Videowatch VOD Report Suggests Cable Beats iTunes for iVOD Movies

By emeadows
September 26, 2012

According to new research from NPD Group, a la carte movie rentals (or iVOD) are very popular on cable VOD, which added up to nearly half of all such transactions in the first half of 2012.
“Apple’s digital storefront managed 8 percent share — less than Comcast (23 percent), DirecTV (14 percent) and Time Warner Cable (9 percent) drew individually,” reports Variety.
“Verizon finished just behind iTunes with 7 percent, but telco iVOD is growing faster year-over-year than the entire category, 24 percent to 15 percent,” notes the post.
The NPD research does not include subscription VOD services like Netflix or electronic sell-through.
“When it comes to paying for on-demand movies on an a la carte basis, cable companies are by far the primary conduit, due in large part to their widespread penetration and usage in Americans’ homes,” says Russ Crupnick, senior VP of industry analysis for NPD Group. “Even as iVOD, and VOD from satellite-media companies and telcos grow in popularity, cable companies continue to dominate the VOD movie rental market.”

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