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VoD broadcast primetime viewing sees 22% growth

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MUMBAI: The total time spent on viewing Free on Demand (FOD) television content in the Broadcast Primetime category increased 22 per cent compared to the previous year, with 32.8 million more hours per month watched in Q1 2015 than two years ago.

A report titled ‘State of VOD: Trend Report’ by Rentrak includes two years Video on Demand analysis and year-to-date metrics from Rentrak's On Demand Essentials measurement service. Since Rentrak started issuing the report five years ago, findings show that time spent watching Broadcast Primetime on Demand has doubled.

Insights from the Rentrak report include:

Free on Demand (Broadcast Primetime): Transactions are up 19.8 per cent

Free on Demand (Cable Series Content): Transactions are up 8.2 per cent

The majority of primetime viewing On Demand happens after day three, with more than 50 per cent occurring day seven and beyond.

“Much has been written about the movement from TV to digital viewing, however, Rentrak shows that while live TV viewing is slightly down, television viewership is largely unchanged as more viewership is occurring on DVR and VOD over 28 days,” said Rentrak corporate president Cathy Hetzel.

“With 100 per cent of all primetime series shows now available on VOD, consumers know that favourite shows will be available when they want to watch. The water cooler effect is also driving higher usage as consumers now have the opportunity to watch shows they hear about, from the first episode on,” Hetzel added.

“It is no surprise that Free on Demand continues to see growth. On Demand is truly the ultimate engagement medium. No commercial avoidance for primetime content available on FOD makes On Demand one of the most effective platforms on which to target your most desirable consumers. Our recent 'Report' proves that VOD advertising should be sold at a premium price,” said Rentrak CEO and vice chairman Bill Livek.

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