivational
4. Chris Brown - Look at Me
5. Nicki Minaj- Did It On Em
6. Chris Brown - Next 2 You
7. Katy Perry - Last Friday Night
8. Rihanna - Man Down
9. Beyonce - Who Runs the World
10. LMFAO - Party Rock Anthem
Source: Rentrak OnDemand Essentials, July 2011