Cable VOD continues to grow in healthy measures, as indicated by a recent report from Rentrak. The audience-measurement firm shares that cable operators processed some 3.8 billion VOD orders in 2008, a jump of 21% compared to the year before. Granted, that number also includes overwhelmingly populer "free VOD" offerings, but excludes the always-popular adult content. From an article in Multichannel News about the report:
Consumers who watched VOD ordered an average 17.8 VOD assets per month in 2008, Rentrak found in an analysis of data collected from January 2007 through December 2008. In a given month, around 13% of all VOD-enabled set-top boxes were used to purchase transactional on-demand content.
Rentrak's report was based on its OnDemand Essentials service, which processes data from more than 35 million digital cable set-top boxes from major TV providers, including Comcast, Time Warner Cable, Cox Communications, Cablevision Systems, Insight Communications and Verizon Communications.