Virgin Media had 200 million views of on demand TV content in the first three months of 2010. Channel 4's on demand service, 4oD, enjoyed a record-breaking three months with nearly 19 million views of catch up content during Q1 2010. BBC iPlayer saw over 50 million views during Q1 2010.
There is no news on monetizing this expansion in VOD. So far, it's only selling ads against its VMtv channels and only to one agency, Aegis, on an exclusive basis.
Meanwhile Virgin is to boost its marketing spend by as much as 30 per cent this year, to about £170 million, (E196m) with heavy advertising planned for products including high definition services and high-speed broadband.