‘Free’ On-Demand TV Viewing Soaring24 Apr, 2013 By: Doug McPherson
PORTLAND, Ore. – Time spent viewing free-on-demand television content jumped 40 percent over the last year – that’s up 29 percent over the year before, says the TV audience measurement firm Rentrak.
The report notes: “When considering free-on-demand programs that were aired over just broadcast networks, numbers grew more significantly, including a 60-percent increase in total time spent viewing and a 47-percent jump in the total number of programs watched since the previous year.”
Rentrak President Cathy Hetzel said the findings are likely to reshape the budgets of cable operators, content providers and advertisers. “The data indicates how many ad dollars could be left behind if on-demand content is not considered by the planners of TV,” she said.
The findings are part of a 2012 “State of VOD Report” based on data from 43 million U.S. TVs with access to video-on-demand content each month, a base which itself grew 5 percent last year, and 13 percent the year prior.