Viewing of free-on-demand TV content up 40%

Rentrak has released its State of VoD Report 2012, which includes four years of VoD analysis from Rentrak’s OnDemand Essentials service. The report shows that the total time spent viewing free-on-demand television content in the US increased by over 40 per cent in 2012 compared to the previous year. Rapidly increasing numbers also show that the total number of free-on-demand TV programmes watched went up 29 per cent from the prior year.

When considering free-on-demand programmes that were aired over just broadcast networks, numbers grew more significantly, including a 60 per cent increase in total time spent viewing and a 47 per cent jump in the total number of programmes watched since the previous year.

“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. “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.”

Other Insights from the Rentrak State of VoD Report 2012 include:

  • HD VoD viewing grew by more than 60 per cent.
  • 43 million televisions accessed VoD content each month which was a five per cent increase from the previous year and a 13 per cent increase from 2010.

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