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MediaBuyerPlanner: More than half (54 percent) of digital cable subscribers use video on demand, up from 41 percent in 2005, according to a mail/online survey of about 35,000 subscribers conducted by Claritas, a division of Nielsen parent VNU.
Of the respondents who order their movies on demand, however, only slightly more than 10 percent use it at least once a week, while another 30 percent choose one movie a month, writes Broadcasting & Cable. A third say they never rent from video stores.
Time shifting is a growing trend among digital cable subscribers, with 24 percent saying they have a DVR subscription, according to the survey. That is up from 18 percent in 2005.
Video on demand and time shifted viewing pose a challenge to advertisers, as agreed-upon measurement systems have yet to be determined.
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