 US | TECHNOLOGY |
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Rentrak's annual report reveals VOD continues to grow exponentially in the US, thus becoming an excellent target for advertisers.
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VOD is becoming the preferred destination for video consumers in the US, as free on-demand shows on ad-supported broadcast, cable and VDD networks continues to grow. According to Retrak's annual State of VOD trend report, said videos were accessed 6.8 billion times last year (17% higher than 2010).
According to Rentrank's report, the potential value of ad inventory is an outstanding US$ 1 billion, as "ad insertion technologies" continue to advance over the upcoming years.
The report also reveals the number of VOD views in the US in 2011 reached 8.8 billion, a significant increase from the 7.8 billion registered in 2010. In addition, 55 million US homes currently have access to VOD, while the average home spends 8 hours a month watching VOD content, according to the report.
As far as the actual content goes, entertainment programming takes the lead in the FOD category, according to the report.
"In the eight years since VOD has taken off, homes now watch eight hours of VOD a month and 80% of that is free TV programs," said Cathy Hetzel, corporate president at Rentrak. "Combine that with the potential ad sales of a billion dollars and you have one powerful medium.
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