Video-on-demand orders increased 21% last year, with operators processing 3.8 billion VOD orders in 2008 excluding adult programming, according to a report from audience-measurement firm Rentrak.
Consumers who watched VOD ordered an average 17.8 VOD assets per month in 2008, Rentrak found in an analysis of data collected from January 2007 through December 2008. In a given month, around 13% of all VOD-enabled set-top boxes were used to purchase transactional on-demand content.
Rentrak's report was based on its OnDemand Essentials service, which processes data from more than 70 million digital cable set-top boxes from major TV providers, including Comcast, Time Warner Cable, Cox Communications, Cablevision Systems, Insight Communications and Verizon Communications. The company's annual VOD report measured 35.2 million unique set-tops in 2008, compared with 31.8 million in 2007.
Other findings: In 2008, free VOD accounted for 74% of all non-adult orders -- amounting to 2.8 billion views -- while subscription VOD accounted for 23%; and transactional on-demand accounted another 3%.
Of the 203,640 unique titles tracked by Rentrak last year, 91% were free VOD, while 6% were subscription and 3% were transactional.