Video on Demand Consumption Grows, So Does Rest of "On Demand"

Video-on-demand services offered by cable, satellite and telco TV providers have been a modest success so far. In fact, one might well make the argument that digital video recorders represent the biggest innovation in "on demand" viewing in recent years, though some also would note even that viewing is relatively low, compared to total viewing.

Still, there was a 35 percent increase in VOD transactions in 2010, compared to 2009, according to Rentrak OnDemand Essentials, an audience measurement company.

According to the Leichtman Research Group, DVR penetration rates have reached 54 percent for consumers with households exceeding $75,000 while those with incomes below $30,000 only have a 16 percent penetration rate. See http://www.marketingforecast.com/archives/6941.

Last year, a Nielsen survey revealed that over 30 percent of consumers owned DVRs, but a more recent survey conducted by Comcast says that up to 60 percent of households may be time-shifting their TV viewing.

According to Leichtman analysts, live programming still represents about 80 percent of total viewing. But DVR now represents about 41 percent of that activity.

Online is 17 percent of total TV consumption while other forms of video on demand represent 16 percent of viewing.

But estimates vary. Overall, consumers watch an average of 158.25 minutes of TV per day, according to Nielsen. And they spend just 9:36 minutes watching time shifted TV daily, a 14 percent increase from last year, but still a small amount, according to Nielsen.

On-Demand Viewing Poses a Test for Broadcasters - NYTimes.com