On Demand: VOD Changes Primetime Economics - Broadcasting & Cable

On Demand: VOD Changes Primetime Economics

Rentrak CEO says bulk of viewing happens after day 3
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NEW YORK – Rentrak vice chairman and CEO Bill Livek believes the difference between video on demand and primetime linear TV is a lot like the gap between cooking with a microwave and an oven – food tastes better in the oven, but “you can’t beat the speed.”

Livek, whose company makes its living measuring TV viewing habits, said at the Multichannel News/B&C On Demand Summit that consumers, in an effort to accommodate their busier lifestyles, are making the trade off between watching commercials on the VOD platform for the convenience of merely clicking a button to watch their favorite shows when they want them.

And the numbers back him up. According to Rentrak, about 57 million households have access to VOD, up by about 2 million in the past year. More importantly, he said, time spent watching VOD has risen to 9.3 hours per month, about double the time spent just five years ago.

For the full story go to Multichannel.com.

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