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.
Related VOD stories:
- ABC Finally Inks VOD Deal
- VOD Ads Hit ‘Watershed Moment’ with Real-Time Insertion
- Print Measurement Disagreement, Plus Media Measurement Overview
- Nielsen Delays Release of VOD Measurement
- Atlas Joins with VOD Partner
- Atlas Study: Longer VOD Ads More Effective
- GM’s Lazar: Cable Execs Need to Move to VOD, Broadband
- Comcast Presents First All-VOD Upfront
- Comcast VOD to Offer NBC Slate
- Traditional TV-Time Not Lost to VOD
- Consumers Choose Ads Over VOD
- Ford Launches VOD Campaign
- NBC, CBS Cut VOD Deals
- Comcast Delivers One Billion VOD Programs in 10 months
Related DVR stories:
- TiVo & IRI Measure DVR Watching and Purchase Decisions
- CBS’s Poltrack: Increased DVR Use to Boost Commercial Ratings
- New Tech Allows Creates ‘Billboards’ during DVR Fast-Forwarding
- Nielsen: DVR Users Really Do Watch More TV
- DVR Owners Watch Less TV, Read More Magazines
- New TiVo Service Brings Broadband Video to TV
- ‘Place-Shifting’ Via Slingbox as Revolutionary as DVRs
- Research: DVR Time-Slip Threat Not As ‘Extreme’ As Predicted
- GE Targets DVR Users With ‘One Second Theater’ Ads
- Yahoo Connects PC to TV, Turns It into DVR
- DirecTV, TiVo Extend Partnership Through 2010
- New Nielsen Data: Virtually No Viewers Catch Time-Shifted Ads
- ABC Won’t Deal with Agencies Insisting on Live Only
- Carat Urges ‘Wait and See’ Attitude for Nielsen DVR Data Streams
- New Nielsen Data Streams Show Strange Anomalies
- Fox Shows Available for DirecTV Prior to Airing
- Skipping Ads a Priority for DVR Owners
- Networks: Most DVR Playback Viewers Skip Ads, Some Pay Attention
- Nets to Advertisers: Consider DVR Playback Viewing Data
- Nielsen to Offer Fourth Set of DVR Data
- DirecTV to Pitch Its Own DVR
- Magna: DVR Add-On, Not Replacement for TV
- Women Control DVRs
