Rentrak Releases Report on State of VOD Indicating Primetime Viewing up 24%
Rentrak, the leader in precisely measuring movies and TV everywhere, today announced the release of the latest Rentrak State of VOD Report. The new report, which includes five years of video-on-demand (VOD) analysis from Rentrak’s OnDemand measurement service, shows that the total time spent viewing of free-on-demand television content in the Broadcast Primetime category increased 24 percent compared to the previous year. The report also states that 66 percent of Broadcast Primetime program viewing occurred after the third day of its original airing, providing the opportunity to generate untold millions in additional advertising dollars for VOD.
According to the report, which is broken into three parts: free-on-demand, subscription-on-demand and transactional-on-demand, an average of 43.3 million televisions accessed VOD content with almost nine hours of time spent viewing per month. The total time spent viewing all VOD content was 4.4 billion hours, a three percent increase from the previous year. The TV Entertainment category, which includes programming from many of the top broadcast and cable networks, also saw a 17 percent increase in time spent viewing.
Other insights from the Rentrak State of VOD Report include:
- Cable Networks: Two-thirds of viewing occurred after the third day of its original airing
- Transactional Movies On Demand: generated $1.5 billion
“The consumer is utilizing the VOD button on their remote in a bigger way than ever, and TV networks have responded with their best programming,” said Rentrak Chief Executive Officer and Vice Chairman Bill Livek. “I believe with Rentrak’s tools, TV networks will be able to tap into untold millions of dollars in revenue through the VOD platform.”